Segmentasi, Targeting, dan Possitioning.pptx

Strategi merupakan “perhitungan” mengenai rangkaian kebijakan dan langkah-langkah pelaksanaan (policy decision and execution

1. SASARAN TAHUNAN KOREKSI STRATEGI (5 tahun) SASARAN (5 tahun) STRATEGI TAHUNAN VISI MISI ANGGARAN PELAKSANAAN EVALUASI TUJUAN RENCANA KERJA

2. Tahap I TujuanUsaha VISI dan MISI Audit Pasar Analisis SWOT, Ansoff Asumsi Perencanaan Usaha Studi Kelayakan Penganggaran Program rincian usaha Tahap II Tahap III Tahap IV Pengukuran dan Penilaian Strategi SWOT, Ansoff Perencanaan Strategi

3. Pilih kriteria yang terbaik Identifikasi dan pilih segmen pasar ( Targeting) Definisi pasar Identifikasi Kriteria dasar segmentasi Mengembangkan bauran pemasaran masing-masing segmen terpilih Pengembangan Bauran Pemasaran Gambar 4.2 Segmentasi Pasar Layanan Jasa Pemosisian Proses Segmentasi pasar Mengembangkan Posisi untuk segmen terpilih

4. Kebijakan Strategi : Korporate Bisnis Fungsional Analisis lingkungan internal (Kekuatan, kelemahan) : Budaya pemasaran Kemampuan Sumberdaya Teknologi Upaya pelayanan (7P) Analisis Lingkungan eksternal ( Peluang , Ancaman) : Pasar ( Need, want, expectation) Pesaing (7P) Analisis Fortofolio menetapkan : kekuatan, kelemahan, kesempatan, ancaman Isu isu strategi Formulasi Strategi Alternatif (Ansoff, BCG, SWOT) Menetapan Tujuan Strategi Strategi organisasi : Nilai, Keyakinan, Tujuan VISI & MISI Proses Audit Usaha

5. Hambatan Kondisi Mendatang (Visi) Kondisi saat ini Misi: How to get there Analisis SWOT Strategi Sarjana Profesional SMU IPA Budaya: Komitmen, kepemimpinan, finansial, teknologi, Gambar 2.7 Proses Manajemen Strategi menuju Visi Lingkungan Internal & Eksternal Sekolah Dokter Sasaran Sekolah Teknik ST

6. Organization Strategy (Visi, Misi, Tujuan) Markets Strategy Business Strategy (SBU) Corporate Strategy Brand Strategy Marketing Strategy Delivery Strategy Innovation Strategy Contact Strategy Customer Strategy Functional Strategy Corporate: Build, Hold, Harvest, Divest Business Unit: Differentiation, Cost lesdership, Focus Fungsional : Mutu layanan Prima, sepenuh hati

7. Gambar Lima dasar komponen organisasi Staf Pendukung Pendukung Teknis Struktur Apex Lini Midel Lini Operasi

8. According to the organizational configurations model of Mintzberg each organization can consist of a maximum of six basic parts: Strategic Apex (top management) Middle Line (middle management) Operating Core (operations, operational processes) Technostructure (analysts that design systems, processes, etc.) Support Staff (support outside of operating workflow) I deology (halo of beliefs and traditions; norms, values culture)

9. Drucker,P, (2003a) mendefinisikan “ Strategy is how to win the war ” (cara memenangkan seluruh peperangan), sedangan taktik (policy) adalah “How to win the battle” (cara memenangkan pertempuran) Strategi merupakan “perhitungan” mengenai rangkaian kebijakan dan langkah-langkah pelaksanaan ( policy decision and execution ). JENIS STRATEGI Strategi Korporat (Built, Hold, Harvest, Divest) Business Unit (Differensiasi, Cost leadership, dan fokus) Strategi Fungsional (Service excellence)

10. Cost leadership Differentiation Focus Besar Pasar Luas Besar Pasar Kecil Strategi Posisi

11. C2 C1 C4 C3 Disain 3E S T B Scorecard P C S Gambar 3.4 Model Pemasaran Subkonsep1 Subkonsep 3 Subkonsep 2

12. M 1.0 M 2.0 M 3.0 Basis rational intelligent : emotional intelligent spiritual intelligent (Holistik). Values-driven marketing Orientasi Produk bagus, harga terjang kau . Pelanggan adalah target sasar an (tidak peduli, salahmu sendiri); pemenuhan need & want.   Pelanggan. Konsep ( Customer is the king ) dijalankan dengan baik di sini ( Vertikal: Bottom-Up) Pemenuhan Want & expect Spirit:“ reason for being .” kasih dan ketulusan, amanah . ( mission, vision, and values. Hub: Horizontal  Friends Target Mind: otak kiri. Heart  otak kanan. Spirit  otak limbik, reptil (instinct). Driven Technology Driven Customer driven motivator dan memberi kan gairah (P ractice & Care Compassion ). Market Mudah pindah Loyal Sustain

13. Value Komponen Legacy Marketing 1.0 New Wave Marketing 3.0 Strategi Segmentation Communitization Targeting Confirmation Positioning Clarification     Taktik 4. Differentiation 4. Codification 5.Marketing Mix a. Product b. Price c. Place d. Promotion   5. Co-creation Currency Communal Activation Conversation   6. Selling 6. Commercialization Value 7. Brand 7. Character   8. Service 8. Care   9. Process 9. Collaboration L M: perspektif provider, konsep pemasaran vertikal (Markeitng 1.0 & 2.0 NWM : perspektif pasar, horizontal dan Markeitng 3.0.

14. Brand integrity (Mind Share) STRATEGY Explore Positioning “BEING STRATEGY” Targeting Segmentation FITTING STRATEGY MAPPING STRATEGY (Market Share) TACTIC Engage Differentiation “CORE TACTIC” Marketing Mix Relationship CREATION TACTIC CAPTURE TACTIC Brand integrity Brand indentity BRAND VALUE (Heart Share) Execute Quality Service (Proses) VALUE ENHANCER VALUE INDICATOR “BRAND VALUE ”

15. (Market Share) TACTIC (Mind Share) STRATEGY Explore Positioning “BEING STRATEGY” Engage Differentiation “CORE TACTIC” VALUE (Heart Share) Execute Brand “VALUE ENABLER” Gb PDB Triangle Brand integrity Brand Image Brand indentity

16. Company Buyer Worker Investor People Customer Shareholder Competency Market Commercial Market Capital Market Gb Tiga Stakeholders Utama Pemasaran

17. PASAR, SEGMEN, SEGMENTASI Pasar Segmen Pasar Segmentasi Pasar Orang atau organisasi dengan kebutuhan, keinginan dan kemampuan dan kemauan membeli Satu subkelompok orang atau organisasi yang memiliki satu atau lebih karakteristik yang menyebabkan mereka memiliki kebutuhan yang sama terhadap produk/jasa. Proses membagi satu pasar menjadi segmen atau kelompok yang berarti, relatif sama dan bisa diindentifikasi

18. FOCUS ON YWN SUBCULTURES Influence Overall Market Through YWN Communities

19. 42% 84% 40% Youth are innovator/early adopters of new products Women manage household budgets Netizens involve in conversation on products YWN Supremacy Mar

20. PROMOTE URBAN LIFESTYLE Connect with Fashion , Entertainment and Socialization

21. Steps in Markeitng Startegy ( Market Segmentation, Targeting, and Positioning ) Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment

22. Segmented market Total market Target market Brand positioning Gambar 3.5 Segementasi proses pembagian pasar Segmentation : How to segment “the Market” by using variable(s) Targeting : How to select one/more certain segments by evaluating competitive advantage(s) Positioning : How to get our brand to have a unique position in consumer’s mind   Total Market

23. Pentingnya Segmentasi Pasar Pasar memiliki kebutuhan akan produk/jasa yang bervariasi dan banyak pilihan (Markets have a variety of product needs and preferences) Pemasar dapat mendefinisikan kebutuhan pasar dengan lebih baik (Marketers can better define customer needs) Pengambil keputusan dapat mendefiniskan tujuan dan mengalokasikan sumber daya lebih akurat ( Decision makers can define objectives and allocate resources more accurately)

24. Size, purchasing power, profiles of segments can be measured. Segments can be effectively reached and served. Segments are large or profitable enough to serve. Measurable Accessible Substantial Differential Actionable Segments must respond differently to different marketing mix elements & programs. Effective programs can be designed to attract and serve the segments. Step 1. Market Segmentation Requirements for Effective Segmentation

25. Advantages and disadvantages of segmentation guides marketing research improves satisfaction improves forecasting identifies competition and opportunities increases marketing costs proliferation of products consumer backlash limits general popularity Segmentation is a trade-off of efficiency for effectiveness.

26. Pemahaman Konsumen Apa Kebutuhan dan keinginan konsumen? Berapa konsumen mau membayar untuk itu? Bagaimana caranya supaya bisa diperoleh oleh konsumen pada tempat dan waktu yang tepat? Bagaimana mengkomunikasikan informasi tentang produk/jasa kita?

27. Allocate the company’s resources effectively (The Principles of Targeting) strategy used to select one segment of a market for targeting marketing efforts The principles of Segmentation are view your market creatively. Market opportunities are in the eyes of the behold; in order to exploit the opportunity arising in the market, the beholder must first view the market creatively It is about creating a being in the consumers’ mind and leading their credibly Positioning is not what you do to a product/service. Positioning is what you do the mind of the prospect. That is, you position the product/service in the mind of the prospect.

28. “Individual Segmentation” Dasar / Kriteria Segm e ntasi Geografi Demografi Psikografik, Perilaku (Behavior ) Atribut Pasar “Static attributes” “Dynamic attributes” Gambar Dasar Kriteria Segmentasi Pasar ( Kotler et.al. Rethinking Marketing, 2003)

29. Step 1. Market Segmentation Demographic Segmentation Dividing the market into groups based on variables such as: Age Gender Family size or life cycle Income Occupation Education Religion Race Generation Nationality Most Popular Bases & Easiest to Measure

30. Step 1. Market Segmentation Psychographic Segmentation Social Class Lifestyle Personality Divides Buyers Into Different Groups Based on:

31. Step 1. Market Segmentation Behavioral Segmentation Dividing the market into groups based on variables such as: Occasions Benefits User status Usage rate Loyalty status Readiness stage Attitude toward product

32. Benefit segmentation of the beverage market Which product would you choose for which benefit? coffee tea milk beer cola un-cola Relieve throat irritation +++ Settle upset stomach +++ ++ Provide energy and pep ++ +++ Help relax, unwind + +++ Provide nutrition +++ Good taste + +++ Quench thirst +++ +

33. Step 2. Market Targeting Segment Size and Growth Segment Structural Attractiveness Company Objectives and Resources

34. Segment 1 Segment 2 Segment 3 Segment 1 Segment 2 Segment 3 Company Marketing Mix Company Marketing Mix Company Marketing Mix 1 Company Marketing Mix 2 Company Marketing Mix 3 Market A. Undifferentiated Marketing B. Differentiated Marketing C. Concentrated Marketing Step 2. Market Targeting Market Coverage Strategies

35. Company Resources Product Variability Product’s Stage in the Life Cycle Market Variability Competitor’s Marketing Strategies Step 2. Market Targeting Choosing a Market-Coverage Strategy

36. Socially Responsible Target Marketing Smart targeting helps companies and consumers alike. Target marketing sometimes generates controversy and concern.

37. Target Segment Size mass niche micro customized

38. Step 3. Positioning Strategy Product’s Position - the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products. Marketers must:

39. Step 3. Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the Right Competitive Advantage Step 3. Communicating and Delivering the Chosen Position

40. Identifying Possible Competitive Advantages Key to winning and keeping customers is to understand their needs and buying processes better than competitors do and deliver more value. Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits, that justify competitive advantage,

41. Atribut Tariff & Mutu Jenis & Pengguna Benefit Posisi Klas produk Pesaing Dasar Pemosisian Gambar 4.11 Dasar Pemosisian ( Pemosisian )

42. Generic Marketing Strategy Michael Porter’s basic strategic options: Cost leadership Differentiation Focus Focus implies segmentation and positioning .

43. Overall Cost Leadership Differentiation Focus Middle of the Road Basic Competitive Strategies

44. Generic Business Strategy Frameworks Growth strategies  STRATEGI ANSSOFF Portfolio strategies—BCG Growth-Share Matrix STRATEGI TOWS

45. 1. Market Penetration 2. Market Development 3. Product Development 4. Diversification Existing Markets New Markets Existing Products New Products Product/ Market Expansion Grid Growth Strategies

46. Matriks Ansoff Peningkatan Kebaruan Teknologi Penetrasi pasar Pengembangan produk Perpanjangan pasar Diversifikasi PRODUK PASAR Yang ada Baru Baru Yang ada Peningkatan kebaruan pasar

47. Question Marks High growth, low share Build into Stars or phase out Require cash to hold market share Stars High growth & share Profit potential May need heavy investment to grow Cash Cows Low growth, high share Established, successful SBU’s Produce cash Dogs Low growth & share Low profit potential Relative Market Share High Low Market Growth Rate Low High Boston Consulting Group Growth-Share Matrix Framework ?

48. POSISI PANGSA PASAR Tinggi Rendah Kas yang dihasilkan = +++ Kas yang digunakan = --- Kas yang dihasilkan = + Kas yang digunakan = --- Kas yang dihasilkan = +++ Kas yang digunakan = - Kas yang dihasilkan = + Kas yang digunakan = - 20 4.0 x 1,5 x 0,1 x PERTUMBUHAN SEGMEN PASAR RUMAH SAKIT Tinggi Rp 10 Rendah

49. Strategi.1 Analogi Matrik SWOT pada Matrik Ansoff (Grand Strategy) L A M A P A S A R B A R U PRODUK/JASA LAMA BARU Analisis SWOT: Analisis SWOT perlu dikaji ulang , antara lain meliputi kekuatan dan kelemahan, peluang dan ancaman Kekuatan > kelemahan Kekuatan harus lebih mampu mengatasi kelemahan dalam mengembangkan produk / jasa baru Ada Peluang dan Kekuatan Pertumbuhan rumah sakit akan maksimal bila peluang dan kekuatan berpadu menjadi satu Peluang > Ancaman Adanya peluang melebihi ancaman , merupakan prasyarat bagi pengembangan pasar baru yang berhasil Gambar 2.17 Analogi Matrik SWOT pada Matrik Anssoff

50. Services (Proses) Differentiation i.e. Delivery , Installation, Repair Services, Customer Training Services Product (Health Care) Differentiation i.e. Features, Perform ance, Style & Design, or Attributes Image (Citra) Differentiation i.e. Symbols, Atmospheres, Events Personnel Differentiation i.e. Hiring, Training Better People Than Competitors Do Identifying Possible Competitive Advantages

51. Competitive Strategies: Value Disciplines Operational Excellence Customer Intimacy /Affinity Product Leadership Companies Gain Leadership Positions by Delivering Superior Value to their Customers Through These Strategies:

52. Analyzing Competitors Identifying the company’s competitors Assessing competitor’s objectives, strategies, strengths and weaknesses, and reaction patterns Selecting which competitors to attack or avoid

53. Market Leader Market Challenger Strategies Relative to Competitors Firms Competing in a Given Target Market Differ in their Objectives and Resources so May Choose the Following Forms: Market Follower Market Nicher

54. Hospital With the Largest Market Share Expand the Total Market Protecting Market Share Expanding Market Share Market Leader Competitive Marketing Strategies Runner-Up Firms that Fight to Increase Market Share Attack the Market Leader Avoid the Market Leader Acquire Smaller Firms Attack Other Firms Market Challenger

55. Runner-Up Firms that Want to Hold Their Share Without Rocking the Boat Follow Closely Follow at a Distance Market Follower Competitive Marketing Strategies Hospital that Serve Small Segments Not Pursued by Other Firms End-User Specialist Customer-Size Specialist Service Specialist Quality- Price Specialist Geographic Market Specialist Market Nicher

56. Servis Proses Value enabler Brand Gambar 3.15 Ketiga Faktor Kunci Value