PERENCANAAN USAHA PERIKANAN

(PIM3237/PIM 20192242)
Marketing Management for Fishery Business

Candra Aryudiawan, S.Pi., M.Sc.

Introduction
• The full marketing process involves identifying customer needs,
developing products and services to meet these needs, establishing
promotional programs and pricing policies, and designing a system for
distributing products and services to customers.
• Marketing management is concerned with managing this total
process.
The marketing concept
• The process of anticipating the needs of targeted customers and
finding ways to meet those needs profitably.
• Marketing is about anticipation.
• Good marketers are always working to anticipate what their
customers’ needs will be in the future.
• A second key idea is the notion of a target market. Clearly, “one size
does not fit all” in the food and agricultural markets.
• Good marketers understand this and focus their efforts on the unique
needs of specific target markets or market segments.
The marketing concept
• The final key idea in the definition of marketing is that of profitability.
• After careful study of a particular target market, the agribusiness
marketer will likely generate a long list of products and services that
the customer might be interested in.
• Agribusiness marketers must provide customers with a set of
products and services at prices that generate an acceptable rate of
return for their firm.
The evolution of marketing
The evolution of marketing
• The idea is to create a product that is so good customers will seek it out.
• In a product-driven organization, product development, research,
engineering, and operations are the primary focus.
• Organizations that focus primarily on communicating the benefits of their
products are called sales-driven.
• It may involve a search for new geographic markets where the firm has not
been before.
• The sales-driven organization may add more sales people and ask them to
work harder selling the features and benefits of the firm’s products and
services. Or it may spend increasing amounts on promoting the firm’s
products through a variety of advertising activities.
The evolution of marketing
• Firms are looking to establish a deep and lasting relationship with
their customer. This type of organization is called market-driven.
• A market-driven agribusiness is one with a good product and a good
sales effort, but also one with a clear understanding of what type of
customers it is trying to serve and what these customers want and
need from the firm both now, and over the lifetime of the
relationship.
• Market-driven firms invest in market research to better understand
their customers, then use the information generated to guide
decision making.
Components of a strategic marketing plan
•1 Conduct a SWOT analysis
•2 Choose a target market
•3 Choose a position
•4 Develop the appropriate marketing mix
•5 Evaluate and refine the marketing plan
The market planning process
Conducting a SWOT analysis
• Assessing the competitive environment requires careful study of
• (1) general trends in the market,
• (2) strengths and weaknesses of key competitors,
• (3) current and anticipated customer needs, and
• (4) the firm’s strengths and weaknesses.
General trends in the market
• A manager should be informed about the industry and market
segment.
• General trends in the market that may be of interest include key
technological trends, the general economic situation, important
political developments, and weather patterns.
• Marketers may rely on government or independent statistics,
influential bloggers, the trade press, industry experts, company
research staff, and outside consultants to help them frame the
general trends in the market.
Assessment of competitor strengths and weaknesses
• A manager should also understand and respect the competition in
his/her market segment.
• Customers will always evaluate an agribusiness firm’s products and
services relative to competitive products and services.
• This may involve a comparison of tangible features like yield, and
price, and/or it may be a comparison of more intangible features like
reputation, product knowledge, and convenience.
• Good marketers know how their products and services compare with
competitor products and services in those areas that are important to
the target customer.
Understanding customer needs and wants
• It is critical to have a fundamental understanding of what the
customer will need from the organization, both today and in the
future.
• Food companies study trends in demographics of consumers—older
consumers have different needs than younger consumers—and they
study cultural changes affecting food choices—trends toward eating
lighter, eating away from home, and consuming less fat have
important implications for marketing strategies.
Assessing the firm’s strengths and weaknesses
• First, the marketer may identify a unique strength that can be
cultivated into an advantage. Perhaps the firm has the most extensive
distribution system in the market and therefore has an advantage in
terms of moving product to customers quickly.
• Second, the firm may identify an area where improvement is needed
if a particular customer group is to be served.
• Finally, the firm may identify a weakness of such magnitude that it
becomes a constraint on decision-making.
Assessing the firm’s strengths and weaknesses
Market segmentation
• Market segmentation groups customers into segments or categories
according to some set of characteristics.
• By recognizing the common characteristics, needs, or buying motives
of each unique segment in the total market, an agribusiness can
design specialized marketing strategies that may appeal to the
particular segments it wants to serve.
Market segmentation
Market segmentation
Market segmentation
• Geographic segmentation
• Demographic segmentation (age, income, size of household,
education, number of children, type of employment)
• Psychographic or behavioral market segments
Positioning
• You know the customers you will target, you understand their needs,
and you have a clear picture of the marketplace, your product, and
the benefits it offers to your customers. You clearly understand the
value you are delivering.
• Positioning has been defined as the process of creating the desired
image in the customer’s mind.
• For example, you may want a place in the customer’s mind that you
have the most complete line of products, or that you have best
product support.
TERIMA KASIH