DEVELOPING MARKETING

STRATEGY AND PLAN

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Tujuan Pemasaran

Strategi

Program
Pemasaran
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 PEMASARAN DAN NILAI PELANGGAN
• Tujuan/inti Pemasaran  kepuasan atas Needs and
wants (customer satisfaction)
• Sasaran bisnis  menghantarkan nilai kepada
pelanggan utk memaksimalkan laba
• Pembeli semakin rasional perusahaan efektif
mencapai tujuan melalui proses penghantaran nilai
serta memilih, menyediakan dan
mengkomunikasikan nilai

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Nilai (Value)

Mencerminkan sejumlah manfaat, baik yang

berwujud maupun yang tidak berwujud dan
biaya yang dipersepsikan pelanggan

Kombinasi kualitas, pelayanan dan harga

(q) (s) (p)

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Penciptaan dan Penghantaran Nilai

Proses
- Memilih nilai (Segmenting, Targeting dan Positioning)
- Menyediakan Nilai (merancang produk, menetapkan harga dan
menyalurkan produk atau saluran pemasaran)
- Mengkomunikasikan Nilai (iklan, mobile marketing, personal selling
dst)

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Core Competencies (Kompetensi Inti)

• Tiga karakteristik kompetensi inti:

1. Sumber keunggulan kompetitif
2. Dapat diterapkan pada berbagai pasar
3. Sulit ditiru pesaing

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Orientasi Pemasaran Holistik dan Nilai
Pelanggan
1. Eksplorasi Nilai
2. Penciptaan Nilai
3. Penghantaran Nilai

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 Peran Sentral Perencanaan Strategik

Perencanaan Strategik:
1. Mengelola bisnis seperti portfolio
2. Penilaian kekuatan bisnis
3. Memantapkan strategi

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Sebagian Perusahaan Besar terdiri dari 4
tingkatan (level)
• 1. Korporat
• 2. Divisi
• 3. Unit Bisnis
• 4. Produk/tingkat fungsional

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© Prentice Hall, 2002 Ratna L Dewanti
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Contoh Korporat

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 MNC

Indovision
MNC BAnk RCTI

Bag
pemasaran
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Strategic Planning:
Three Key Areas and
Four Organization Levels

•Strategic marketing plan

•Tactical marketing plan
•Marketing plan

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 Corporate and Division
Strategic Planning
All corporate headquarters undertake four planning activities
 Defining the Corporate Mission
 Establishing Strategic Business Units (SBUs)
 Assigning resources to each SBU
 Planning new businesses, downsizing, or terminating older businesses

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 Corporate and Division Strategic Planning
Defining the Corporate Mission

Mission statements define which competitive scopes the company will

operate in

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 Corporate and Division
Strategic Planning

Establishing Strategic Business Units (SBUs)

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 Corporate and Division
Strategic Planning
Three characteristics of SBUs

1. Single business or collection of related businesses that

can be planned for separately
2. Has its own set of competitors
3. Has a manager who is responsible for strategic planning
and profit

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 Corporate and Division
Strategic Planning

Planning
1 New Businesses

Downsizing
2 Older Businesses

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 Corporate and Division
Strategic Planning
Planning New Businesses:
1. Intensive Growth

Product/Market
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 Corporate and Division
Strategic Planning

2. Integrative Growth
(Hulu, Hilir, Horisontal)
3. Diversification Growth
(Konsentris, Horisontal,
Konglomerasi)

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 Business Unit
Strategic Planning

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 Proses Perencanaan Strategi Bisnis

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Business Unit
Strategic Planning

1. Business Mission
2. SWOT Analysis
 External Environment Analysis
(Opportunity and Threat Analysis)
Marketing Opportunity

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Business Unit
Strategic Planning

 Marketing Opportunity Analysis (MOA)

Can the target market be reached with cost-
effective media and trade channels?
 Does the company have the critical capabilities to
deliver the customer benefits?
 Can the company deliver these benefits better
than any actual or potential competitors?
 Will the rate of return meet the required
threshold of investment?

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Business Unit
Strategic Planning

3. Internal Environmental Analysis

(Strength/Weakness Analysis)
4. Goal Formation
5. Strategic Formulation
 Strategy

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Business Unit
Strategic Planning

6. Porter’s Generic Strategies

 Overall cost leadership
 Differentiation
 Focus
7. Operational Effectiveness and
Strategy
 Strategic group
 Strategic alliances
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Business Unit
Strategic Planning

8. Marketing Alliances
 Product or service alliances
 Promotional alliances
 Logistical alliances
 Pricing collaborations

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Business Unit
Strategic Planning

9. Partner Relationship
Management, PRM
10. Program Formulation and
Implementation
11. Feedback and Control

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 The Marketing Process
1. Steps in the Planning Process
 The marketing process
2. Analyzing Market Opportunities
3. Developing Marketing Strategies
4. Planning Marketing Programs
5. Managing the Marketing Effort
 Annual-plan control
 Profitability control
 Strategic control

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Figure 4-10: Factors
Influencing Company
Marketing Strategy

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MARKETING PLAN (RENCANA PEMASARAN)
• Adl dokumen tertulis yang meringkas apa yang telah dipelajari pemasar tentang
pasar dan mengindikasikan bagaimana perusahaan berencana menjangkau tujuan
pemasarannya
• Marketing plan (rencana pemasaran) berisi panduan taktis untuk program
pemasaran dan alokasi keuangan sepanjang periode perencanaan.
• Rencana pemasaran berisi rencana kegiatan (aktivitas) pemasaran pada suatu
periode.
• Rencana pemasaran adalah salah satu perwujudan (hasil) proses pemasaran
• Rencana pemasaran disusun oleh manajer pemasaran dan staf bagian pemasaran
secara periodik.
• Periodik artinya dilakukan secara terus menerus dalam periode waktu yang sama
(tetap) misal disusun satu tahun sekali atau setiap enam bulan atau setiap tiga
bulan.
• Rencana pemasaran disebut juga anggaran bagian pemasaran
• Tujuan menyusun marketing plan: sebagai panduan/pedoman melaksanakan
aktivitas pemasaran suatu periode
• Marketing plan disusun pada tingkat fungsional (bag pemasaran)

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Product Planning:
The Nature and Contents of a Marketing Plan

1. Contents of the Marketing Plan

• Executive Summary
• Current Marketing Situation
• Opportunity and issue analysis
• Objectives
• Marketing strategy
• Action programs
• Financial projections
• Implementation controls

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Product Planning:
The Nature and Contents of a Marketing Plan

2. Sample Marketing Plan:

Sonic Personal Digital Assistant
 Current Marketing Situation
 Opportunity and Issue Analysis
 Objectives
 Action Programs
 Financial Projections

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Product Planning:
The Nature and Contents of a Marketing Plan

3. Implementation Controls
4. Marketing Strategy
• Positioning
• Product Management
• Pricing
• Distribution
• Marketing Communications
• Marketing Research

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