Develop Competitive

Strategic Planning
Dr. Sri Hartini,S.E.,M.Si

Developing marketing strategies

Self

evaluation

Analysis

market environment

Forecasting
Identifying
Develop

future demand

Future competitive positions

competitive positioning strategies

Self Evaluation

Business definition

Core competencies

Competitors identification

Segmentation, Targeting & Positioning

Company orientation toward the marketplace

Self evaluations- STP

Evaluasi

segmentation, targeting dengan

Cluster analysis

Evaluasi

Positioning dengan MDS ( Multi

Dimension scaling)

Company orientation

The Production Concept

The Product Concept

The Selling Concept

The Marketing Concept

The Holistic Marketing Concept ( Relationship marketing,

Integrated marketing, Internal marketing, Performance
Marketing )

Market environment
Micro

environment (competitor, consumer,

supplier, distributor)

Macro

environment PEST analysis ( Political,

Economic, Social, Technological ,legal)

MIS

(Marketing Information Systems)

Forecasting future demand mix

methode

Qualitatif method (market research, opinion pools, Delphi,

historichal analogy,panel concensus

Quantitatif method (Time series, trend least square,

causal)

Develop competitive Positioning

strategies

Creating sustainable competitive Advantage

Competing through the marketing mix ( product, price, place, promotion,

people, processes and physical evidence

Competing through Innovation

Competing through superior service and customer relationships

Competing through strategic alliances and networks

CSR strategy

Creating sustainable competitive

advantage

Advantage creating resources (Contribute to creating customer value,

uniqueness,inimitability)

Achieving cost leadership

Achieving differentiation ( Product, Promotional , brand, distribution, pricing)

Offensive and defensive competitive strategies

Competing through the marketing mix

Product (Key product concept, product choice criteria, product

differentiation)

Price

pricing considerations, pricing methods

Place

effect of the internet on distribution

Promotion

People

Processes

Physical evidence

integrated marketing communications tools effectiveness

Competing through Innovation

Renewal and reinvention

Product process and managerial innovation

Radical innovation

Proactive cannibalization

Value innovation

Innovation networks

Competing through superior service and

customer relationships

Building relationships with customers

Monitoring customer satisfaction

Complain handling

Importance Performance matrix

Competing through strategic alliances

and networks

Strategic alliances as competitive force

Risk in strategic alliances

Key elements of designing network organisations

Competing through strategic alliances

CSR strategis

CSR and customer value

CSR as innovative competitive advantage

Kind of CSR initiative