SMEs Going Global

Jakarta, December 20, 2013

One Day Workshong Marketing Plan 2014

Technology

Regulation

Economy

Social-Politics

Consumer

Market

Competitor

SWOT Analysis 2 Initiative Development 3 Business Review 1

T O

W S

Key Issues

Key Objectives

Key Strategy

Action Plan Timeline

SEGMENTSNOVEMBER

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CMS

FMS

GPS

NWS

PMS

BUS

TBS

P P

P P

S S

Marketing Plan The Framework

Macro Micro

Technology

Regulation

Economy

Social-Politics

Consumer

Market

Competitor

SWOT Analysis 2 Initiative Development 3 Business Review 1

T O

W S

Key Issues

Key Objectives

Key Strategy

Action Plan Timeline

SEGMENTSNOVEMBER

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CMS

FMS

GPS

NWS

PMS

BUS

TBS

P P

P P

S S

Marketing Plan Business Review

Macro Micro

Economy Social-Politics

Technology Regulation

Customer

Market

Competitor

Company

Macro

Micro

Business Review The Model

Economy • Pelemahan Rp

• Harga minyak naik • Pengetatan ekonomi

Social-Politics • Pemilu • UMR/demo buruh

Technology • Media sosial • Aplikasi mobile • Software aplikasi

Regulation • Pajak UKM • AEC 2015

Customer • Pertumbuhan

kelas menengah

Market • Permintaan

menurun/naik

Competitor • Agresifitas pesaing

Company

Macro

Micro

Business Review The Trends

Temukan tren dan perubahan-perubahan di bidang teknologi, regulasi, ekonomi, dan sosial/politik di tahun 2014.

Technology

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Regulation

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Economy

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Social/Politics

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Landscape Review

TOWS Analysis

Initiative Development

Business Review Macro Review: Finding the Trends

Berdasarkan pngamatan dari lapangan, temukan perubahan pada konsumen, pesaing, dan tren pasar.

Competitor Insight

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Market Trends

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Consumer Insight

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Landscape Review

TOWS Analysis

Initiative Development

Business Review Micro Review: Finding the Trends

Lihat template Business Review

Technology

Regulation

Economy

Social-Politics

Consumer

Market

Competitor

SWOT Analysis 2 Initiative Development 3 Business Review 1

T O

W S

Key Issues

Key Objectives

Key Strategy

Action Plan Timeline

SEGMENTSNOVEMBER

D 1 D 2 D 3 D 4 D 5 D 6 D 7 D 8 D 9 D 10 D 11 D 12 D 13 D 14

CMS

FMS

GPS

NWS

PMS

BUS

TBS

P P

P P

S S

Marketing Plan SWOT Analysis

Macro Micro

SWOT Analysis

Lakukan analisa Strength-Weakness dan Opportunity-Threat (SWOT) berdasarkan analisa macro & micro landscape.

Situation Analysis

Analisa SWOT: 1. Merupakan cara sederhana dalam menilai posisi organisasi usaha. 2. Menyajikan informasi yang penting dalam mengembangkan bisnis dan perencanaan

pemasaran, serta menyusun sasaran dan tujuan organisasi usaha. 3. Memaparkan posisi organisasi usaha saat ini, dan ke mana arah perusahaan di masa depan. 4. Perlu adanya keterkaitan kuat antara analisa situasi dan analisa SWOT.

Threats-Opportunities (T-O) Weaknesses-Strengths (W-S)

• Tren di lingkungan teknologi, regulasi, sosial-politik, dan ekonomi

• Tren di lingkungan konsumen dan pesaing

• Tren di lingkungan pasar

• Kemampuan strategi/program

• Kemampuan finansial dan SDM

• Kemampuan organisasi dan sistem

Landscape Review

TOWS Analysis

Initiative Development

Economy Social-Politics

Technology Regulation

Customer

Market

Competitor

Company

External

Internal

SWOT Analysis External and Internal Review

External: Threat (T), Opportunity (O) Internal: Weakness (W), Strength (S)

Threat Opportunity

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Weakness Strength

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Key Objectives

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Lakukan perumusan key issues, key objectives, dan key strategies berdasarkan analisa SWOT untuk organisasi usaha Anda

Key Issues

______________________________________ ______________________________________ ______________________________________

Key Strategies

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Landscape Review

TOWS Analysis

Initiative Development

SWOT Analysis Set the Key Issues, Objectives, and Strategies

Threat Opportunity

_______________________ _______________________ _______________________ _______________________ _______________________

_______________________ _______________________ _______________________ _______________________ _______________________

Weakness Strength

_______________________ _______________________ _______________________ _______________________ _______________________

_______________________ _______________________ _______________________ _______________________ _______________________

SWOT Analysis Example

Key Objectives

______________________________________ ______________________________________ ______________________________________

Key Issues

______________________________________ ______________________________________ ______________________________________

Landscape Review

TOWS Analysis

Initiative Development

Key Strategies

______________________________________ ______________________________________ ______________________________________

Lakukan perumusan key issues, key objectives, dan key strategies berdasarkan analisa SWOT untuk organisasi usaha Anda

Pajak UKM

Iklim politik Pemilu

“Wait and see” akibat Pemilu

Perkembangan media sosial

Kelas menengah tumbuh

Daya saing karena local content

Brand awareness produk rendah

Standrd layanan buruk

Anggaran promosi terbatas

Local content tinggi

Relationship kuat dengan agen

Pemahaman pasar

Daya saing karena local content tinggi

Media sosial sebagai alat promosi

Kelas menengah tumbuh

Meningkatkan omset dan profit

Meningkatkan kepuasan dan loyalitas

Cost reduction

Penetrasi pasar melalui inovasi produk

Menciptakan service excellent

Promosi “low budget, high impact”

Lihat template SWOT Analysis

SWOT Analysis Sales Objectives

Tiga pendekatan penyusunan sales objective:

1. Macro: Market Share Tetapkan besarnya pasar (market size), tentukan berapa persen pangsa pasar yang akan diambil

2. Micro: Sales Percentage Tinjau tren penjualan di masa lalu, tinjau tantangan pasar di tahun depan, tetapkan berapa persen kenaikan sales yang akan ditarget

3. Expense Plus Proyeksikan biaya produksi di tahun depan, tetapkan target laba yang akan Anda capai, kemudian tetapkan target penjualan

Technology

Regulation

Economy

Social-Politics

Consumer

Market

Competitor

SWOT Analysis 2 Initiative Development 3 Business Review 1

T O

W S

Key Issues

Key Objectives

Key Strategy

Action Plan Timeline

SEGMENTSNOVEMBER

D 1 D 2 D 3 D 4 D 5 D 6 D 7 D 8 D 9 D 10 D 11 D 12 D 13 D 14

CMS

FMS

GPS

NWS

PMS

BUS

TBS

P P

P P

S S

Marketing Plan Initiative Development

Macro Micro

P P

P P

S S

Product Menawarkan unique value proposition dengan fitur dan manfaat yang berbeda dari pesaing

Promotion Cara membuat konsumen untuk sadar akan apa yang Anda tawarkan

Sales Aktivitas menjual produk atau servis secara langsung (personal selling) atau tidak langsung (channel partner)

Price Harga yang Anda tawarkan berdasarkan biaya dan value diberikan kepada konsumen

Place Tempat di mana Anda menjual produk/layanan dan juga mendistribusikannya

Service Prosedur yang digunakan untuk menyampaikan produk/layanan kepada kosnumen

Initiative Development Simple Concept

Landscape Review

TOWS Analysis

Initiative Development

Initiative Development Product and Pricing: Magno Example

• Riset konsumen (consumer research)

• Peningkatan kualitas produk (product improvement)

• Meluncurkan produk baru (new product launch)

• Pengembangan fitur produk (product feature)

• Penajaman positioning produk

• Product bundling

• Desain kemasan baru (new packaging)

• Mengembangkan subbrand baru (product line)

• Kebijakan harga baru

• Kebijakan value pricing (same for less)

PRODUCT INITIATIVES

Initiative Development Product and Pricing: Sidji Batik Example

• Riset konsumen (consumer research)

• Peningkatan kualitas produk (product improvement)

• Meluncurkan produk baru (new product launch)

• Pengembangan fitur produk (product feature)

• Penajaman positioning produk

• Product bundling

• Desain kemasan baru (new packaging)

• Mengembangkan subbrand baru (product line)

• Kebijakan harga baru

• Kebijakan value pricing (same for less)

PRODUCT INITIATIVES

Initiative Development Promotion: D’Cost Example

• Promosi above the line

• Promosi below the line

• Promosi aktivasi komunitas (community activation)

• Co-branding dengan produk lain

• Sponsorship

• Social media marketing

• Digital marketing

• SEO marketing

• Public relation

• Seminar dan pameran

• Event marketing

• CSR

PROMOTION INITIATIVES

Initiative Development Promotion: Holycow Example

• Promosi above the line

• Promosi below the line

• Promosi aktivasi komunitas (community activation)

• Co-branding dengan produk lain

• Sponsorship

• Social media marketing

• Digital marketing

• SEO marketing

• Public relation

• Seminar dan pameran

• Event marketing

• CSR

PROMOTION INITIATIVES

Initiative Development Place: Maicih Example

• Pengembangan channel baru

• Pengembangan channel alternatif

• Pengembangan channel online

• Standardisasi channel (toko, resto, dll)

• Sistem IT untuk channel

• Sistem keagenan

• Sistem pembayaran ke agen

• Sistem reward/incentive ke agen

• Sistem diskon ke agen

• Pengembangan sistem franchise

• Hubungan dengan distributor (channel relationship)

• Pengembangan payment point

• Sistem sales territory

CHANNEL INITIATIVES

Initiative Development Place: Coffee Toffee Example

• Pengembangan channel baru

• Pengembangan channel alternatif

• Pengembangan channel online

• Standardisasi channel (toko, resto, dll)

• Sistem IT untuk channel

• Sistem keagenan

• Sistem pembayaran ke agen

• Sistem reward/incentive ke agen

• Sistem diskon ke agen

• Pengembangan sistem franchise

• Hubungan dengan distributor (channel relationship)

• Pengembangan payment point

• Sistem sales territory

CHANNEL INITIATIVES

Initiative Development Sales: Babarafi Example

• Sales promotion (diskon, kupon, sampling, dll)

• Personal selling (SPG, MLM, dll)

• Direct selling

• Account management

• Prospecting

• Rekrutmen salesman

• Training salesmn

• Sistem insentif/reward untuk salesman

• Manajemen kinerja salesman

• Sales canvasing

• Motivasi salesman

• Teleselling

• Up/cross-selling

SALES INITIATIVES

Initiative Development Sales: Buccheri Example

• Sales promotion (diskon, kupon, sampling, dll)

• Personal selling (SPG, MLM, dll)

• Direct selling

• Account management

• Prospecting

• Rekrutmen salesman

• Training salesmn

• Sistem insentif/reward untuk salesman

• Manajemen kinerja salesman

• Sales canvasing

• Motivasi salesman

• Teleselling

• Up/cross-selling

SALES INITIATIVES

Initiative Development Service: Bhineka Example

• Riset kepuasan pelanggan

• SOP servis

• Program retensi pelanggan

• After sales service

• Complaint handling

• Home delivery service

• Customer support

• Contact/call center

• Loyalty card

• Database pelanggan

• Customer reward

• Layanan prioritas

• One-stop service

• Service guarantee

SERVICE INITIATIVES

Persaingan ketat di industri ritel online, khususnya electronic device, memberikan banyak pilihan bagi konsumen.

Bhinneka.Com Service Center adalah program Bhinneka.com dalam melakukan retensi para pelanggan setia.

Klaim garansi atau servis tidak perlu repot, langsung datang atau kirim produk ke Bhinneka.com

SIAP untuk memberikan Konsultasi, Layanan Ambil&Antar, hingga Jasa 'On site' services yaitu kunjungan langsung ke tempat Anda sesuai permintaan

Initiative Development Service: Apotek K24 Example

• Riset kepuasan pelanggan

• SOP servis

• Program retensi pelanggan

• After sales service

• Complaint handling

• Home delivery service

• Customer support

• Contact/call center

• Loyalty card

• Database pelanggan

• Customer reward

• Layanan prioritas

• One-stop service

• Service guarantee

SERVICE INITIATIVES

Home Delivery Service sebagai layanan tambahan. Tidak berefek negatif pada kinerja operasional apotek.

Pagi, siang, malam dan hari libur HARGA SAMA

Delivery Obat..Nggak Masalah!

Cepat, Hemat, Nyaman

Landscape Review

TOWS Analysis

Initiative Development

Initiative Development Timeline

Lakukanlah penyusunan agenda kegiatan Marketing Plan berdasarkan prioritas yang akan dicapai dan tetapkanlah “bukit-bukit” kemenangan

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Rekrutmen salesman

Training salesman

Riset kepuasan pelanggan

SOP servis

Digital marketing

Promosi aktivasi komunitas

Product improvement

Product bundling

Pengembangan channel baru

Pengembangan channel alternatif

Sistem sales territory

Media relationship

Place

Sales

Service

Promotion

Product/Pricing

January February March April May JuneInitivatives

Q-1

Q-2

Q-3

Q-4

Lihat template Timeline 1

Landscape Review

TOWS Analysis

Initiative Development

Initiative Development Timeline

Lakukanlah penyusunan agenda kegiatan Marketing Plan berdasarkan prioritas yang akan dicapai dan tetapkanlah “bukit-bukit” kemenangan

Target Budget

Rekrutmen salesman

Training salesman

Riset kepuasan pelanggan

SOP servis

Digital marketing

Promosi aktivasi komunitas

Product improvement

Product bundling

Pengembangan channel baru

Pengembangan channel alternatif

Sistem sales territory

Media relationship

Sales Target (IDR) Budget (IDR)

Budget/Sales target

(IDR)

Incentives

Sales

Service

Promotion

Product/Pricing

Place

Subtotal

TOTAL

Lihat template Timeline 2

Thank You