Download ppt - Analisis Swot

1Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 2

2 Strategic Planning for

Competitive Advantage

SWOT ANALYSIS


Strategic PlanningStrategic Planning

RESOURCES &

OBJECTIVES

EVOLVING MARKET

OPPORTUNITIES

LONG RUN LONG RUN PROFITABILITY PROFITABILITY AND GROWTHAND GROWTH

1


Marketing Plan Marketing Plan ElementsElements

On Linehttp://www.dmusic.com

Marketing Strategy

Product

Promotion

Distribution

Price

Marketing Mix

Business Mission Statement

Objectives

Situation or SWOT Analysis

ImplementationEvaluation

Control

Target Market Strategy

1

http://www.dmusic.com/


Defining the Business MissionDefining the Business Mission

2

Q: What business are we in?

A: Business mission statement

Too narrowToo broadJust right

marketing myopiano directionfocus on marketsserved and benefitscustomers seek


Marketing ObjectivesMarketing Objectives

3

Marketing Objectives Must Be:Marketing Objectives Must Be:

Realistic

Measurable

Time specific

Consistent with and indicate the organization’s priorities

“Our objective is to achieve 10 percent dollar

market share in the specialty pet food market

within 12 months of product introduction.”


Review Learning Objective 3Review Learning Objective 3

3

Clear and specific objectives:Clear and specific objectives:Clear and specific objectives:Clear and specific objectives:

1. Communicate marketing management philosophy1. Communicate marketing management philosophy

2. Provide management direction2. Provide management direction

3. Motivate employees3. Motivate employees

4. Force executives to think clearly4. Force executives to think clearly

5. Allow for better evaluation of results5. Allow for better evaluation of results


SWOT AnalysisSWOT Analysis

©South-Western College Publishing

SS

WW

OO

TT

Things the company does well.Things the company does well.

Things the company does not do well.Things the company does not do well.

Conditions in the external environment that favor strengths.Conditions in the external environment that favor strengths.

Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.

Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.

InternalInternal

ExternalExternal

4




CONTOH ANALISIS SWOT


Strenght Weakness Opportunity Threat

Otot finansial masih sulit ditandingi kompetitor.

Tidak memiliki fleksibilitas dalam strategi harga

Awareness Konsumen yang kuat

Kompetitor Agresif memainkan strategi harga.

Hal ini membuat Unilever memiliki amunisi yang dapat dikatakan tidak terbatas dalam merancang semua kampanye pemasarannya.

Sebagai perusahaan Multinasional sekaligus pemimpin pasar, memotong harga sangat sulit dilakukan.

Persepsi yang baik di benak konsumen terhadap produk Unilever

Kondisi pasar yang lesu membuat konsumen sangat sensitif terhadap harga.

Tenaga penjualan dan tim pemasaran yang solid dan mempunyai high achievement.

Struktur organisasi yang hirarkis membuat respons yg lambat terhadap perkembangan pasar.

Peluang masih besar di pasar Food & Beverage

Distributor sebagai bagian akhir dari rantai nilai Unilever mendapat tekanan berat dari masyarakat.

Salah satunya ditunjukkan dengan masih terus tumbuhnya penjualan sebesar 11,2% tahun 2005 (berlanjut tumbuh 13% di semester I(2006). Upaya mendongkrak penjualan dilakukan serius, dengan diiringi peningkatan anggaran iklan, promosi dan riset pemasaran, sekitar 15%

Proses pengambilan keputusanmasih terlalu panjang.

Selama ini F&B baru memberikan kontribusi sekitar 25% dan belum dimanfaatkan secara maksimal

Permintaan rendah, tapi harga produk tetap premium, sementara biaya operasional tinggi, situasi yangmembuat margin distributor menjadi sangat tipis.

MATRIK SWOT IFAS

EFAS

STRENGHTS (S)-Reputasi yang baik dibidang

pelayanan-Pemasaran perusahaan yang cukup

kuat dan besar-SDM terus meningkat

-Kokohnya SDM perusahaan-Kualitas produk terjamin

-Harga produk yang bersaing

WEAKNESSES (W)-Permodalan yang kurang

mendukung- Banyaknya tuntunan dari

konsumen

OPPORTUNITIES (O)-Permodalan yang kurang mendukung-Meningkatnya daya beli masyarakat

STRATEGI SO- Perluasan pangsa pasar

- Perluasan jaringan distribusi- Meningkatkan efisiensi distribusi

- Meningkatkan kualitas SDM- Meningkatkan kualitas serta mutu

pelayanan

STRATEGI WO- Meningkatkan efisiensi biaya

- Mengusahakan pengembangan dan pelatihan SDM

THREATHS (T)Bertambahnya perusahaan telekomunikasi menjadikan berkurangnya laba setiap periodenyaStrategi bisnis mudah ditiru

STRATEGI ST- Meningkatkan kualitas kerja

perusahaan yang lebih baik- Meningkatkan kualitas produk &

mutu pelayanan- Menetapkan strategi harga

STRATEGI WT-Menetapkan strategi bisnis baru

yang lebih efisien & efektif-Lebih memperhatikan kualitas

dan mutiu pelayanan terhadp konsumen


Competitive AdvantageCompetitive Advantage

Niche StrategiesNiche Strategies

CostCost

Product/Service Differentiation

Product/Service Differentiation

Types of Types of Competitive Competitive AdvantageAdvantage

Types of Types of Competitive Competitive AdvantageAdvantage

On Linehttp://www.travelocity.comhttp://www.expedia.com

5


Ansoff’s Strategic Opportunity Ansoff’s Strategic Opportunity MatrixMatrix

Present Product New Product

New Market

MarketPenetration

MarketDevelopment

ProductDevelopment

Diversification

Present Market

On Linehttp://www.pg.com

6


Review Learning Objective 6Review Learning Objective 6

6

Identify strategic alternativesIdentify strategic alternatives

Diversification =

Product development = products

Market development = customers

Market penetration = share

new productsnew markets


Target Market StrategyTarget Market Strategy

Segment the market based on groups with similar characteristics

Analyze the market based on attractiveness of market segments

Select one or more target markets

7


Targeting StrategiesTargeting Strategies

Entire Market

Single Market

Multiple Markets

7


Marketing Mix: The “Four Ps”Marketing Mix: The “Four Ps”

PricePrice

PromotionPromotion

PlacePlace

ProductProduct

8


Following Up the Marketing PlanFollowing Up the Marketing Plan

9

Product PlacePromotionPrice

Product PlacePromotionPrice

Met objectives?Met objectives?

Implementation Evaluation

Audits• comprehensive• systematic• independent• periodic

Audits• comprehensive• systematic• independent• periodic