Marketing Plan

Pert 2
26 Januari 2015

MARKETING IS
The American Marketing Association:
Marketing is the process of
planning
and
executing
the
conception, pricing, promotion, and
distribution of ideas, goods, and
services to create exchanges that
satisfy individual and organizational
goals.

PROSES MANAJEMEN PEMASARAN

Analisis
Peluang

Peluang
Pasar

Meneliti &
Memilih
Pasar
Sasaran

Target
Pasar

Menyusun
Strategi

Pengemb
angan
Program

Implemen
tasi &
Pengenda
lian

Alternatif
Strategi

4P / 7P

Kinerja
Pemasaran

Selling is only the tip of the iceberg

There will always be a need for
some selling. But the aim of marketing is to
make selling superfluous. The aim of
marketing is to know and understand the
customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer who
is ready to buy. All that should be needed
is to make the product or service
available.
Peter Drucker

APA YANG DIPASARKAN?

Barang
Barang
Jasa
Jasa
Acara
Acara dan
dan pengalaman
pengalaman
Orang
Orang
Tempat
Tempat &
& Properties
Properties
Organisasi
Organisasi
Informasi
Informasi
Ide-ide
Ide-ide

Why do I Need a Marketing Plan?

Gives a clear, actionable

roadmap to strategically
promote your organization
If you dont know where youre going, it
doesnt matter which way you go!
The Cheshire Cat, Alice in Wonderland

Marketing Plan is . . . .
A written document containing the guidelines for the
business centers marketing programs and
allocations over the planning period.
Marketing planning has become a major activity in
most firms. A survey by Hubert, Lehmann and
Hoening (1987) found that over 90 percent of
marketing executives engaged in formal planning.
The marketing plan can be devided into two general
parts : the situation analysis, which analyzes the
background of the market for the product, and the
objectives, strategy and program based on the
background analysis that direct the firms actions.

Hierarchy of Planning

Objectives of a marketing plan

To define the current situation facing the
product (and how we got there).
To define problems and opportunities
fasing the business.
To establish objectives.
To define the strategies and programs
necessary to achieve the objectives.
To pinpoint the responsibility for achieving
product objectives.
To encourage careful and disciplined
thinking.
To establish a market orientation.

Frequent mistakes in the planning process

The speed of the process.

The amount of data collected.
Who does the planning?
The structure.
Length of the plan.
Frequency in planning.
Number of courses of action considered.
Who sees the plan.
Not using the plan as a sales document.
Insufficient senior managemet leadership.
Not tying compensation to sucessful planning
efforts.

What makes a good planning system?

Utilizes
experience
from
several
manageerial levels rather than just from
product managers.
Employs a variety of both internal and
external sources of information rather
than just internal information.
Extends over a period of time sufficient
to collect and analyze the data
necessary for developing the marketing
strategies.
Employs a number of incentives for
managers in addition to employment
security or advertisement.

Marketing planning sequence

Marketing plan summary

I. Executive Summary
II. Situation Analysis
A. Category / competitor definition
B. Category analysis
C. Company and competitor analysis
D. Customer analysis
E. Planning assumption
III. Objectives
IV. Product / Brand Strategy
V. Supporting Marketing Programs
VI. Financial Documents
VII.Monitors and Controls
VIII.Contigency Plans

Praktika Marketing Plan

Anda akan membuat sebuah usaha,
buatlah :
- analisa peluang
- tentukan target