MODEL OF MARKETING

PROCESS

Sederhananya, MARKETING adalah

proses membangun hubungan yang
menguntungkan dengan konsumen
melalui penciptaan value bagi
konsumen (CUSTOMER VALUE)
dan mendapatkan value bagi
perusahaan
Marketing Case

Amazon.com’s deep-down
passion for creating customer
value and relationships has made
it the world’s leading online
retailer. Amazon has become the
model for companies that are
obsessively and successfully
focused on delivering customer
value.

“Obsess over
customers” Jeff
Bezos
COMPANY & MARKETING
STRATEGY
Partnering to Build Customer
Relationships
Mendesign dan
mengkonstruksikan strategi
marketing

Menguji Strategi dan

Rencana Marketing

Mengukur dan Memanage

Marketing ROI
STRATEGIC PLANNING
Mendefinisikan Misi yang
A Mission Statement
Berorientasi Pada Pasar
Adalah pernyataan dari tujuan
perusahaan, apa yang akan
dicapai
Mission statement harus
berdasarkan market oriented dan
mampu memuaskan basic
consumer need

Cth: Facebook
Tidak hanya sekedar
mendefinisikan diri sebagai
online social network, tapi
menghubungkan orang-orang di
dunia dan membantu mereka
untuk saling berbagi moment-
moment penting mereka sehari-
hari.
Mendefinisikan Misi yang
Berorientasi Pada Pasar
Market – Oriented Business Definitions
OBJECTIVE & GOALS

Misi perusahaan harus

didetailkan ke dalam objective
(tujuan) dan goals (target)

Marketing strategy dan

program harus dikembangkan
untuk mencapai objective
tersebut
Designing The
Business Portfolio The best portfolio is the one that
best fits the company’s strengths
and weaknesses to the
opportunities in the environment

The company must:

 analyze its current business

portfolio or Strategic Business
Units (SBU’s)
 decide which SBU’s should
receive more, less, or no
investment
 develop growth strategies for
adding new products or
businesses to the portfolio
Analisis SBU Saat Ini
 Analisis SBU Saat Ini

Relative Market Share

High Low
Stars Question Marks
Market Growth Rate

• High growth & share • High growth, low share

High

• Profit potential • Build into Stars/ phase out

• May need heavy • Requires cash to hold
investment to grow market share

Cash Cows Dogs

Low

• Low growth, high share • Low growth & share

• Established, successful • Low profit potential
SBU’s
•Produces cash
 Analisis SBU Saat Ini

Relative Market Share

High Low
Stars Question Marks
Market Growth Rate

• High growth & share • High growth, low share

High

• Profit potential • Build into Stars/ phase out

• May need heavy • Requires cash to hold
investment to grow market share

Cash Cows Dogs

Low

• Low growth, high share • Low growth & share

• Established, successful • Low profit potential
SBU’s
•Produces cash