2.

DEVELOPING
MARKETING
STRATEGIES AND
PLANS
Dosen:
Citra Kusuma Dewi Ph.D
 How does marketing affect customer value?

How is strategic planning carried out at the

corporate and divisional levels?

CHAPTER
QUESTIONS How is strategic planning carried out at the
business unit level?

What does a marketing plan include?

A. MARKETING AND
CUSTOMER VALUE
 THE VALUE DELIVERY PROCESS
The value delivery process begins before there is a product and continues through development and after
launch.

Marketers must segment the market,

select the appropriate target, and develop
Choosing the value the offering’s value positioning (STP)

Marketing must determine specific

Providing the value product features, prices, and
distribution.
Utilizing the sales force, Internet,
advertising, and any other communication
Communicating the value tools to announce and promote the
product.
 Segment: Gender/Religion
Choosing the
Target: Women
value
Positioning: Halal Cosmetics

Product: skincare, body series, make

up, Hajj & Umrah, Haircare
Providing the Price: Affordable and competitive
value prices
Distribution: All over Indonesia,
Malaysia

Communicating the Sales force, Internet,

value Advertising, brand
ambassador, events etc
 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: Specialized departments handle the

1. Inbound logistics, or bringing materials into the support activities:
business; 1. Procurement,
2. Operations, or converting materials into final products; 2. Technology development,
3. Outbound logistics, or shipping out final products; 3. Human resource management,
4. Marketing, which includes sales; 4. Firm infrastructure. (Infrastructure
5. Service. 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

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 B. CORPORATE AND
DIVISION
STRATEGIC PLANNING
 PLANNING ACTIVITIES IN
HEADQUARTERS

1. Define 2. Establish 3. Assign 4. Assess

Define the corporate Establish strategic Assign resources to Assess growth

mission business units each SBU opportunities
(SBUs)
 1. GOOD MISSION STATEMENTS

1. Focus on a limited number of goals

2. Stress the company’s major policies and values
3. Define major competitive spheres
4. Take a long-term view
5. 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
Purpose of identifying the company’s
It has its own set of competitors SBUs:
Develop separate strategies and assign
appropriate funding
It has a manager responsible for
strategic planning and profit
performance
Garuda Sentra Medika Business Unit (SBU GSM)
• Fungsi utama memastikan Cockpit Crew dan Cabin Crew (Air Crew) yang bertugas, berada dalam kondisi sehat sehingga
keselamatan dalam penerbangan lebih terjamin.
• 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.

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
External Environment

Threats
 PORTER’S GENERIC STRATEGIES

Firms work to achieve the lowest production and distribution

Overall cost leadership costs so they can underprice competitors and win market
share.

The business concentrates on achieving superior performance

Differentiation in an important customer benefit area valued by a large part of
the market.

The business focuses on one or more narrow market

Focus segments, gets to know them intimately, and pursues either cost
leadership or differentiation within the target segment.
 Product or service alliances—One company licenses
another to produce its product, or two companies jointly
market their complementary products or a new product.

Promotional alliances—One company agrees to carry a

promotion for another company’s product or service.
CATEGORIES
OF
Logistics alliances—One company offers logistical
MARKETING services for another company’s product.

ALLIANCES
Pricing collaborations—One or more companies join in a
special pricing collaboration.
MCKINSEY’S ELEMENTS OF SUCCESS
Hardware Software
Strategy Skills

Structure Staff

Systems Style

Shared
values
D. MARKETING
PLAN
 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 Tactical
• Target marketing • Product features
decisions • Promotion
• Value proposition • Merchandising
• Analysis of marketing • Pricing
opportunities • Sales channels
• Service
 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?
 How does marketing affect customer value?

Choose one company and describe the

company’s value delivery process!

Explain “Good Mission Statements”!

REVIEW
Choose company which have good mission
statements, explain!

What does a marketing plan include?

 TUGAS MANDIRI
• KERJAKAN Quiz 2. STRATEGI DAN RENCANA PEMASARAN
• 15 SOAL QUIZ
• TRUE/FALSE
• MAKSIMAL PENGERJAAN SELASA, 15 SEPTEMBER 2020 JAM 23.59