Company & Marketing

Strategy:
Partnering to Build
Customer Relationships

Universitas Atmajaya
 Lecture Objectives:
• Explain strategic planning & its four steps
• Discuss business portfolios and growth
strategy
• Explain marketing roles in strategic
planning
• Describe elements of marketing strategy &
mix
• List the marketing management functions
including marketing plan, implementation
& control
 Outline
• Companywide strategic planning
• Planning Marketing: Partnering to build
customer relationship
• Marketing strategy and the marketing mix
• Managing the marketing effort
– Analysis
– Planning
– Implementation
– Control
• Measuring & Managing Marketing return
 Strategic Planning
• The process of developing and maintaining
a strategic fit between the organization’s
goals and capabilities and its changing
marketing opportunities
• It involves defining a clear company
mission, setting supporting objectives,
designing a sound business portfolio, and
coordinating functional strategies
 Steps in Strategic Planning

Business Unit,
Corporate Level Product &
Market Level

Defining Setting Designing Planning

the company the Marketing &
company objectives Business Other
mission & goals Portfolio functional
strategies
 Mission Statement
• Mission statement is a company job
descriptions
• Wall Mart:
– Product Oriented: we run discount
stores
– Market Oriented: we deliver low prices
everyday and give ordinary folks the
chance to buy the same things as rich
people
 Designing the Business
Portfolio
• Business Portfolio:
– The collection of businesses and
products that make up the company
• Portfolio Analysis:
– The process by which management
evaluates the product and businesses
making up the company
The BCG Matrix
Growth & Downsizing
Strategies
 Partnering to Build
Customer Relationships
• Partnering with other company
departments :
– Value Chain
• Partnering with Others in the
Marketing System:
– Value delivery network
Value Chain
Managing Marketing Strategy & The
Marketing Mix
 Marketing Strategy & The
Marketing Mix
CC Marketing Marketing Mix:
Strategy: 1. Product (Customer
1. Market Solution)
Segmentation 2. Price (Customer
2. Target Cost)
Marketing 3. Place (Channel)
3. Market 4. Promotion
Positioning (Communications)
Mass Marketing vs Segment
Marketing
 Market Segmentation &
Segment
• Market Segmentation:
– Dividing market into distinct group of
buyers who have distinct needs,
characteristics or behavior and who
might require separate products or
marketing mixes
• Market Segment
– A group of consumers who respond in a
similar way to a given marketing efforts
 Segmenting Consumer
Markets
• Geographic: region, climate, density
• Demographic: age, gender,
education, religion, race, social class
• Psychographic: Lifestyle (culture
oriented, sports oriented),
Personality (ambitions, compulsive)
• Behavioral: Occasion, Benefits, User
status, Loyalty status, attitude
toward products
 Target Marketing
• The process of
evaluating each
market segment’s
attractiveness and
selecting one or
more segment
 Target Market Selection
M1 M2 M3 M1 M2 M3
M1 M2 M3
P1 P1
P1
P2 P2
P2
P3 P3
Single segment P3
Selective
concentration Specialization Product
Specialization

M1 M2 M3 M1 M2 M3

P1 P1 M = Market
P = Product
P2 P2

P3 P3
Market Full Market
Specialization Coverage
 Marketing Positioning
• Arranging for a product or brand to occupy
a clear, distinctive, and desirable place
relative to competing products or brands
in the minds of target customer
• Marketers wants to develop unique market
position for their products (POP & POD)
– Volvo: the safest, most durable wagon your
family can drive
– Visa : It’s Everywhere You Want to Be
– Axe : The axe effect
 The Marketing Mix
PRODUCT
List Price PRICE
Discount List Price
Allowances Discount
Credit Terms Allowances
Credit Terms
Target
Market

Intended
Positioning PLACE
PROMOTION Channels
Advertising Coverage
Personal Selling Assortments
Sales promotion Locations
Public Relation Inventory
Transportation
Logistics
Managing the Market Effort
Analysis (SWOT)

Planning Implement Control

Develop Carry out the Measure results
Strategic Plan
Plan

Evaluate
results

Develop Corrective
Marketing Actions
Plan
 Content of Marketing Plan
(typical)
• Executive Summary
• Current Marketing Situation
• Threats & Opportunities analysis
• Objectives & Issues
• Marketing Strategy
• Action Programs
• Budgets
• Controls (including Contingency Plan)
 Measuring & Managing
Return on Marketing
Marketing Investments

Marketing Returns
Improve Customer Value & Satisfaction

Increased Increase
Customer Customer
Attraction Retention

Increase Customer Lifetime values to customer equity

Return on Marketing
 Tugas-1
• Buatlah Marketing Plan Lengkap
• Pilih salah satu perusahaan atau produk
yang anda tertarik misalnya:
– Lorena Air
– Starbucks
– BCA (KPR, Credit Card, dll)
– Planet Surf
– dll
– Atau Produk Baru ciptaan anda sendiri
• Bentuk kelompok 6-8 orang
• Dipresentasikan minggu depan