Prof. Dr. Sucherly. SE., MS.

0816606789
sucherly@yahoo.com

PADJADJARAN UNIVERSITY
2019
 Sch-1
SISTEM PEMASARAN DAN BISNIS
CHANGES (C 7)

COMPLEMENTORS
(C4)

CENTERS COMPANY CHANNELS CUSTOMERS

(C6) (C1) (C5) (C2)

COMPETITORS
(C3)

Supply Value
Chain
Customer Value Chain
 Resource Driven
INTERNAL EKSTERNAL
Market Driven
RESOURCES MARKETS
Resource and
Market
Driven
INTERNA EKSTERNA
L L
OUTSIDE-
INSIDE-OUT
IN
PROCESSES
PROCESSES

SPANNING PROCESSES
 Competitors
Minor Major

Minor Self - Competitors

Centered Orientation
Customer

Major Customers Market

Orientation Orientation
MARKETING
KNOWLEDGE
(What We
Know)

MARKET MARKETING
MARKETING
ORIENTATION STRATEGY
DECISIONS
(What We (How We
(What We Act)
Believe) Think)

MARKETING
EXPERIENCE
(What We
Experience)
 CUSTOMER
SATISFACTION (How
Will It Impact
Customer)

MARKET STRATEGY MARKETING MIX

(What do we Want STRATEGY (How Are
to do) We Going To Do It)

THE MARKETING
CUNTIBUTION (How
Will It Impact Profits)
 Sch-3

MARKET – DRIVEN STRATEGY

Characteristics of Market – Driven Strategies
Continuous Creation of Superior Customer Value

Becoming Market
Oriented
Achieving Superior Determining
Performance Distinctive
Capabilities
Matching Customer
Value requirement
To capabilities
Sch-4
 Sch-5

Becoming Market Oriented Continuous Creation of

Superior Customer
Value (SCV)

Market Orientation : 1. Customer Focus

2. Competitor Intelligence
3. Cross-functional coordination cooperation and involvement)

Achieving Superior Performance

Creating Unique benefits Superior Superior

Customer Customer Performance
Value Lower relative Value
costs
 Sch-6

Competitive on Value
Superior
COMPANY Competitive P A
(C1)
Customer
Advantage O D
Value
S V

Performance
Marketing
Parity I A
CUSTOMER
Customer In Between T N
(C2) I T
Value Zone
O A
Inferior N G
COMPETITORS Competitive A E
(C3)
Customer
Disadvantage L
Value
 Sch-7

Build new Search for new market

competency Exploit the opportunities
Potential

Organization Competency

Positioning Strategy

Resource Capability Market Opportunities

 Sch-8

Scarcity Appropriability

Demand
 Sch-9

Business and Marketing Strategy

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

Marketing Strategy Process

MSC
Markets,
Segments and
Customer Value
IMMS DMS
Implementing
Designing
And Managing
Market-Driven
Marketing
Strategy
Strategy

MPD
Market Driven
Program
Development
 Markets,
Implementing,
Segments Designing Market- Focus And Managing
And Market-driven Program Market-driven
Customer Strategy Development Strategy
Value
Sch-11
 Sch-12

Mapping Market Future Vision

Market
The Product Structure About the
Forecasts
Market Analysis Market
 Sch-13

Analyzing Competition

Define the
Competitive
Arena

Identify Potential Product- Identity and

Competitors
market Describe key
Structure and Competitors
Market
Segment
Anticipate Action
by Competitors
Evaluate key
Competitors
 Sch-14

Market Size Estimation

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

Market Segmentation Activities and Decisions

1
Market to be
Segmented

5
2
Strategic Analysis
Of Segments Decide how
to Segment

4
Finer
Segmentation 3
Strategies Form
Segment
 Sch-17

Market Target Market

Strategy & Positioning

Strategic Marketing Marketing

Situation Strategy Decisions

Marketing
Marketing mix
Mix Strategy
 Sch-18

Identifying and Designing and

Deciding which
Analyzing the Implementing a
Segment (s) to
Segments in a Positioning Strategy
Target
Product-Market Of Each Market

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

Persepsi manajemen terhadap tuntutan / harapan pelanggan di pasar sasaran

Positioning strategy

Menempatkan marketing-mix ke target market untuk meraih keunggulan

bersaing
 Sch-20
POSITIONING STRATEGY DEVELOPMENT

PR RA
ST

TE T
OC TE

GY
RA UC
ES GY

ST OD
S

PR
PEOPLE
STRATEGY TARGET PRICE
MARKET STRATEGY

L
CA CE
I
YS EN EG
Y ST PLA
H D
P VI AT RA CE
TE
PROMOTION

E TR
STRATEGY

S GY
 Sch-21

Creating Customer Value

Customer Value Superior Customer Value
Customer Benefit Unique Benefit Superior
Customer Cost Lower Relation Cost Performance

High Value
High

Unique Benefit

Low

Low High

Lower Relative Cost

 Sch-22

Customer Target

High Lost Profit

Product / Service OK
Performance
OK
OK Lost Customer
Low

Low High

Customer Expectation
 Sch-23

Customer Value Creation Strategy

Value = a collection of product and service benefits at a reasonable price

Product + Service Customer Benefit

Customer Value = -------------------------------- --------------------------
Price Customer Cost

Service Marketing Mix Customer Value

-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

MARKET POSITIONING EFFECTIVENESS

Penelitian Pelanggan
dan Pesaing

Metode Penilaian
Effektivitas
Penempatan
Mo
Pe del A
ne j i an
mp nali gu aran
ata is n
Pe mas
n
Pe
 Sch-26

TARGET MARKET AND MARKETING

m
MARKETING MIX
MIX

Physical
Product Evidence
Price
Place
TARGET MARKET
People Promotion
Process
 CORE
• Product
• Price
• Place
• Promotion
• Packaging ACTION
BEHAVIOR
• People • Planning
The 20 Ps of
• Positivenes Marketing • Persuasion
s • Public
• Profesionali Relation
sm • Push- Pull
MEASUREM • Positioning
• Passion • Profit
ENT
• Personality • Productivi
ty
• Partnershi
p
• Power
• Perceptio
n
 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

Other Stakeholders 5 2 Business

CRM Case
Strategy

Enterprise 3
Customer Strategy
Transformation 4
Plan
 Sch-29

MARKET – DRIVEN PROGRAM DEVELOPMENT

Srategic Brand Management
* Product Management Product-Mix management
* Analyzing Product Performance
* Strategies for Product and Brand
Product
Improvement
Cost Alter Marketing
Reduction Strategy

Add new Add new

Product-Line
Product (s) Product (s)
Strategy

Delets Product-Mix Add new

Product-line Strategy Product line

Change Product
Line Priority
 Sch-30

Strategic Brand
Management

Managing Brand Equity

Brand Identity Management

Strategic Brand
Analysis Managing
The Brand Portofolio

Leveraging The Brand

 Sch-31

Managing Value-Chain Relationships (Place)

* Strategic role of distribution

* Channel of distribution strategy

* Managing the channel

* Strategic value chain management

Physical
Channel
Strategy
VCS Distribution
Strategy
 Sch-32

Pricing strategy (Price)

* Strategic role of price

* Pricing strategy

Set pricing Analysis the Select

Determine Specific
Objectives Pricing Pricing
Prices and Policies
Situation Strategy

* Analyzing the Pricing Situation

Customer price
sensitivity

Competitors
Legal and
Product-Line likely
ethical
constrounts
Strategy responses

Product Cost
 Sch-33

* Selecting the Pricing Strategy

Demand

Legal and
Competitive Demand-cost Ethical
Gap Influence

Cost

* Determining Specific Prices and Policies

 Sch-34
Marketing Communication / Promotion Strategy

Market
Positioning
Target
Strategy
(s)

Communication
Objectives

Role of Coordination
Promotion
Components with 3-Ps

Promotion
Budget

Promotion
Components
Strategy
 Sch-35

IMPLEMENTING AND MANAGING MARKET

DRIVEN STRATEGY

Designing Market Driven Organizations

Traditional
hierarchy
Process
Overlay
Fanctional
Structure

Process
Structure
Functional Horizontal
Overlay Structure
 Sch-36

Marketing Strategy Implementation and Control

Analytical
Process
Dimensions

Marketing Behavioral
Plan Process Process
Process Dimensions consistency

Organizational
Process
Dimensions