Marketing Startegic

Management

PERTEMUAN KE SATU
OLEH : Prof. Dr.Ir Ngadino Surip,MS
1. dan kontrak perkuliahan
- Penjelasan tentang mata kuliah , tugas , penilaian

2. Market Driven Strategy

Market Driven Strategy provides a company wide perspective, which
mandates more effective integration activities and processes that impact
customer value
a. Pengertian dan karakteristik MDS
Gaining competitive advantage in marketing is continuing
processes. An important part of this challenge is
analyzing and strategically to changing environmental
opportunities and treats . To do this the managers need
to develop effective strategic analysis , planning,
implementation and control skill . Market driven
organization are customer oriented ,understand the
relationship between strategy and performance , and
stress ethical marketing behavior
CHARACTERISTICS OF MARKET DRIVEN STRATEGIES

Becoming market
oriented

Achieving Determining
superior distingtive
performance capabilities

Matching
customer value
Requirement to
capabilities
 CLASSIFYING CAPABILITIES

External Internal
Emphasis Emphasis

Outside in Inside Out

Processes Processes
Spanning Processes

 Market sensing • Customer order fulfillment  Financial management

 Customer linking • Pricing  Cost Control
 Channel bonding • Purchasing  Technology development
 Integrated logistics
 Technology • Customer service delivery  Manufacturing/transform
monitoring • New product/service ation processes
development  Human resource
• Strategy development management
 Environmental health and
safety
• Outside in Processes : Processes connect the organization to
the external environment ,providing market feedback and
forging external relationship

• Inside Out Processes : are the activities necessary to satisfy

customer value requirement ( e,q manufacturing operation )

• The outside –in processes play a key role in offering direction

for the spanning and inside –out capabilities ,which response
to the customer needs and requirements identified by the
outside –in processes, market sensing , customer linking ,
channel bounding ( e.q producer /retailer relationship ), and
technology monitoring provide vital information for new
product opportunities, service requirements and competitive
threats
a. Becoming Market Oriented ,
Market driven strategy places the customer at the centre of attention for
everyone in the organization , this mean that all the business strategy
decisions start with the market and the objective of matching company
capabilities with customer who perceive value in what company offers.
b. Customer focus , process for delivering customer value
c. Competitor intelligence , understanding its competition as well as the customer
d. Determining distinctive capabilities , identifying the distinctive capabilities (
competencies ), capabilities are complex bundles of skill and knowledge, exercised
through organizational processes , that enables firms to coordinate activities and
make use of the assets

The major components of distinctive capabilities are :

 Organizational processes
 Skills and accumulated knowledge
 Coordination of activities
 Assets

Creating value for customer

 Customer Value : offering superior customer value is at the core of business design
at companies as Google , Mittal steel, and Southwest Airline
 Providing value to customers : the organization distinctive capabilities are used to
deliver value by differentiating the product offer, offering lower prices relative to
competing brands , or a combination of lower cost and differentiation ( ex, Kodak’s
innovation , competitors price printers low , but charge high prices for ink cartridge .
Becoming Market Driven
 Market sensing Capabilities , information
technology plays a vital role in market
sensing activities
 Customer linking Capabilities, customer
linking also reduces the possibility of a
customer shifting to another supplier
 Aligning Structure and Processes , becoming
market driven may require changing the
design organization ,placing more emphasis
on cross functional process , many
companies have made changes in
organization structures and processes as
apart of their customer value initiative
Corporate ,Business and
Marketing Strategy
 Corporate strategy consists of deciding the
scope and purpose of business , it’s
objectives and initiatives and recourses
necessary to achieve the objective .
 Business and marketing strategy is guided by
the decisions top management make about
how , when and where to compete ( Co .
Mission, goals and objective , dev. Strategy ,
deployment of resources )