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AnalisaAnalisa

LingkunganLingkunganEksternalEksternal

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Meeting Objectives

In this meeting, we will address theIn this meeting, we will address thefollowing issues:following issues:

Identify Analytical Tools Used in StrategicMarketing Planning

Understand the Changing Market

Enironment

Analy!e the Com"etitie Enironment

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Framework for Macro

Environmental Analysis

Economic

Political Social

#egalTechnological

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The Economic and Political

Environment!cono"ic gro#th

rate$ % the &'$ine$$

cycle

!"ploy"ent %

'ne"ploy"ent

(ational % $'pra

national

go)ern"ent$

International %

glo&ali*ation

Intere$t rate$.

Con$'"er %

&'$ine$$ con+ience

aation % +i$cal

policy

/egional trae %

traing area$

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The ocial and !ultural

Environment

e"ographic

change

he yo'th "aret

Changing li+e$tyle$

% li)ing pattern$

he grey "aret

'lti ethnic

$ocietie$

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"ew Marketing trategies for

!hanging Environments #heth$ $lo%al "ositioning$lo%al "ositioning strategists should think globalization andstrategists should think globalization and

focus on core competencies, instead of thinking domestic market and afocus on core competencies, instead of thinking domestic market and aportfolio of business and brandsportfolio of business and brands

The master %randThe master %rand strength comes from a brand identity thatstrength comes from a brand identity thatlinks all parts of the businesslinks all parts of the business

The integrated enter"rise and end&user focusThe integrated enter"rise and end&user focus challengechallengeof managing people, process and infrastructure to deliver value to endof managing people, process and infrastructure to deliver value to enduseruser

'est in&class "rocesses'est in&class "rocesses meeting the world class standard frommeeting the world class standard fromwherever they comewherever they come

Mass customi!ationMass customi!ationachieve scale economies and produce aachieve scale economies and produce aproduct or service tailored to the individual customers requirementsproduct or service tailored to the individual customers requirements

'reakthrough technology'reakthrough technology new technology will support everynew technology will support everyaspect of the marketing process, even the product itself, in ways thataspect of the marketing process, even the product itself, in ways thatmay seem strangemay seem strange

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"ew Marketing trategies for

!hanging Environments #!ravens$

Markets sha"e %usiness strategyMarkets sha"e %usiness strategy markets becomemarkets becomedominant force shaping how business operatesdominant force shaping how business operates

(etworks interlinked "roduct&market(etworks interlinked "roduct&market traditionaltraditionalboundaries based on conventional product markets will blur andboundaries based on conventional product markets will blur and

become irrelevant, and this blurring will become the normbecome irrelevant, and this blurring will become the norm

The moe from functions to "rocessesThe moe from functions to "rocesses new era of market-new era of market-based strategy is one where we will increasingly focus on the processbased strategy is one where we will increasingly focus on the process

of going to market, not on the interest of departments or specialistsof going to market, not on the interest of departments or specialists

Strategic alliancesStrategic alliances

many companies in the future will be one ofmany companies in the future will be one ofcollaboration or partnership, to allow them to focus on corecollaboration or partnership, to allow them to focus on core

competencies, not one of traditional competitioncompetencies, not one of traditional competition

The %alanced scorecardThe %alanced scorecard evaluate the benefits delivered to allevaluate the benefits delivered to allstakeholders in organizationstakeholders in organization

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The Major Forces thatDetermine Industry

Attractiveness

%ivalry among%ivalry among

e&isting industrye&isting industry

firmsfirms

Threat of substituteThreat of substitute

'roducts'roducts

(argaining(argaining

'ower'ower

of su''liersof su''liers

(argaining(argaining

'ower'ower

of buyersof buyers

Threat of newThreat of new

entrantsentrants

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E&am'les of Levels of !om'etition

)iet*%ite !ola

)iet Pe'si)iet oke

Product fromcom"etition:

diet colas

%egular

colas)iet lemon

limes

Lemon

limes

Fruitflavored

colas

Product categorycom"etition: soft drinks

(ottle

water

+ine

(eer

!offee

,uices

-eneric com'etition.beverages

(aseballcards

FastFood

/ideo

-ames

0ce

!ream

(udget com'etition.food 1 entertainment22