Mengurus pasaran strategik

BENGKEL SISTEM MAKLUMAT PASARAN TEMPATAN &

ANTARABANGSAANJURAN

LEMBAGA PERINDUSTRIAN KAYU MALAYSIA

KEMENTERIAN PERUSAHAAN PERLADANGAN & KOMODITI

16 – 19 JUN 2008HOTEL SERI MALAYSIA, IPOH, PERAK

Mengurus pasaran strategikoleh

Zaini Ithnin Hj A Rajak

Sistem Maklumat Pasaran Tempatan & Antarabangsa

2

Market-Oriented Strategic Planning

MTIB, KPPK

Objectives

Skills

Resources

Opportunities

Profitand

Growth


3

Strategic-Planning, Implementation, and Control Process

MTIB, KPPK

Measuringresults

Diagnosingresults

Takingcorrective

action

ImplementationPlanning

Corporateplanning

Divisionplanning

Businessplanning

Productplanning

Organizing

Implementing

Control


4

Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid

MTIB, KPPK

4. Diversification2. Marketdevelopment

Newmarkets

1. Marketpenetration

Existingmarkets

Existingproducts

3. Productdevelopment

Newproducts


5

The McKinsey 7-S Framework

MTIB, KPPK

SkillsSkills

Sharedvalues

Sharedvalues

StaffStaff

StyleStyle

StrategyStrategy

StructureStructure

SystemsSystems


6

The Value-Delivery Process

MTIB, KPPK

Sell the productMake the product

ProcureDesignproduct Make Price Sell Advertise/

promote Distribute Service

Choose the Value Provide the Value Communicate the Value

(a) Traditional physical process sequence

(b) Value creation & delivery sequence

Strategic marketing Tactical marketing


7

The Marketing Plan

MTIB, KPPK

Executive Summary & Table of Contents

Current Marketing Situation

Opportunity & Issue Analysis

Objectives

Marketing Strategy

Action Programs

Projected Profit-and-loss

Controls


8

Factors Influencing Company Marketing Strategy

MTIB, KPPK

Competitors

Marketingintermediaries

PublicsSuppliers

Mar

ketin

g

info

rmat

ion

syst

em

Marketing

planningsystem

Marketing

organization

system Mar

ketin

g

orga

niza

tion

and

impl

emen

tatio

n

Product

Promotion

Place PriceTargetcustomers

Demographic/economic

environment

Social/cultural

environment

Technical/physical

environment

Political/legal

environment


9

Marketing concept

MTIB, KPPK

Offered products Offered products

Value & Satisfaction Value & Satisfaction

Necessity, Needs & AvailabilityNecessity, Needs & Availability

Exchange (Sale and Purchase) Exchange (Sale and Purchase)

Communication and Networking Communication and Networking

Target market Target market

Marketing channel Marketing channel

Supply chain Supply chain

Competitions Competitions

Environments Environments


10

Marketing

MTIB, KPPK

Marketing mix

Product

Price Promotion

Place

ClientsClients

Needs

Cost Communication

Comfortability


11

Products

MTIB, KPPK

Differences in customer needs :-Identity and designStandardsSize specification & materialsQuality standard & finishingPackaging & deliveryExport procedurePayment terms


12

Price

MTIB, KPPK

Factory price Vs Retail price

Material cost + labor cost + overhead cost + margin (price) + capital imbedded cost + marketing related cost = PRICE

Pricing approach:- Target price – target cost- Value added products - niche market


13

Marketing segment

MTIB, KPPK

Choices on company preparation and factory ability Component supplier Component buyer: assembly, finishing, packaging Export via buyers’ agent Appointing agent / distributors OEM manufacturing (underlicence) Export to retailers Own design / brand (ODM/OBM)


14

Following up

MTIB, KPPK

Responsive and committed Attending the inquiry within 24 hours -fax, e-mail,

phone call. Quotation: 2-3 days Sample: 1 week Product development: 2 weeks Trial order: 4-6 weeks


15

Marketing plan

MTIB, KPPK

1. Mission and VisionVISION : Long term goal – company direction & destination. MISION : Plans / activities of programs arranged to achieve the vision.

2. Current market environmentInvestigate the current domestic and international markets, either recommended and project the future market.


16

Marketing plan

MTIB, KPPK

3. Opportunity and threat analysis (SWOT ANALYSIS) Strengths: Identify company’s

advantages Weaknesses: identify organization’s

handicaps Opportunities: rooms for development Threats: change them into prospects Knowledge about the industry status

is needed


17

Marketing plan

MTIB, KPPK

4. Analysis of competitiveness To study the company’s ability, competitiveness

and status in specific market as compared to its’ competitors.

In international market, manufacturers from one country will compete competitors from other countries.

Search for new approach to be more competitive


18

Marketing plan

MTIB, KPPK

5. ObjectivesBusiness objectives must be devised

and SMARTSpecific MeasurableAchievableRealisticTimely

Yearly sales increment: 10%Profit increment for 2008: 5%


19

Marketing plan

MTIB, KPPK

6. Strategic planningProduct positioningPromotional approach / methodsPricing policy

7. Follow up actions(Monthly, quarterly, half year)

Product developmentHuman resource developmentMarketing programs


20

STEPS

MTIB, KPPK

Understand the export procedures, terms and methods

Payment choices: letter of credit, payment documentation, telegraphic transfer, acceptance documentation

Managing bill of lading, insurance, certificates

Participating in marketing promotional activities

Applying marketing grants, relaxations


21

Conclusions

MTIB, KPPK

Globalization effects the international and domestic market

Success is determine by competitiveness, resiliency & progressiveness

Suggested approach: Adaptation of new technology, methods Improving designs, quality and productivity Certification: ISO, CE marking, product standard QC qualification, quality assurance Latest marketing technique

Mengurus pasaran strategik

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