Transcript 05 marketing performance

Power Point Berdasarkan Buku yang ditulis
Ujang Sumarwan, dkk
Pemasaran Strategik: Strategi untuk
Pertumbuhan Perusahaan dan Penciptaan Nilai
bagi pemegang Saham
Marketing
Strategic
in Luxury Car
LUXURY
CAR
MARKET
Market Segment
KINERJA
PEMASARAN
Road Map



What & Why?
How?
Conclusion
WHAT & WHY?
Pokok Bahasan
Biaya
Pemasaran
Biaya
Pemasaran
Strategi
Pemasaran
Maksimum Profit
- Jangka pendek
- keuntungan jangka
- Aktivitas pemasaran
- Fokus terhadap
aktivitas marketing
- Dianggap Penting oleh
CEO, tapi tidak masuk
dalam agenda bisnis
pendek
- tidak memberikan
gambaran kinerja
yang jelas
Strategi
Pemasaran
-Balanced Scorecard
Market and Customer Focus:
-Value Base Marketing
- Market Base Management
- Kinerja Pemasaran
Maksimum
Shareholder
Value
- Discounted
Future Cash Flow
(jk. Panjang)
- Dividen
- Harga saham
Effect:
Perubahan Strategi
Marketing
MARKET
ORIENTATION
AND
PERFORMANCE
Cause :
- Pasar Globalisasi
- Perubahan Struktur
Industri
- Revolusi Informasi
- Peningkatan Ekspektasi
Pelanggan
- 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).
Top tier customers reward
KELOMPOK PELANGGAN
Second tier
customers - grow
Third tier customers
- fire
Market Orientation and Performance
Impact
Business with a
strong customer
focus strive to
achieve hingh levels
of customer
satisfaction and
customer loyalty
Customer
And Business
Profitability
Customer Satisfaction
And Customer Loyalty
Customer – Focused
Organization
Customer
Relationship
Marketing
Successful customer
relationship marketing
translates into higher
levels of customer
and business
profitabilty
HOW?
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
Financial Performance
Metrics
Marketing Performance
metrics
Cost Metrics
 Average cost per unit
 Marketing & sales expenses
 Operating expenses
Market Metrics
 Market growth rate
 Market share
 Market demand to potential
Productivity Metrics
 Inventory turnover
 Sales per employee
Days of accounts receivable
Competitiveness Metrics
 Relative product quality
 Relative service quality
 Relative price and value
Profitability Metrics
 Return on sales
 Return on assets
 Return on invested capital
Customer Metrics
 Customer satisfaction
 Customer retention
 Customer loyality
Measurement
Perspective
Internal
(in company)
External
(in market)
Time Perspective
In-Process Metrics
End-Result Metrics
Products Defects
Late Deliveries
Billing Errors
Accounts Receivable
Inventory Turnover
Net Profit / Earnings
Return on Sales
Margin per Unit
Return on Assets
Assets Turnover
Customer Satisfaction
Relative Product Quality
Relative Service Quality
Intentions to Purchase
Product Awareness
Market Share
Customer Retention
Relative New-Product
Sales
Revenue per Customer
Market Growth Rate
Measure of shareholder value
Market Orientation and Cos Focus
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
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
ROS 6%
Sales
$500
million
ROA
14.5%
Assets
$206
million
ROE
16.4%
Equity
$183
million
EP $12
Capital =
$150
million
Cost =
120%
EPS
$0.50
Shares
$60
million
PE Ratio
30
Share
Price $15
Shareholder
Value
Net profit and Cash Flow
Financial Performance
Market Performance
Metrics
Customer Satisfaction, Retention and
Purchase Behavior
Marketing Strategy and
Strategy 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