Strategic Marketing

Defined

Strategic Marketing

• Market-driven process of strategy

development purposed to deliver

superior customer value

Achieving Superior

Customer Value

Determining

Distinctive

Capabilities

Customer

Value/

Capabilities

Match

Becoming Market-

Orientation

Characteristics of a Market-Driven Strategy

Market-Driven Strategy

• Becoming market-oriented

–Customer focus

–Competitor intelligence

–Cross-functional coordination

–Performance implications

• CAPABILITIES

Kemampuan, akumulasi pengetahuan (tacit

knowledge), asset bagi perusahaan

DISTINTIVE CAPABILITIES

Kapabilitas yang unik/berbeda dengan yang lain yang

digunakan dalam bersaing di pasar, memberikan nilai yang

signifikan bagi konsumen, penghambat bagi pendatang baru

(pesaing)

CAPABILITIES

Capabilities

DesirableCapabilities

Applicable to

Multiple

Competition

Situations

Difficult to

Duplicate

Superior to the

Competition

Value Requirements

Distinctive Capabilities

Market-Driven Strategy (4)Matching Customer Value and Distinctive Capabilities

Superior Customer Value

Mampu memberikan nilai yang lebih baik dari pesaing

(CV1 > CV3) sehingga pelanggan puas dan terbentuk

loyalitas pelanggan

Superior Customer Unique Benefit

Customer =

Value Customer low Relative Cost

STRATEGIC MARKETING

Creating Value for Customer

Creating Value for Customers

Benefits Costs

Customer

Value

1-10

Strategic Marketing PROCESS

Markets,

Segment and

Customer

Value

Market-driven

Program

Development

Implementing

and Managing

Market-driven

Strategy

Designing

Market-driven

Strategies

11

Marketing Strategy Process

Markets,

Segment and

Customer

Value

Market-driven

Program

Development

Implementing

And Managing

Market-driven

Strategy

Designing

Market-driven

Strategies

Market and

Competitive

space

Strategic Market

SegmentationDistinctive

Capabilities

Strategic Customer

Relationship

Management

12

Marketing Strategy Process

Markets,

Segment and

Customer

Value

Market-driven

Program

Development

Implementing

And Managing

Market-driven

Strategy

Designing

Market-driven

Strategies

Target Market

Positioning

New Product Plan

Strategic Marketing

Relationship

13

Marketing Strategy Process

Strategic Situation

Analysis

Marketing

Program

Development

Implementing

And Managing

Marketing

Strategy

Designing

Marketing

Strategy

Product portfolio

strategy

Promotion

Strategy

Product

DistributionPricing

14

Marketing Strategy Process

Strategic Situation

Analysis

Marketing

Program

Development

Implementing

And Managing

Marketing

Strategy

Designing

Marketing

Strategy

Control

Implementation

Strategy

Efective

Organization

design