02 Company & Marketing Strategy

Company & Marketing Strategy: Partnering to Build Customer Relationships Universitas Atmajaya

Lecture Objectives: • Explain strategic planning & its four steps • Discuss business portfolios and growth strategy • Explain marketing roles in strategic planning • Describe elements of marketing strategy & mix • List the marketing management functions including marketing plan, implementation & control

Outline • Companywide strategic planning • Planning Marketing: Partnering to build customer relationship • Marketing strategy and the marketing mix • Managing the marketing effort – – – –

Analysis Planning Implementation Control

• Measuring & Managing Marketing return

Strategic Planning • The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities • It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies

Steps in Strategic Planning

Business Unit, Product & Market Level

Corporate Level

Defining the company mission

Setting company objectives & goals

Designing the Business Portfolio

Planning Marketing & Other functional strategies

Mission Statement • Mission statement is a company job descriptions • Wall Mart: – Product Oriented: we run discount stores – Market Oriented: we deliver low prices everyday and give ordinary folks the chance to buy the same things as rich people

Designing the Business Portfolio • Business Portfolio: – The collection of businesses and products that make up the company

• Portfolio Analysis: – The process by which management evaluates the product and businesses making up the company

The BCG Matrix

Growth & Downsizing Strategies

Partnering to Build Customer Relationships • Partnering with other company departments : – Value Chain

• Partnering with Others in the Marketing System: – Value delivery network

Value Chain

Managing Marketing Strategy & The Marketing Mix

Marketing Strategy & The Marketing Mix CC Marketing Strategy: 1. Market Segmentation 2. Target Marketing 3. Market Positioning

Marketing Mix: 1. Product (Customer Solution) 2. Price (Customer Cost) 3. Place (Channel) 4. Promotion (Communications)

Mass Marketing vs Segment Marketing

Market Segmentation & Segment • Market Segmentation: – Dividing market into distinct group of buyers who have distinct needs, characteristics or behavior and who might require separate products or marketing mixes

• Market Segment – A group of consumers who respond in a similar way to a given marketing efforts

Segmenting Consumer Markets • Geographic: region, climate, density • Demographic: age, gender, education, religion, race, social class • Psychographic: Lifestyle (culture oriented, sports oriented), Personality (ambitions, compulsive) • Behavioral: Occasion, Benefits, User status, Loyalty status, attitude toward products

Target Marketing • The process of evaluating each market segment’s attractiveness and selecting one or more segment

Target Market Selection M1 M2

M3

M1 M2

P1

P1

P2

P2

P3

P3

Single segment concentration M1 M2

P3

P3 Market Specialization

P3 Product Specialization

M3

P1 P2

M3

P2

M1 M2

P2

M1 M2 P1

Selective Specialization

M3

P1

M3

M = Market P = Product

Full Market Coverage

Marketing Positioning • Arranging for a product or brand to occupy a clear, distinctive, and desirable place relative to competing products or brands in the minds of target customer • Marketers wants to develop unique market position for their products (POP & POD) – Volvo: the safest, most durable wagon your family can drive – Visa : It’s Everywhere You Want to Be – Axe : The axe effect

The Marketing Mix PRODUCT List Price Discount Allowances Credit Terms

PRICE List Price Discount Allowances Credit Terms Target Market Intended Positioning

PROMOTION Advertising Personal Selling Sales promotion Public Relation

PLACE Channels Coverage Assortments Locations Inventory Transportation Logistics

Managing the Market Effort Analysis (SWOT) Planning

Implement

Control

Develop Strategic Plan

Carry out the Plan

Measure results Evaluate results

Develop Marketing Plan

Corrective Actions

Content of Marketing Plan (typical) • Executive Summary • Current Marketing Situation • Threats & Opportunities analysis • Objectives & Issues • Marketing Strategy • Action Programs • Budgets • Controls (including Contingency Plan)

Measuring & Managing Return on Marketing Marketing Investments Marketing Returns Improve Customer Value & Satisfaction Increased Customer Attraction

Increase Customer Retention

Increase Customer Lifetime values to customer equity

Return on Marketing

Tugas-1 • Buatlah Marketing Plan Lengkap • Pilih salah satu perusahaan atau produk yang anda tertarik misalnya: – – – – – –

Lorena Air Starbucks BCA (KPR, Credit Card, dll) Planet Surf dll Atau Produk Baru ciptaan anda sendiri

• Bentuk kelompok 6-8 orang • Dipresentasikan minggu depan