WINNING MARKET:

THROUGH MARKET-ORIENTED
STRATEGIC PLANNING
The Strategic-Planning,
Implementation, and Control
Process
 DEFINING THE
CORPORATE MISSION
Mission:
n What our business?

n Who is the customer?

n What is the value to the

customer?
n What will our business be?

n What should our business be?

(Peter Drucker)
 DEFINING THE
CORPORATE MISSION
Good mission statement:
n Focus on the limited number of goals
n Stress the major policies and values that the
company want to honor
n Define the major competitive scope
l Industry scope
l Product and application scope
l Competence scope
l Market segment scope
l Vertical scope
l Geographical scope
The High Performance
business
STRATEGIC BUSINESS UNIT
SBU:
n It is a single business or collection of
related businesses that can be
planned separately from the rest of
company
n It has its own set of competitors
n Profit Centre: It has a manager who
is responsible for strategic planning
and profit performance and who
controls most of the factors affecting
profit
The Boston Consulting Group
The BCG Matrix:
 2012 2013
Penjualan Perusahaan 10 15
Penjualan Pesaing Utama 9 20
Penjualan Pesaing A 8 10
Penjualan Pesaing B 5 8
Penjualan Pesaing lainnya 20 30
Total 52 83

Market Share 19.23% 18.07% Penjualan perusahaan/Total

Penjualan
perusahaan/Penjualan Pesaing
RMS 1.1111111 0.75 Utama

{(total penjualan n - total

penjualan n-1)/total penjualan
MGR 59.62% n-1 }x 100%
The Boston Consulting Group
The BCG Matrix:

Four strategies:
n Build: question marks à stars

n Hold: strong cash cow

n Harvest: weak cash cow

n Divest: dogs
The Strategic Planning Gap
Major Classes of Growth
Opportunities

Intensive Integrative Diversification

Growth Growth Growth

Market Backward Concentric

Penetration Integration Diversification
Market Forward Horizontal
Development Integration Diversification
Three Intensive Growth
Strategies
(Igor Ansoff)

Current New
Products Products

Current Market Product

Markets penetration development
strategy strategy

New Market (Diversification

Markets development strategy)
strategy
§ Market Penetration
à making more sales to current
customers without changing it
product.
how? Add new store, improve
advertising, price.

Market Development
à develop new markets for its
curent products.
how? Identify new geographic
markets
§ Product Development
à offering modified or new product
to current markets
how? New style, flavors, color, or
modified products.

Diversification
à new products for new markets
how? Start up or buy new
businesses
The Business Strategic-
Planning Process
STRATEGIC FORMULATION

The Generic Strategy:

n Overall Cost Leadership

n Differentiation

n Focus
(Michael Porter)
Two Views of the Value-Delivery
Process
The Marketing Management
Process
Analyzing Marketing
Opportunities

Developing Marketing
Strategies

Planning Marketing Programs

Managing the Marketing

Efforts
FACTORS INFLUENCING
COMPANY MARKETING
STRATEGY
MARKETING PLAN

Content:
n Executive Summary
n Current Marketing Situation
n Opportunity and issue analysis
n Objectives
n Marketing strategy
n Action programs
n Project profit and loss statement
n Control