05 marketing performance
TRANSCRIPT
BAB 05 KINERJA PEMASARAN
Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan, dkkPemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang Saham
LUXURY CAR MARKETMarketing Strategic in Luxury Car Market Segment
vs
KINERJA PEMASARAN
Road Map
What & Why? How? Conclusion
WHAT & WHY?
Pokok Bahasan
Biaya Pemasaran
Strategi Pemasaran
Maksimum Profit
- Jangka pendek- Aktivitas pemasaran- Fokus terhadap aktivitas marketing- Dianggap Penting oleh
CEO, tapi tidak masuk dalam agenda bisnis
- keuntungan jangka pendek- tidak memberikan gambaran kinerja
yang jelas
Biaya Pemasaran
Strategi Pemasaran
Maksimum Shareholder
Value-Balanced Scorecard Market and Customer Focus:-Value Base Marketing- Market Base Management- Kinerja Pemasaran
- Discounted Future Cash Flow (jk. Panjang)- Dividen- Harga saham
Cause :- Pasar Globalisasi- Perubahan Struktur
Industri- Revolusi Informasi- Peningkatan Ekspektasi
Pelanggan
Perubahan Strategi Marketing
Effect:
MARKET ORIENTATION
AND PERFORMANCE
- Customer Focus and Profitability- Customer Focus and Satisfaction- Customer Satisfaction and Customer Retention (CSI)
- Customer Loyalty and Managing Customer Loyalty (CLI)
Customer Profitability :
Perbedaan antara pendapatan yang diperoleh dan biaya yang berkaitan dengan hubungan dengan pelanggan selama periode tertentu (Farris dan Bendlel, 2006).
KELOMPOK PELANGGAN
Top tier customers - reward
Second tier customers - grow
Third tier customers - fire
Market Orientation and Performance Impact
CustomerAnd Business
Profitability
Customer SatisfactionAnd Customer Loyalty
Customer – FocusedOrganization
Business with a strong customer focus strive to achieve hingh levels of customer satisfaction and customer loyalty
Successful customer relationship marketing translates into higher levels of customer and business profitabilty
CustomerRelationship
Marketing
Bagaimana Implementasi Pengukuran Kinerja Pemasaran
yang akan Berdampak pada Shareholder Value
HOW?
MARKETING PERFORMANCE METRICS
Kelompok Metriks Kinerja Pemasaran
Kegunaan
Market Performance Metrics Mengukur kondisi pasar eksternal dan daya tarik pasar
Competitive Performance Metrics Mencoba melihat daya saing dari produk
Customer Performance Metrics Mengukur kinerja pelanggan : kepuasan pelanggan, retensi pelanggan, loyalitas pelanggan, customer awareness dan customer value
Interval Versus external performance metrics
Financial Performance Metrics
Cost Metrics Average cost per unit Marketing & sales expenses Operating expenses
Productivity Metrics Inventory turnover Sales per employeeDays of accounts receivable
Profitability Metrics Return on sales Return on assets Return on invested capital
Marketing Performance metrics
Market Metrics Market growth rate Market share Market demand to potential
Competitiveness Metrics Relative product quality Relative service quality Relative price and value Customer Metrics Customer satisfaction Customer retention Customer loyality
In – process versus end – result performance metrics
Measurement Perspective
In-Process Metrics End-Result Metrics
Internal(in company)
Products DefectsLate DeliveriesBilling ErrorsAccounts ReceivableInventory Turnover
Net Profit / EarningsReturn on SalesMargin per UnitReturn on AssetsAssets Turnover
External(in market)
Customer SatisfactionRelative Product QualityRelative Service QualityIntentions to PurchaseProduct Awareness
Market ShareCustomer RetentionRelative New-Product SalesRevenue per CustomerMarket Growth Rate
Time Perspective
Measure of shareholder value
Market demand
20 million
Market Share 5%
Revenue per
Customer $500
Variable cost per
Customer $310
Marketing Expenses
$100 million
Operating Expenses
$40 million
Taxes $ 20 million
Market Orientation and Cos Focus MP Shareholder Value
Customer volume 1
million
Margin per
Customer $190
Total contribution
$ 190 million
Net Marketing
Contibution $90 million
Operating income $ 50 million
Net profit $ 30
million
Sales $500
million
Assets $206
million
Equity $183
million
Capital = $150
million Cost = 120%
Shares $60
million
Share Price $15
ROS 6%
ROA 14.5%
ROE 16.4%
EP $12
EPS $0.50
PE Ratio 30
Summary
ShareholderValue
Net profit and Cash Flow
Financial Performance
Market Performance Metrics
Customer Satisfaction, Retention andPurchase Behavior
Marketing Strategy andStrategy Implementation
PERUBAHAN PERAN PEMASARAN
Past Future
Objective of marketing Create customer value Create shareholder value
Marketing strategy Increase Market Share Develop and manage marketing assets
Assumptions Positive market performance leads to positive financial performance
Marketing strategies need to be tested in value terms
Contribution Knowledge of customers,competitors and channels
Knowledge of how to lever marketing to increase shareholder value
Focus of marketing Marketing Orientation General Management
Skills of marketing Specialist Specialist + General
advocacy Importance of understanding customer
Marketing’s role in creating shareholder value
Concept of assets Tangible Intangible
Rationale Improves Profit Increases shareholder value
Performance measures Market share,customer satisfaction return on sales and investment
Shareholder value:discounted cash flows
CONCLUSION?
Perubahan Peran Marketing Strategi Marketing Shareholder Value
TERIMA KASIH