Embed Size (px)
DESCRIPTION
Citation preview
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Marketing Plan
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Marketing Planning ProcessCorporate Strategy
Business Strategy
External InternalMarketing Research Marketing Research
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Program/Action Plan
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Corporate Strategy
• Scope : Corporate/ Enterprise• Objectives : Growth• Performance : ROI/RONA/ROE…..• Formulation :
– Penetration
– Market Development
– Product Development
– Diversification
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Ansoff Strategy
EXISTING NEW
NEW
EXISTING
PENETRATION PROD. DEV
MARKT. DEV DIVERSIVICATION
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Business Strategy
• Scope : SBU
• Objective : Competitiveness
• Performance : Market Share
• Formulation:– Cost Leadership
– Differentiation
– Focus
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Porter’s Business Strategy
• Cost Leadership
• Differentiation
• Focus» Cost
» Differentiation
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Functional Strategy
• Scope : Business Function• Objective : Competitive Priority
• Performance : – Target
– Cost
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Marketing Strategy
• Scope : Marketing• Objective : Competitive Priority
• Performance :– Market Share– Market Growth
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Marketing Plan?
Written document containing the guide lines for the business center’s marketing
program and allocation over the planning period
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Marketing Plan
• Description of the industry
• Analysis of potential customer and competitor
• Profile of target market and geographic area to be served
• Marketing mix ( product, price, promotion and place)
• Projected sales and market share
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Analisis Permintaan
Analisis Peluang Pasar
Proyeksi Demand Potential (Do)
Market Share ( S )
Proyeksi Demand Effektif (De )De = S.Do
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Demand Potential
Totalitas permintaan produk/jasa tanpa memperhatikan siapa yang akan
memasok
Market Size
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Metoda Proyeksi
• Market Research
• Kwalitatif
• Kwantitatif– Time Series– Causal
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Demand Effective
Jumlah permintaan produk/jasa yang diminta konsumen yang dapat diraih
oleh pemasok tertentu
Merupakan bagian dari
demand potential
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Demand Effective
Do
De
10
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Analisis Market Share
Analisis Persaingan
5 Forces ( Porter )
» Substitute» Supplier» Buyer» New Entrance» Competitor
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Competitive Model
AmongIndustry Substitute
Buyer
New Entrance
Supplier
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
Write Marketing Plan
1 Diskripsi Sektor Industri• Bagaimana perkembanagn bisnis dan industri di
sektor ini ?
• Problem dan faktor apa saja yang mempengaruhi ?
2 Analisis Potensi Pasar dan Competitor• Siapa konsumennya dan seberapa besar potensinya?
• Siapa saja kompetitor dan bagaimana kekuatannya?
Kuliah-10-Marketing Plan-Senator Nur Bahagi@
3. Analisis STP• Segmentasi mana yang akan diambil ?• Siapa target pasarnya ?• Bagaimana produk akan diposisikan dimata konsumennya?
4. Program Marketing Mix• Bagaimana product policynya?• Bagaimana pricing policynya?• Bagaimana promotion policynya?• Bagaimana distribution policynya?
5 Analisis dan Proyeksi Pasar Effektif• Berapa perkiraan market sharenya ?• Proyeksikan market effective nya selama periode perencanaannya
