Strategic Marketing Plan

and
its relation with Strategic Business Plan

Compile by Setyo

March 2008
 Level of Strategy

Corporate Strategy
Single Business
Related Diversification
Unrelated Diversification

Business Strategy
Differentiation
Cost Leadership
Focus

Functional Strategy
Finance
Marketing
Operations
Human Resource
R&D
28 June 2006 SUS/GA 2
 Role of Marketing

Level Dimension Tasks

-
Market structure analysis
-
Customer orientation and
Corporate Culture advocacy
-
Positioning
-
Market segmentation and
targeting
Business Strategy -
Positioning
-
Decision about partners
-
Marketing mix
Operating Tactics -
Managing customer and
reseller relationships

Webster, Jr., 1992

 Marketing plan

Situation Analysis
What situation are we facing?

SWOT Analysis
What do we want to do?

Strategic Market Plan

Tactical Marketing Mix Strategy

Marketing Budget How?

Performance Timeline
 Situation Analysis

1. Market definition and description

2. Customer analysis
3. Competitor analysis
4. Competitive position
5. Performance metrics
 Strategi Pemasaran; Hirarki

Strategi
Korporat

Strategi
Bisnis
Pemasaran

Keuangan

Operasi
Strategi

Strategi

Strategi

Strategi
SDM
Prasetiya Mulya B
Marketing Management Process

Adopted from Philip Kotler

 Relationship between
Marketing & Strategic Planning (hlm 63)

Marketing Strategic Planning

Department Department
Defined:
- Target market &
- Product-positioning 1. 2.
- Sales goals Marketing Information Strategic Planning
- Needed resources & Recommendations Analysis

Finance
Purchasing 3.
4.
Manufacturing Approved business
Marketing Plans
Distribution Goals and resources
Personned

5.
6.
Money, Materials Marketing
Results Evaluation
Machines, Man Implementation
Marketing Management Process

Analyzing Researching Designing

Marketing & selecting Marketing
Opportunities Target Markets Strategies

Planning Organizing, Implementing,

Marketing & Controlling
Programs Marketing effort
Marketing Management Process
& Strategic Planning
Marketing Management Process; Kotler, marketing management


MIS & Market Research •
Measuring & Forecasting Market Demands

Analyzing Marketing Environment •
Identifying market segments and Selecting

Analyzing Consumer marktes & Buyer Behaviour target markets

Analyzing Biz Market & Org Buying Behaviour

Analyzing Competitor •
Marketing Strategies for differentiating &
positioning the marketing offer
•
Developing, testing, and launching new
products and services
•
Managing Products through their product
life cycle
•
Designing marketing strategies for Market
Leader, challengers, followers, and
nichers
•
Designing strategies for the global
marketplace

•
Organizing & Implementing marketing programs
•
Evaluating and controlling marketing performance

•
Managing product lines, brands, & Packaging •
Designing communication and Promotion-mix
•
Managing service biz and ancillary services strategies
•
Designing pricing strategies and programs •
Designing effective advertising programs
•
Selecting and manageing marketing channels •
Designing direct marketing, sales-promotion, and
public-relations programs
•
Managing retailing, wholesaling, and physical-
distribution systems •
Managing the salesforce
 Strategi Pemasaran; Framework
Analisa EKSTERNAL Analisa INTERNAL

STRATEGI PEMASARAN

KEPUTUSAN2 PEMASARAN
STRATEJIK

KEPUTUSAN2 PEMASARAN
TAKTIS

RENCANA PEMASARAN

IMPLIMENTASI

Evaluasi
PERFORMA Prasetiya Mulya Business Shoo
Berkala
 Strategi Pemasaran; Penjelasan
-
Analisa Lingkungan Bisnis -
Visi/misi perusahaan
-
Analisis Industri/persaingan -
Analisis Strategi Perusahaan
-
Analisis pesaing -
Analisis kompetensi
-
Analisis pasar -
Kekuatan/kelemahan
-
Analisis kastemer -
Analisis portofolio
-
Peran Strategik dalam portofolio
-
Analisa daur hidup
-
Keputusan ofensif/defensif
-
Strategic thrust
-
Segmentasi
-
Product concept
-
Targeting
-
Positioning

-
Product (detailed)
-
Place
-
Price
-
Promotion
Langkah2 operasi
• -
Physical evidence
-
People
•
Hasil operasi -
Process
Prasetiya Mulya Business Shool
28 June 2006 SUS/GA 14
Prasetiya Mulya Business Shool