LOGO Developing Marketing Strategies and Plans ENDRA YUAFANEDI ARIFIANTO endraya.lecture.ub.ac.id TEKNIK INDUSTRI FAKULTAS TEKNIK UNIVERSITAS BRAWIJAYA

LOGO Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 38 Discussion Questions 1.How does marketing affect customer value? 2.How is strategic planning carried out at different levels of the organization? 3.What does a marketing plan include? endraya.lecture.ub.ac.id

LOGO The Value Delivery Approach Value ChooseProvide Communicate endraya.lecture.ub.ac.id

LOGO The Value Chain Procurement Human Resource management Technological Development Infrastructure Support Activities Primary Activities ServiceMarketing Outbound Logistics Operations Inbound Logistics Margin endraya.lecture.ub.ac.id

LOGO Core Business Processes Customer relationship management Customer acquisition Market-sensing New-offering realization Fulfillment management endraya.lecture.ub.ac.id

LOGO Core Competencies Contributes to perceived customer benefits Useful in a wide variety of markets Difficult to imitate endraya.lecture.ub.ac.id

LOGO Holistic Marketing Value Creation Value Delivery Value Exploration endraya.lecture.ub.ac.id

LOGO Strategic Planning Businesses as investment portfolio Assessing each business’s strength Establish a strategy endraya.lecture.ub.ac.id

LOGO Strategic Planning, Implementation, and Control Processes endraya.lecture.ub.ac.id

LOGO Marketing Plan  Directs and coordinates the marketing effort  Product Line or Brand Level  Strategic and Tactical levels endraya.lecture.ub.ac.id

LOGO Levels of a Marketing Plan  Strategic  Analysis of marketing opportunities  Target marketing decisions  Value proposition  Tactical  Product features  Promotion  Merchandising  Pricing  Sales channels  Service endraya.lecture.ub.ac.id

LOGO Corporate Strategic Planning Define corporate mission Establish SBU’s Assign resources to SBU’s Assess growth opportunities 1234 endraya.lecture.ub.ac.id

LOGO Defining the Corporate Mission What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? endraya.lecture.ub.ac.id

LOGO Mission Statements 1.Focus on a limited number of goals 2.Stress major policies and values 3.Define major competitive spheres 4.Take a long-term view 5.Short, memorable, meaningful Characteristics of good mission statements: endraya.lecture.ub.ac.id

LOGO To build total brand value by innovating to deliver customer value and customer leadership faster, better, and more completely than our competition Vague Mission Statement endraya.lecture.ub.ac.id

LOGO GOOGLE’S Mission Statement To organize the world’s information and make it universally accessible and useful. endraya.lecture.ub.ac.id

LOGO Vague Philosophy We build brands and make the world a little happier by bringing our best to you. endraya.lecture.ub.ac.id

LOGO GOOGLE’s Philosophy Never settle for the best. 1.Focus on the user and all else will follow. 2.It’s best to do one thing really, really well. 3.Fast is better than slow. 4.Democracy on the web works. 5.You don’t need to be at your desk to need an answer. 6.You can make money without doing evil. 7.There is always more information out there. 8.The need for information crosses all borders. 9.You can be serious without a suit. 10.Great just isn’t good enough. endraya.lecture.ub.ac.id

LOGO Strategic Business Units (SBU) Three Characteristics of an SBU: A single business or collection of related businesses Unique competitors Leader responsible for planning and profitability endraya.lecture.ub.ac.id

LOGO Defining Strategic Business Units Technology Customer groups Customer needs endraya.lecture.ub.ac.id

LOGO CompanyProduct Definition Market Definition Union PacificWe run a railroad.We are a people-and-goods mover. XeroxWe make copying equipment.We help improve office productivity. Hess Corporation We sell gasoline.We supply energy. Paramount Pictures We make movies.We market entertainment. Encyclopaedia Britannica We sell encyclopediasWe distribute information. Carrier We make air conditioners and furnaces. We provide climate control in the home. Strategic Business Units endraya.lecture.ub.ac.id

LOGO Assigning Resources HIGHMEDLOW HIGH MED LOW GE/McKinsey Matrix Industry Attractiveness Business Position Boston Consulting Group Matrix endraya.lecture.ub.ac.id

LOGO Assessing Growth Opportunities Opportunities New Businesses Eliminate Businesses Downsizing endraya.lecture.ub.ac.id

LOGO The Strategic-Planning Gap endraya.lecture.ub.ac.id

LOGO Intensive Growth Products Current Markets Market Penetration Market Development Product Development Diversification New CurrentNew Product-Market Expansion Grid endraya.lecture.ub.ac.id

LOGO Integrative Growth Business Competitor Supplier Wholesaler endraya.lecture.ub.ac.id

LOGO Diversification Growth New Opportunity endraya.lecture.ub.ac.id

LOGO Corporate Culture … is the shared experiences, stories, beliefs, and norms that characterize an organization. endraya.lecture.ub.ac.id

LOGO Marketing Innovation Identify and encourage new ideas Scenario Analysis endraya.lecture.ub.ac.id

LOGO Business Unit Strategic Planning endraya.lecture.ub.ac.id

LOGO Opportunity and Threat Matrices endraya.lecture.ub.ac.id

LOGO SWOT Analysis T Threat External Internal S Strength W Weakness O Opportunity endraya.lecture.ub.ac.id

LOGO Goal Formulation Ranked Realistic QuantifiedConsistent endraya.lecture.ub.ac.id

LOGO Strategy Formulation Porter’s Generic Strategies Strategic Alliances endraya.lecture.ub.ac.id

LOGO Program Formulation and Implementation endraya.lecture.ub.ac.id

LOGO Feedback and Control Strong leadership endraya.lecture.ub.ac.id

LOGO Product Planning Marketing Plans Executive Summary and table of contents Situation analysisMarketing strategyFinancial projectionsImplementation controls endraya.lecture.ub.ac.id

LOGO Referensi Kotler, Phillip and Keller, Kevin Lanellee Marketing Management endraya.lecture.ub.ac.id

LOGO Join UB Be The Best endraya.lecture.ub.ac.id