Transcript Types of Marketing Strategy

Matakuliah
Tahun
Versi
: J0114 – Manajemen Pemasaran
: 2005
:1
Pertemuan 11
Mengembangkan Strategi Pemasaran
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Learning Outcomes
Mahasiswa dapat melakukan analisis
stratagi marketing dan bagaimana
menganalisis strategi bisnis unit
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Outline Materi
• Strategi Marketing
• Analyzing Strategi Business Unit
• Selecting Marketing Strategy
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Types of Marketing
Strategy
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Types of Marketing Strategy
• Every marketing strategy is unique, but if
we abstract from the individualizing
details, each can be reduced into a
generic marketing strategy. There are a
number of ways of categorizing these
generic strategies. A brief description of
the most common categorizing schemes is
presented below. For a more detailed
explanation, follow the links.
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Types of Marketing Strategy
• Strategies based on market dominance - In this
scheme, firms are classified based on their
market share or dominance of an industry.
Typically there are four types of market
dominance strategies:
• leader
• challenger
• follower
• nicher
• Only Producer
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Porter Generic Strategy
• Michael Porter assessed strategy on the
dimensions of strategic scope and
strategic strength. Strategic scope refers to
the breadth of market penetration while
strategic strength refers to the firm’s
sustainable competitive advantage. He felt
three types were important:
• cost leadership
• product differentiation
• market segmentation
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Inovation Strategy
• This deals with the firm’s rate of new
product development and business model
innovation. It asks whether the company is
on the cutting edge of technology and
business innovation. There are three
types:
• pioneers
• close followers
• late followers
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Growth Strategy
• In this scheme we ask the question, “How
should the firm grow?”. There are a
number of different ways of answering that
question, but the most common gives four
answers:
• horizontal integration
• vertical integration
• diversification (or conglomeration)
• intensification
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Agressiveness Strategy
• This asks whether a firm should grow or
not, and if so, how fast. One scheme
divides strategies into:
– building
– holding
– harvesting
– A more detailed schemes uses the categories:
–
–
–
–
prospector
analyzer
defender
reactor
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Warfare Based Strategy
• This scheme draws parallels between
marketing strategies and military
strategies. There are many types of
marketing warfare strategies, but they can
be grouped into:
• offensive marketing warfare strategies
• defensive marketing warfare strategies
• flanking marketing warfare strategies
• guerrilla marketing warfare strategies
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