02 company & marketing strategy
TRANSCRIPT
Company & Marketing Strategy: Partnering to Build Customer RelationshipsUniversitas Atmajaya
Lecture Objectives: Explain strategic planning & its four steps Discuss business portfolios and growth strategy Explain marketing roles in strategic planning Describe elements of marketing strategy & mix List the marketing management functions including marketing plan, implementation & control
Outline Companywide strategic planning Planning Marketing: Partnering to build customer relationship Marketing strategy and the marketing mix Managing the marketing effort Analysis Planning Implementation Control
Measuring & Managing Marketing return
Strategic Planning The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies
Steps in Strategic Planning
Corporate Level
Business Unit, Product & Market Level
Defining the company mission
Setting company objectives & goals
Designing the Business Portfolio
Planning Marketing & Other functional strategies
Mission Statement Mission statement is a company job descriptions Wall Mart: Product Oriented: we run discount stores Market Oriented: we deliver low prices everyday and give ordinary folks the chance to buy the same things as rich people
Designing the Business Portfolio Business Portfolio: The collection of businesses and products that make up the company
Portfolio Analysis: The process by which management evaluates the product and businesses making up the company
The BCG Matrix
Growth & Downsizing Strategies
Partnering to Build Customer Relationships Partnering with other company departments : Value Chain
Partnering with Others in the Marketing System: Value delivery network
Value Chain
Managing Marketing Strategy & The Marketing Mix
Marketing Strategy & The Marketing MixCC Marketing Strategy:1. Market Segmentation 2. Target Marketing 3. Market Positioning
Marketing Mix:1. Product (Customer Solution) 2. Price (Customer Cost) 3. Place (Channel) 4. Promotion (Communications)
Mass Marketing vs Segment Marketing
Market Segmentation & Segment Market Segmentation: Dividing market into distinct group of buyers who have distinct needs, characteristics or behavior and who might require separate products or marketing mixes
Market Segment A group of consumers who respond in a similar way to a given marketing efforts
Segmenting Consumer Markets Geographic: region, climate, density Demographic: age, gender, education, religion, race, social class Psychographic: Lifestyle (culture oriented, sports oriented), Personality (ambitions, compulsive) Behavioral: Occasion, Benefits, User status, Loyalty status, attitude toward products
Target Marketing The process of evaluating each market segments attractiveness and selecting one or more segment
Target Market SelectionM1 M2 P1 P2 P3 Single segment concentration M1 M2 P1 P2 P3 Market Specialization M3 P1 P2 P3 Full Market Coverage M3 P1 P2 P3 Selective Specialization M1 M2 M3 M = Market P = Product M1 M2 M3 P1 P2 P3 Product Specialization M1 M2 M3
Marketing Positioning Arranging for a product or brand to occupy a clear, distinctive, and desirable place relative to competing products or brands in the minds of target customer Marketers wants to develop unique market position for their products (POP & POD) Volvo: the safest, most durable wagon your family can drive Visa : Its Everywhere You Want to Be Axe : The axe effect
The Marketing MixPRODUCT List Price Discount Allowances Credit Terms Target Market Intended Positioning PROMOTION Advertising Personal Selling Sales promotion Public Relation PRICE List Price Discount Allowances Credit Terms
PLACE Channels Coverage Assortments Locations Inventory Transportation Logistics
Managing the Market EffortAnalysis (SWOT) PlanningDevelop Strategic Plan
ImplementCarry out the Plan
ControlMeasure results Evaluate results
Develop Marketing Plan
Corrective Actions
Content of Marketing Plan (typical) Executive Summary Current Marketing Situation Threats & Opportunities analysis Objectives & Issues Marketing Strategy Action Programs Budgets Controls (including Contingency Plan)
Measuring & Managing Return on MarketingMarketing Investments Marketing Returns Improve Customer Value & Satisfaction Increased Customer Attraction Increase Customer Retention
Increase Customer Lifetime values to customer equity
Return on Marketing
Tugas-1 Buatlah Marketing Plan Lengkap Pilih salah satu perusahaan atau produk yang anda tertarik misalnya: Lorena Air Starbucks BCA (KPR, Credit Card, dll) Planet Surf dll Atau Produk Baru ciptaan anda sendiri
Bentuk kelompok 6-8 orang Dipresentasikan minggu depan