Memenangkan

Memenangkan Pasar
Pasar melalui
melalui
Perencanaan
Perencanaan Stratejik
Stratejik yang
yang
Berorientasi
Berorientasi Pasar
Pasar

Kotler tentang Pemasaran

Lebih penting melakukan apa yang secara
Stratejik benar daripada apa yang
menghasilkan keuntungan dengan
seketika.

Executive Opinion
Perencanaan
Stratejik(Strategic Planning),

didefinisikan sebagai :
Proses Pengembangan dan Pemeliharaan
sebuah Strategi yang sesuai antara Tujuan
dan Kapabilitas Organisasi dan PeluangPeluang Perubahan Pemasaran Perusahaan .
(Kotler/Amstrong,Ch.2)

Perencanaan Stratejik : Tiga Bidang Utama

dan empat Level Organisasi
Strategic

marketing plan
Marketing plan
Tacticalmarketing plan

Corporate
Mission

Environmental
Factors

Corporate
Goals &
Objective

Corporate
Development
Strategy

Strategy
Business
Unit 1

Business Unit
Objectives

Marketing
Strategy for
Product Market
Entry X

SBU 2

Competative
Strategy

R&D
Strategy and
Development

Human
Resource
Strategy and
Plan

Corporate
Strategy
Development
Of Resources

SBU n

Development
Resource Across
Product-Markets
Fuctions

Operations
Strategy
And Plans

Business
Strategy
/SWOT

Functional
Strategy

Tactical Marketing Plan for

Product Market Entry X Hierarchy Strategy (Walker Marketing Strategy ),p.11

Marketing Plan
Elements
Business Mission Statement

Objectives
Situation or SWOT
Analysis

Marketing Strategy
Target Market Strategy

Marketing Mix
Product

Distribution

Promotion

Price

Implementation
Evaluation
Control

Corporate and Division

Strategic Planning
Aktivitas Perencanaan,
meliputi :
Mendefinisikan Misi Korporasi
Menetapkan Unit Bisnis Stratejik,
dan Menentukan alokasi
Sumberdaya untuk SBUs
Merencanakan Bisnis Baru,
Merampingkan Bisnis Lama

Menetapkan Lingkup Pernyataan

Misi
Persaingan Utama Perusahaan :
Lingkup Industri
Lingkup Produk dan
Penggunaan
Lingkup Kompetensi
Lingkup Vertikal
Lingkup Segemen Pasar
Lingkup Geographik

Corporate and Division

Strategic Planning

Karakteristik SBUs

SBU adalah Bisnis Tunggal atau kelompok bisnis

terkait yang dapat direncanakan secara terpisah
dari bagian perusahaan lain.
Mempunyai kelompok Pesaing tersendiri.
Mempunyai manajer yang bertanggung jawab
atas perencanaan strategis dan Has a manager
who is responsible for strategic planning and profit

Business Unit Strategic Planning

Marketing

Alliances

Product or service alliances

Promotional alliances
Logistical alliances
Pricing collaborations

Partner

Relationship
Management, PRM
Program Formulation and
Implementation

Perencanaan Stratejik Bisnis

Tahapan Perencanaan :

Business

Mission
SWOT Analysis:
Internal
SWOT Analysis:
External
Goal Formulation

Strategic

Formulation
Program
Formulation &
Implementation
Feedback and
Control

Strategic Business Planning

Monitoring

SWOT Analysis
Peluang

dan
Ancaman dari
Lingkungan
External
Internal
strengths and
weaknesses

kekuatan kunci
kecenderungan
masa kini
Untuk
kecebderungan
lain, Analisis
tingka laku
Peluang
Pemasaran (MOA)

Strategic Business Planning

SWOT Analysis
Opportunities

and
threats stemming
from the external
environment
Kekuatan Internal
dan Kelemahan

Kesadaran

Merek,
Citra, reputasi
Distribusi, harga,
loyalitas Pelanggan,
manfaat produk.
Finansial, R&D,
manufaktur.

The Marketing Process

Steps in the Marketing Process:

Analyzing

market opportunities
Developing marketing strategies
Planning marketing programs
Managing the marketing effort :
. Annual-control
. Profitability-control
. Strategic-control

Managing The Marketing Process

Marketing Departments can be
organized by :

Function
Geographic area
Products or brands
Customers or markets
Corporate divisions
Global aspects

Managing The Marketing Process

Types of Control
Annual

plan
Profitability
Efficiency
Strategic

Tanggung jawab
top dan middle
management

Menjelaskan

apakah hasil
perencanaan
dicapai.

Managing The Marketing Process

Types of Control
Annual plan
Profitability
Efficiency
Strategic

Tanggung

Jawab

Pengawas
Pemasaran
Menjelaskan di
mana perusahaan
menghasilkan
uang dan
mengalami
kerugian.

Managing The Marketing Process

Types of Control
Annual

plan
Profitability
Efficiensi
Strategic

Tanggung

Lini dan
staf dan pengawas
pemasaran.
Evaluasi dan
mencoba
memperbaiki
efisiensi
pengeluaran2
pemasaran.

Managing The Marketing Process

Types of Control
Annual

plan
Profitability
Efficiency
Stratejik

Tanggung

Jawab
Top Manajemen
dan Audit
Pemasaran.
Menjelaskan
apakah
perusahaan
dapat mencapai
peluang terbaik.

Strategic Opportunity Matrix

Market
Condition

Offering
Product

Present Product

Present
Market

Market
Penetrati
on

New
Market

Market
Development

New Product

Product
Development

Diversificati
on