FUNGSI-FUNGSIFUNGSI-FUNGSIBISNISBISNIS

-MANAJEMEN PEMASARANMANAJEMEN PEMASARAN-MANAJEMEN OPERASIMANAJEMEN OPERASI-MANAJEMEN SUMBER DAYA MANUSIAMANAJEMEN SUMBER DAYA MANUSIA

Mery Citra S,SE.,MSi

Pengertian Manajemen Pengertian Manajemen • Proses mencapai tujuan dengan menggunakan

sumber daya– Proses :

planning , organizing, leading, controling– Tujuan :

• Efektif• Efisien

– Sumber daya :• Manusia• Finansial• Informasi• Bahan mentntah/baku• Sumber daya pemasaran

MANAJEMEN PEMASARANMANAJEMEN PEMASARAN

““In our factory, we make In our factory, we make lipstick. In our lipstick. In our

advertising, we sell advertising, we sell hope.”hope.”

~~ Charles RevsonCharles RevsonRevlon CosmeticsRevlon Cosmetics

Definisi PemasaranDefinisi Pemasaran

Pemasaran adalah suatu sistem keseluruhan dari kegiatan bisnis yang ditujukan untuk merencanakan (produk), menentukan harga, mempromosikan dan mendistribusikan barang dan jasa yang memuaskan kebutuhan, baik kepada pembeli yang ada maupun pembeli potensial.

PASARPASARPasar adalah orang – orang yang mempunyai keinginan untuk puas, mempunyai uang untuk berbelanja dan mempunyai kemauan untuk membelanjakannya.

PASARPASARJadi dalam pengertian pasar tersebut terdapat 3(tiga) factor yang menunjang :

Orang dengan segala keinginannyaDaya beli merekaKemauan untuk membelanjakan uangnya

Strategi Pemasaran Strategi Pemasaran

Segmenting

Targeting

Positioning

SEGMENTASI PASARSEGMENTASI PASARSegmentasi Pasar adalah suatu tindakan perusahaan yang membagi-bagi pasar yang bersifat heterogen (berbagai jenis) dari suatu produk kedalam satuan-satuan pasar (segmen pasar) yang bersifat homogen (satu jenis) .

Bases for Segmenting Bases for Segmenting Consumer MarketsConsumer Markets

Occasions, Benefits, Uses, or Attitudes

Behavioral

GeographicRegion, City or MetroSize, Density, Climate Demographic

Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...

Lifestyle or PersonalityPsychographic

PositioningPositioning is the act of is the act of designing the company’s designing the company’s

offering and image to offering and image to occupy a distinctive occupy a distinctive

place in the the target place in the the target market’s mind. market’s mind.

VARIABEL – VARIABLE BAURAN VARIABEL – VARIABLE BAURAN PEMASARAN (MARKETING MIX)PEMASARAN (MARKETING MIX)

Marketing Mix adalah kombinasi dari variable atau kegiatan yang merupakan inti dari sistem pemasaran yaitu produk, harga, kegiatan promosi dan sistem distribusi atau dengan kata lain, marketing mix merupakan kumpulan variable – variable yang dpat digunakan perusahaan untuk mempengaruhi tanggapan konsumen.

The Four PsThe Four Ps

MarketingMix

Product

Price Promotion

Place

The Four CsThe Four Cs

CustomerSolution

CustomerCost

Communication

Conven-ience

BAURAN PEMASARAN JASABAURAN PEMASARAN JASA

• PRODUCT

• PRICE

• PLACE

• PROMOTION

• PEOPLE

• PROCESS

• PHYSICAL EVIDENCE

Consumer BehaviorConsumer Behavior

Psychological InfluencesPersonal InfluencesSocial InfluencesCultural Influences

Why do Why do consumers consumers

purchase and purchase and consume consume products?products?

Postpurchase Evaluation

Purchase Decision

Evaluation of Alternatives

The Consumer Buying ProcessThe Consumer Buying Process

Information Seeking

Problem Recognition

Psychological Personal Social Cultural

Personal & Environmental FactorsPersonal & Environmental Factors

Product Pricing Promotion Place

Marketing FactorsMarketing Factors

MANAJEMEN OPERASI

Pengertian Produksi / Operasi• Suatu Proses mentransfer masukan-

masukan (inputs) dari Sumber daya menjadi keluaran (output) yang dibutuhkan oleh konsumen.

• Output berupa:

a. Barang

b. Jasa

Resource Transformation ProcessResource Transformation Process

Pengertian lain• Produksi/Operasi :

setiap kegiatan yang menciptakan kegunaan atau utility

• Utility :

Kemampuan produk untuk memuaskan keinginan manusia– Form Utility– Place Utility– Time Utility– Ownership / Posession Utility

Manajemen Operasi

ManajerOperasi

ProsesOperasi

Proses PengarahanDan PengendalianYang sistematisDalam merubah

SumberdayaMenjadi

Barang Jadi

Manajer yangBertanggungjawab

Atas ProduksiPersediaan,

Dan Pengendalian Mutu

Menentukan Metode

Dan TeknologiYang digunakanDalam Produksi

Barang/jasa

Goods-Manufacturing Processes: Goods-Manufacturing Processes: Analytic vs. Synthetic ProcessesAnalytic vs. Synthetic Processes

• Analytic process breaks down resources into components

• Synthetic process combines raw materials to produce a finished product

Service Processes: Extent of Service Processes: Extent of Customer ContactCustomer Contact

• High-contact system is an operation in which the customer is part of the system during service delivery

• Low-contact system is an operation in which the customer need not be a part of the system to receive the service

Operations Planning and ControlOperations Planning and Control

Operations

Planning1.

Forecasting

2.Capacity Planning

3.Location Planning

a. Raw Material orientedb. Market oriented

4.Lay out Planninga. Process layoutb. Product Layoutc. Cellular Layout

5.Quality Planning

6MethodsPlanning

Layouts for Producing GoodsLayouts for Producing Goods

Scheduling Goods OperationsScheduling Goods Operations

• Master production schedule (top level)– Which products will be produced

– When will production occur

– What resources will be used

– Time periods for resource use

• Short-term detailed schedule:– task assignments

– order information

– production specifics to meet incoming orders

Operations ControlOperations Control• Operations control = monitoring

performance by comparing results to original plans and schedules– Follow-up = checking to ensure that production

decisions are being implemented– Materials management– Process control

MANAJEMEN SUMBER DAYA MANUSIAMANAJEMEN SUMBER DAYA MANUSIA

Pengertian Pengertian Sumber Daya ManusiaSumber Daya Manusia

Seluruh potensi yang ada dalam diri manusia yang dapat dikembangkan dan dimanfaatkan untuk menghasilkan barang & jasa

PENGADAANPENGADAAN

• Mendapatkan tenaga kerja yang sesuai dengan kebutuhan dan tuntutan pekerjaan

• Menempatkan orang yang benar pada pekerjaan yang tepat

• Memberikan pengenalan (orientasi) kepada karyawan baru

PENGEMBANGANPENGEMBANGAN

• Melatih karyawan untuk jabatan yang masih baru bagi mereka

• Mengembangkan kemampuan dari setiap orang

• Meningkatkan kinerja jabatan dari setiap orang

• Mengembangkan karir sesuai kebutuhan individu dan organisasi

PEMELIHARAANPEMELIHARAAN

• memastikan terpenuhinya semua kebutuhan karyawan untuk dapat melakukan pekerjaan dengan baik

• mengembangkan hubungan kerja yang mulus• memperhatikan kesehatan dan keselamatan kerja

Job analysisJob analysis

• A systematic approach to collect information about a job such as tasks, responsibilities and the skills required to perform those tasks– Job description– Job Specification

Human Resources PlanningHuman Resources Planning

W.F.Cascio :Human Resource Planning is a set of activities

undertaken to anticipate future business and environmental demands on the organization and to meet the human resources requirements dictated by those conditions

Davis :Human Resource Planning systematically

forecasts an organization’s future demand and supply of employees.

RecruitmentRecruitment• Recruiting is the process of identifying and attracting a

pool of candidates, from which some will later be selected to receive employment offers

• Recruitment activities must consider not only the quality of applicants but also ensure that a sufficient quantity of applicants is attracted

• Recruitment is a form of business competition, and it is fiercely competitive. Just as corporations compete to develop, manufacture and market the best product or service, so they must also compete to identify, attract, and hire the most qualified people.

The Recruitment Process

Recruitment Planning Estimated number of contacts needed Job specifications Affirmative action goals

Recruitment Philosophy Internal vs External job filling Job vs career orientation Short vs Long term time orientation Special considerations

Recruitment Strategy development Choosing required applicant qualifications Choosing recruitment sources and communication channels Choosing inducements Choosing the message: Realism vs flypaper Choosing and preparing recruiters

Recruitment Activities Job posting Advertisement of openings Campus visits Other recruitment methods Follow-up actions (letters, phone calls, etc.) Recordkeeping

Screening/Selecting employees

SelectionSelection

– The process of choosing individuals who have needed qualities to fill jobs in an organization.

– Organizations need qualified employees to succeed• “Good training will not make up for bad selection.”

• “Hire hard, manage easy.”

8–39

Selection Selection Process Flow Process Flow

ChartChart

PELATIHAN & PENGEMBANGANPELATIHAN & PENGEMBANGAN(TRAINING & DEVELOPMENT)(TRAINING & DEVELOPMENT)

- Training is a short-term educational process utilizing a systematic and organized procedure by which non-managerial personnel learn technical knowledge and skills for a definite purpose

- Development is a long-term educational process utilizing a systematic and organized procedure by which managerial personnel learn conceptual and theoretical knowledge for general purposes

Langkah menyusun program pelatihan dan Langkah menyusun program pelatihan dan pengembanganpengembangan

Source: Wherther & Davis

Evaluation

Evaluation criteria

Training and development objectives

Learning principles

Program content

Actual program

Skills, knowledge, ability of workers

Needs assesment

Needs assessment

CAREER DEVELOPMENT

(PENGEMBANGAN KARIR)

CAREER = SEDERETAN KEGIATAN KERJA YANG TERPISAH-PISAH, TETAPI MASIH MEMPUNYAI HUBUNGAN YANG MELENGKAPI KESINAMBUNGAN DAN MAKNA BAGI KEHIDUPAN SESEORANG.

1. CAREER-NEED ASSESSMENT 2. CAREER OPPORTUNITIES

3. NEED-OPPORTUNITY ALIGNMENT

PERFORMANCE MANAGEMENT & PERFORMANCE MANAGEMENT & APPRAISALAPPRAISAL

You can’t manage what you don’t understand.

You don’t understand what you don’t measure.

What gets measured gets done.

What gets measured gets rewarded.

DefinitionDefinitionDefinitionDefinition• Performance :

The record of outcomes produced on specified job functions or activities during a specified time period (Bernardin,2003)

• Performance Appraisal :The process of evaluating how well employees perform their jobs when compared to a set of standards, and then communicating the information to employees (Mathis & Jackson)

• Performance Management System : Processes used to identify, encourage, measure, evaluate, improve, and reward employee performance. (Mathis & Jackson, 2004)

Roles for Performance AppraisalRoles for Performance Appraisal

Steps in Appraising PerformanceSteps in Appraising Performance

• Defining the job– Making sure that you and your subordinate agree on his

or her duties and job standards.

• Appraising performance– Comparing your subordinate’s actual performance to the

standards that have been set; this usually involves some type of rating form.

• Providing feedback– Discussing the subordinate’s performance and progress,

and making plans for any development required.

KOMPENSASIKOMPENSASI

DEFINITIONDEFINITIONWhat employees receive in exchange for their contribution to the

organization.

OBJECTIVES OF COMPENSATION OBJECTIVES OF COMPENSATION MANAGEMENTMANAGEMENT

•TO ATTRACT•TO MOTIVATE •TO MAINTAIN

Pay the Right People the Right Amount for the Right Reasons

•Principle of INTERNAL EQUITY•Principle of EXTERNAL EQUITY

Total CompensationTotal CompensationTotal CompensationTotal Compensation

GroupGroupGroupGroup

Enterprise-wide / Enterprise-wide / OrganizationalOrganizational

Enterprise-wide / Enterprise-wide / OrganizationalOrganizational

Security PlansSecurity Plans• PensionsPensions

Security PlansSecurity Plans• PensionsPensions

Employee ServicesEmployee Services• Educational assistanceEducational assistance• Recreational programsRecreational programs

Employee ServicesEmployee Services• Educational assistanceEducational assistance• Recreational programsRecreational programs

IndividualIndividualIndividualIndividual

Wages / SalariesWages / SalariesWages / SalariesWages / Salaries

Insurance PlansInsurance Plans• MedicalMedical• DentalDental• LifeLife

Insurance PlansInsurance Plans• MedicalMedical• DentalDental• LifeLife

Time Not WorkedTime Not Worked• VacationsVacations• BreaksBreaks• HolidaysHolidays

Time Not WorkedTime Not Worked• VacationsVacations• BreaksBreaks• HolidaysHolidays

VariabelVariabelVariabelVariabel

FixedFixedFixedFixed