Strategic Marketing

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Strategic Marketing

  1. 1. MARKETING Strategy By Rizal Hari Magnadi
  2. 2. Strategic Management <ul><li>the art and science of formulating, implementing , and evaluating </li></ul><ul><li>cross-functional decisions that enable an organization to achieve its objectives </li></ul>
  3. 3. Marketer’s Jobs in Business Strategy (Grant, 2002) <ul><li>Analyze both the micro and macro environments using appropriate tools and techniques </li></ul><ul><li>Continually refine this analysis in relation to changing environmental conditions </li></ul><ul><li>Continually analyze competitive actions and be able to either pre-empt or react to such actions </li></ul><ul><li>Link marketing to the overall ambitions of the organization (the corporate strategy) but with a need for flexibility </li></ul><ul><li>Marshal the group resources and core competences to compete within the marketplace </li></ul><ul><li>Marshal the components of the marketing mix to both compete within the marketplace and achieve the overall objectives of the organization </li></ul>
  4. 4. Strategy Levels <ul><li>Corporate strategy </li></ul><ul><li>Business strategy </li></ul><ul><li>Functional Strategy </li></ul>
  5. 5. Corporate Strategy Level <ul><li>What business are we in? </li></ul><ul><li>What business should we be in? </li></ul>
  6. 6. Business Strategy Level <ul><li>Can new opportunities and new markets be identified? </li></ul><ul><li>Can the business unit’s strengths and weakness be clearly identified? </li></ul><ul><li>Can new product and service opportunities be identified that match current and potential customer needs? </li></ul>
  7. 7. Functional Strategy Level <ul><li>What goals have to be achieved at the functional level to ensure strategic success at the business and corporate levels? </li></ul><ul><li>What resources are required at the functional level to achieve those goals? </li></ul>
  8. 8. Ansoff’s Portfolio Matrix (1987) Market Penetration Product Development Market Development Diversification New Present/Existing Product Present/Existing New Market
  9. 9. Market Positioning <ul><li>Market Leader </li></ul><ul><li>Market Chalenger </li></ul><ul><li>Market Follower </li></ul><ul><li>Market Nicher </li></ul>
  10. 10. Indonesian Airlines Industry
  11. 11. Specific route that not reach by other airlines (example : Papua, Sulawesi)
  12. 12. Semarang Bookstore Industry

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