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Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Strategic Planning
Pertemuan 3
Learning Outcomes
•Students are capable of describing components
of strategic planning
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Outline Materi
• Types of planning
• Information required
• Company internal and external analysis
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Types of Planning
• Long term planning:
– It is the start of any planning
– It is the manifestation of the vision and mission of the company
– It sets objectives of the company in very clear
• Medium term planning:
– Two or four years
• Short term planning (one to twelve months) (Nelly
Ma’arif, 2008)
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Information Required
• Data and information required to make a strategic
planning:
– Macroeconomic :
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Global conditions such as condition in the world.
Global economic picture at present day
Any other indication on global activities
Regional and country conditions
Regional and country economic picture at present day
Information Required
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Rate of growth
Trends on GDP
Trends on Income per capita
Trends on gender
Trends on market demand
Import export policy
Regional cooperation that will affect import and export tax
Tax holiday and investment policy of a country
Trend on democracy (quoted from Nelly Ma’arif, 2008)
Information Required
• Global data and information:
– Global economy is having a positive trend in five years to come
– Peace and global warming are the main issues
– People at large are more health conscious
• Regional information:
– Regional economy is showing an indication of high inflation rate
– Peace and global warming are the main issues. The main
concern is illegal logging
– People at large are more health conscious
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Company Internal and External Analysis
• Company analysis:
– Total market :
– Competitors:
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Marketing strategies
Business expansion
Technological capability
Marketshare
– Opportunities and threats in the business
– Government regulation
– Political instability
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Conclusions:
• Planning enables the marketer to focus on their thinking
and to conduct the planning properly
• Planning enables the marketer to present their approved
plan to the rest of the members of the company
• To make a good plan, such important information and
data required
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