Seminar Pemasaran
Element’s of A Theory of Your Business
What business are you in
What is your desired market positioning
What is your basis for differentiation
Which custumers will drive your growth? How
are their priorities changing?
Who are your competitors? And how do you
best defeat them?
COMPANY
Internal
Analysis
STRATEGI
CUSTOMER
COMPETITOR
??
??
CHANGE
Eksternal
Analysis
(The Main of the Strategist)
By. Kehnici Ohmae
TEKNOLOGI
MARKET
CHANGE DRIVER
EKONOMI
Why Marketing ???
Today’s Marketers want to
deliver exceptional business
performance. They want the
right leadership and support
to do this effectively
Understanding of strategic
marketing in consumer,
industrial, technology, and
service businesses in the
national and global marketplace
context is today’s Marketer
requirements
COMPANY
STRATEGY
PRODUCT/
SERVICE
MARKET
VALUE
CUSTOMER
CONSUMER
BUYER
DECISION
Marketing Mix (4P)
Selling
Differentiation
Brand
STP
CUSTOMER
SATISFACTION
PROFIT
Situation
Analysisv
Business Description
Product, Consumer,
Competitors, Capabilites
Industry Environment
Scale& Scope market, Trend,
Competitive enivir, trend, ect
Market
Segmentation
Existing & Potentital Customers
Based on Product, Proses, Mgt
And Buying Criteria
Positioning
Development Strategies
Overall and within Target
Market Segments
Value
Mission
Statement
Goals
Objectives
Value
Performance
Measurement
Strategic
Plan
Elements
The greater clarity
You have on “What
You want to be
Whwn you grow up”
The more effective
And successful
You will be in
Aligning strategic
Direction and day
To day activities
The Strategic Triangle
Customer
Value
Value
Company
Competition
Cost
Five Forces Determining Industry
Structural Attractiveness
Potential Entrants
(Threat of
Mobility)
Suppliers
(Supplier power)
Industry
Competitors
Buyers
(Buyer power)
(Segment rivalry)
Substitutes
(Threats of
substitutes)
Porter (1980)