Transcript IT Strategy - STMIK AMIKOM Yogyakarta

INFORMATION SYSTEM
PLANNING
Andreas Rio, M.Eng.
[email protected]
Planning vs Strategy
Planning means developing a view of the
future that guides decision making today
 Strategy means stating the direction you want
to go and how you intend to get there.

Komponen Utama Marketing
Strategy, Tactic, Value
Marketing
Strategy
•Segmentation
•Targeting
•Positioning
Company
Customer
Competitor
Value
Tactic
•Brand
•Service
•Process
•Differentiation
•Marketing Mix
•Selling
Strategy
Strategy
•Segmentation
•Targeting
•Positioning
Tactic
Tactic
•Differentiation
•Marketing Mix
•Selling
Value
Value
•Brand
•Service
•Process
Marketing
Strategy
•Segmentation
•Targeting
•Positioning
Company
Customer
Competitor
Value
Tactic
•Brand
•Service
•Process
•Differentiation
•Marketing Mix
•Selling
Strategy
Strategy
•Segmentation
•Targeting
•Positioning
Segmentation
Pembagian pasar
 Geografis  all people
 Demografis  who to buy
 Psikografis  why to buy
 Perilaku  how to buy
 Individu  someone
Targeting
Siapa
 Everyone  no marketing
 Suitable ones  mass marketing
 Chosen one  segmented marketing
 A few good one  niche marketing
 Someone  individualized marketing
Positioning
Strategi penguasaan benak konsumen
 The only one
 The better ones
 One Statement
 Different ones
 One on one
Tactic
Tactic
•Differentiation
•Marketing Mix
•Selling
Differentiation
Perbedaan yang ditawarkan perusahaan
 Goods
 Better than competitor
 Prefered by customer
 Specialized for niches
 Customized
 Content, Context, Infrastructure
Marketing Mix
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Product
Price
Place
Promotion
Selling
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Informing about product
Feature selling
Benefit selling
Solution selling
Interacting for success
Situation, Problem, Implication, Need (SPIN)
Value
Value
•Brand
•Service
•Process
Brand
Value indicator
 Just a name
 Brand awareness
 Brand association
 Brand quality
 Brand loyalty
Service
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Pada customer satisfaction
Bukan sekedar after sales service
Service  Solusi
Process
Penciptaan value pada customer
 Discover (riset)
 Define ( planning & scope)
 Design ( concept)
 Develop (create)
 Deploy (testing & review)
 Deliver (product, maintain)
Type of planning
Difficulties of Planning
The Changing World of Planning
The Changing World of Planning
Seven Planning Technique
1.
2.
3.
4.
5.
6.
7.
Stages of Growth
Critical Success Factors
Competitive Forces Model
Value Chain Analysis
Internet Value Matrix
Linkage Analysis Planning
Scenario Planning
1. Stages of Growth
in the introduction and assimilation of new technologies:
 Early Success
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Contagion
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Interest grows rapidly as new products and/or services based on the
technology come to the marketplace
Control
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The beginning use of new technology
Early success lead to increased interest and experimentation
Explosion must be controlled
Integration
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Mature stage
Setting for newer technology
1. Stages of Growth
2. Critical Success Factor
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CSFs are the few key areas of the job where things
must go right for the organization to do well.
 Less
than 10 of the factors
 Used to help companies to identify information systems
they need to develop
 The key areas should receive constant attention from
executives
2. Critical Success Factor
Sources:
1.
Industry
2.
Company
3.
Environment: customer trends, the economy, and
political factors
4.
Organizational factors: areas that need attention
3. Competitive Forces Model
3. Competitive Forces Model
Three strategies for dealing with these factors:
 Differentiate products and services
 Be the lowest-cost producers
 Focus on a segment of a product line
4. Value Chain Analysis
5. E Business Value Matrix
5. E Business Value Matrix
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Cisco’s expense reporting system fits in its new
fundamentals category.
Its executive dashboards are examples of
operational excellence projects.
Multicast streaming video used for company
meetings is a rational experiment.
And its development of a virtual supply chain is
seen as a breakthrough strategy.
6. Linkage Analysis Planning
Example: Electronic Power Research Institute
which provides research to electric utilities, found itself with so much information that
research delivery was slow to understand what products and services members wanted and
would want in the future, and results were not accessible by members.
EPRI installed an online system for use by members, following its use of linkage analysis
planning.
7. Scenario Planning
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Scenarios are stories about the way the world might
be in the future
The goal of scenario planning is not to predict the
future, but to explore the forces that could cause
different futures to take place, and then decide on
actions to take if those forces begin to materialize.