Manajemen Pemasaran Global

Digital Revolution and Disruptive

Technology

Alex Fahrur Riza, SE., M.Sc.

 "Bukan yang paling kuat yang
bisa bertahan hidup, bukan juga
yang paling pintar. Yang paling
bisa bertahan hidup adalah yang
paling bisa beradaptasi dengan
perubahan"
Charles Darwin
 EraEkonomi Pertanian
Apa iya…??
Era Ekonomi Industri

Era Ekonomi Informasi

Era Ekonomi Kreatif

 IBM brought its first PC
Steve Jobs who, with
Vincent Atanasoff and to market in 1981;
partner Steve Wozniak,
Clifford Berry, ABC Bill Gates initially
started Apple Computer
Computer (1937 & 1942) declined an offer to
(1970s)
create an OS.

DARPA which created a

The IC and the concept
William Shockley and computer network that
of binary code permitted
two colleagues at AT&T’s could maintain lines of
the development of the
Bell Laboratories (1974) communication in the
PC (1970s)
event of a war (1969)

E-mail (1972)
Robert Noyce and Jack Vinton Cerf and Robert
Sony licensed the
Kilby independently Kahn created a TCP/IP
transistor from Bell Labs
invented the silicon chip (1973)
“Lo-Fi” (1950)
or IC 1950s) More innovations were In
(1990s)
Disruptive
Innovation
 What business is Sony in?

✓ Sony was a consumer electronics company best

known for innovative products such as transistor
radios, Trinitron televisions, VCRs, stereo components,
and the Walkman line of personal music players.
✓ Then, Sony entered new businesses by acquiring CBS
Records and Columbia Motion Pictures.
✓ These acquisitions themselves did not represent
convergence, because they occurred in the early days
of the digital revolution. Motion pictures, recorded
music, and consumer electronics were still separate
industries.
✓ Now, Sony’s competitors include Apple (music
players), Dell (computers), Kodak (cameras), and
Nokia (cell phones). Jon Pareles, 2010
Kodak’s core Businesses:
film, photographic paper, and chemical
have been disrupted.

The cell phone camera was invented in 1997.

A key benefit was the ability to download digital photos from
the camera and post them on the
Web or e-mail them to friends.
Ironically, Motorola, a key player in the cell phone business,
could have been one of the first companies to market with a
cell phone camera.
 “I think there will be an increasing convergence between
content and commerce, that it will be about following
consumers instead of making consumers come to you, and
I am especially excited about the various platforms that
will allow more and more access to customers.”
Natalie Massenet, founder, Net-a-Porter
 The innovator’s dilemma
Harvard professor Clayton Christensen

The problem is that executives become so committed to a

current, profitable technology that they fail to provide
adequate levels of investment in new, apparently riskier
technologies. Ironically, companies fall into this trap by
adhering to prevailing marketing orthodoxy, namely,
listening to and responding to the needs of established
customers.
 Christensen has developed
five principles of disruptive innovations:
1. Companies depend on customers and investors for resources
2. Small markets don’t solve the growth needs of large companies.
3. Markets that don’t exist can’t be analyzed.
4. An organization’s capabilities define its disabilities.
5. Technology supply may not equal market demand.
 New Products and Services

Global E-Commerce Broadband Cloud Computing Smartphone

Mobile Advertising and Mobile entertainment Internet phone service Digital book and
mobile commerce electronic reading
device
8 order X 60 detik X 60 menit x 24 jam X Rp.10.000
= Rp. 6.912.000.000/hari
= Rp.2.073.600.000.000/bulan
Source: WeAreSocial Digital 2017 Global
 Layers of Disruption in Fintech
Banking Tech • Analitics Data Management, CRM, Security

• Online B2C Commerce, M-Wallet, P2P Money Transfer, Payments

Payments Solutions

Cyber Currency • Blockchain, Bitcoin, Digital Wallets, Cryptocurrency Exchange

Business Finance • P2P Business Landing, Credit Lines for Business, Crowdfunding

• P2P Consumer Landing, Robo Advisors, Personal Finance Management,

Consumer Finance Mortage Landing, Credit Assements

Alternative Cores • Alternative Health, Car, and Property Insurance, Digital Banking

Sparklab, 2016
▪ Menurut Ernst & Young, index adopsi fintech global mencapai 15,5%
▪ Mayoritas pengguna layanan transfer/payment dan invesments.
▪ Alasan terbesar masyarakat tidak menggunakan fintech karena ketidaktahuan
▪ Alasan berikutnya adalah karena tidak membutuhkan
❑ Hasil riset Google & Temasek menyebutkan pertumbuhan populasi pengguna
internet di Indonesia rata-rata bertambah sebesar 19% tiap tahun.
❑ Studi itu mencakup proyeksi pada 2020, pengguna internet di Indonesia akan
mencapat 215 juta orang, dari sebelumnya hanya 92 juta pengguna pada 2015.
❑ Pasar Online diprediksi meledak dalam 10 tahun, mencapai USD 81 miliar sebelum
2025. Dari total tersebut, e-commerce menyumbang 57 % atau USD 46 miliar.
❑ Gap Demand pembiayaan Rp.1000 Triliun (OJK)
 Strategic Elements of
Competitive Advantage
Five Forces Model That Explains
Competition In An Industry
Michael E. Porter

Threat of New Threat of

Entrants Substitute Products

Bargaining Power Bargaining Power

of Buyers of Suppliers

Rivalry Among
Competitors
 Threat of New Entrants

Economies Of Scale Product Capital Switching Costs Distribution

Differentiation Requirements Channels

Government Policy Cost Advantages Competitor

Independent Of Response
Scale Economies
 Diskusi Kelompok
1) Case Study perusahaan Indonesia yang ketika memasarkan ke luar negeri
mengalami kondisi Threat of new entrants tersebut (masing2 kelompok focus
pada satu ancaman).
2) Waktu 20 menit untuk diskusi
3) Kemudian masing-masing perwakilan kelompok akan sharing information
kepada teman lainnya secara bergiliran
4) Pertanyaan yang akan dipandu oleh dosen pengampu (10 menit diskusi)
Five Forces Model That Explains
Competition In An Industry
Michael E. Porter

Threat of New Threat of

Entrants Substitute Products

Bargaining Power Bargaining Power

of Buyers of Suppliers

Rivalry Among
Competitors
 Threat of Substitute Products
➢ The availability of substitute products places limits on the prices market
leaders can charge in an industry
➢ High prices may induce buyers to switch to the substitute
Bargaining Power of Buyers
Bargaining Power of Suppliers
Rivalry Among Competitors
 Generic Strategies for Creating
Competitive Advantage

Cost
Differentiation
Leadership
 UAS Pemasaran Global
No Absen, Nama Lengkap, Objek Studi Kasus
Global Information Systems and Market Research
Bagaimana peran IT pada perusahaan global dalam membuat keputusan?
Bagaimana persepsi perusahaan tersebut terhadap riset pemasaran global?
Jelaskan berbagai cara perusahaan tersebut mengadaptasi langkah-langkah pemasaran tradisional?
Segmentation, Targeting, and Positioning
Identifikasi variabel apa yang dapat digunakan untuk melakukan segmentasi global pada perusahaan tersebut?
Jelaskan kriteria yang digunakan pemasar untuk memilih secara spesifik target pasar?
Deskripsikan beberapa opsi positioning untuk go global?
Solution
Berikan saran bagi bisnis tersebut untuk meningkatkan performance’nya?
Strategi pemasaran apa yang paling cocok digunakan oleh perusahaan tersebut?