VISI

MISI

TUJUAN

SASARAN
(5 tahun)

STRATEGI
(5 tahun)

KOREKSI
SASARAN
TAHUNAN

STRATEGI
TAHUNAN

RENCANA KERJA

ANGGARAN

EVALUASI PELAKSANAAN
Perencanaan Strategi
VISI dan MISI

Tahap I
TujuanUsaha

Audit Pasar

Tahap II Analisis SWOT, Ansoff

Asumsi

Strategi SWOT, Ansoff

Tahap III Perencanaan Usaha

Studi Kelayakan

Penganggaran
Tahap IV
Pengukuran dan
Program rincian usaha
Penilaian
 Definisi pasar

Identifikasi Kriteria
dasar segmentasi
Proses
Segmentasi
pasar
Pilih kriteria yang
terbaik

Identifikasi dan pilih segmen pasar

(Targeting)

Mengembangkan Posisi untuk

segmen terpilih Pemosisian

Mengembangkan bauran pemasaran

Pengembangan
masing-masing segmen terpilih
Bauran Pemasaran

Gambar 4.2 Segmentasi Pasar Layanan Jasa

 Proses Audit Usaha
VISI & MISI

Kebijakan Strategi : Analisis lingkungan internal

Strategi organisasi :
Korporate
Nilai, Keyakinan, Tujuan
Bisnis
Fungsional
Analisis Fortofolio menetapkan :
kekuatan, kelemahan,
kesempatan, ancaman
Isu isu strategi
(Kekuatan, kelemahan) :
Budaya pemasaran
Kemampuan Sumberdaya
Teknologi
Upaya pelayanan (7P)
Analisis Lingkungan eksternal
( Peluang , Ancaman) :
Pasar (Need, want, expectation)
Pesaing (7P)

Menetapan Tujuan Strategi

Formulasi Strategi Alternatif

(Ansoff, BCG, SWOT)
 Sekolah
Lingkungan Teknik ST
Internal &
Eksternal Kondisi
SMU Sekolah
Mendatang
IPA Dokter
(Visi)
Sasaran

Analisis
SWOT Strategi
Sarjana
Profesional

Hambatan
Misi:
How to
get there

Budaya: Komitmen, kepemimpinan,

Kondisi saat finansial, teknologi,
ini

Gambar 2.7 Proses Manajemen Strategi menuju Visi

 Organization Strategy
(Visi, Misi, Tujuan)

Corporate Markets
Strategy Strategy

Business Marketing Brand

Strategy Strategy Strategy
(SBU)

Functional Delivery Innovation Contact Customer

Strategy Strategy Strategy Strategy Strategy

Corporate: Build, Hold, Harvest, Divest

Business Unit: Differentiation, Cost lesdership, Focus

Fungsional : Mutu layanan Prima, sepenuh hati

 Struktur Apex

Lini
Midel

Lini Operasi

Gambar Lima dasar komponen organisasi

According to the organizational configurations model of
Mintzberg each organization can consist of a maximum
of six basic parts:

• Strategic Apex (top management)

• Middle Line (middle management)
• Operating Core (operations, operational processes)
• Technostructure (analysts that design systems,
processes, etc.)
• Support Staff (support outside of operating workflow)
• Ideology (halo of beliefs and traditions; norms, values
culture)
Drucker,P, (2003a) mendefinisikan “Strategy is how
to win the war” (cara memenangkan seluruh
peperangan), sedangan taktik (policy) adalah “How
to win the battle”(cara memenangkan pertempuran)
Strategi merupakan “perhitungan” mengenai
rangkaian kebijakan dan langkah-langkah
pelaksanaan (policy decision and execution).

JENIS STRATEGI

1. Strategi Korporat (Built, Hold, Harvest, Divest)

2. Business Unit (Differensiasi, Cost leadership,
dan fokus)
3. Strategi Fungsional (Service excellence)
 Strategi Posisi

Besar
Pasar Cost
Luas Differentiation
leadership

Besar Focus
Pasar
Kecil
 C1 S T P C

Disain 3E Scorecard
C2 C3

B S
C4

Subkonsep1 Subkonsep 2 Subkonsep 3

Gambar 3.4 Model Pemasaran

 M 1.0 M 2.0 M 3.0
Basis rational emotional spiritual intelligent
intelligent: intelligent (Holistik). Values-
driven marketing
Orientasi Produk bagus, Pelanggan. Spirit:“reason for
harga terjang Konsep (Customer being.” kasih dan
kau. Pelanggan is the king) ketulusan, amanah.
adalah target dijalankan dengan
(mission, vision, and
sasar an (tidak baik di sini
peduli, salahmu values. Hub: Horizontal
(Vertikal: Bottom-
sendiri);  Friends
pemenuhan need Up) Pemenuhan
& want. Want & expect
Target Mind: otak kiri. Heart otak Spirit otak limbik,
kanan. reptil (instinct).
Driven Technology Customer motivator dan memberi
Driven kan gairah (Practice &
driven Care Compassion).
Market Mudah pindah Loyal Sustain
 Komponen Legacy New Wave Marketing
Marketing 1.0 3.0
Strategi 1. Segmentation 1. Communitization
1. Targeting 1. Confirmation
1. Positioning 1. Clarification
Taktik 4. Differentiation 4. Codification
5.Marketing Mix 5.
a. Product a. Co-creation
b. Price Value b. Currency
c. Place c. Communal Activation
d. Promotion d. Conversation
6. Selling 6. Commercialization
Value 7. Brand 7. Character
8. Service 8. Care
9. Process 9. Collaboration

L M: perspektif provider, konsep pemasaran vertikal (Markeitng 1.0 & 2.0

NWM : perspektif pasar, horizontal dan Markeitng 3.0.
 (Mind Share) (Market Share)
STRATEGY TACTIC
Explore Engage

Brand integrity

Differentiati
Positioning
“BEING on “CORE
STRATEGY” TACTIC”

Brand indentity Brand integrity

“BRAND
VALUE ”

Execute

BRAND VALUE
(Heart Share)
 (Mind Share) (Market Share)
STRATEGY TACTIC
Explore Engage
Brand integrity
Positioning
“BEING Differentiation
STRATEGY” “CORE TACTIC”

Brand Brand
indentity Image
Brand “VALUE
ENABLER”

Execute

VALUE
(Heart Share)

Gb PDB Triangle
Competency Market
Commercial Market

Capital Market

Gb Tiga Stakeholders Utama Pemasaran

 PASAR, SEGMEN, SEGMENTASI

Orang atau organisasi dengan kebutuhan,

Pasar keinginan dan kemampuan dan kemauan
membeli

Satu subkelompok orang atau organisasi

yang memiliki satu atau lebih karakteristik
Segmen
yang menyebabkan mereka memiliki
Pasar
kebutuhan yang sama terhadap
produk/jasa.

Proses membagi satu pasar menjadi

Segmentasi
segmen atau kelompok yang berarti,
Pasar
relatif sama dan bisa diindentifikasi
 FOCUS ON YWN SUBCULTURES
Influence Overall Market Through YWN Communities
Mar YWN Supremacy

42 84 40
% % %
Youth are Women Netizens
innovator/early manage involve in
adopters of household conversation
new products budgets on products
 PROMOTE URBAN LIFESTYLE
Connect with Fashion, Entertainment and Socialization
 Steps in Markeitng Startegy
( Market Segmentation, Targeting, and Positioning)
Market Segmentation
1. Identify bases for
segmenting the market
2. Develop segment profiles

Market Targeting
3. Develop measure of
segment attractiveness
4. Select target segments

Market positioning
5. Develop positioning for
target segments
6. Develop a marketing
mix for each segment
 Total Market
Segmentation : How to segment “the Market” by using variable(s)

Segmented market

Targeting : How to select one/more certain segments by evaluating competitive

advantage(s)

Target market

Positioning : How to get our brand to have a unique position in consumer’s mind


Brand positioning

Pentingnya Segmentasi Pasar

1. Pasar memiliki kebutuhan akan produk/jasa yang

bervariasi dan banyak pilihan (Markets have a variety
of product needs and preferences)
2. Pemasar dapat mendefinisikan kebutuhan pasar dengan
lebih baik (Marketers can better define customer needs)
3. Pengambil keputusan dapat mendefiniskan tujuan dan
mengalokasikan sumber daya lebih akurat (Decision
makers can define objectives and allocate resources
more accurately)
 Step 1. Market Segmentation
Requirements for Effective Segmentation
Measurable • Size, purchasing power, profiles
of segments can be measured.

Accessible • Segments can be effectively

reached and served.

Substantial • Segments are large or profitable

enough to serve.
• Segments must respond
Differential differently to different marketing mix
elements & programs.

• Effective programs can be

Actionable
designed to attract and serve the
segments.
 Advantages and disadvantages
of segmentation
 guides marketing  increases marketing
research costs
 improves satisfaction  proliferation of
 improves forecasting products
 identifies competition  consumer backlash
and opportunities  limits general
popularity

Segmentation is a trade-off of efficiency for effectiveness.

 Pemahaman Konsumen

 Apa Kebutuhan dan keinginan konsumen?

 Berapa konsumen mau membayar untuk
itu?
 Bagaimana caranya supaya bisa diperoleh
oleh konsumen pada tempat dan waktu
yang tepat?
 Bagaimana mengkomunikasikan informasi
tentang produk/jasa kita?
The principles of Segmentation are view your
market creatively. Market opportunities are in the eyes of
the behold; in order to exploit the opportunity arising in the
market, the beholder must first view the market creatively

strategy used to select one segment of a market for

targeting marketing efforts

Allocate the company’s resources effectively

(The Principles of Targeting)

It is about creating a being in the consumers’ mind and

leading their credibly

Positioning is not what you do to a product/service. Positioning is what

you do the mind of the prospect. That is, you position the
product/service in the mind of the prospect.
 Dasar/Kriteria
Segmentasi

Atribut Pasar “Individual

Segmentation”

“Static attributes” “Dynamic attributes”

Demografi Geografi Psikografik, Perilaku

(Behavior)

Gambar Dasar Kriteria Segmentasi Pasar

(Kotler et.al. Rethinking Marketing, 2003)
Step 1. Market Segmentation
Demographic Segmentation
 Dividing the market into groups
based on variables such as:
– Age
– Gender
– Family size or life cycle
– Income
– Occupation
– Education
– Religion
– Race
– Generation
– Nationality
Step 1. Market Segmentation
Psychographic Segmentation
Divides Buyers Into Different Groups Based on:
 Step 1. Market Segmentation
Behavioral Segmentation
 Dividing the market into
groups based on variables
such as:
– Occasions
– Benefits
– User status
– Usage rate
– Loyalty status
– Readiness stage
– Attitude toward product
 Benefit segmentation of the
beverage market
Which product would you choose for which benefit?

coffee tea milk beer cola un-cola

Relieve throat irritation +++

Settle upset stomach +++ ++
Provide energy and pep ++ +++
Help relax, unwind + +++
Provide nutrition +++
Good taste + +++
Quench thirst +++ +
 Step 2. Market Targeting
 Segment Size and Growth

 Segment Structural Attractiveness

 Company Objectives and Resources

Step 2. Market Targeting
Market Coverage Strategies
Company
Marketing Market
Mix

A. Undifferentiated Marketing
Company
Marketing Mix 1 Segment 1
Company
Segment 2
Marketing Mix 2
Company
Segment 3
Marketing Mix 3
B. Differentiated Marketing

Segment 1
Company
Marketing Segment 2
Mix
Segment 3
C. Concentrated Marketing
Step 2. Market Targeting
Choosing a Market-Coverage
Strategy
Company Resources

Product Variability

Product’s Stage in the Life Cycle

Market Variability

Competitor’s Marketing Strategies

 Socially Responsible Target
Marketing
 Smart targeting helps companies and consumers
alike.

 Target marketing sometimes generates

controversy and concern.
Target Segment Size

mass niche micro customized

 Step 3. Positioning Strategy
 Product’s Position - the way the product is
defined by consumers on important
attributes - the place the product occupies in
consumers’ minds relative to competing
products.

 Marketers must:
 Step 3. Choosing a
Positioning Strategy
Step 1. Identifying
Possible Competitive
Advantages

Step 2. Selecting the Right

Competitive Advantage

Step 3. Communicating and

Delivering the Chosen
Position
 Identifying Possible
Competitive Advantages
 Key to winning and keeping customers is to understand
their needs and buying processes better than
competitors do and deliver more value.

 Competitive advantage is an advantage over

competitors gained by offering consumers greater
value, either through lower prices or by providing more
benefits, that justify competitive advantage,
 Atribut

Tariff & Mutu

Jenis & Pengguna

Benefit Posisi
Dasar
Pemosisian Klas produk

Pesaing

Gambar 4.11 Dasar Pemosisian (Pemosisian)

Generic Marketing Strategy
 Michael Porter’s basic strategic options:
– Cost leadership
– Differentiation
– Focus

Focus implies segmentation and

positioning.
Basic Competitive Strategies

Overall Cost
Focus
Leadership

Middle of
Differentiation
the Road
 Generic Business Strategy
Frameworks
 Growth strategies STRATEGI ANSSOFF
 Portfolio strategies—BCG Growth-Share
Matrix
 STRATEGI TOWS
 Growth Strategies
Product/ Market Expansion Grid

Existing New
Products Products
Existing 1. Market 3. Product
Markets Penetration Development

New 2. Market
Markets 4. Diversification
Development
 Matriks Ansoff
Peningkatan Kebaruan Teknologi

Penetrasi Pengembangan
pasar produk

Peningkatan Perpanjangan Diversifikasi

kebaruan pasar pasar
 Boston Consulting Group Growth-
Share Matrix Framework
Relative Market Share
High Low
Stars Question Marks
?
Market Growth Rate
High

• High growth & share • High growth, low share

• Profit potential • Build into Stars or phase out
• May need heavy • Require cash to hold
investment to grow market share

Cash Cows Dogs

• Low growth, high share • Low growth & share
Low

• Established, successful • Low profit potential

SBU’s
•Produce cash
 POSISI PANGSA PASAR
Tinggi Rendah

Tinggi Kas yang dihasilkan = +++ Kas yang dihasilkan = +

20
Kas yang digunakan = --- Kas yang digunakan = ---
PERTUMBUHAN
SEGMEN PASAR
RUMAH SAKIT
10
Kas yang dihasilkan = +++ Kas yang dihasilkan = +
Kas yang digunakan = - Kas yang digunakan = -

Rendah
0 R
p
4.0 x 1,5 x 0,1 x
Strategi.1 Analogi Matrik SWOT pada Matrik Ansoff (Grand Strategy)

PRODUK/JASA
LAMA BARU

L
A Analisis SWOT: Kekuatan > kelemahan
M Analisis SWOT perlu dikaji ulang Kekuatan harus lebih mampu
A , antara lain meliputi kekuatan mengatasi kelemahan dalam
P dan kelemahan, peluang dan
mengembangkan produk/jasa
A ancaman
S baru
A
R
B Peluang > Ancaman Ada Peluang dan Kekuatan
A Adanya peluang melebihi Pertumbuhan rumah sakit akan
R ancaman, merupakan prasyarat maksimal bila peluang dan
U bagi pengembangan pasar baru kekuatan berpadu menjadi satu
yang berhasil

Gambar 2.17 Analogi Matrik SWOT pada Matrik Anssoff

 Identifying Possible
Competitive Advantages
Product (Health Care) Services (Proses)
Differentiation Differentiation
i.e. Features, Performance, i.e. Delivery, Installation,
Style & Design, or Attributes Repair Services, Customer
Training Services

Image (Citra) Personnel

Differentiation Differentiation
i.e. Symbols, i.e. Hiring, Training Better
Atmospheres, Events People Than Competitors
Do
 Competitive Strategies: Value
Disciplines
Companies Gain
Leadership Positions by Operational
Delivering Superior Excellence
Value to their Customers
Through These
Strategies: Customer
Intimacy/Affinity

Product
Leadership
 Analyzing Competitors
Identifying the
company’s
competitors

Assessing competitor’s
objectives, strategies,
strengths and weaknesses,
and reaction patterns

Selecting which
competitors to
attack or avoid
 Strategies Relative to
Competitors
Firms Competing in a Given Target Market Differ in their Objectives and
Resources so May Choose the Following Forms:
 Competitive Marketing
Strategies

Hospital With the Largest Market Runner-Up Firms that Fight

Share to Increase Market Share

Expand the Protecting Attack the Avoid the

Total Market Market Share Market Leader Market Leader

Expanding Attack Other Acquire Smaller

Market Share Firms Firms
 Competitive Marketing
Strategies

Runner-Up Firms that Want Hospital that Serve Small Segments

to Hold Their Share Without Not Pursued by Other Firms
Rocking the Boat

End-User Customer-Size
Specialist Specialist
Follow Follow at a
Closely Distance
Geographic Quality-
Service
Market Price
Specialist
Specialist Specialist
 Brand

Servis

Proses
Value enabler

Gambar 3.15 Ketiga Faktor Kunci Value