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UKURAN KINERJA DAN PELAKSANAAN STRATEGIS

UKURAN KINERJA DAN PELAKSANAAN STRATEGIS. Disusun Oleh : Anggin Indira Syamsi ( P.056110753.40E) Ayudea Hapsari ( P.056110793.40E) Firdaus Alim Damopolii ( P.056110843.40E) Gunawan (P.056110853.40E) Mardeka (P.056110873.40E)

beverly-wilkins
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UKURAN KINERJA DAN PELAKSANAAN STRATEGIS

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  1. UKURAN KINERJA DAN PELAKSANAAN STRATEGIS DisusunOleh : Anggin Indira Syamsi(P.056110753.40E) AyudeaHapsari(P.056110793.40E) FirdausAlimDamopolii(P.056110843.40E) Gunawan (P.056110853.40E) Mardeka (P.056110873.40E) ShidiqTunggaPramana (P.056110963.40E) Widhitomo (P.056110983.40E) Program Magister ManajemendanBisnis InstitutPertanian Bogor 2012

  2. Penyusun AyudeaHapsari FirdausAlim D. AngginIndira S. Gunawan Mardeka ShidiqTungga P. Widhitomo

  3. Preface Syarat Marketing Plan yang Efektif Rencana marketing yang baik Pelaksanaan / Implementasi yang baik

  4. DampakKeberhasilanPenerapanStrategiTerhadapPenjualan

  5. Market-based Marketing Strategy Pengaruh Strategi Marketing dan Pelanggan pada Shareholders

  6. Pentingnya market metrics dalammanajemenberbasispasardanpengaruhnyapada profit

  7. Market Performance Metrics Market metrics Market metrics merupakan ukuran dinamis untuk kinerja pasar Process Market Metrics End Result Market Metrics

  8. Process Market Metrics Faktor – Faktor Process Market Metrics : Awareness, daya tarik, uji coba produk, kepuasan, persepsi terhadap kualitas, kualitas pelayanan, nilai-nilai pelanggan. Tujuan Process Market Metrics : Mendeteksi persepsi dan perilaku pelanggan

  9. Satisfied and Unsatisfied Customer

  10. End-Result Market Metrics Faktor – Faktor End-Result Market Metrics : Pembagian market share, retensipelanggan, penerimaandarisetiappelanggan.

  11. Implementasi Marketing Plan Memiliki Marketing Plan yang baik Implementasi Marketing Plan Dukungan terhadap Marketing Plan Adaptasi Markeing Plan

  12. Memiliki Marketing Plan Yang Baik • Detailed Action Plans • Seorang Pemenang dan Sense of belonging dari anggota team / team ownership • Kompensasi • Keterlibatan Management

  13. Dukungan Terhadap Marketing Plan • Alokasi waktu • Alokasi Sumber daya • Komunikasi • Keahlian yang diperlukan

  14. Adaptasi Marketing Plan • Continuous Improvement • Pengukuran Feedback • Daya tahan • Adaptif Roll out

  15. Penilaian Implementasi Marketing Plan Dilakukan dengan Variance Analysis : Planned vs Actual performance Net Marketing Contribution Performance Volume x Margin per unit - Pengeluaran Marketing (Permintaan x Pangsa) x ( Harga – variable cost per unit) – Pengeluaran marketing

  16. Planned vs Actual Performance

  17. Kontribusi bersih pemasaran NMC ( aktual ) – NMC ( direncanakan ) ( Va x Ma ) – Mea – ( vp x MP ) – Mea ( 52,9 x 8) – 90 k – ( 50 kx 10 ) – 80 k $ 33,2 k - $ 420 k = - $ 86,800 Variansi Volume Mp ( Va – Vp ) 10 ( 52, 9 k – 50 k ) = - $ 29,000 • Variansi Biaya Pemasaran • ( MEa-MEp) • ( $ 90 k - $ 80 k ) • = - $ 10,000 Variansi Marjin Va ( Ma – Mp ) 52,9 – k ( 8 – 10 ) = - $ 105,800 Variansi Pangsa Pasar Mp x MDa(MSa-MSp) 10 x 230 ( 0,23 – 0,25 Variansi Permintaan Mp x MSp(Mda-MDp) 10 x 0,25 ( 230k – 200 Variansi Harga Va ( Pa-Pp) 52,9 k ( 15 – 16 ) = -$52, 900 Variansi Biaya Va ( Cp – Ca ) 52,9 k ( 6 – 7 ) = - $52,900 Keterangan: Vp = Volume direncanakanPa= Harga aktual MSp = Pangsa pasar direncanakanMa= Margin aktual Va= Volume aktualMDp= Permintaan pasar direncanakan Mda= Pangsa pasar aktual lMDa= Permintaan pasar aktual Pp= Harga direncanakanCp= Variabel harga direncanakan Mp= Margin direncanakanCa= Variabel harga aktual

  18. AnalisisVarians

  19. Kontribusi bersih pemasaran NMC ( aktual ) – NMC ( direncanakan ) ( Va x Ma ) – Mea – ( vp x MP ) – Mea $ 47,5 juta - $ 47,5 juta = $ 0 Variansi Volume Mp ( Va – Vp ) 250 ( 250 k – 250 k ) = 0 Variansi Biaya Pemasaran ( MEa-MEp) = 15 juta – 15 juta = 0 Variansi Marjin Va ( Ma – Mp ) 250 ( 250 k – 250 k ) = 0 Variansi Permintaan Mp x MSp(Mda-MDp) 250 x 0,25 ( 1,25 M – 1 M) = 0 Variansi Pangsa Pasar Mp x MDa(MSa-MSp) 250 x 1, 25 M(0,20 – 0,25 ) = - $ 15, 625 juta Variansi Harga Va ( Pa-Pp) 250 k (460 - 450) =+ $ 2, 5 juta Variansi Biaya Va ( Cp – Ca ) 250 k ( 200 – 210 ) = - $ 2, 5 juta

  20. Study Case • Lotte Indonesia >> Performance Management System. -- Reduction Cost, Increasing Profit -- Through KPI for Marketing, Sales and cost, Market research

  21. Kesimpulan Metrikperformasebagaiperankuncidalamimplementasirencanapemasaran Analisisvariansiadalahcarapenilaiansistematisbagisetiap area performa

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