Analisis Tows
Analisis Tows
ANALYSIS
Ardhi Ridwansyah
Chief Operating Officer, MarkPlus Institute
Chief Executive Officer, Pimtar.id
Marketing Model
C S T
P C
ARCHITECT-
ARCHITECT-
E3 TURE
TURE C3
C OUTLOOK
OUTLOOK C SCORECARD
SCORECARD
Designing Aligning
C V S
4C-Diamond STV-Triangle PCS-Circle
Sebelum merancang Setelah memahami Arsitektur bisnis adalah Arsitektur bisnis harus Melalui berbagai pengukuran
suatu strategi bisnis, gambaran lingkungan suatu grand design diselaraskan dengan dan manajemen, perusahaan
perlu dilakukan bisnis di masa depan yang akan menjadi kepentingan berbagai harus menyeimbangkan
peninjauan terhadap barulah dapat dirancang landasan aktifitas bisnis pihak yang berkaitan kepentingan dari berbagai
situasi bisnis di masa suatu arsitektur bisnis. perusahaan. dengan aktifitas bisnis pihak yang terkait dengan
mendatang. suatu perusahaan. aktifitas bisnis perusahaan.
Marketing Outlook: 4C Analysis
OUTLOOK : 4 C DIAMOND
Value-migrator
CHANGE
Certain/Uncertain Important/Unimportant
Technology
Market
Value-supplier Value-demander
COMPETITOR CUSTOMER
Winner, Loser, Emerging
TOWS Committed, Lost, New
Examination
Value-decider
COMPANY
Existing-competence, Risk-attitude, Stretch-possibilities
CHOICE
Go/Invest No Go/Hold
Harvest Divest
Marketing Outlook: Change
Value-migrator
CHANGE CHANGE
Technology
Certain/Uncertain Important/Unimportant
Technology
Pol-Leg Economy Soc-Cul
Market
Market
COMPANY
▪ C Pertama adalah CHANGE (Perubahan)
▪ Change berkontribusi sebagai value-migrator.
▪ Terdapat 5 hal yang dapat menyebabkan perubahan
▪ Seberapa pasti / tidak pasti perubahan tersebut ?
▪ Seberapa penting / tidak penting perubahan tersebut ?
Marketing Outlook: Change
Ilustrasi
Tool 1
Certainty Importance
Macro Situation Variabel
Skala 1 - 10 Skala 1 - 10
Political/Leg Technology
5 10
(1)
8 8
6 7
al (2)
6 8
10 10
cultural (3)
Socio-
10 10
8 9
Economy
(4)
7 9
8 7
Market
(5)
8 8
Marketing Outlook: Change
Ilustrasi
Tool 2
12
10
0
0 1 2 3 4 5 6 7 8 9 10
a b c c e f g h i j
Marketing Outlook: Customer
CHANGE
A1 A2 A3 A4 A5
AWARE APPEAL ASK ACT ADVOCATE
Customers are Customers process Prompted by their Reinforced by more Over time,
Customer Behavior
passively exposed to the messages they curiosity, customers information, customers may
a long-list of brands are exposed to— actively research for customers decide to develop a sense of
from past creating short-term more information buy a particular strong loyalty to the
experience, memory or amplifying from friends and brand and interact brand which is
marketing long-term memory— family, from the deeper through reflected in
communications, and become media, and/or purchase, usage, retention,
and/or advocacy of attracted only to a directly from the and/or service repurchase, and
others short-list of brands brands processes ultimately advocacy
to others
• Learn about a • Become • Call friends for • Buy in-store or • Keep using the
Possible Customer
I
I I’m
I Like I’m Buying Recommen
Know Convinced
d
Marketing Outlook: Competitor
Market
Tool 3
CHANGE
Technology
Market
COMPETITOR CUSTOMER
TOWS
Examination
▪ _______________________________ ▪ _______________________________
_______________________________ _______________________________
_______________________________ _______________________________
COMPANY
▪ _______________________________ ▪ _______________________________
_______________________________ _______________________________
_______________________________ _______________________________
▪ _______________________________ ▪ _______________________________
_______________________________ _______________________________
_______________________________ _______________________________
▪ _______________________________ ▪ _______________________________
_______________________________ _______________________________
_______________________________ _______________________________
▪ _______________________________ ▪ _______________________________
_______________________________ _______________________________
_______________________________ _______________________________
Marketing Outlook: Company
Market
terhadap perusahaan
COMPETITOR CUSTOMER
TOWS
Examination ▪ Harus dilakukan analisis terhadap existing
competence pada perusahaan
Existing-competence,
▪ Berdasarkan existing competence, susunlah stretch
Value-decider COMPANY
risk-attitude, stretch-
possibilities possibilities
▪ Perusahaan memiliki beberapa pilihan yaitu
CHOICE go/invest, no go/hold, harvest, dan divest
Go/Invest No Go/Hold
▪ Untuk memilih tergantung pada risk attitude
Harvest Divest
perusahaan
Marketing Outlook: Company
Ilustrasi
CHANGE
CHANGE
Technology
Market
COMPETITOR
COMPETITOR CUSTOMER
CUSTOMER
TOWS
Examination
▪ Memiliki jaringan yang kuat di wilayah COMPANY ▪ Dengan cukup banyaknya pengalaman yang
Indonesia dimiliki, perusahaan memiliki kemampuan untuk
Perusahaan
▪ Merupakan market leader dengan beragam masuk ke segmen yang lebih baik.
portfolio produk
Elektronik XYZ ▪ Terdapat kemungkinan untuk melakukan cost
▪ Mampu memproduksi produk-produk reduction program, sehingga perusahaan dapat
berkualitas baik. lebih bersaing.
Marketing Outlook: SWOT vs TOWS
CHANGE
Technology
Uncontrollable Factor
Market (Threats & Opportunities)
COMPETITOR CUSTOMER
TOWS
Examination Inside-out Outside-in
Perspective Perspective
(SWOT) (TOWS)
Controllable Factor
COMPANY (Weaknesses & Strengths)
CHANGE
Technology
Market
COMPETITOR CUSTOMER
COMPANY
Existing-competence Stretch-possibilities
TOWS
Examination
Tool 4
THREATS OPPORTUNITIES
▪ _______________________ ▪ _______________________
_______________________ _______________________
▪ _______________________ ▪ _______________________
_______________________ _______________________
▪ _______________________ ▪ _______________________
_______________________ _______________________
WEAKNESSES STRENGTHS
▪ _______________________ ▪ _______________________
_______________________ _______________________
▪ _______________________ ▪ _______________________
_______________________ _______________________
▪ _______________________ ▪ _______________________
_______________________ _______________________
Marketing Outlook: TOWS Analysis
Tool 5
Key Issues
▪ ___________________________________
▪ ___________________________________
▪ ___________________________________
Implications
▪ ___________________________________
▪ ___________________________________
▪ ___________________________________
Tool 6
WEAKNESSES STRENGTHS
Implications
▪ CAPEX yang terbatas. ▪ Sistem billing canggih dapat segera
▪ Program loyalitas pelanggan masih beroperasi. ▪ Kemungkinan kehilangan pelanggan cukup tinggi, terutama
sangat lemah. ▪ Kualitas layanan bagus dan unik. pelanggan yang loyal.
▪ Terlalu fokus pada segmen value- ▪ Tetap low-cost meskipun komunikasi ▪ Menurunnya pangsa pasar karena mengecilnya segmen
oriented. pemasaran meningkat. value-oriented secara keseluruhan.
▪ Terbuangnya sumber daya perusahaan yang sebenarnya
sangat langka dan mahal.