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TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya

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Presentation on theme: "TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya"— Presentation transcript:

1 TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya
Company & Marketing Strategy TRIHADI PUDIAWAN ERHAN - - Universitas Pembangunan Jaya Program Strata Satu © September 2014

2 its changing marketing opportunities.
Strategic Planning The process of developing and maintaining a strategic fit betweenthe organization’s goals and capabilities and its changing marketing opportunities. (Kotler & Armstrong)

3 Business Unit, Corporate Level product, & market level
Defining the company mission Setting company objectives & goals Designing the business portofolio Planning marketing & other functional strategies

4 Mission Statement Market Oriented MISSION STATEMENT
A statement of organization’s purpose – what it wants to accomplish in the larger environment Market Oriented

5 Mission Statement We bring inspiratio and innovation to every athlete* in the world (*if you have a body, you are an athlete) We sell athletic shoes & apparel

6 Mission Statement We sell lifestyle and self-expression, success and status, memories, hopes, and dreams. We make cosmetics

7 Companies Objectives & Goals
A general statement of achievement Objective A specific step or action you take to reach your goal

8 Setting Company Objectives
Companies Objectives & Goals Setting Company Objectives Business objectives Marketing objectives Build profitable customer relationships Invest in research Improve profits Increase market share Create local partnerships Increase promotion

9 The collection of business and products that make up the company
Business Portofolio BUSINESS PORTOFOLIO The collection of business and products that make up the company

10 Business Portofolio Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company

11 Business Portofolio Strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businesses Company division Product line within a division Single product or brand

12 Business Portofolio Identify key businesses (strategic business units, or SBUs) that make up the company Assess the attractiveness of its various SBUs Decide how much support each SBU deserves

13 BCG Growth Share Matrix
Business Portofolio BCG Growth Share Matrix The BCG growth-share matrix classifies SBUs into one of four categories using: Market growth rate The SBU’s relative market share within the market.

14 BCG Growth Share Matrix
Business Portofolio BCG Growth Share Matrix

15 BCG Growth Share Matrix
Business Portofolio BCG Growth Share Matrix Determine the future role of each SBU and choose the appropriate resource allocation strategy: Build Hold Harvest Divest

16 Business Portofolio Strategies for Growth
Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification

17 Product/market expansion grid
Business Portofolio Product/market expansion grid

18 Business Portofolio Downsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company’s overall strategy

19 Planning Marketing Value chain is a series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products

20 Planning Marketing Value Chain Diagram

21 Planning Marketing Value delivery network is made up of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve performance of the entire system

22 The Marketing Process

23 Marketing Analysis

24 Marketing Planning Marketing Strategy is the marketing logic by which the company hopes to create customer value and achieve profitable customer

25 Marketing Planning Market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior, and who might require separate products or marketing mixes Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts

26 Marketing Planning Market segmentation

27 Marketing Planning Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter

28 Marketing Planning Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer Differentiation is actually differentiating the market offering to create superior customer value

29 Marketing Planning Marketing mix is the set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market

30 Marketing Implementation
Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives

31 Marketing Control Marketing Control
Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

32 Measuring Return Return on marketing investment (marketing ROI) is the net return from a marketing investment divided by the costs of the marketing investment. Marketing ROI provides a measurement of the profits generated by investments in marketing activities.


34 © September 2014

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