MMUNSRIMarketingweek1-2 (2014)

5/21/2018 MMUNSRIMarketingweek1-2 (2014)

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Magister Manajemen

Universitas Sriwijaya

MARKETING MANAGEMENT

WEEK 1-2 Defining Marketing for the 21stCentury

Developing Marketing Strategies and Plan


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???????

What do you understand aboutMarketing?

Why is marketing important?


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More than Selling and Advertising

More than Selling or Advertising

All ThoseBicycles!

MarketingWhats It All About?


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What is Marketed?

Goods

Services

Events & Experiences

Persons

Places & Properties

Organizations

Information

Ideas


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Key Customer Markets

Consumer Markets

Business Markets

Global Markets

Nonprofit/ Government Markets


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Company Orientations

Production

Selling Marketing

Product


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Holistic Marketing Dimensions


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The Four Ps


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The marketplace isnt what it used to be

Information technologyGlobalization

Deregulation

Privatization

Competition

Convergence

Consumer resistance

Retail transformation


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MARKETING MANAGEMENT

Magister ManajemenUniversitas Sriwijaya

Developing Marketing Strategies and

Plans How does marketing affect customer value? How is strategic planning carried out at

different levels of the organization? What does a marketing plan include?

Week 2

Muchsin Shihab, MBA, Ph.D.


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Marketing is all about Strategy Marketing

Satisfying consumers needs and wants

Bridging the gap between producer and consumer

Functions: Buying, selling, transporting, storing, financing, risktaking, market info

Market = the set of all actual and potential

buyers of a particular core product

Unrealistic to try to appeal to all buyers

Why?

What to do?

Market-Driven and Market-driving strategies?


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The value delivery process (marketing)1. The traditional view of marketing

Firm makes something and sells it

The company knows what to make and the market will buy enough units

to produce profits

When does it (not) work?????

2. Value creation and delivery sequence Choosing the value

Providing the value

Communicating value

Called wholistic marketing

When does it (not) work?????

What is Value Chain?


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Core Competencies Traditionally companies owned and controlled resources,

But situation changing, today outsourcing less critical resources: criteria (lowcost, better quality)

The key is: to own and nurture the resources and competencies, e.g. Nike does not

manufacture its own shoes. Nike nurtures its superiority in shoe design and

shoe merchandising

Characteristics of CC

A source of competitive advantage(make significant contribution to

perceived customer benefits)

Applications in a wide variety of markets Difficult to imitate


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UniqueResources

ComparativeAdvantage

Our Company

Competitors

Superior

Customer

Value

Inferior

Customer

Value

Strategic

Relationship

Competitive

Advantage

Cooperative

Advantage

PositionalA

dvantage

Sucherly, 2004


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Develop Marketing Plan

Levels of a Marketing Plan

Strategic Target marketing decisions

Value proposition

Analysis of marketing

opportunities

Tactical Product features

Promotion

Merchandising

Pricing

Sales channels Service

What is a Marketing Plan?


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What is Strategic Planning?

Define the corporate mission

Focus, stress major values, define major competitive

spheres

Establish strategic business units (SBUs)

Product oriented or Market Oriented?

Assign resources to each SBU

Portfolio analysis --- BCG,

Assess growth opportunities

Intensive Growth, Integrative Growth, Diversification Growth

and Divesting older business

Develop a detailed marketing plan

Planning Activities include:


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Google


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2. Establishing SBUProduct Orientation vs. Market Orientation

Company Product Market

Missouri-Pacific

Railroad

We run a railroad We are a people-

and-goods mover

Xerox We make copyingequipment We improve officeproductivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We entertainpeople

IBM redefined itself from a hardware and software manufacturer to a

builder of networks

PEPSI?????


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3. Assign Resources to each SBU

Portfolio Analysis

Step 1:Analyze the

current business

portfolio Step 2:

Shape the future

business portfolio

Identify strategic

business units (SBUs)

Assess each SBU: The BCG growth-share

matrix classifies SBUs into

one of four categories using

the:

Market growth rate

SBUs relative

market share within

the market.

Portfolio Design


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BCG Growth-Share Matrix

Strategic Planning

High Relative

Market Share

High

Market

Growth

LowMarket

Growth

Stars

Cash

Cows

Quest ion

Marks

Dogs

Low Relative

Market Share


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Strategic Planning

Step 1:Analyze the

current business

portfolio Step 2:

Shape the future

business portfolio

Determine the futurerole of each SBU andchoose the

appropriate resourceallocation strategy: Build

Hold

Harvest

Divest

SBUs changepositions over time

Portfolio Design


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4. Assessing Growth Strategies

4 Options available Integrative Growth (backward, forward,

vertical)

Diversification Growth (related or unrelated) Downsizing and Divesting

Intensive Growth


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Intensive Growth

Developing Strategies for Growth and DownsizingProduct/Market Expansion Grid Strategies

Marketpenetration

Marketdevelopment

Productdevelopment

Diversification


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Marketing Plan

5. Market Planning

Parts of a Marketing Plan

Executive

summary

Marketing

situation

Threats and

opportunities

Objectiveand issues

Marketingstrategy

Actionprograms

Budgets Controls

Documents

MMUNSRIMarketingweek1-2 (2014)