Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto [email protected]Sumber Bacaan Philip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12 th Ed., Erlangga, 2008 Philip Kotler, Marketing Management, 13 th Edition, Prentice Hall, 2008 Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007
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Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan
M. Eko Fitrianto [email protected]. Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan. Sumber Bacaan Philip Kotler , Gary Amstrong , Prinsip-prinsip Pemasaran , 12 th Ed., Erlangga , 2008 - PowerPoint PPT Presentation
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Perusahaan dan Strategi PemasaranKemitraan untuk Membangun Hubungan Pelanggan
Marketing Plan• Proses penyusunan serangkaian kegiatan pemasaran• 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
The Strategic-Planning, Implementation, and Control Process
Next : Stratgc-Tactcl-Implt.-Eval.
Semua strategi harus konsisten
Strategicmarketing
Tacticalmarketing
Implementation Evaluation
Konsisten Konsisten Konsisten
Konsisten
MarketingStrategy
Sumber daya(SDM)
Dana(Ketersediaan
dana)
Peralatan(Infrastruktur,
Alat2)Program/kegiatan
Target Pasar
FOKUS dan TERINTEGRASI
4P’sSTP
Next : 4 step mark. strategic
Corporate and Division Strategic Planning(4 Steps Strategic Planning)
MendifinisikanVisi dan Misi
Menetapkan tujuan dan
sasaran
Merancang portfolio bisnis
Merencanakan pemasaran dan
strategi fungsional lain
Perencanaan Tingkat KorporasiUnit bisnis, Produk dan
Tingkat pasar
CORPORATE AND DIVISION STRATEGIC PLANNING
Defining the Corporate MissionMision statement must be : Market oriented, Realistic, Specific, Motivated, and Consistent to marketing environmentMission statements define which competitive scopes the company will operate in
Industry scopeProducts and applications scopeCompetence scopeMarket-segment scopeVertical scopeGeographical scope
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
Perusahaan Korporasi(yang akan melakukan Portfolio Analysis)
HoldingCompany
Perus. APerus. B
Perus. C
Perus. D
Perus. EPerus. F
Perus. G
Perus. H
Perus. I
Perus. A1 Perus. A2 Perus. B2
Perus. B2
Perus. D1
Perus. D2
Next : Conth. korporasi
Marketing Integration Strategy(Vertical and Horizontal)
Corporate strategy (Market Expansion)
Upstream 1
Upstream 2
Downstream 2
Downstream 1
Line 3 Line 4Line 1 Line 2
Horizontal Horizontal
VertikalVertikal
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