DOCTORAL DEGREE

IN BUSINESS MANAGEMENT
PADJADJARAN UNIVERSITY
2013
1.Lingkungan Pemasaran dan Bisnis
CHANGES (C7)
CHANNELS
(C5)
CENTERS
(C6)
COMPETITORS
(C3)
COMPLEMENTERS
(C4)
COMPANY
(C1)
CUSTOMERS
(C2)
INTERNAL

RESOURCES

EKSTERNAL
MARKETS
Resource
Driven
Market Driven
Resource
and
Market
Driven
INSIDE-OUT
PROCESSES
OUTSIDE-IN
PROCESSE
S
SPANNING PROCESSES
INTERNA
L
EKSTERNA
L
Self -
Centered
Competitors
Orientation
Customers
Orientation
Market
Orientation
Minor Major
Minor
Major
Customer
Competitors
Company Resources
(C1)
M
a
r
k
e
t

A
t
t
r
a
c
t
i
v
e
n
e
s
s

(
C
2
-
C
7
)

Opportunity
Threats
Average
Strong Average Weak
Winner
Looser
Looser
Looser
Winner Winner
ENVIRONMENT (eksternal)
RESOURCES (Internal)
CAPABILITY


VALUE

PERFORMANCE
TRUST
IMAGE
(Turbulence, Diversity,
Uncertainty, Uncontrollable)
6.POSITIONAL ADVANTAGE FRAMEWORK

Company


Competitors
Superior
Value
Inferior Value

Comparative
Advantage

Competitive
Advantage

Cooperative
Advantage
Unique
Resources
CA1
CA2
CA3
Strategic
Relationship
S P
U E
P R
E F
R O
I R
O M
R A
N
O C
G E
A
N
I
Z
A
T
I
O
N
A
L

P
O
S
I
T
I
O
N
A
L

A
D
V
A
N
T
A
G
E
3-CAs Model (Sucherly, 2009)
Superior
Organizational
Performance
ARENA
ADVANTAGE
ACCESS
Where to
compete
When to
compete
How To
Compete
ACTIVITIES
How Far to
compete
ADAPT
Why to
compete
STRATEGIC
VISION
ACCOUNT
So Far To
Compete
6-As Model (Sucherly, 2009)
MARKETING
KNOWLEDGE
(What We Know)
MARKETING
EXPERIENCE
(What We
Experience)
MARKETING
DECISIONS
(What We Act)
MARKETING
STRATEGY
(How We Think)
MARKET
ORIENTATION
(What We
Believe)
8. MARKET ORIENTATION SHAPES MARKETING
STRATEGIES AND DECISION MAKING
MARKET STRATEGY
(What do we Want to
do)
MARKETING MIX
STRATEGY (How Are
We Going To Do It)
THE MARKETING
CUNTIBUTION (How
Will It Impact Profits)
CUSTOMER
SATISFACTION (How
Will It Impact Customer)
Markets,
Segments
And
Customer
Value
Designing
Market-driven
Strategy
Market- Focus
Program
Development
Implementing,
And Managing
Market-driven
Strategy
Market
Strategy
Marketing
Strategy
Marketing
Mix Strategy
Target Market
& Positioning
Marketing Mix
Marketing
Decision
COMPANY
(C1)
Superior
Customer
Value
Inferior
Customer
Value
Competitive
Disadvantage
In Between
Zone
Competitive
Advantage
P
O
S
I
T
I
O
N
A
L
A
D
V
A
N
T
A
G
E
COMPETITORS
(C3)
CUSTOMER
(C2)
Parity
Customer
Value
13. Market Targeting Strategy :

Single Targeting
Selective Targeting
Extensive Targeting
Market Positioning Strategy

Creating Customer Value

Provide
Communicat
e
Deliver
The
Value
Customer
Value
=
Customer Benefits
Customer Cost
Product + Place + Promotion + Physycal Evidence + People +
Procesess
Price
TARGET
MARKET
PRICE
STRATEGY
P
R
O
M
O
T
I
O
N

S
T
R
A
T
E
G
Y

PEOPLE
STRATEGY