MARKET MANAGEMENT PROCESS scope goal & objective Marketing Strategy resources deployment Synergy identification of a sustainable advantage

Porters Five Forces

CORPORATE STRATEGY What business r w in? What business should w be in? What portion of resource devote to achieve org goal? Ex: corporate growth strategy, BCG Matrix, industry attractiveness matrix BUSINESS LEVEL STRATEGY What distinctive competencies can giv the compt. Advantage? Which of those competencies best match with the need and wants of target market?

Dewi Sagita Pranata

F121/1206185633

MARKETING STRATEGY Allocate & coordinate marketing resources and activities to accomplished the firms objective within a specific product market. Synergy of competitive advantage with marketing mix.

Measurement Tools PEST Analysis BCG Matrix

1. define the problem 2. develop research plan 3. collect information 4. analyze the information 5. present the finding 6. make decision

MARKET RESEARCH || decision alternative, objective || data sources, research approaches, research instrument sampling plan, contact method || survey in homes, phone, internet || tabulating data, developing summary measures

Market Opportunity Analysis (4Cs)

CONTEXT Macro-environment Demographic (population growth, age, ethnic, race) Economic (income distribution, saving, debts, credit) Socio-cultural (view of others, organization, society) Natural (technological, politic-legal) COMPETITOR PORTER 5 FORCES Rivalry among existing competition Threat of new entrants Threat of substitute product Bargaining power of supplier Bargaining power of buyers CUSTOMER Difference between consumer market and organization market (b2b, b2c, c2b, c2c) Marketing decision for high / low involvement decision COMPANY Company construct a market attractiveness or competitive position market matrix for evaluating potential target market. Develop its competitive advantage. Develop business from the resources, development. Economically feasible

Branding
SEGMENTASI Demographic (age, sex, occupation, income, education, event, race) Geographic (trade area) Behavioral (consumer need, product usage, lifestyle) TARGETING Niche market strategy Mass Market Strategy Growth Market Strategy POSITIONING Physical positioning (technical orientation, physical characteristic) Perceptual positioning (consumer orientation, perceptual attribute)

MARKETING MIX
PRODUCT Quality Feature & Style Brand name Packaging Guarantees / warranties Service PLACE Numbers and types of middlemen Location availability Inventory level PROMOTION Advertising Personal selling Sales promotion Point of purchase materials publicity PRICING List price Discount Allowances Credit terms Payment period Rental/lease

Implementation & Managing Strategy Brand Evaluation of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association, other aspect)