Strategic Marketing Management

CH-2

02
Modul ke:

A New Challenge for Market

Driven Strategy
Nama Dosen : Dr. M. Ali Iqbal, M.Sc
Fakultas
Ekonomi

Program Studi
Magister
managemet
Bagian Isi
• Apa itu Template?
– Template merupakan salah satu bahan dokumen
atau file yang sangat di butuhkan dalam hal
pembuatan bahan presentase.
– Template rupakan dokumen atau file yang
berisikan model-model tambahan yang akan
muncul pada saat proses pembuatan dokumen
lain.
– Dari pengertian 2 kata diatas, Pengertian template
itu tu adalah sebuah desain tampilan
halaman dengan berisikan dokumen file model-
model tambahan yang dikodekan dalam bahasa
program dan siap pakai.
Bagian Isi

• Mengapa Template?
– Karena template banyak untuk membantu kita
membuat presentasi yang efektif. Kita dapat
memilih template khusus untuk presentasi
sehingga hal ini membantu audiens terhubung
dengan cara yang lebih efektif dan efisien.
– Jika kita memilih template, sedemikian rupa
Judul Sub Bahasan
•Corporate Strategy
•Business Strategy
•Marketing Strategy

Template Modul
Pembuatan Template Powerpoint untuk digunakan sebagai template standar modul-modul
yang digunakan dalam perkuliahan
Hierarchy of Strategy

Corporate
strategy
Business
strategy

Functional
strategy
 Corporate Strategy

• Desribes a company’s overall direction in

terms of its general attitude toward growth
and the management of its various
businesses and product lines.
• Contoh : Amazon.com dari toko buku
terbesar online didunia menjadi toko
terbesar on line di dunia
 Growth

• Concentration
– Vertical
– Horizontal
• Diversification
– Concentris diversification
– Conglomeration diversification
 Growth Strategy

Vertical Integration Strategies

• Forward integration
• Backward integration

8
 Growth Strategy

Forward
Integration
Example

General Motors is acquiring

Defined •
10% of its dealers.

• Gaining ownership or
increased control over
distributors or retailers

9
 Growth Strategy

Backward
Integration
Example

• Motel 8 acquired a furniture

manufacturer.
Defined
• Seeking ownership or
increased control of a
firm’s suppliers

10
 Strategies in Action
Horizontal
Diversification

Defined
• Adding new, unrelated
products or services for
present customers
Example
• The New York Yankees
baseball team are merging
with the New Jersey Nets
basketball team.

11
 Strategies in Action

Guidelines for Horizontal Diversification

 Revenues from current products/services would increase

significantly by adding the new unrelated products
 Highly competitive and/or no-growth industry w/low
margins and returns
 Present distribution channels can be used to market new
products to current customers

12
 Diversification

• Concentric Diversification
• Conglomerate Diversification
 Diversification Growth
Concentric
Diversification

Example

Defined • National Westminister Bank

PLC in Britain bought the
leading British insurance
• Adding new, but related, company, Legal & General
products or services Group PLC.

14
 Strategies in Action

Guidelines for Concentric Diversification

 Competes in no- or slow-growth industry

 Adding new & related products increases sales of current
products
 New & related products offered at competitive prices
 Current products are in decline stage of the product life
cycle
 Strong management team

15
 Strategies in Action
Conglomerate
Diversification

Example

Defined • H&R Block, the top tax

preparation agency, said it will
buy discount stock brokerage
• Adding new, unrelated Olde Financial for $850 million
products or services in cash.

16
 Strategies in Action

Guidelines for Conglomerate Diversification

 Declining annual sales and profits

 Capital and managerial talent to compete successfully in
a new industry
 Financial synergy between the acquired and acquiring
firms
 Exiting markets for present products are saturated

17
Stability

• Pause Strategy
• No Change Strategy
• Profit Strategy
Penciutan/Penghematan

• Turnaroud strategy
• Captive strategy
• Sell-out/ divestment
• Bankruptcy/ liquidation
 Business Strategy

• Occurs at business unit and it emphasizes

improvement of the competitive and cooperative
strategy.
• Staples has used a competitive strategy to
differentiate its retail stores from its competitors
by adding services to its store such as copying,
and UPS shipping
• British Airways has followed a cooperative
strategy by forming an alliance with American
Airlines in order to provide global services.
 Mission

Mission statement answers the question:

“What is our business?”

21
 Vision

Vision statement answers the question:

“What do we want to become?”

22
Generic Strategy Picture

Porter's Generic Strategies

Advantage
Target Scope
Low Cost Product Uniqueness

Broad
Cost Leadership Differentiation
(Industry Wide)
Strategy Strategy

Narrow
Focus Focus
(Market
Strategy Strategy
Segment)
(low cost) (differentiation)
 Generic strategies at a glance

Low cost Differentiation Focus

Low cost culture Adding value Niche markets
Economies of scale through Targeting
Eliminate -product features Limited territory
unnecessary costs -product quality Focus on a specific
Enjoy high profits -distinctive offering group of customers
through cost Offer something Either cost leader
advantage new or different or differentiation
High costs but with in the segment
charge premium
price
struktur industri (Michael Porter)
PENDATANG
BARU

Kompetetor
kompetetor
PEMASOK dalam industri PEMBELI

Tingkat
persaingan

SUBSTITUSI

25
 Strategi Pemasaran

• Proses market driven dari

pengembangan strategi dengan
lingkungan bisnis yang terus berubah
guna menciptakan kepuasan bagi
pelanggannya
 PROSES STRATEGI
PEMASARAN

• Analisis Situasi
• Visi Pasar, struktur dan analisis
• Segmentasi Pasar
• Mempelajari Pasar
 Marketing Strategy Process

Situation
analisis

Implementing Designing
and managing marketing
marketing
strategy
strategy

Marketing
program
Exhibit 1-2A development
1-7
 Disigning Marketing Strategy

• Market targeting and strategic

positioning
– Tujuan market targeting strategy : adalah untuk
memilih orang/organisasi yang ingin dilayani
kebutuhannya pada pasar produk.
– Biasanya dipilih satu atau beberapa segmen saja
 Product-Market Strategies

Existing New
products products

Existing Market Product

markets Penetration Development

New Market
markets Development
Diversification
 Market Penetration
Strategy

Seeking a larger market share in a market in which

organization already has an offering

This strategy involves:

Attempts to increase present buyer’s

usage or consumption rates of the
offering

Attracting buyers of competing offerings

Stimulating product trial among potential

consumers
 Market Development
Strategy

Introducing its existing offerings to markets other than

those that the organization is currently serving.

Reaching new markets requires:

Carefully considering competitor strengths

and weaknesses

Different distribution outlets

Change in sales effort and advertising
Market Development in
the International Arena

Exporting Licensing

Joint Venture or Direct

Strategic Alliance Investment
 Product Development
Strategy

Creating new offerings for existing markets.

This approach may be taken for:

Product Innovation – develop totally new

offerings

Product Augmentation – enhance the

value to customers of existing offerings

Product line extension – broaden the

existing line of offerings by adding different
sizes, forms, flavors, etc.
 Disigning Marketing Strategy

• Market targeting and strategic

positioning
– Strategi Positioning : bagaimana menempatkan
produk di mata dan benak konsumen dan
terbedakan dengan produk dari pesaing
 Disigning Marketing Strategy

• Market targeting and strategic

positioning
– Strategi Positioning pada program pemasaran
merpakan kombinasi dari produk, harga,
distribusi dan promosi yang digunakan
perusahaan sebagai kunci untuk menghadapi
pesaing  Marketing Mix
 Disigning Marketing Strategy

• Relationship strategy
– Marketing ralationship partners may include
end-user customers, marketing channel
members, suppliers, competitors alliance and
internal teams
 Positioning Strategy Development

Product
strategy

Positioning startegy

Promotion Distribution
Market
strategy target strategy

Price strategy
Terima Kasih
Dr. M. Ali Iqbal, M.Sc