Successfully reported this slideshow.

Relationship strategy

2

Share

Upcoming SlideShare
Strategic Relationships
Strategic Relationships
Loading in …3
×
1 of 23
1 of 23

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

Related Audiobooks

Free with a 14 day trial from Scribd

See all

Relationship strategy

  1. 1. MARKETING ON RELATIONSHIP STRATEGIES Valued for Marketing Strategy Discussion Prepared by : Erik Japri 2012811035 Irfan R. Nugraha 2012811039 Julius Ongkowidjaja 2012811045 September 2013
  2. 2. Stop and Think !!! Why Relationship is Important ?
  3. 3. Reasons behind it ... GLOBAL ECONOMIC RECESSION (Complexity&Risk Economic,Limit Resources&Skill) CONSOLIDATION (Suppliers,Producers,Distr ibution Chanel, Customers) GAINING COMPETITIVE ADVANTAGES : Increase demand to access technology, expand resources, improve productivity&quality,penet rate new markets CO-OPERATION RELATIONSHIP : Strategic Alliance, Joint Venture,Supplier-Producer Collaboration
  4. 4. • Stop and Think !!!
  5. 5. Menjaga hubungan baik dapat membuat Orang menjadi Loyal Flight Singapore Airlines 006 Penanganan cepat yang dilakukan oleh SQL setelah terjadi kecelakaan parah, TIDAK MEMBUAT kepercayaan orang hilang bahwa “SQL merupakan maskapai penerbangan yang aman dan nyaman” Ilustrasi
  6. 6. Kenaikan Laba dari Peningkatan Loyalitas Pelanggan Sebesar 5% di berbagai industri Percentage Increase in Profit 90% 80% Menaikkan loyalitas pelanggan sebesar 5% dapat menaikkan keuntungan perusahaan sebesar 30-85%. 70% 60% 50% 40% 30% 20% 10% ar e tw So f R et ai lB an k C re di tC C re ar di d tI ns In su ur ra an nc ce e B In ro du ke st ra ria ge lD is tr ib In ut du io st n ria lL Fa au ci lit nd y ry m an ag em en t A ut o S er vi ce C ha in 0% Source: Heckett et al (1997) The Service Profit Chain
  7. 7. Tidak menjaga hubungan baik dapat membuat Perusahaan Rugi !!! Ilustrasi
  8. 8. Sekarang ... • 100 juta video dibuka setiap hari, • 200,000 video baru dalam 1 hari. • Youtube dikunjungi oleh hampir 20 juta pengguna setiap bulan (sumber : www.gadgetizer.com)
  9. 9. • Contents : The Rationale for Interorganizational Relationship • Types of Organizational Relationsips • Developing Effective Relationships between Organizations • Global Relationships Among Organizations
  10. 10. The Rationale for Interorganizational Relationship Value-enhancing opportunities The Rationale Skill and resource gaps Environmental turbulence and diversity
  11. 11. Value-enhancing opportunities The opportunities present in many markets today is that organizations can couple their competencies to offer superior customer value. Even when partering is not required, a relationship strategy may result in a much more attractive value offering
  12. 12. Environmental Turbulence and Diversity • Colaboration with supplier and producer • Strategic alliances between competitors • Joint ventures between industry members • Partnership with many others organizations Environmental Turbulence
  13. 13. Skill and Resource Gaps • Increasing Complexity of Technology • Financial Constraints • Access Markets & • Information Technology
  14. 14. • Contents : The Rationale for Interorganizational Relationship • Types of Organizational Relationships • Developing Effective Relationships between Organizations • Global Relationships Among Organizations
  15. 15. Examining the Potential for Colaborative Relationships What is The Strategic Logic ? Key issues is that there should be a strong undrlying logic for collaboration Is Partnering a Promising Strategy ? It is important to consider the cost as well as the benefits of partnering with customers, suppliers, competitors. How Essential Strategy ? Colaborative Relationships include shared activities : • Product and Process design • Cooperative Marketing Programs • Applications Assistance • Long-term Supply Contracts • Just in time Inventory Programs is the Relationship Normally, relationships are formerd because the partners believe that combining their efforts is essential and that pursuing the project alone is not feasible. Are Good Candidates Available Promising partners may be unwilling to collaborate or already may be involved with other organizations. Do Relationships Fit Our Culture ? The Corporate cultures of the partners should be adaptable to the partnership
  16. 16. Types of Organizational Relationships Customer – Supplier Relationships Distribution Channel Relationships End-User Customer Relationships Internal Partnering • Customer Focus • Assesing customer Value Strategic Alliances Joint Ventures • • • • Success of Alliances Kinds of Alliances Alliance Success Requirements Alliance Vulnerabilities
  17. 17. • Contents : The Rationale for Interorganizational Relationship • Types of Organizational Relationships • Developing Effective Relationships between Organizations • Global Relationships Among Organizations
  18. 18. Objectives of the Relationships Identifying and Obtaining New Technologies and Competencies Several ways to locate and exploit external sources of R & D : • Collaboration with university departements and other research institutions. • Precompetitive collaborative R&D to spread research more widely • Corporate venturing • Joint venture and others forms of strategic patnerships that enable a company to acquire new competencies by “borrowing” from a company with a leadership position Developing New markets and Building Market Position Market Selectivity Strategies Restructuring and Cost-Reduction Strategies
  19. 19. Relationships Management Guidelines Planning Trust and Self-Interest Conflicts Leadership Structure Flexibility Cultural Differences Technology Transfer Learning from Partner’s Strengths
  20. 20. Partnership Capabilities The Capability to manage effectively through partnerships does not exist in all organizations & Control and Evaluation The Capability to manage effectively through partnerships does not exist in all organizations
  21. 21. • Contents : The Rationale for Interorganizational Relationship • Types of Organizational Relationships • Developing Effective Relationships between Organizations • Global Relationships Among Organizations
  22. 22. Global Relationships Among Organizations Types of Global Organizations • The Network Corporation • Trading Companies The Strategic role of Government • Single-Nation Partnership • Government Corporations • Government Legislation

×