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TUGAS KELOMPOK
ANALISIS SWOT DAN MATRIX ANSOFF
“NAMA PERUSAHAAN”
Oleh:
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Nama/NPM
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Dosen: Wilma Cordelia Izaak, S.E., M.M.
WORD: 2800
(MINIMAL 2500 MAX 3000) JIKA TIDAK SESUAI MAKA
OTOMATIS MENGURANGI PENILAIAN 50%
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MARET 2019
MPL/A /KELOMPOK 1 Page 1
MANAJEMEN PEMASARAN LANJUTAN KELOMPOK 1 / KELAS A
DAFTAR ISI
1.0 Introduction.....................................................................................................................................3
2.0 SWOT Analysis...............................................................................................................................5
2.1 Internal analysis...............................................................................................................................5
Strengths............................................................................................................................................5
Weaknesses.......................................................................................................................................6
2.2 Ansoff Matrix..................................................................................................................................6
2.3 External analysis..............................................................................................................................8
Opportunities....................................................................................................................................8
Threats...............................................................................................................................................8
3.0 Portofolio Product...........................................................................................................................9
4.0 Kesimpulan ……………………………………………………………………………………………………………………………....11
CONTOH Samsung entered the electronics industry in the 1960's with the
arrangement of several electronics focused divisions. The primary electronics divisions
included Samsung Electronics Devices, Samsung Electro-Mechanics, Samsung Corning, and
Samsung Semiconductor & Telecommunications. Samsung built their original facilities in
Suwon, South Korea, where they started producing black and white television sets.
CONTOH In 1987 with the death of Lee Byung-chull, the Samsung group was
separated in to four business groups leaving the Samsung Group with electronics,
engineering, construction, and most high-tech products. Retail, food, chemicals, logistics,
entertainment, paper, and telecom were spun out among the Shinsegae Group, CJ Group, and
Hansol Group.
partnership was nearly a 50-50 split, Samsung owned one share more than Sony, giving them
control over the manufacturing. At the end of 2011, Samsung bought Sony's stake in the
partnership and took full control.
CONTOH Samsung's focus in the future is centred on five core businesses including
mobile, and electronics. As part of it bio-pharma investment, Samsung formed a joint venture
with Biogen, investing $255 million to provide technical development and biopharmaceutical
manufacturing capacity in South Korea. Samsung has budgeted nearly $2 billion in additional
investment to pursue their bio-pharma growth strategy and leverage the advantages of their
joint venture.
CONTOH Samsung has also continued to increase in the mobile phone market,
becoming the largest manufacturer of mobile phones in 2012. To remain a overlook
manufacturer, Samsung has earmarked $3-4 billion to upgrade their Austin Texas
semiconductor manufacturing facility.
CONTOH Samsung is one of the largest and the most main Smartphone
manufacturer globally. The company has sold more phones globally compared to its closest
competitor, Apple which is the second largest manufacturer. The Samsung Galaxy S series
phones are the main reason for gaining a large market share over a 4 year time period,
Michell (2010). The latest handset had sold millions of units within one quarter of release
which shows that the company can move millions of units through innovation, Michell
(2010).
CONTOH The fact that the company is selling millions of units of mobile phones
is a great achievement, however the biggest problem with this is that the company is not
making a good scope on the those sales. The manufacturing of their products is highly
fragmented as well, where Samsung has made dozens of different types of handsets to put up
different price points. These maybe creating mixed messages to investors who may find that a
sampled product offering would better in the long term, (Ferrell & Hartline, 2010).
Market penetration
Market Development
CONTOH Samsung seeks growth by targeting its existing products to new market
segments. Market development options include the pursuit of additional market segments or
geographical regions. The development of new markets for the product may be a good
strategy if Samsung core competencies are related more to the specific product than to its
experience with a specific market segment. Because Samsung is expanding into a new
market, a market development strategy typically has more risk than a market penetration
strategy.
Product Development
Diversification
include the potential to gain a foothold in an attractive industry and the reduction of overall
business portfolio risk.
CONTOH Another aspect Samsung could look into is having a health application
and product, much like the Nike Fuelband. Samsung could attempt and partner with Adidas to
create a same product which would allow both companies to enter a market which they do not
drive in at the moment. Creating a product which would be bundled with a similar health
wristband with a compatible Smartphone would allow the companies to attract a different
consumer base. Adidas could use celebrities such as Andy Murray to promote the product in
advertisements as well as be endorsed by Samsung.
CONTOH Other areas which can be threats to Samsung are the fact that the
manufacturing factories of the company can be hit by natural disasters. The supply chain
would be disrupted which can cause major problems especially if a new product were to be
released soon. The company would need to act quickly in making sure that the supply can
meet the demand of consumers, as well as ensure that the factories are maintained properly
during and after the natural disaster, Dahlén et al. (2009).
formation and local in effecting within the markets of services. It is advisable for
Samsung to be more aggressive and acquire the BOP electronics, as this would
demand restructuring of strategies and implementation of extreme end pricing
mechanism, which beneficial in the old times.
Michell, T., 2010. Samsung Electronics: And the Struggle For Leadership of the
Electronics Industry. London: John Wiley and Sons.
Ferrell, O. & Hartline, M., 2010. Marketing Strategy. 5th ed. London: Cengage Learning.
Dahlén, M., Lange, F. & Smith, T., 2009. Marketing Communications: A Brand Narrative
Approach. London: John Wiley and Sons.
Pahl, N. & Richter, A., 2009. SWOT Analysis – Idea, Methodology And A Practical
Approach. London: GRIN Verlag.
Ferrell, O. & Hartline, M., 2010. Marketing Strategy. 5th ed. London: Cengage Learning.
Huvard, Sky, Rodrigo Salcedo, Lateshia Tuppince, Matt Wentz, and Lindsay Zolad.
Vodafone Air Touch: The Acquisition of Mannesmann. Rep. May 2006. Web. 5 Oct.
2011.<http://www.cybozone.com/vcu/Vodafone_Air_Touch__The_Acquisition_of_
Mannesmann.pdf
Chan, Joshua, Zhisui Chen, Irene Cormane, Nou Her, and Renie Thomas. Cell Phone
Industry Analysis. Rep. 12 May 2006. Web. 5 Oct. 2011.
<http://www.csus.edu/indiv/h/hattonl/industryanalysis.doc
Glowik, M. & Smyczek, S., 2011. International Marketing Management: Strategies, Concepts
and Cases in Europe. London: Oldenbourg Wissenschaftsverlag.
Viardot, E., 2004. Successful marketing strategy for high-tech firms, Volume 5. London:
Artech House.