MMR UGM

MMR UGM
MARKETING PLAN
OUTLINE

A Marketing plan is a
written document
containing the guidelines
for the business unit’s
marketing programs and
allocations over the
planning period
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls
Tools to Measure Marketing
Plan Performance MMR UGM

• Sales analysis analisis penjualan

• Market share analysis analisa pembagian
pasar

• Expense-to-Sales Analysis Analisa

biaya dan penjualan

• Financial Analysis Analisa Keuangan

 Levels of a Marketing Plan
• Strategic / strategi
– Target marketing
decisions
Penentuan Target Marketing
– Value proposition
– Proporsi Nilai
– Analysis of marketing
opportunities Analisa peluang
marketing
MMR UGM
• Tactical / taktis
– Product features Produk
Andalan
– Promotion promosi
– Merchandising merchandise
– Pricing harga
– Sales channels link sales
– Service pelayanan
 Trends in Marketing Practices MMR UGM

• Reengineering • Globalizing
• Outsourcing • Flattening
• Benchmarking • Focusing
• Supplier partnering • Accelerating
• Customer partnering • Empowering
• Merging • Blue Ocean
Internal Marketing
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Strategy

Plan

Internal External
Marketing Marketing
Program Program

Internal Marketing External Marketing

Program: Program
Targeted at key Targeted at key
groups in the customers, segments
company, alliance and niches, and other
partner companies, external influencers
and other influencers
Internal Marketing
MMR UGM

Strategi

Rencana

Internal External
Marketing Marketing
Program Program

Internal Marketing External Marketing

Program: Program
Ditujukan kepada bagian Ditujukan kepada
Inti di perush, perush yg bekerja pelanggan, berbagai
Dan bagian lain yang memiliki segments
Peran. and niches, and other
external influencers
 The Controllable & Uncontrollable Factors

Uncontrollable Factors Controllable Factors

MMR UGM

The “hard” elements

• The economy
• Product decision
• Local, national and
international political • Pricing decision
decision
• Place decision
• Competitive behavior
• Promotional decision
• Social issues
The “soft” elements
• Cultural issues
• People
• Technology
• Physical evidence
• Ecological issues
• Process management

Uncontrollable Factors can be turned into partially controllable factors

through i.e strategic alliances, government lobbying, outsourcing, creating
eco-friendly products, etc.
The Competition
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Each of your competitor's experience, staying power,

market position, strength, predictability and freedom
to abandon the market must be evaluated.
 The Company
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 Enterprise capacity to be leader in low-cost production.

 The enterprise's ability to construct entry barriers to
competition.
 The enterprise's ability to sustain its market position.
 The prominence of the enterprise.
 The competence of the management team.
 The adequacy of the enterprise's infrastructure.
 The freedom of the enterprise to make critical business decisions without
undue influence from outside influences.
 Freedom from having to deal with legal problems.
 NEW PRODUCT
PLANNING PROCESS
Customer MMR UGM
Needs
Analysis

Screening
Idea Business
and
Generation Analysis
Evaluation

Marketing
Strategy Product
Development Development

Testing

Commercialization
 Factors That Limit
New Product Development MMR UGM

• Shortage of ideas
• Fragmented markets
• Social and governmental constraints
• Cost of development
• Capital shortages
• Faster required development time
• Shorter product life cycles
 Boston Consulting
Group’s Matrix
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Product Life Cycle

Market Growth
Expense

Low
 MMR UGM

• Affordable
Establish the
• Percentage-of-Sales
Budget
• Competitive Parity
• Objective-and-Task
 Creating a Marketing Strategy
MMR UGM

 If the market is very attractive and your enterprise is one of the strongest in
the industry you will want to invest your best resources in support of your
offering.

 If the market is very attractive but your enterprise is one of the weaker ones in
the industry you must concentrate on strengthening the enterprise, using
your offering as a stepping stone toward this objective.

 If the market is not especially attractive, but your enterprise is one of the
strongest in the industry then an effective marketing and sales effort for your
offering will be good for generating near term profits.

 If the market is not especially attractive and your enterprise is one of the weaker
ones in the industry you should promote this offering only if it supports a more
profitable part of your business (for instance, if this segment completes a product
line range) or if it absorbs some of the overhead costs of a more profitable segment.
Otherwise, you should determine the most cost effective way to divest your
enterprise of this offering.
Tips for Marketing Planning MMR UGM

1. Don’t start make an objective without understand the situation.

2. Focus on data analyze, start from the sales condition and the all
factors that influence it – The marketing strategy is make to
deliver sales.
3. Remember SMART (Simple, Measurable, Achievable, Realistic,
Time Based).
4. Strategic is macro.
5. When comes to tactical, go as detail as you can, because good
strategic without good tactical is plan to failed.