Download - Materi markplan ukm
SMEs Going Global
Jakarta, December 20, 2013
One Day Workshong Marketing Plan 2014
Technology
Regulation
Economy
Social-Politics
Consumer
Market
Competitor
SWOT Analysis 2 Initiative Development 3 Business Review 1
T O
W S
Key Issues
Key Objectives
Key Strategy
Action Plan Timeline
SEGMENTSNOVEMBER
D 1 D 2 D 3 D 4 D 5 D 6 D 7 D 8 D 9 D 10 D 11 D 12 D 13 D 14
CMS
FMS
GPS
NWS
PMS
BUS
TBS
P P
P P
S S
Marketing Plan The Framework
Macro Micro
Technology
Regulation
Economy
Social-Politics
Consumer
Market
Competitor
SWOT Analysis 2 Initiative Development 3 Business Review 1
T O
W S
Key Issues
Key Objectives
Key Strategy
Action Plan Timeline
SEGMENTSNOVEMBER
D 1 D 2 D 3 D 4 D 5 D 6 D 7 D 8 D 9 D 10 D 11 D 12 D 13 D 14
CMS
FMS
GPS
NWS
PMS
BUS
TBS
P P
P P
S S
Marketing Plan Business Review
Macro Micro
Economy Social-Politics
Technology Regulation
Customer
Market
Competitor
Company
Macro
Micro
Business Review The Model
Economy • Pelemahan Rp
• Harga minyak naik • Pengetatan ekonomi
Social-Politics • Pemilu • UMR/demo buruh
Technology • Media sosial • Aplikasi mobile • Software aplikasi
Regulation • Pajak UKM • AEC 2015
Customer • Pertumbuhan
kelas menengah
Market • Permintaan
menurun/naik
Competitor • Agresifitas pesaing
Company
Macro
Micro
Business Review The Trends
Temukan tren dan perubahan-perubahan di bidang teknologi, regulasi, ekonomi, dan sosial/politik di tahun 2014.
Technology
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Regulation
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Economy
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Social/Politics
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Landscape Review
TOWS Analysis
Initiative Development
Business Review Macro Review: Finding the Trends
Berdasarkan pngamatan dari lapangan, temukan perubahan pada konsumen, pesaing, dan tren pasar.
Competitor Insight
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Market Trends
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Consumer Insight
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Landscape Review
TOWS Analysis
Initiative Development
Business Review Micro Review: Finding the Trends
Lihat template Business Review
Technology
Regulation
Economy
Social-Politics
Consumer
Market
Competitor
SWOT Analysis 2 Initiative Development 3 Business Review 1
T O
W S
Key Issues
Key Objectives
Key Strategy
Action Plan Timeline
SEGMENTSNOVEMBER
D 1 D 2 D 3 D 4 D 5 D 6 D 7 D 8 D 9 D 10 D 11 D 12 D 13 D 14
CMS
FMS
GPS
NWS
PMS
BUS
TBS
P P
P P
S S
Marketing Plan SWOT Analysis
Macro Micro
SWOT Analysis
Lakukan analisa Strength-Weakness dan Opportunity-Threat (SWOT) berdasarkan analisa macro & micro landscape.
Situation Analysis
Analisa SWOT: 1. Merupakan cara sederhana dalam menilai posisi organisasi usaha. 2. Menyajikan informasi yang penting dalam mengembangkan bisnis dan perencanaan
pemasaran, serta menyusun sasaran dan tujuan organisasi usaha. 3. Memaparkan posisi organisasi usaha saat ini, dan ke mana arah perusahaan di masa depan. 4. Perlu adanya keterkaitan kuat antara analisa situasi dan analisa SWOT.
Threats-Opportunities (T-O) Weaknesses-Strengths (W-S)
• Tren di lingkungan teknologi, regulasi, sosial-politik, dan ekonomi
• Tren di lingkungan konsumen dan pesaing
• Tren di lingkungan pasar
• Kemampuan strategi/program
• Kemampuan finansial dan SDM
• Kemampuan organisasi dan sistem
Landscape Review
TOWS Analysis
Initiative Development
Economy Social-Politics
Technology Regulation
Customer
Market
Competitor
Company
External
Internal
SWOT Analysis External and Internal Review
External: Threat (T), Opportunity (O) Internal: Weakness (W), Strength (S)
Threat Opportunity
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Weakness Strength
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Key Objectives
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Lakukan perumusan key issues, key objectives, dan key strategies berdasarkan analisa SWOT untuk organisasi usaha Anda
Key Issues
______________________________________ ______________________________________ ______________________________________
Key Strategies
______________________________________ ______________________________________ ______________________________________
Landscape Review
TOWS Analysis
Initiative Development
SWOT Analysis Set the Key Issues, Objectives, and Strategies
Threat Opportunity
_______________________ _______________________ _______________________ _______________________ _______________________
_______________________ _______________________ _______________________ _______________________ _______________________
Weakness Strength
_______________________ _______________________ _______________________ _______________________ _______________________
_______________________ _______________________ _______________________ _______________________ _______________________
SWOT Analysis Example
Key Objectives
______________________________________ ______________________________________ ______________________________________
Key Issues
______________________________________ ______________________________________ ______________________________________
Landscape Review
TOWS Analysis
Initiative Development
Key Strategies
______________________________________ ______________________________________ ______________________________________
Lakukan perumusan key issues, key objectives, dan key strategies berdasarkan analisa SWOT untuk organisasi usaha Anda
Pajak UKM
Iklim politik Pemilu
“Wait and see” akibat Pemilu
Perkembangan media sosial
Kelas menengah tumbuh
Daya saing karena local content
Brand awareness produk rendah
Standrd layanan buruk
Anggaran promosi terbatas
Local content tinggi
Relationship kuat dengan agen
Pemahaman pasar
Daya saing karena local content tinggi
Media sosial sebagai alat promosi
Kelas menengah tumbuh
Meningkatkan omset dan profit
Meningkatkan kepuasan dan loyalitas
Cost reduction
Penetrasi pasar melalui inovasi produk
Menciptakan service excellent
Promosi “low budget, high impact”
Lihat template SWOT Analysis
SWOT Analysis Sales Objectives
Tiga pendekatan penyusunan sales objective:
1. Macro: Market Share Tetapkan besarnya pasar (market size), tentukan berapa persen pangsa pasar yang akan diambil
2. Micro: Sales Percentage Tinjau tren penjualan di masa lalu, tinjau tantangan pasar di tahun depan, tetapkan berapa persen kenaikan sales yang akan ditarget
3. Expense Plus Proyeksikan biaya produksi di tahun depan, tetapkan target laba yang akan Anda capai, kemudian tetapkan target penjualan
Technology
Regulation
Economy
Social-Politics
Consumer
Market
Competitor
SWOT Analysis 2 Initiative Development 3 Business Review 1
T O
W S
Key Issues
Key Objectives
Key Strategy
Action Plan Timeline
SEGMENTSNOVEMBER
D 1 D 2 D 3 D 4 D 5 D 6 D 7 D 8 D 9 D 10 D 11 D 12 D 13 D 14
CMS
FMS
GPS
NWS
PMS
BUS
TBS
P P
P P
S S
Marketing Plan Initiative Development
Macro Micro
P P
P P
S S
Product Menawarkan unique value proposition dengan fitur dan manfaat yang berbeda dari pesaing
Promotion Cara membuat konsumen untuk sadar akan apa yang Anda tawarkan
Sales Aktivitas menjual produk atau servis secara langsung (personal selling) atau tidak langsung (channel partner)
Price Harga yang Anda tawarkan berdasarkan biaya dan value diberikan kepada konsumen
Place Tempat di mana Anda menjual produk/layanan dan juga mendistribusikannya
Service Prosedur yang digunakan untuk menyampaikan produk/layanan kepada kosnumen
Initiative Development Simple Concept
Landscape Review
TOWS Analysis
Initiative Development
Initiative Development Product and Pricing: Magno Example
• Riset konsumen (consumer research)
• Peningkatan kualitas produk (product improvement)
• Meluncurkan produk baru (new product launch)
• Pengembangan fitur produk (product feature)
• Penajaman positioning produk
• Product bundling
• Desain kemasan baru (new packaging)
• Mengembangkan subbrand baru (product line)
• Kebijakan harga baru
• Kebijakan value pricing (same for less)
PRODUCT INITIATIVES
Initiative Development Product and Pricing: Sidji Batik Example
• Riset konsumen (consumer research)
• Peningkatan kualitas produk (product improvement)
• Meluncurkan produk baru (new product launch)
• Pengembangan fitur produk (product feature)
• Penajaman positioning produk
• Product bundling
• Desain kemasan baru (new packaging)
• Mengembangkan subbrand baru (product line)
• Kebijakan harga baru
• Kebijakan value pricing (same for less)
PRODUCT INITIATIVES
Initiative Development Promotion: D’Cost Example
• Promosi above the line
• Promosi below the line
• Promosi aktivasi komunitas (community activation)
• Co-branding dengan produk lain
• Sponsorship
• Social media marketing
• Digital marketing
• SEO marketing
• Public relation
• Seminar dan pameran
• Event marketing
• CSR
PROMOTION INITIATIVES
Initiative Development Promotion: Holycow Example
• Promosi above the line
• Promosi below the line
• Promosi aktivasi komunitas (community activation)
• Co-branding dengan produk lain
• Sponsorship
• Social media marketing
• Digital marketing
• SEO marketing
• Public relation
• Seminar dan pameran
• Event marketing
• CSR
PROMOTION INITIATIVES
Initiative Development Place: Maicih Example
• Pengembangan channel baru
• Pengembangan channel alternatif
• Pengembangan channel online
• Standardisasi channel (toko, resto, dll)
• Sistem IT untuk channel
• Sistem keagenan
• Sistem pembayaran ke agen
• Sistem reward/incentive ke agen
• Sistem diskon ke agen
• Pengembangan sistem franchise
• Hubungan dengan distributor (channel relationship)
• Pengembangan payment point
• Sistem sales territory
CHANNEL INITIATIVES
Initiative Development Place: Coffee Toffee Example
• Pengembangan channel baru
• Pengembangan channel alternatif
• Pengembangan channel online
• Standardisasi channel (toko, resto, dll)
• Sistem IT untuk channel
• Sistem keagenan
• Sistem pembayaran ke agen
• Sistem reward/incentive ke agen
• Sistem diskon ke agen
• Pengembangan sistem franchise
• Hubungan dengan distributor (channel relationship)
• Pengembangan payment point
• Sistem sales territory
CHANNEL INITIATIVES
Initiative Development Sales: Babarafi Example
• Sales promotion (diskon, kupon, sampling, dll)
• Personal selling (SPG, MLM, dll)
• Direct selling
• Account management
• Prospecting
• Rekrutmen salesman
• Training salesmn
• Sistem insentif/reward untuk salesman
• Manajemen kinerja salesman
• Sales canvasing
• Motivasi salesman
• Teleselling
• Up/cross-selling
SALES INITIATIVES
Initiative Development Sales: Buccheri Example
• Sales promotion (diskon, kupon, sampling, dll)
• Personal selling (SPG, MLM, dll)
• Direct selling
• Account management
• Prospecting
• Rekrutmen salesman
• Training salesmn
• Sistem insentif/reward untuk salesman
• Manajemen kinerja salesman
• Sales canvasing
• Motivasi salesman
• Teleselling
• Up/cross-selling
SALES INITIATIVES
Initiative Development Service: Bhineka Example
• Riset kepuasan pelanggan
• SOP servis
• Program retensi pelanggan
• After sales service
• Complaint handling
• Home delivery service
• Customer support
• Contact/call center
• Loyalty card
• Database pelanggan
• Customer reward
• Layanan prioritas
• One-stop service
• Service guarantee
SERVICE INITIATIVES
Persaingan ketat di industri ritel online, khususnya electronic device, memberikan banyak pilihan bagi konsumen.
Bhinneka.Com Service Center adalah program Bhinneka.com dalam melakukan retensi para pelanggan setia.
Klaim garansi atau servis tidak perlu repot, langsung datang atau kirim produk ke Bhinneka.com
SIAP untuk memberikan Konsultasi, Layanan Ambil&Antar, hingga Jasa 'On site' services yaitu kunjungan langsung ke tempat Anda sesuai permintaan
Initiative Development Service: Apotek K24 Example
• Riset kepuasan pelanggan
• SOP servis
• Program retensi pelanggan
• After sales service
• Complaint handling
• Home delivery service
• Customer support
• Contact/call center
• Loyalty card
• Database pelanggan
• Customer reward
• Layanan prioritas
• One-stop service
• Service guarantee
SERVICE INITIATIVES
Home Delivery Service sebagai layanan tambahan. Tidak berefek negatif pada kinerja operasional apotek.
Pagi, siang, malam dan hari libur HARGA SAMA
Delivery Obat..Nggak Masalah!
Cepat, Hemat, Nyaman
Landscape Review
TOWS Analysis
Initiative Development
Initiative Development Timeline
Lakukanlah penyusunan agenda kegiatan Marketing Plan berdasarkan prioritas yang akan dicapai dan tetapkanlah “bukit-bukit” kemenangan
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Rekrutmen salesman
Training salesman
Riset kepuasan pelanggan
SOP servis
Digital marketing
Promosi aktivasi komunitas
Product improvement
Product bundling
Pengembangan channel baru
Pengembangan channel alternatif
Sistem sales territory
Media relationship
Place
Sales
Service
Promotion
Product/Pricing
January February March April May JuneInitivatives
Q-1
Q-2
Q-3
Q-4
Lihat template Timeline 1
Landscape Review
TOWS Analysis
Initiative Development
Initiative Development Timeline
Lakukanlah penyusunan agenda kegiatan Marketing Plan berdasarkan prioritas yang akan dicapai dan tetapkanlah “bukit-bukit” kemenangan
Target Budget
Rekrutmen salesman
Training salesman
Riset kepuasan pelanggan
SOP servis
Digital marketing
Promosi aktivasi komunitas
Product improvement
Product bundling
Pengembangan channel baru
Pengembangan channel alternatif
Sistem sales territory
Media relationship
Sales Target (IDR) Budget (IDR)
Budget/Sales target
(IDR)
Incentives
Sales
Service
Promotion
Product/Pricing
Place
Subtotal
TOTAL
Lihat template Timeline 2
Thank You