DOCTORAL DEGREE
IN BUSINESS MANAGEMENT
PADJADJARAN UNIVERSITY
2010
Sch-1
SISTEM PEMASARAN DAN BISNIS
CHANGES (C 7)
COMPLEMENTORS
(C4)
COMPETITORS
(C3)
Supply Value
Chain
Customer Value Chain
Sch-2
Resource Driven
Resources Market
Market Driven
(Internal) (Eksternal)
C1 Integrated Driven C2 s/d C7
Sch-3
Becoming Market
Oriented
Achieving Superior Determining
Performance Distinctive
Capabilities
Matching Customer
Value requirement
To capabilities
Sch-4
Sch-5
Unique benefits
Creating Superior Superior
Customer Customer Performance
Value Lower relative Value
costs
Sch-6
Competitive on Value
Superior
COMPANY Competitive P A
Customer
(C1) Advantage O D
Value
S V
Parity I A
CUSTOMER T N
Customer In Between
(C2) I T
Value Zone
O A
Inferior N G
COMPETITORS Competitive A E
Customer
(C3) Disadvantage L
Value
Sch-7
Organization Competency
Positioning Strategy
Scarcity Appropriability
Demand
Sch-9
Coorporate strategy
Business strategy
Strategic Marketing
Marketing strategy
Strategic
Market driven process of strategy
Marketing
development deliver superior
customer value
FOCUS Organizational performance
Sch-10
MPD
Market Driven
Program
Development
Sch-11
Sch-12
Analyzing Competition
Define the
Competitive
Arena
Market Potential :
Maksimum jumlah penjualan produk pada periode tertentu
Sales Forecast
Penjualan yang diharapkan pada periode tertentu
Market Share
Perbandingan company sales dengan industry sales
Company Sales
Market Share = x 100%
Industry Sales
Sch-15
Value Capability /
Segments Opportu- Segment Targets Positioning
nities Match
Sch-16
1
Market to be
Segmented
5
2
Strategic Analysis
Of Segments Decide how
to Segment
4
Finer
Segmentation 3
Strategies Form
Segment
Sch-17
Marketing
Marketing mix
Mix Strategy
Sch-18
Targeting Alternatives :
1. Single Targeting Strategy
2. Selective Targeting Strategy
3. Extensive Targeting Strategy
Sch-19
POSITIONING STRATEGY POSITIONING
CONCEPT
Strategic Positioning
TARGET
POSITIONING
EFFECTIVENESS MARKET
POSITIONING
STRATEGY
Positioning Concept
Positioning strategy
PEOPLE
STRATEGY TARGET PRICE
MARKET STRATEGY
PROMOTION
STRATEGY
Sch-21
High Value
High
Unique Benefit
Low
Low High
Customer Target
Product / Service
Performance
Lost Customer
Low
Low High
Customer Expectation
Sch-23
-Product
-Place
-Promotion Customer Benefits
-People Service ---------------------------
-Process Customer Cost
-Physical Evidence
-Price
Sch-24
Creating Customer Value Strategy
Value Proposition
Deliver superior value to customer and earn a profit
1) (Product + Service)
(Price)
Superior Competitive
2) (Product + Service)
Customer Advantage
(Price)
Value
3) (Product + Service)
(Price)
Sch-25
Penelitian Pelanggan
dan Pesaing
Metode Penilaian
Effektivitas
Penempatan
Sch-26
m
MARKETING MIX MIX
Physical
Product Evidence
Price
Place
TARGET MARKET
People Promotion
Process
Sch-27
End-Users
Customers
(C2)
Intermediate
Supplier Customers
(C6) (C5)
Joint
Ventures
Strategic
Competitors
(C3-C6) Relationships (C3)
Strategic
Internal / External
Alliances
Partners
(C3)
(C4)
Sch-28
Value Proposition
1
Change Product
Line Priority
Sch-30
Strategic Brand
Management
Brand Equity
Management
Strategic Brand
Analysis
Physical
Channel
Strategy
VCS Distribution
Strategy
Sch-32
Pricing strategy (Price)
* Pricing strategy
Customer price
sensitivity
Competitors
Legal and
Product-Line likely
ethical
constrounts
Strategy responses
Product Cost
Sch-33
Demand
Legal and
Competitive Demand-cost Ethical
Gap Influence
Cost
Market Positioning
Target Strategy
(s)
Communication
Objectives
Role of Coordination
Promotion
Components with 3-Ps
Promotion
Budget
Promotion
Components
Strategy
Sch-35
Traditional
hierarchy
Process
Overlay
Fanctional
Structure
Process
Structure
Functional Horizontal
Overlay Structure
Sch-36
Analytical
Process
Dimensions
Marketing Behavioral
Plan Process Process
Process Dimensions consistency
Organizational
Process
Dimensions