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Tugas MPPH (Sum Up) - Karens Intan Devita (2019110044)

I. The document discusses the strategic marketing planning process which contains 6 steps: situation analysis, external analysis, internal analysis, strategic analysis, stating the marketing strategy, and implementation plan. It provides details on each step, including tools that can be used such as SWOT analysis, 7s model, value chain analysis, and the 4Ps. II. It then discusses the 5 C's of marketing plan - company, customers, competition, collaborators, and climate. For each C, it provides brief explanations and examples of factors that should be considered such as strengths, weaknesses, opportunities, threats, customer needs, competitors' strategies, potential partners, and external environmental factors.

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38 views4 pages

Tugas MPPH (Sum Up) - Karens Intan Devita (2019110044)

I. The document discusses the strategic marketing planning process which contains 6 steps: situation analysis, external analysis, internal analysis, strategic analysis, stating the marketing strategy, and implementation plan. It provides details on each step, including tools that can be used such as SWOT analysis, 7s model, value chain analysis, and the 4Ps. II. It then discusses the 5 C's of marketing plan - company, customers, competition, collaborators, and climate. For each C, it provides brief explanations and examples of factors that should be considered such as strengths, weaknesses, opportunities, threats, customer needs, competitors' strategies, potential partners, and external environmental factors.

Uploaded by

Karen Devita
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Nama: Karens Intan Devita Mata Kuliah: Manajemen Pemasaran & Penjualan Hotel

NIM: 2019110044 Kelas: 3PAA

SUMMARY
I. Strategic Marketing Planning Process, contain 6 steps, which is:
A. Situation Analysis
You just write down what company you’re writing your business plan for, how
you understood about your company, a little bit of background information or history
about how did the company start and grow.
Describe more concrete steps, which are:
1. Mission Statement
2. Vision Statement
3. Targets of the Company
4. Organization’s Structure & Culture
5. Current Strategies

B. External Analysis (Opportunities, Threats)


1. Macro Analysis: Demographic, Economic, Social, Techonological,
Economical, Polity & Politics (DESTEP)
2. Meso Analysis
a. Distribution Analysis
b. Branche Analysis
c. Competitive Analysis
d. Customer Analysis
e. 5 Forces model of Poter: is not necessary but it’s a good place to end
meso analysis if you want to know whether your market is attractive
enough or not.
C. Internal Analysis (Strengths, Weaknesses): About the company itself.
1. 7s Model of McKinsey
2. Valve Chain of Poter
3. Portfolio/BCG Analysis
4. Financial Analysis

D. Strategical Analysis
1. SWOT Analysis, SWOT Matrix
2. Portfolio Analysis
3. Key Issues
4. Prognose Unchanged

E. Stating the Marketing Strategy


1. Segmenting: geographically segmented, demographic.
2. Targeting: niche, differentiated / concentrated targeting.
3. Positioning: positioning matrix, and those meet that positioning has to
distinguish yourself from competition.

F. Implementation Plan
Marketing mix elements (4P): Price, Product, Place, Promotion, followed by your
marketing communication plan.
II. 5 C’s of Marketing Plan
5 C’s of marketing plan act as a general guideline when businesses are creating a
marketing strategy or thinking about marketing plan. 5 C’s of marketing plan are:
A. Company
This tends to involve an assessment whether your company meets the needs and
requirements of its target audience. This can include whether the business sells the
correct products, its image within the marketplace, and how the company’s technology
and experience is being used. SWOT Analysis is a good tool to find out about your
company’s strengths and weaknesses. Which are:
1. Strengths: such as state-of-the-art products, expertise, and procedures
2. Weaknesses: a lack of knowledgeable technical support or average product
quality
3. Opportunities: such as a new market or a market led by a weak competitor
4. Threats: such as a new competitor entering your market or an on-going price
war

B. Customers
This tends to determine what are the needs are of your customers, it also refers to
how you’re going to satisfy these needs. You need to know what the motivation
behind your customers’ purchases is. Possible areas of research may include the
general market size, potential market growth, purchasing frequency, and seasonal
factors.

C. Competition
As a brand, you need to know exactly who your competitors are, and if they’re
doing anything better than you.

D. Collaborators
You need to conduct a detailed research to see if there’s any third party outside of
your company, which can help you gain an advantage. This could be distributors,
suppliers, and so on.
E. Climate
This tends to look at external factors which are not under your general control,
such as political issues, legal problems, trade regulations, taxes, and so on. Use PEST
(Political, Economic, Social, Technological) Analysis to analyze the climate.

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