2

Developing Marketing
Strategies and Plans

Marketing Management, 13th ed

 Chapter Questions

Bagaimana upaya mempengaruhi nilai

pelanggan (customer value) melalui
pemasaran?
Bagaimana perencanaan strategis
dilakukan di berbagai tingkat
organisasi?
Hal-hal yang termasuk dalam rencana
pemasaran?

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 Siemens AG has grown through new
product innovation and strategic
acquisitions

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Siemens AG has grown through new product
innovation and strategic acquisitions
 Nike Creates Value

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 Pendekatan 3 V (Nilai) dalam
Pemasaran
Definisikan value segment
(nilai dalam segmen pasar
yang akan dibidik)

Definisikan value proposition

(nilai yang dijanjikan akan
disediakan/dideliver)

Definisikan value network

(perspektif analisis yang
menggambarkan sumber daya
sosial & teknis perusahaan)

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 What is the Value Chain?

Rantai nilai adalah alat untuk

mengidentifikasi cara-cara untuk
menciptakan nilai pelanggan yang lebih
baik, karena perusahaan pada dasarnya
merupakan sebuah sintesis dari aktivitas
utama dan aktivitas pendukung dalam
merancang, memproduksi, memasarkan,
memberikan, dan mendukung produknya.

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 Cisco Systems Taps into Partner
Expertise to Create Value

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 Core Business Processes
Core business suatu organisasi adalah proses mewujudkan
suatu yang ideal (menurut perusahaan) melalui kegiatan
utama dan esensial perusahaan.

Core business process berarti keberhasilan suatu

perusahaan tidak hanya bergantung performansi tiap
departemen melakukan pekerjaannya, tetapi juga
tergantung pada bagaimana perusahaan mengelola dan
mengkoordinir departemen melakukan proses bisnis inti,
meliputi :

1 . Market sensing process, yaitu seluruh kegiatan dalam

mengumpulkan informasi dan bertindak atas informasi
tersebut (intelijen pemasaran, analisa dan decision)
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 Core Business Processes
2 . The new-offering realization process, yaitu seluruh
kegiatan yang meliputi riset, pengembangan hingga
peluncuran penawaran produk (tingkat kualitas) baru
dengan cepat dan sesuai anggaran.
3 . The customer acquisition process, yaitu seluruh kegiatan
mendefinisikan target pasar dan prospek pelanggan baru
4 . The customer relationship management process, yaitu
seluruh kegiatan yang meliputi membangun pemahaman
yang lebih dalam tentang hubungan dan pelayanan
kepada pelanggan individu
5 . The fulfillment management process, yaitu seluruh
kegiatan dalam menerima dan menyetujui pesanan,
pengiriman tepat waktu dan penerimaan pembayaran .
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 Characteristics of Core Competencies

Merupakan sumber keunggulan

kompetitif (competitive advantage)
Dapat diaplikasi di berbagai segmen
pasar
Sulit untuk ditiru pesaing.

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 Netflixs Distinctive Capabilities

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 Firms Should Consider Key Questions

Bisakah kita belajar dari masa lalu?

Kegagalan, kesuksesan, hambatan ...

Bagaimana seharusnya evaluasi saat ini?

Apa yang kita bayangkan (inginkan) tentang

kondisi masa depan?
Lebih besar/tumbuh, sama/bertahan, beralih
...
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 What is Holistic Marketing?

Pemasaran holistik :
mengintegrasikan eksplorasi nilai,
penciptaan nilai, dan kegiatan
delivery value yang bertujuan
membangun hubungan jangka
panjang, hubungan yang saling
memuaskan dan memakmurkan (co-
prosperity) antara para stakeholder.

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 Intels New Brand Identity:
Leap Ahead

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 What is a Marketing Plan?

A marketing plan adalah instrumentasi

utama untuk mengarahkan dan
menkoordinasikan seluruh
upaya/kegiatan pemasaran.

Sebagai pelaksanaan dari level taktis

dan strategi perusahaan.

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 Levels of a Marketing Plan

Strategic Tactical
Target marketing Product features
decisions Promotion
Value proposition Merchandising
Analysis of Pricing
marketing Sales channels
opportunities
Service

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 Figure 2.2 The Strategic Planning,
Implementation,
and Control Processes

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 Corporate Headquarters
Planning Activities

Define the corporate mission

Establish strategic business units
(SBUs)
Assign resources to each SBU
Assess growth opportunities

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 Good Mission Statements

Focus on limited number of goals

Stress major policies and values

Define major competitive spheres

Take a long-term view

Short, memorable, meaningful

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 Major Competitive Spheres

Industry

Geographical Products

Vertical
channels Competence

Market
segment
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 Rubbermaid Commercial Products, Inc.

Our vision is to be the Global Market Share

Leader in each of the markets we serve. We
will earn this leadership position by
providing to our distributor and end-user
customers innovative, high-quality, cost-
effective and environmentally responsible
products. We will add value to these products
by providing legendary customer service
through our uncompromising Commitment
to Customer Satisfaction.
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 Motorola

The purpose of Motorola is to honorably

serve the needs of the community by providing
products and services of superior quality at a
fair price to our customers; to do this so as to
earn an adequate profit which is required for
the total enterprise to grow; and by doing so,
provide the opportunity for our employees and
shareholders to achieve their personal
objectives.

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 eBay

We help people trade anything on earth.

We will continue to enhance the online
trading experiences of allcollectors,
dealers, small businesses, unique item
seekers, bargain hunters, opportunity
sellers, and browsers.

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 Table 2.3
Product Orientation vs. Market Orientation
Company Product Market
Missouri-Pacific We run a railroad We are a people-
Railroad and-goods mover

Xerox We make copying We improve office

equipment productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We entertain

people

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 Dimensions That Define a Business

Customer
groups

Customer
Technology
needs

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 Characteristics of SBUs

It is a single business or collection of

related businesses
It has its own set of competitors
It has a leader responsible for strategic
planning and profitability

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 Figure 2.3 The Strategic Planning Gap

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 Strategies Suggested by Ansoffs
Product-Market Expansion Grid

Market penetration
Market development
Product development
Diversification

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 The Growth of Starbucks

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 What is Corporate Culture?

Corporate culture is the shared

experiences, stories, beliefs, and norms
that characterize an organization.

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 Tactics for Managing Change

Avoid the innovation title for the team

Use the buddy system
Set the metrics in advance
Aim for quick hits first
Get data to back up your gut

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 Figure 2.5 The Business Unit
Strategic Planning Process

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 SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

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 Market Opportunity Analysis (MOA)

Can the benefits involved in the opportunity

be articulated convincingly to a defined target
market?
Can the target market be located and
reached with cost-effective media and trade
channels?
Does the company possess or have access
to the critical capabilities and resources
needed to deliver the customer benefits?

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 Market Opportunity Analysis (MOA)
(cont.)
Can the company deliver the benefits
better than any actual or potential
competitors?
Will the financial rate of return meet or
exceed the companys required
threshold for investment?

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 FedEx

FedEx added
Sunday deliveries
based on customer
requests and
market demand

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 Figure 2.6 Opportunity Matrix

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 Figure 2.6 Threat Matrix

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 Goal Formulation and MBO

Units objectives must be hierarchical

Objectives should be quantitative
Goals should be realistic
Objectives must be consistent

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 Porters Generic Strategies

Overall Cost Leadership

Differentiation

Focus

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 Categories of Marketing Alliances

Product or Service Alliances

Promotional Alliances

Logistics Alliances

Pricing Collaborations

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 Marketing Plan Contents

Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls

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 Evaluating a Marketing Plan

Is the plan simple?

Is the plan specific?
Is the plan realistic?
Is the plan complete?

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 Marketing Debate

What good is a mission statement?

Take a position:
1. Mission statements are critical to a
successful marketing organization.
or
2. Mission statements rarely provide
useful marketing value.

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 Marketing Discussion

What implications do Porters value

chain and the holistic marketing
orientation model have for
marketing planning?

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