strategic marketing

1. Memenangkan Pasar melalui
Perencanaan Stratejik yang
Berorientasi Pasar

2. Kotler tentang Pemasaran
Lebih penting melakukan apa yang secara
Stratejik benar daripada apa yang
menghasilkan keuntungan dengan
seketika.

3.  Perencanaan
Stratejik(Strategic Planning),
didefinisikan sebagai :
“Proses Pengembangan dan Pemeliharaan
sebuah Strategi yang sesuai antara Tujuan
dan Kapabilitas Organisasi dan Peluang-
Peluang Perubahan Pemasaran
Perusahaan”.(Kotler/Amstrong,Ch.2)
Executive Opinion

4. Perencanaan Stratejik : Tiga Bidang Utama
dan empat Level Organisasi
 Strategic marketing plan
 Marketing plan
 Tactical marketing plan

5. Corporate
Mission
Corporate
Goals &
Objective
Corporate
Development
Strategy
Development
Of Resources
SBU nSBU 2
Strategy
Business
Unit 1
Business Unit
Objectives
Competative
Strategy
Development
Resource Across
Product-Markets
Fuctions
Human
Resource
Strategy and
Plan
R&D
Strategy and
Development
Marketing
Strategy for
Product Market
Entry X
Tactical Marketing Plan for
Product Market Entry X
Corporate
Strategy
Business
Strategy
/SWOT
Functional
Strategy
Environmental
Factors
Operations
Strategy
And Plans
Hierarchy Strategy (Walker “Marketing Strategy ),p.11

6. Marketing Plan Elements
Marketing Strategy
Product
Promotion
Distribution
Price
Marketing Mix
Business Mission Statement
Objectives
Situation or SWOT
Analysis
Target Market Strategy
Implementation
Evaluation
Control

7. Corporate and Division
Strategic Planning
► Aktivitas Perencanaan, meliputi :
 Mendefinisikan Misi Korporasi
 Menetapkan Unit Bisnis Stratejik, dan
Menentukan alokasi Sumberdaya untuk
SBU’s
 Merencanakan Bisnis Baru,
Merampingkan Bisnis Lama

8. Lingkup Industri
Lingkup Produk dan
Penggunaan
Lingkup Kompetensi
Lingkup Vertikal
Lingkup Segemen Pasar
Lingkup Geographik
Menetapkan Lingkup Pernyataan Misi
Persaingan Utama Perusahaan :

9. Corporate and Division
Strategic Planning
 Karakteristik SBUs
 SBU adalah Bisnis Tunggal atau kelompok bisnis
terkait yang dapat direncanakan secara terpisah
dari bagian perusahaan lain.
 Mempunyai kelompok Pesaing tersendiri.
 Mempunyai manajer yang bertanggung jawab
atas perencanaan strategis dan Has a manager
who is responsible for strategic planning and profit

10. Business Unit Strategic Planning
 Marketing Alliances
 Product or service alliances
 Promotional alliances
 Logistical alliances
 Pricing collaborations
 Partner Relationship
Management, PRM
 Program Formulation and
Implementation

11. Perencanaan Stratejik Bisnis
 Business Mission
 SWOT Analysis:
Internal
 SWOT Analysis:
External
 Goal Formulation
 Strategic
Formulation
 Program
Formulation &
Implementation
 Feedback and
Control
Tahapan Perencanaan :

12. Strategic Business Planning
SWOT Analysis
 Peluang dan
Ancaman dari
Lingkungan
External
 Internal strengths
and weaknesses
 Monitoring kekuatan
kunci kecenderungan
masa kini
 Untuk
kecebderungan lain,
Analisis tingka laku
Peluang Pemasaran
(MOA)

13. Strategic Business Planning
SWOT Analysis
 Opportunities and
threats stemming
from the external
environment
 Kekuatan Internal
dan Kelemahan
 Kesadaran Merek,
Citra, reputasi
 Distribusi, harga,
loyalitas Pelanggan,
manfaat produk.
 Finansial, R&D,
manufaktur.

14. The Marketing Process
 Steps in the Marketing Process:
Analyzing market opportunities
Developing marketing strategies
Planning marketing programs
Managing the marketing effort :
. Annual-control
. Profitability-control
. Strategic-control

15. Managing The Marketing Process
 Marketing Departments can be
organized by :
 Function
 Geographic area
 Products or brands
 Customers or markets
 Corporate divisions
 Global aspects

16. Managing The Marketing Process
Types of Control
Annual plan
Profitability
Efficiency
Strategic
 Tanggung jawab
top dan middle
management
Menjelaskan
apakah hasil
perencanaan
dicapai.

17. Managing The Marketing Process
Types of Control
 Annual plan
 Profitability
 Efficiency
 Strategic
 Tanggung Jawab
Pengawas
Pemasaran
 Menjelaskan di
mana perusahaan
menghasilkan
uang dan
mengalami
kerugian.

18. Managing The Marketing Process
Types of Control
Annual plan
Profitability
Efficiensi
Strategic
 Tanggung Lini
dan staf dan
pengawas
pemasaran.
 Evaluasi dan
mencoba
memperbaiki
efisiensi
pengeluaran2
pemasaran.

19. Managing The Marketing Process
Types of Control
 Annual plan
 Profitability
 Efficiency
 Stratejik
 Tanggung Jawab
Top Manajemen
dan Audit
Pemasaran.
 Menjelaskan
apakah
perusahaan
dapat mencapai
peluang terbaik.

20. Strategic Opportunity Matrix
Present Product New Product
New
Market
Market
Penetration
Market
Development
Product
Development
Diversification
Present
Market
Market
Condition
Offering
Product