Download company and marketing strategy

Chapter 2
1
COMPANY-WIDE STRATEGIC PLANNING:
DEFINING MARKETING’S ROLE
• This is the focus of strategic planning–the
process of developing and maintaining a
strategic fit between the organization’s goal
and capabilities and its changing marketing
opportunities.
• Steps in Strategic Planning
Business Unit, Product,
and Market Level
Corporate Level
Defining the
Company
Mission
Setting
Company
Objectives and
Goal
Design the
Business
Portfolio
Planning
Marketing and
Other
Functional
Strategies
Defining a Market-Oriented Mission
• A mission statement is a statement of the
organization’s purpose–what it wants to
accomplish in the large environment.
Setting Company Objectives and Goals
• This Board mission leads hierarchy of
objective and marketing objectives.
• Marketing strategies and programs must be
developed to support these marketing
objectives.
2
DESIGN THE BUSINESS PORTFOLIO
Design the Business Portfolio
• Guided by company’s mission statement and
objectives, management now must plan its
business portfolio–the collection of business and
products the make up the company.
• The best business portfolio is the one that best
fits the company’s strengths and weakness to
opportunities in the environment.
• Business portfolio planning involves two steps,
current business portfolio and future portfolio.
Analyzing the Current Business
Portfolio
• The major activity in strategic planning is business
portfolio analysis.
• Portfolio Analysis–The process by which management
evaluates the products and business that make up the
company.
• The Boston Consulting Group Approach. Using the
now-classic Boston Consulting Group (BCG) approach, a
company classifies all its SBUs according to growthshare.
• Growth Share–A portfolio-planning method that
evaluates a company’s SBUs in term of its market
growth rate and relative market share.
Relative Market Share
Developing Strategies for Growth and
Downsizing
• One useful device for identifying growth
opportunities is the product / market
expansion grid.
• Product / Market Expansion Grid–A portfolioplanning tool for identifying company growth
opportunities throught market penetration,
market development, produk development, or
diversification.
The Product / Market Expansion Grid
Existing Product
New Product
Existing
Markets
Market
Penetration
Product
Development
New
Markets
Market
Development
Diversification
3
PLANNING MARKETING: PARTNERING
TO BUILD CUSTOMER RELATIONSHIP
Partnering with Other Company
Department
• Each Company deparment can be thought of
as a link in the company ‘s internal value
chain.
• Value Chain–The series of internal
departments that carry out value-creating
activities to design, produce market, deliver,
and support a firm’s products.
Partnering with Others in Marketing
System
• More companies today are partnering with other
members of supply chain–suppliers, distributors,
and ultimately, costumers–to improve the
performance of the costumers value delivery
network.
• Value Delivery Network–The network made up of
the company, its supplier, its distributors, and
ultimately its customers who partner with each
other to improve the performance of the entire
system.
4
MARKETING STRATEGY AND THE
MARKETING MIX
Marketing Strategy and the
Marketing Mix
Costumer-Driven Marketing Strategy
Each company must:
– Devide up the total market
– Choose the best segment
– Design strategies for profitably serving chosen segments
This process involves:
– Market segmentation
– Market targeting
– Market differentiation and positioning
Costumer-Driven Marketing Strategy
Each company must (masing-masing perusahaan harus):
– Devide up the total market (membagi keseluruhan pasar)
– Choose the best segment (memilih segmen terbaik)
– Design strategies for profitably serving chosen segments (merancang strategi untuk melayani segmen terpilih dengan
baik)
This process involves (proses ini melibatkan):
– Market segmentation (segmentasi pasar)
Membagi pasar menjadi kelompok pembeli berbeda yang mempunyai kebutuhan, karakteristik, atau perilaku yang
berbeda dan yang mungkin memerlukan produk atau program pemasaran terpisah.
Segmen pasar: sekelompok konsumen yang merespons dengan cara yang sama terhadap sejumlah usaha pemasaran
tertentu.
– Market targeting (penetapan target pasar)
Proses mengevaluasi daya tarik masing-masing segmen pasar dan memilih satu atau lebih jumlah segmen yang
dimasuki.
– Market differentiation and positioning
Perusahaan harus memutuskan bagaimana mendiferensiasikan penawaran pasarnya untuk setiap segmen sasaran.
Diferensiasi: benar-benar mendiferensiasikan penawaran pasar untuk menciptakan nilai pelanggan yang tinggi.
Positioning: pengaturan prosuk untuk memasuki tempat yang jelas, berbeda, dan diinginkan relatif terhadap produk
pesaing dalam pikiran konsumen sasaran.
Developing an Integrated Marketing Mix
Marketing mix is the set of tactical marketing tools – product,
price, place, and promotion – that the firm blends to produce the
response it wants in the target market.
Product
Variety
Price
Quality
List price
Design
Discounts
Features
Allowances
Brand name
Payment period
Packaging
Credit items
Services
Place
Promotion
Channels
Advertising
Coverage
Personal selling
Location
Sales promotion
Public relation
Target
customers
Intended
positioning
Inventory
Transportation
Logistics
Developing an Integrated Marketing Mix
Marketing mix is the set of tactical marketing tools – product, price, place, and promotion – that the firm blends
to produce the response it wants in the target market. (Bauran pemasaran adalah kumpulan alat pemasaran
taktis terkendali – produk, harga, tempat, dan promosi – yang dipadukan perusahaan untuk menghasilkan
respon yang diinginkannya di pasar sasaran).
Empat kelompok variabel alat pemasaran taktis terkendali:
– Product (produk): kombinasi barang dan jasa yang ditawarkan perusahaan kepada pasar sasaran.
Berupa: variety (ragam), quality (kualitas), design (desain), features (fitur), brand name (nama merek),
packaging (kemasan), dan services (layanan).
– Price (harga): jumlah uang harus dibayarkan pelanggan untuk memperoleh produk.
Berupa: list price (daftar harga), discounts (diskon), allowances (potongan harga), payment period ( periode
pembayaran), dan credit items (persyaratan kredit).
– Place (tempat) meliputi kegiatan perusahaan yang membuat produk tersedia bagi pelanggan sasaran.
Berupa: channels (saluran), coverage (cakupan), location (lokasi), inventory (persediaan), transportation
(transportasi), dan logistics (logistik).
– Promotion (promosi): aktivitas yang menyampaikan manfaat produk dan membujuk pelanggan membelinya.
Berupa: advertising (iklan), personal selling (penjualan pribadi), sales promotion (promosi penjualan), dan
public relations (hubungan masyarakat).
The four Ps concept takes the seller's view of the market, not the buyer's view. From the buyer's viewpoint, the
four Ps might be better described as the four Cs. (Konsep 4P merupakan sudut pandang penjual tentang pasar,
bukan sudut pandang pembeli. Dari sudut pandang pembeli, 4P mungkin lebih baik digambarkan sebagai 4C).
Product – Custumer solution, Price – Customer cost, Place – Convenience, dan Promotion – Communication.
5
MANAGING THE MARKETING
EFFORT
Managing the Marketing Effort
Managing the marketing process requires the four marketing
management functions.
Analysis
Planning
Develop strategic
plans
Implementation
Carry out the plans
Control
Measure results
Evaluate results
Develop marketing
plans
Take corrective
action
Marketing Analysis
SWOT analysis is an overall evaluation of the company’s strengths,
weaknesses, opportunities, and threats.
Strengths
Weaknesses
Internal capabilities that
may help the company
reach its objectivies
Internal limitations that
may interfere with the
company’s ability to
achieve its objectives
Opportunities
Threats
External factors that the
company may be able to
exploit to its adventage
Current and emerging
external factors that may
challenge the company’s
performance
Marketing Planning
Contents of a marketing plan:
–
–
–
–
–
–
–
–
Executive summary
Current marketing situation
Threats and opportunities analysis
Objectivies and issues
Marketing strategy
Action programs
Budgets
Controls
Marketing Implementation
Marketing implementation is the process that turns
marketing plans into marketing actions to accomplish
strategic marketing objectives.
Many managers think that “doing things right”
(implementation) is as important as, or even more
important than “doing the right things”. In order to be
successful, the company's marketing strategy must fit with
the corporate culture, values ​and belief systems are
perceived by people in the organization.
Marketing Department Organization
Most of the implementation responsibilities borne by company’s marketing departments.
(Sebagian besar tanggung jawab implementasi dipikul oleh departemen pemasaran
perusahaan).
The marketing department can be arranged in single or combined form (Departemen
pemasaran dapat diatur dalam bentuk tunggal atau gabungan):
– Functional organization (organisasi fungsional), di mana aktivitas pemasaran yang
berbeda dipimpin oleh spesialis fungsional.
– Geographic organization (organisasi geografis), digunakan oleh perusahaan yang menjual
melampaui batas negara atau secara internasional.
– Product management organization (organisasi manajemen produk), digunakan oleh
perusahaan dengan banyak produk atau merek.
– Market or custom organization (organisasi manajemen pasar), di mana para manajer
pasar bertanggung jawab mengembangkan strategi dan rencana pemasaran untuk pasar
atau pelanggan khusus mereka.
Dalam era hubungan pelanggan ini, semakin banyak perusahaan yang mengubah fokus
organisasi mereka dari manajemen produk atau manajemen wilayah menjadi manajemen
hubungan pelanggan.
Marketing Control
Marketing control is measuring and evaluating the results of marketing strategies and
plans and taking corrective action to ensure that the objectives are achieved.
Kendali pemasaran adalah proses mengukur dan menevaluasi hasil strategi dan
rencana pemasaran serta mengambil tindakan korektif untuk memastikan bahwa
tujuan telah tercapai.
Audit pemasaran adalalah pemeriksaan secara menyeluruh, sistematis, independen,
dan berkala tentang lingkungan, tujuan, strategi, dan tindakan perusahaan untuk
menentukan wilayah masalah dan peluang serta merekomendasikan rencana tindakan
agar meningkatkan kinerja pemasaran perusahaan.
Strategic control involves looking at whether the company’s basic strategies are well
matched to its opportunities.
6
MEASURING AND MANAGING RETURN
ON MARKETING INVESTMENT
Return on Marketing Investment
Return on marketing investment or marketing ROI is the net
return from a marketing investment divided by the cost of the
marketing investment.
Return on Marketing Investment
Marketing Investments
Marketing returns
Improved costumer value and satisfaction
Increased customer
attraction
Increased customer
retention
Increased cutomer lifetime values and customer
equity
Return on marketing investment
Cost of markerting
investment