Transcript marketing plan

2. DEVELOPING MARKETING
STRATEGIES AND PLANS
Dosen:
Citra Kusuma Dewi SE., MBA
CHAPTER QUESTIONS
a) How does marketing affect customer value?
b) How is strategic planning carried out at the corporate and divisional
levels?
c) How is strategic planning carried out at the business unit level?
d) What does a marketing plan include?
A. MARKETING AND CUSTOMER VALUE
../Video/Value Creation Through the Marketing Mix.mp4
THE VALUE DELIVERY PROCESS
Choosing the value
Marketers must segment the
market, select the appropriate
target, and develop the offering’s
value positioning (STP)
Providing the value
Marketing must determine
specific product features, prices,
and distribution.
Communicating the value
Utilizing the sales force, Internet,
advertising, and any other
communication tools to announce
and promote the product.
The value delivery process begins before there is a product and continues through
development and after launch.
WHAT IS THE VALUE CHAIN?
The value chain is a tool for identifying ways to create more customer value,
because every firm is a synthesis of primary and support activities performed
to design, produce, market, deliver, and support its product.
The primary activities are:
1. Inbound logistics, or bringing materials into the
business;
2. Operations, or converting materials into final
products;
3. Outbound logistics, or shipping out final
products;
4. Marketing, which includes sales;
5. Service.
Specialized departments handle the
support activities:
1. Procurement,
2. Technology development,
3. Human resource management,
4. firm infrastructure. (Infrastructure
covers the costs of general
management, planning, finance,
accounting, legal, and
government affairs.)
CHARACTERISTICS OF
CORE COMPETENCIES
1. A source of competitive advantage: distinctive capabilities
2. Applications in a wide variety of markets
3. Difficult to imitate
Maximizing Core Competencies
(Re)define the business concept
(Re)shaping the business scope
(Re)positioning the company’s brand identity
../Video/'The True Cost' - Official Trailer.mp4
THE CENTRAL ROLE OF STRATEGIC
PLANNING
Master
Marketers
WHAT IS A MARKETING PLAN?
A marketing plan is the central instrument for directing and
coordinating the marketing effort.
Levels of a Marketing Plan
Strategic
• Target marketing
decisions
• Value proposition
• Analysis of marketing
opportunities
Tactical
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Product features
Promotion
Merchandising
Pricing
Sales channels
Service
B. CORPORATE AND DIVISION
STRATEGIC PLANNING
PLANNING ACTIVITIES IN
HEADQUARTERS
1. Define the corporate mission
2. Establish strategic business units (SBUs)
3. Assign resources to each SBU
4. Assess growth opportunities
1. GOOD MISSION STATEMENTS
• Focus on a limited number of goals
• Stress the company’s major policies and values
• Define major competitive spheres
• Take a long-term view
• Short, memorable, meaningful
Major Competitive Spheres:
Industry
Products
Competence
Market segment
Vertical channels
Geographic
2. ESTABLISH
STRATEGIC BUSINESS UNITS (SBUS)
Single Business/Collection of
related business
It has its own set of competitors
It has a manager responsible
for strategic planning and
profit performance
Purpose of identifying the
company’s SBUs:
Develop separate strategies and
assign appropriate funding
Garuda Sentra Medika Business Unit (SBU GSM)
• fungsi utama untuk memastikan setiap Cockpit Crew dan Cabin Crew (Air Crew) yang bertugas,
berada dalam kondisi sehat sehingga keselamatan dalam penerbangan lebih terjamin.
• Untuk mencapai tujuan ini, GSM melaksanakan program-program pemeliharaan kesehatan bagi
Air Crew sesuai ketentuan yang mengacu pada ketentuan ICAO Annex 9, Civil Aviation Safety
Regulations (CASR) Part 67 dan part 183 tentang pemeliharaan kesehatan oleh operator
penerbangan.
• Alamat SBU GSM:
Jalan Angkasa Blok B15 Kav.1, Kemayoran Jakarta Pusat, Indonesia 10610
Garuda Cargo Business Unit (SBU Cargo)
• SBU Cargo melayani jasa transportasi udara, dengan menggunakan pesawat-pesawat yang
dimiliki oleh Garuda Indonesia. Bersama dengan mitra-mitra yakni para Agen dan GSSA, SBU
Cargo mengirimkan barang untuk wilayah domestik dan internasional. Selain itu SBU Cargo juga
memberikan pelayanan kepada pengirim baik perusahaan maupun individual melalui agen, GSSA
atau penjualan langsung.
• Untuk memperluas cakupan pelayanan, SBU Cargo menjalin kerja sama dengan maskapai lain
seperti Korean Airlines, Malaysian Airlines, China Airlines dan Turkish Airlines. Kota tujuan yang
dilayani bersama dengan maskapai-maskapai tersebut berjumlah sekitar 50 kota di seluruh dunia.
3. Assign resources to Each SBU
4. Assessing Growth Opportunities
Includes planning new businesses,
downsizing, and terminating older
businesses.
If there is a gap between future desired
sales and projected sales, corporate
management will need to develop or
acquire new businesses to fill it.
C. BUSINESS UNIT STRATEGIC PLANNING
THE BUSINESS UNIT STRATEGIC
PLANNING PROCESS
SWOT ANALYSIS
Strengths
Internal Environment
Weaknesses
Opportunities
Threats
External Environment
PORTER’S GENERIC STRATEGIES
Overall cost leadership
firms work to achieve the lowest production and
distribution costs so they can underprice competitors
and win market share.
Differentiation
the business concentrates on achieving superior
performance in an important customer benefit area
valued by a large part of the market.
Focus
the business focuses on one or more narrow market
segments, gets to know them intimately, and pursues
either cost leadership or differentiation within the
target segment.
CATEGORIES OF MARKETING
ALLIANCES
1.Product or service alliances—One company licenses another to produce its
product, or two companies jointly market their complementary products or a
new product.
2.Promotional alliances—One company agrees to carry a promotion for
another company’s product or service.
3.Logistics alliances—One company offers logistical services for another
company’s product.
4.Pricing collaborations—One or more companies join in a special pricing
collaboration.
MCKINSEY’S ELEMENTS OF SUCCESS
Skills
Strategy
Staff
Structure
Style
Systems
Shared values
D. MARKETING PLAN
MARKETING PLAN CONTENTS
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls
EVALUATING A MARKETING PLAN
 Is the plan simple?
 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?
FOR REVIEW
• How does marketing affect customer value?
• How is strategic planning carried out at different levels of the organization?
• What does a marketing plan include?
THANK YOU