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Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan

M. Eko Fitrianto e.fitrianto@ymail.com. Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan. Sumber Bacaan Philip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12 th Ed., Erlangga, 2008 Philip Kotler, Marketing Management, 13 th Edition, Prentice Hall, 2008

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Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan

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  1. M. Eko Fitrianto e.fitrianto@ymail.com Perusahaan danStrategiPemasaranKemitraanuntukMembangunHubunganPelanggan Sumber Bacaan Philip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12th Ed., Erlangga, 2008 Philip Kotler, Marketing Management, 13th Edition, Prentice Hall, 2008 Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

  2. Peta Pembelajaran“Strategic Marketing Plan” Strategic (6) Porter’s Five Force (1) Definition Tactical Marketing Plan (2) 4 Steps Strategic Planning (5) 4 Growth strategy (3) Marketing Decision 1. Terminated (4) Strategic Integration 2. Downsizing 3 Characteritics of SBU 3. Plan new business Vertical Evaluating SBU Horizontal BCG Analysis

  3. Marketing Plan Marketing Plan • Prosespenyusunanserangkaiankegiatanpemasaran • Strategic Marketing Plan General strategy (target market and value proportion offering) • Tactical Marketing Plan Specific strategy (features, promotion, trading, pricing, distribution) Visi & Misi Strat. MP Tact. MP

  4. The Strategic-Planning, Implementation, and Control Process Next : Stratgc-Tactcl-Implt.-Eval.

  5. Semua strategi harus konsisten Strategic marketing Tactical marketing Implementation Evaluation Konsisten Konsisten Konsisten Konsisten

  6. Dana (Ketersediaandana) Sumberdaya (SDM) Peralatan (Infrastruktur, Alat2) Marketing Strategy Program/ kegiatan FOKUS dan TERINTEGRASI 4P’s STP Target Pasar Next : 4 step mark. strategic

  7. Corporate and Division Strategic Planning(4 Steps Strategic Planning) Merencanakanpemasarandanstrategifungsional lain Mendifinisikan VisidanMisi Menetapkantujuandansasaran Merancang portfolio bisnis Unit bisnis, Produkdan Tingkat pasar Perencanaan Tingkat Korporasi

  8. Defining the Corporate Mission Mision statement must be : Market oriented, Realistic, Specific, Motivated, and Consistent to marketing environment Mission statements define which competitive scopes the company will operate in Industry scope Products and applications scope Competence scope Market-segment scope Vertical scope Geographical scope Corporate and Division Strategic Planning

  9. SBU’s Portfolio Strategy • All corporate headquarters undertake four planning activities • Defining the Corporate Mission (What our bussiness?, Who is our consumer?, value?) • Establishing Strategic Business Units (SBUs) • Assigning resources to each SBU • Evaluating • Result : Planning new businesses, downsizing, or terminating older businesses Next : Def. corp. mission

  10. Perusahaan Korporasi(yang akan melakukan Portfolio Analysis) Perus. A1 Perus. A2 Perus. B2 Perus. A Perus. B2 Perus. I Perus. B Holding Company Perus. H Perus. C Perus. G Perus. D Perus. D2 Perus. F Perus. E Perus. D1 Next : Conth. korporasi

  11. Marketing Integration Strategy(Vertical and Horizontal) Upstream 2 Vertikal Upstream 1 Line 1 Line 2 Corporate strategy (Market Expansion) Line 3 Line 4 Horizontal Horizontal Downstream 1 Vertikal Downstream 2

  12. SBU’s Portfolio Strategy • Three characteristics of SBUs • Single business or collection of related businesses that can be planned for separately • Has its own set of competitors • Daia (eg : Rinso, Attack, dll) • Has a manager who is responsible for strategic planning and profit How to evaluating SBU ?

  13. 3 Prod. sdhada StrategiPemasaran(Kisi-kisiekspansipasar/produk) 1 Pasar (sudahada) Pasar (baru) Prod. baru 2 4

  14. Porter’s 5 Forces

  15. SekianTerimakasih

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