Download Strategi Pemasaran Pertemuan 2b

Business and
Marketing Strategy
©2000 Prentice Hall
Hierarchy of Strategy
Corporate
strategy
Business
strategy
Functional
strategy
©2000 Prentice Hall
Corporate Strategy
Desribes a company’s overall direction
in terms of its general attitude
toward growth and the management
of its various businesses and product
lines.
 Contoh : Amazon.com dari toko buku
terbesar online didunia menjadi toko
terbesar on line di dunia

©2000 Prentice Hall
Corporate Strategy

Karakteristik strategi korporasi yg efektif
(Michael Porter)
 Posisi kompetitive yg unik bagi
perusahaan
 Aktivitas disesuaikan dengan strategi
 Keberlangsungan diperoleh melalui
aktivitas sebagai suatu sistem, tidak
bagian-per bagian
 Kegiatan operasional yg efektif
merupakan suatu keharusan
©2000 Prentice Hall
Corporate Strategy
 Strategi
Korporasi meliputi :
 Menetapkan
visi korporasi
 Menetapkan Tujuan
 Kemampuan (Capabilities)
 Komposisi Bisnis
 Struktur, Sistem Dan Proses
©2000 Prentice Hall
Menetapkan Visi
Visi Manajemen didefinisikan, akan
menjadi perusahaan apa, aktivitasnya
apa dan bagaimana mengelola &
mengembangkan perusahaan.
 Perusahaan akan dibawa kemana pada
masa mendatang.
 Visi akan dijabarkan dalam misi
perusahaan

©2000 Prentice Hall
Menetapkan Tujuan
Tujuan dibutuhkan agar kinerja
perusahaan dapat diukur.
 Tujuan perusahaan meliputi :
pemasaran, inovasi, sumber daya,
produktivitas, tanggung jawab social
dan keuangan (meningkatkan kualitas
produk, pertumbuhan panga pasar)

©2000 Prentice Hall
Kemampuan (Capabilities)
Strategi Perusahaan perlu focus pada
kemampuan yang berbeda.
 Kemampuan meliputi bersaing pada
pasar yang berbeda, menghasilkan
nilai bagi konsumen dan menciptakan
penghalang bagi pesaing yang ingin
meniru.

©2000 Prentice Hall
VISI, MISI DAN TUJUAN
Universitas INDONUSA Esa Unggul
VISI
“Menjadi Universitas yang Unggul
dalam mutu, kepeloporan dan
kewirausahaan serta berwawasan
global yang bertumpu kepada sistem
kerjasama dan budaya akademik.”
©2000 Prentice Hall
MISI
“Menyelenggarakan Pendidikan Tinggi,
Penelitian dan Pengabdian kepada
Masyarakat untuk menghasilkan
lulusan yang memiliki intelektualitas
dan berdaya saing tinggi”
©2000 Prentice Hall
TUJUAN
 Mendidik
mahasiswa agar berjiwa penuh
pengabdian serta memiliki rasa tanggung jawab
yang besar terhadap masa depan bangsa dan
Negara Indonesia sehingga bermanfaat bagi
usaha-usaha pembangunan nasional dan
pembangunan daerah
 Mendidik mahasiswa dalam suatu suasana
pergaulan internasional dengan pemuda-pemudi
dari berbagai bangsa agar dapat duduk sama
rendah dan berdiri sama tinggi dengan berbagai
©2000 Prentice Hall
bangsa di dunia
TUJUAN
 Memberikan
kemampuan intelektual
dengan pengetahuan yang sesuai dan
mengarahkan pada kemampuan
KEWIRAUSAHAAN yang tinggi dan
handal.
 Mengembangkan tata kehidupan kampus
yang memadai dan tampak jelas corak
khas kepribadian Indonesia.
©2000 Prentice Hall
CORPORATE STRATEGY
Deciding the Scope
and Purpose of
the Business
Business
Objectives
©2000 Prentice Hall
Actions and
Resources for
Achieving
Objectives
ORGANIZATIONAL CHANGE
Vertical
Disaggregation
Internal
Redesign
©2000 Prentice Hall
New
Organizational
Forms
PERUBAHAN ORGANISASI

Pengurangan secara vertikal (Vertical
Disaggregation) :
 Mengurangi
ukuran organisasi melalui
pengurangan pekerjaan & penempatan
middle manager serta tingkatan
organisasi (downsizing)
©2000 Prentice Hall
PERUBAHAN ORGANISASI

Mendesain ulang secara internal (Internal
Redesain) :
 Mendesain ulang organisasi menjadi lebih
ramping, fleksibel, menyesuaikan dan
responsif terhadap kebutuhan konsumen
& permintaan pasar.
 Perubahan bisnis meliputi inovasi produk
maupun memperbaiki jaringan distribusi.
©2000 Prentice Hall
PERUBAHAN ORGANISASI

Membentuk Organisasi Baru (New
Organization Form) :
 Perubahan
yang dikaitkan dengan
organisasi lain dan proses yang digunakan
sebagai dasar konsep organisasi.
 Organisasi harus memperluas
hubungannya dengan pemasok, konsumen
maupun pesaing. Organisasi baru ini
disebut : Jaringan (Network). Mereka
dapat melakukan kerja sama.
©2000 Prentice Hall
Business Strategy

Occurs at business unit and it emphasizes
improvement of the competitive and
cooperative strategy.
 Staples has used a competitive strategy
to differentiate its retail stores from
its competitors by adding services to its
store such as copying, and UPS shipping
 British Airways has followed a
cooperative strategy by forming an
alliance with American Airlines in order
to provide global services.
©2000 Prentice Hall
MARKETING STRATEGY

Strategic marketing:
 Developing a vision about the markets of
interest to the organization, select
market target strategies, setting
objectives, and developing, implementing
and managing the marketing program
positioning strategies designed to meet
the value requirements of customers in
each market target
©2000 Prentice Hall
Marketing Strategy Process
Situation
analisis
Implementing
and managing
marketing
strategy
Exhibit 1-2A
©2000 Prentice Hall
1-7
Designing
marketing
strategy
Marketing
program
development
SITUATION ANALYSIS
Market
Vision, Structure,
and Analysis
Continuous
Learning
About
Markets
©2000 Prentice Hall
Segmenting
Markets
Disigning Marketing Strategy
 Market
targeting and strategic
positioning
 Tujuan
market targeting strategy :
adalah untuk memilih orang atau
organisasi yang ingin dilayani
kebutuhannya pada pasar produk.
 Biasanya dipilih satu atau beberapa
segmen saja
©2000 Prentice Hall
Product-Market Strategies
©2000 Prentice Hall
Existing
products
New
products
Existing
markets
Market
Penetration
Product
Development
New
markets
Market
Development
Diversification
Market Penetration
Strategy
Seeking a larger market share in a market in
which organization already has an offering
This strategy involves:
Attempts to increase present buyer’s
usage or consumption rates of the
offering
Attracting buyers of competing offerings
Stimulating product trial among potential
consumers
©2000 Prentice Hall
Market Development
Strategy
Introducing its existing offerings to markets
other than those that the organization is
currently serving.
Reaching new markets requires:
Carefully considering competitor strengths
and weaknesses
Different distribution outlets
Change in sales effort and advertising
©2000 Prentice Hall
Market Development in
the International Arena
©2000 Prentice Hall
Exporting
Licensing
Joint Venture
or Strategic
Alliance
Direct
Investment
Product Development
Strategy
Creating new offerings for existing markets.
This approach may be taken for:
Product Innovation – develop totally new
offerings
Product Augmentation – enhance the
value to customers of existing offerings
Product line extension – broaden the
existing line of offerings by adding different
sizes, forms, flavors, etc.
©2000 Prentice Hall
Diversification Strategy
Development or acquisition of offerings
new to the organization and introducing
those offerings to publics not previously
served by the organization.
Growing trend in recent years
High-risk strategy because both the
offering and market served are new to
the organization
©2000 Prentice Hall
Disigning Marketing Strategy
 Market
targeting and strategic
positioning
 Strategi
Positioning : bagaimana
menempatkan produk di mata dan
benak konsumen dan terbedakan
dengan produk dari pesaing
©2000 Prentice Hall
Disigning Marketing Strategy
 Market
targeting and strategic
positioning
 Strategi
Positioning pada program
pemasaran merupakan kombinasi
dari produk, harga, distribusi dan
promosi yang digunakan perusahaan
sebagai kunci untuk menghadapi
pesaing  Marketing Mix
©2000 Prentice Hall
Disigning Marketing Strategy

Relationship strategy
 Marketing ralationship partners may
include end-user customers,
marketing channel members,
suppliers, competitors alliance and
internal teams
©2000 Prentice Hall
Christopher et al. (2002) Mengembangkan
Model 6 Pasar Dalam Relationship Marketing
Internal
Market
Recruitment
Market
Influence
Market
CUSTOMER MARKET
Supplier
&
Alliance
Market
©2000 Prentice Hall
Referral
Market
Positioning Strategy
Development
Product
strategy
Positioning
startegy
Promotion
strategy
Market
target
Price strategy
©2000 Prentice Hall
Distribution
strategy
Implementing and Managing
Market-Driven Strategy

Strategy implementation and control,
consits of :
 Preparing marketing plan and budget
 Implementing the plan
 Using the plan in managing and
controlling the strategy on an ongoing
basis.
©2000 Prentice Hall
Preparing Marketing plan


Strategic situation summary
 A summary of the strategic situation for the
planning unit (business unit, market
segment, product line, etc).
Market target description
 Define and describe each market target,
including customer profile, customer
preferences, and buying habits, size and
growth estimates, distribution channels,
analysis of key competitor, and guidelines
for positioning strategy.
©2000 Prentice Hall
Preparing Marketing plan


Objectives for the market targets
 Set objectives for the market target (such as market position, sales,
and profit).
Marketing program positioning strategy
 Product strategy
 Set strategy for new product and product improvement.
 Distribution strategy
 Price strategy
 Marketing research
 Coordination with other business function
 Forcasts and budgets
 Contigency plans
 Indicate planned action if even differ from those assume in the
plan
©2000 Prentice Hall