Marketing Strategy

1. Marketing Strategy Introduction

2. Definitions of Marketing • Proses manajemen untuk mengidentifikasi, mengantisipasi dan memuaskan kebutuhan pelanggan secara menguntungkan • Pemasaran adalah proses perencanaan dan pelaksanaan konsepsi, penetapan harga, promosi dan distribusi ide, barang dan jasa untuk menciptakan pertukaran yang memuaskan individu dan organisasi tujuan.

3. Peter F Drucker : pemasaran merupakan orientasi kepada pelanggan, perusahaan seharusnya menempatkan pelanggan seabgai hal yang pertama untuk itu perusahaan harus selalu berinovasi dalam rangka memberikan nilai terbaik bagi pelanggan • Drucker’s perspective lacked strategiccontent in that it gives emphasis to the organizational culture, but fails to provideguidanceon which customers to serve and how toserve them.

4. The essential Requirements of Marketing • The identification of consumers’ needs (covering whatgoods and services are bought,how they are bought, bywhom they are bought, and why they are bought) • The definition of target market segments (by whichcustomers are grouped according to commoncharacteristics – whether demographic, psychological,geographic,etc.) • The creation of a differential advantage within targetsegments by which a distinctcompetitive position relativeto other companies can be established, and from whichprofit flows

6. Strategic decisions are concerned with seven principal areas: • They are concerned with the scope of an organization’s activities. • They relate to the matching of the organization’s activities with the opportunitiesof its substantive environment. • They require the matching of an organization’s activities with its resources. In orderto take advantage of strategic opportunities it will be necessary to have funds,capacity, personnel, etc., available when required. • They have major resource implications for organizations – such as acquiring additional capacity, disposing of capacity, or reallocating resources in a fundamental way.

7. 5. They are influenced by the values and expectations of those who determine theorganization’s strategy. • They will affect the organization’s long-term direction. • They are complex in nature since they tend to be non-routine and involve a largenumber of variables. As a result, their implications will typically extend throughoutthe organization.