Name : Widi Tigusti

NPM : 0114104013
Class : Akuntansi D Reg. B2

ASSIGNMENT 1
MARKETING MANAGEMENT

EXPLAIN THE STRATEGIC PLANNING STRUCTURE OF BUSINESS UNITS

1. Business Mission
Every organization must have a business mission. This business mission will
determine the direction that will be directed by the organization. Business missions are not
separated from the vision and goals of the company, 3 components are interrelated in
determining the goals of the organization. Business mission is very important in an
organization to explain the goals of the organization and translate these goals into goals of
organizational activities in which the activities will continue to be evaluated in order to
achieve organizational goals.

2. SWOT Analysis
SWOT analysis is a way to observe the external and internal marketing environment.
1) External environment analysis (opportunities and threats)
The business unit must observe its major macro-environment strength and
significant micro-environmental factors, which affect its ability to earn profits.
The marketing opportunity is the area of buyers' needs and interests, whereby
the company has a high probability of satisfying those needs profitable.

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 A threat analysis is an analysis of the challenges to be faced which will result
in a decrease in sales or profits.

2) Internal environment Analysis

The ability to find interesting opportunities and the ability to take advantage of
these opportunities are two different things. Every business should evaluate its
internal strengths and weaknesses.

3. Goal Formulation
After the company performs a SWOT analysis, the company can continue to develop
specific objectives for the planning period. The stage is the goal formulation.
Most business units pursue the target mix, including profitability, sales growth,
increased market share, risk content, innovation, and reputation. The business unit sets this
goal and then manages it based on that goal (management by objectives- MBO). In order for
this MBO system to work, the unit objectives must meet four criteria:
1) Goals should be arranged sequentially, ranging from the important to the least
important. For example, the main purpose of a business unit for a period is to increase
the rate of return on investment.
2) As much as possible, the goal must be quantitative. The goal of "improving the return
on investment (ROI)" is better stated as goal "increases ROI to 15% within two
years."
3) Goals must be realistic. Goals should arise and analysts the opportunities and
strengths of business units, not of expectations.
4) Goals should be consistent. Maximizing sales and profits at once is something that is
impossible.
Other important trade-offs include short-term earnings versus long-term growth, deep
penetration of existing markets versus new market developments, profit goals versus
nonprofit goals, and high growth versus low risk. Each option requires a different marketing
strategy.

4. Strategic Formulation
Goals indicate what units and businesses are trying to achieve; while strategy
(strategy) is our game plan to get there. Every business must design a strategy to achieve its
objectives, consisting of marketing strategy and compatible technology strategy and
procurement strategy.
1) Generic Strategies
three generic strategies that provide a good starting point for thinking
strategically:
Overall cost leadership. Companies that teach these strategies work hard to
achieve the lowest cost of production and distribution so they can set a
cheaper price than their competitors and win big market share.

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 Difernsiasi. Businesses that concentrate on superior performance are achieved
in a way to within important customer benefits areas that are valued by most
markets.
Focus. Businesses focus on one or more narrower market segments. The
company knows this segment intimately and pursues cost leadership as well as
differentiation within the market segment.
companies that pursue the same platform and are directed to the same target market
form a strategic group. Companies that implement these strategies very well will generate the
most profit.

2) Strategic Alliances
Even large corporations can often not be leaders either nationally or globally,
without having to set up provinces with domestic or multinational companies that can
complement or upgrade their capabilities and resources.
Many strategic provinces are in the form of marketing provinces. The strategic
province is divided into four main categories:
Alliance of products or services - A company licenses other companies to
manufacture its products, or two companies work together to market a companion
product or new product.
Promotional alliance - A company agrees to run promotions for other companies'
products or services.
Logistics Alliance - A company offers logistics services for other company's
products.
Collaborative pricing - One or more companies join in a special pricing
collaboration.

5. Program Formulation
Even good marketing strategies can fail to materialize as a result of poor
implementation. If a company decides to maintain its technological leadership, it must plan a
program to strengthen its R & D department, gather technology intelligence, develop
advanced products, train engineering salespeople, and develop advertisements to
communicate technological leadership. Once the company has popularized the marketing
program, the marketing people must estimate the cost.
Today, businesses are also increasingly aware that if they do not treat other
stakeholders with their customers, employees, suppliers, distributors-they may never generate
sufficient return for shareholder

6. Implementation
In implementing the strategy, the company is expected to establish or formulate the
annual objective of the business, to think and formulate policies, to motivate employees and
to allocate resources so that the formulated strategy can be implemented.

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 Implementing means moving employees and managers to put a strategy that has been
formulated into action. Implementation strategies require high performance and discipline but
are also balanced with adequate rewards.
The implementation challenge is to stimulate managers and employees through the
organization to work with pride and enthusiasm toward achieving the stated objectives.

7. Feedback and Control

The company's strategic adjustment to the environment will be greatly disrupted, as
the market environment changes faster than the company's seven S's. So companies can
remain efficient while they lose effectiveness. Peter Drucker states that it is more important
to "do the right thing" to be effective than "doing things right" to be efficient. The most
successful companies are good at doing both.
After the organization fails to respond to changes in the environment, the organization
will find it increasingly difficult to recapture its lost position.
Organizations, especially large organizations, can experience inertia. Difficult to
change one part without adjusting other parts. But the organization can be changed through
strong leadership, and it should be done before the crisis. The key to organizational health is
the willingness to study environmental change and implement new goals and behaviors.
Basically a strategy evaluation includes 3 things are :
1) Reviewing the internal and external factors that form the basis for the ongoing
strategy,
2) Measure the performance that has been done, and
3) Take various corrective actions.
Strategy evaluation is necessary because the success of the company today is not a
guarantee of corporate success in the future.

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EXPLAIN FIVE BASIC MARKETS

Manufacturers go to resource markets (raw material markets, labor markets, money

markets), buy resources and turn them into goods and services, and sell finished products to
intermediaries, who sell them to consumers. Consumers sell their labor and receive money
with which they pay for goods and services. The government collects tax revenues to buy
goods from resource, manufacturer, and intermediary markets and uses these goods and
services to provide public services. Each nations economy, and the global economy, consists
of interacting sets of markets linked through exchange processes.
Marketers use the term market to cover various groupings of customers. They view
sellers as constituting the industry and buyers as constituting the market. They talk about
need markets (the diet-seeking market), product markets (the shoe market), demographic
markets (the youth market), and geographic markets (the Chinese market); or they extend the
concept to cover voter markets, labor markets, and donor markets, for instance.
Sellers and buyers are connected by four flows. Sellers send goods and services and
communications such as ads and direct mail to the market; in return they receive money and
information such as customer attitudes and sales data. The inner loop shows an exchange of
money for goods and services; the outer loop shows an exchange of information.

Types of Consumer Markets

1) Consumer Markets
Companies selling mass consumer goods and services such as juices,
cosmetics, athletic shoes, and air travel spend a great deal of time establishing a

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 strong brand image by developing a superior product and packaging, ensuring its
availability, and backing it with engaging communications and reliable service.
2) Business Markets
Companies selling business goods and services often face well-informed
professional buyers skilled at evaluating competitive offerings. Business buyers buy
goods to make or resell a product to others at a profit. Business marketers must
demonstrate how their products will help achieve higher revenue or lower costs.
Advertising can play a role, but the sales orce, the price, and the companys reputation
may play a greater one.
3) Global Markets
Companies in the global marketplace must decide which countries to enter;
how to enter each (as an exporter, licenser, joint venture partner, contract
manufacturer, or solo manufacturer); how to adapt product and service features to
each country; how to price products in different countries; and how to design
communications for different cultures. They face different requirements for buying
and disposing of property; cultural, language, legal and political differences; and
currency fluctuations. Yet, the payoff can be huge.
4) Nonprofit and Governmental Markets
Companies selling to nonprofit organizations with limited purchasing power
such as churches, universities, charitable organizations, and government agencies
need to price carefully. Lower selling prices affect the features and quality the seller
can build into the offering. Much government purchasing calls for bids, and buyers
often focus on practical solutions and favor the lowest bid in the absence of
extenuating factors.

Needs, Wants, Demands (Kebutuhan, Keinginan, dan Permintaan)

Marketers should strive to understand the needs, wants, and demands of the target market.
a. Needs (Kebutuhan)
Needs are basic human requirements. Needs is a state of deprivation. Human
need is a state of perceived lack of certain basic satisfaction. People need food,
clothing, home, sense of security, belonging, self-esteem and others to stay alive.
These needs are not created by society or by marketers; this need already exists and is
embedded in human body and condition.

b. Wants (Keinginan)
Needs become wants when they are directed to specific objects that might
satisfy the need. Wants is the form of human needs that shaped by culture and
individual personality. is a strong will for specific satisfiers of those deeper needs.
Indonesians need food and want rice, Americans need food and want a hamburger. In
other societies, needs are satisfied in different ways: in eastern Indonesia (Maluku) for
example, hunger is satisfied by eating sago, Balinese satisfy their need for clothing
with distinctive clothing there, the need for reward is satisfied by wearing a pearl
necklace

c. Demands (Permintaan)

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 Demands are wants for specific products backed by an ability to pay.
Demands are human wants that backed by buying power. Demand is a desire for a
specific product that is supported with the ability and willingness to buy it. Desire
turns into demand when supported by purchasing power.

Customer Value, Satisfaction, and Loyalty (Nilai , Kepuasan, dan Kesetiaan

Pelanggan)
Customer Value (Nilai Pelanggan)
The buyer chooses between different offerings on the basis of which is perceived to deliver
the most value.
Customer Satisfaction (Kepuasan Pelanggan)
Satisfaction reflects a person's comparative judgments resulting from a products perceive
performance (or outcome) in relation to his or her expectations.
Customer Loyalty (Kesetiaan Pelanggan)
If performance exceeds expectations, the customer is delighted.
Exchange (Pertukaran)
Exchange is the process of obtaining a desired product from someone by offering something
in return.

UTILITY, VALUE AND SATISFACTION

Consumers view products as a cornerstone of benefits and choose products that
provide the best thread for their money. So, a Toyota car symbolizes the transportation of the
principal, the purchase price is cheap, fuel efficient. A Mercedes car brings comfort, luxury,
and status. People choose products whose combined attributes provide the greatest
satisfaction to their desires and resources.
The concept of the guidelines is utility (usability value). One will estimate the utility
of each product in meeting its needs. He can rank the products ranging from the most meet
the needs to the least meet the needs. Utility is the consumer's estimate of the overall capacity
of a product to satisfy its needs.
Since each product has a certain price, one will consider the utility and price of the
product before making a choice. He will choose the product that produces the greatest utility
per rupiah he spends if he is a rational person, who seeks to maximize utility. He will try to
maximize the value, ie utility per rupiah (or per dollar).

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MARKET
The exchange concept brings us to the market concept. The market consists of all
potential customers who have certain needs or desires that may be willing and able to engage
in an exchange to satisfy those needs or desires.
So the size of the market depends on the number of people who have the need, having
the resources (products) that appeal to others and are willing to offer these resources in
exchange for what they want.

MARKETERS AND MARKETING

The market concept leads us to a complete round of marketing concept. Marketing is
all human activity done in relation to the market. Marketing means working with markets to
realize potential exchanges for the sake of satisfying human needs and desires.
If one party is more active in dealing with the exchange than other parties, we name
the first party as a marketer and the second party as a prospect (prospective buyer). A
marketer is someone who searches for resources from others and is willing to offer something
of value in return.

MARKETING MANAGEMENT
To respond to the exchange process requires a large amount of effort and skill.
Organizations have the desired level of demand for their products. At some point, there may
be no demand, enough demand, irregular demand, or too much demand, and marketing
management must find a way to address these different query situations.
Here we will use a marketing definition endorsed in 1985 by the American Marketing
Association:
(Management) marketing is the process of planning and executing the conception of
pricing, promotion and distribution of ideas, goods and services to generate exchanges that
meet individual and organizational goals.

COMPANY ORIENTATION ON MARKET

There are five concepts that can be the basis of the implementation of an
organization's marketing activities:
1.Production Concept
2.Product Concept
3.Sales Concepts
4.Marketing Concepts
The marketing concept rests on four main pillars:
Market Focus:
Orientation to customers
Integrated Marketing:
Most companies do not really run or embrace marketing concepts until they are forced
by circumstances, such as the following:

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 Decrease in Sales
Slow growth
Changes in purchasing patterns
Increased competition
Increased marketing spending