STRATEGIC MARKETING MANAGEMENT

OLEH Prof . Ngadino Surip

1. Perkenalan dan kontrak perkuliahan - Penjelasan tentang mata kuliah , tugas , penilaian 2. Market Driven Strategy a. Pengertian dan karakteristik MDSGaining competitive advantage in marketing is continuing process.An important part of this challenge is analyzing and strategically to changing environmental opportunities and treats . To do this the managers need to develop effective strategic analysis , planning, implementation and control skill . Market driven organization are customer oriented ,understand the relationship between strategy and perfomance , and stress ethical marketing behavior b. Becoming Market Oriented , Market driven strategy places the customer at the centre of attention for everyone in the organization , this mean that all the business strategy decisions start with the market and the objective of matching company capabilities with customer who perceive value in what company offers. c. Distinctive capabilities and creating value for customer Starategy and performance , enviromental factors clearly impact performance , both negativelly and positivelly but companies with effective strategies sustain their competitivenessand perform better that their competitors. Startegy for competitive advantage , Competitive advantage result from offering superior value to customer through a,Lower Price than competitors charge for equivqlent benefitb.Unique benefits that more than offset ahigher price speed is an element of strategy is important because Ethics in marketing Ethical resposibilities of manager and professional included 1. Identifying ethical issues , 2. Determining guidelines for ethical behavior , 3. Encouraging employees to practice ethical behavior.

What is a Strategy ( Wallker and Mullins 2009 )A. Strategy is afundamental pattern of present and planned objectives , resouce deployments and interactions of organization with markets ,competitors, and other environmental factor Starategi harus mencakup : What ( objective to be accomplished )Where ( on which industries and product markets to focus )How ( which resources and activities to allocate to each product market to meet environmental opportunities and treats and to gain a competitive advantage ) The components of startegy A well developed strategy contains five components 1. Scope 2. Goals and objectives3. Resource deployments4.Identification of sustainable competitive advantage 5.Synergy Hierarchy of strategies 1. Corporate strategy ( Co . Mission, goals and objective , dev. Strategy , deploy ment of resources2. Business strategy ( startegic business unit , Competitive strategy, deployment of resources across product market and functions )3. Fuctional strategy ( marketing strategy for product market sntry X , R&D strategy and plans , Human resources strategy &plans ,operations strategy and plan , tactical marketing plan for product market entry X )

Business and Marketing Strategy• Overview Corporate and Business Strategy• Marketing Strategy Process• Internet Strategy ( internet sudah menjadi sarana

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• Marketing Plan • Journal

• Marketing Strategy ProcessAnalysis ,Planning , Implementation and Finally , management Marketing situation analysis ( Buyers and competition ) , buyers need and want , the buyers must be both willing and able to purchaseEvaluation of competitors , strategies , strengths, limitations and plans is also a key aspect of situation analysis , for existing and potential competitors Market Segmentation . Consider the nature and diversity of buyers needs and wants Designing Marketing Strategy Market targeting , and positioning analysis, building marketing relationships and developing and introducing new product Market targeting and positioning Strategy , The targeting decision sets the stage for setting objectives and developing the postioning strategy.Marketing relationship strategies ,Building long-term relationship with customers offers companies away to gain competitive advantage.New Product Strategies ,New products are needs to replace oldproducts because of declining sales and profits, include both goods and services

Marketing Situation Analysis

Designing Marketing Strategy

Marketing Program Development

Implementing and Managing Marketing Strategy

Marketing Program Development ,Marketing Mix component s ; Product, developing plan for new products ,managing existing products , decining what actions to take on problem product ( improve product performance , lower cost ,and market share ) Distribution, decition include channel organization to use, the intesity of distribution appropriate for the product of service Price , involving choosing the role of price in the positioning strategy , including the desired positioning of the product or brand , margins to motivate distribution channel participants Promotions , Promtions inform ,remind, and persuades buyers and others who influence the purchasing process

Implementing and Managing a Marketing Strategy The Marketing Organization Implementing and assessing Marketing Starategy

• Marketing Plan ,the marketing Plan spells out the marketing strategy

Contoh : Outline for Preparing an Annual Marketing Plan

Strategic Situation Summary A summary of the strategic situation for the planning Unit ( Business Unit , market segment, product line ) Market Targets Description Define and describe each market target, including customer profiles, customer preferences and buying habits ,size and

growth estimates,distribution channels,analysis key kompetitors ,and guideline for positioning strategy Objective for the market targets Set objective for the market target( such as market position , sales and profits) also state objective for target each

component of the marketing program. Indicate how each objective will be measure Marketing Program Positioning strategy State how management wants the firm to be positioned relative to competition in the eyes and mind of the buyer a. Product strategy ( set strategy for new product, product improvement ,product deletions b. Distribution strategy ( strategy for distribution channel ) c. Price strategy ( specify the role of price in the marketing strategy and the plannedactions regarding price d, Promotions strategy ( indicate the planned strategy and actions for advertising, publicity,personel selling and sale

promotion) e. Marketing research ( identify informations needs and planned , project, objectives, estimeted cost ,and time table f. Coordination with other business functions ( specify the resposibilities and activities of othe departements that have an

important influence upon the planned marketing strategy Forcast and Budgets Forcast sales nd profit for the marketing plan and set the budget for accoplislishing the forcastContigency Plans Indicate planned actions if event differ from those assumed in the plan Journal

Market Vision ,Structure and Analysis

• Market and Strategies • Mapping Product Markets• Describing and Analyzing End –User• Analyzing Competition• Developing a strategic Vision • Market size Estimator

Market and Strategies

• Pasar : sekumpulan pembeli dan penjual yang bertransaksi atas suatu product

• Memuaskan kebutuhan dan keinginan konsumen adalah inti dari pemasaran ,sasaran dari setiap bisnis adalah menghantarkan nilai pelanggan untuk menghasilkan laba

Describing and Analyzing End –User

• Kebutuhan : Syarat dasar hidup manusia • Keinginan : kebutuhan-kebutuhan

tertentu bisa diarahkan menjadi keinginan

• Permintaan : keinginan akan produk didukungoleh kemeampuan membayar

Analyzing Competition• Faktor-faktor penentu daya tarik jangka panjang suatu pasar atau segmen pasar industri Ancaman revalitas segmen yang intens ( industries competitors ) Ancaman pendatang baru ( potential entrants ) Ancaman produk pengganti ( substitutes ) Ancaman daya tawar pembeli yang semakin besar ( Buyers ) Ancaman daya tawar pemasok yang semakin membesar ( suppliers )• Mengidentifikasi pesaing , Mencakup lima faktor yang perlu diidentifikasi analisis lingkungan , rintangan untuk masuk dan keluar bagi pesaing ,strategi

bersaing untuk mendapatkan keunggulan bersaing , keunggulan kompetitif merupakan salah satu untuk memenangkan persaingan yang bersumber keunggulan biaya ,keunggulan dalam diferensiasi ,dan keunggulan dalam fokus

• Menganalisis Pesaing pengembangan profil sifat dan sukses dari kemungkinan perubahan strategi yang dilakukan oleh para pesaing , kemungkinan

tanggapan pesaing, dan kemungkinan reaksi dari pesaing terhadap perubahan industri dan lingkungan yang lebih luas . Strategi , Sekelompok perusahaan yang melakukan strategi sama didalam suatu pasar target tertentu dinamakan kelompok starategi Jadi dapat dicatat bahwa : 1. Luas dan besarnya rintangan masuk berbeda untuk setiap kelompok industri 2. Perusahaan yang berhasil masuk kelompok industri maka semua anggota kelompok menjadi pesaing kunci/utama baginya

Tujuan , semua pesaing menginginkan hal berikut : Current profitability ,market share growth,cash flow ,technological leadership or service leadership. Monitoring ekspansi pesaing

Kekuatan dan Kelemahan Guna mengevaluasi kelemahan dan kekuatan pesaing antara lain dengan melakukan survey konsumen /pelanggan tentang

pendapat mereka terhadap beberapa atribut pesaing : misalnya customer awareness,product quality, product availability,technical assitance , and selling staff , dan selanjutnya disusun ranking pesaing menurut pelanggan

Segmenting Markets and Continous learning about markets

• 1. Segmentation and Market Driven Strategy Market segmentation is the process by which a market is divided into distinct subsets of customers which

similar needs and characteristics that lead them to respond in similar ways to aparticular product offering and marketing program

There are three Important step in segmentation process ( Walker and Mullins ) 1. Identify a homogeneous segment that differs from other segment 2. Specify criteria that define the segment 3. Determine segment size and potential

a. Identifying Markets Segments , ( product , Price , promotion and place )

b. Forming Segments

c. Finner Segmentation Strategies

d. Selecting the Segmentation Strategy • Marketing Informations System Customer Relationship Management , Marketing databases make CRM apossible