DRIVEN
STRATEGIES
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Designing and Managing Marketing
Strategy
Market Situation analysis
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Organisasi Pemasaran (Drucker)
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STRATEGIC MARKETING
MANAGEMENT
Market Driven Strategy
Becoming
Market
Oriented
Achieving Determining
Superior Distinctive
Value Capabilities
Marketing
Customer
Value
Requirement
To capabilities
D Cravens, N Piercy, “Strategic Marketing”, 8th edition, McGraw Hill, 2005, p,2.
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STRATEGIC MARKETING
MANAGEMENT
Market Orientation
Customer
Information
Shared
Diagnosis
and
Competitor Coordinated Superior
Information Action Customer
Value
Other Market
Information
Source: Stanley F. Stater, “Market Orientation, customer value and superior performance”, Business
Horizons, March/April 1994, p,22-27, at P,23.
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BECOMING MARKET ORIENTED
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Characteristics of Market Orientation
Customer Focus
What are the customer’s value requirements?
Competitive Intelligence
Importance of understanding the
competition as well as the customer
Cross-Functional Coordination
Remove the walls between business functions
Performance Consequences
Market orientation leads to
superior organizational performances
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DISTINCTIVE CAPABILITIES
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Capabilities
Desirable
Capabilities
Difficult to
Duplicate
Source: George S. Day, Journal of Marketing, October 1994, 49.
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CREATING VALUE FOR CUSTOMERS
Customer Value:
Value for buyers consists of the benefits less
the costs resulting from the purchase of
products.
Superior value: positive net benefits
Creating Value:
“Customer value is the outcome of a process
that begins with a business strategy anchored in
a deep understanding of customer needs.”
Source: C. K. Troy, The Conference Board Inc., 1996, 5.
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Creating Value for Customers
Customer
Value
Benefits Costs
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Value Composition
Product
Services
Benefits
Employees
Image Value
(gain/loss)
Monetary costs
Costs
Time (sacrifices)
Psychic and
physic costs
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Product Life Cycle and Offensive
and Defensive Strategies
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