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BENGKEL SISTEM MAKLUMAT PASARAN TEMPATAN &
ANTARABANGSAANJURAN
LEMBAGA PERINDUSTRIAN KAYU MALAYSIA
KEMENTERIAN PERUSAHAAN PERLADANGAN & KOMODITI
16 – 19 JUN 2008HOTEL SERI MALAYSIA, IPOH, PERAK
Mengurus pasaran strategikoleh
Zaini Ithnin Hj A Rajak
Sistem Maklumat Pasaran Tempatan & Antarabangsa
2
Market-Oriented Strategic Planning
MTIB, KPPK
Objectives
Skills
Resources
Opportunities
Profitand
Growth
Sistem Maklumat Pasaran Tempatan & Antarabangsa
3
Strategic-Planning, Implementation, and Control Process
MTIB, KPPK
Measuringresults
Diagnosingresults
Takingcorrective
action
ImplementationPlanning
Corporateplanning
Divisionplanning
Businessplanning
Productplanning
Organizing
Implementing
Control
Sistem Maklumat Pasaran Tempatan & Antarabangsa
4
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
MTIB, KPPK
4. Diversification2. Marketdevelopment
Newmarkets
1. Marketpenetration
Existingmarkets
Existingproducts
3. Productdevelopment
Newproducts
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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The McKinsey 7-S Framework
MTIB, KPPK
SkillsSkills
Sharedvalues
Sharedvalues
StaffStaff
StyleStyle
StrategyStrategy
StructureStructure
SystemsSystems
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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The Value-Delivery Process
MTIB, KPPK
Sell the productMake the product
ProcureDesignproduct Make Price Sell Advertise/
promote Distribute Service
Choose the Value Provide the Value Communicate the Value
(a) Traditional physical process sequence
(b) Value creation & delivery sequence
Strategic marketing Tactical marketing
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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The Marketing Plan
MTIB, KPPK
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Factors Influencing Company Marketing Strategy
MTIB, KPPK
Competitors
Marketingintermediaries
PublicsSuppliers
Mar
ketin
g
info
rmat
ion
syst
em
Marketing
planningsystem
Marketing
organization
system Mar
ketin
g
orga
niza
tion
and
impl
emen
tatio
n
Product
Promotion
Place PriceTargetcustomers
Demographic/economic
environment
Social/cultural
environment
Technical/physical
environment
Political/legal
environment
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing concept
MTIB, KPPK
Offered products Offered products
Value & Satisfaction Value & Satisfaction
Necessity, Needs & AvailabilityNecessity, Needs & Availability
Exchange (Sale and Purchase) Exchange (Sale and Purchase)
Communication and Networking Communication and Networking
Target market Target market
Marketing channel Marketing channel
Supply chain Supply chain
Competitions Competitions
Environments Environments
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing
MTIB, KPPK
Marketing mix
Product
Price Promotion
Place
ClientsClients
Needs
Cost Communication
Comfortability
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Products
MTIB, KPPK
Differences in customer needs :-Identity and designStandardsSize specification & materialsQuality standard & finishingPackaging & deliveryExport procedurePayment terms
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Price
MTIB, KPPK
Factory price Vs Retail price
Material cost + labor cost + overhead cost + margin (price) + capital imbedded cost + marketing related cost = PRICE
Pricing approach:- Target price – target cost- Value added products - niche market
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing segment
MTIB, KPPK
Choices on company preparation and factory ability Component supplier Component buyer: assembly, finishing, packaging Export via buyers’ agent Appointing agent / distributors OEM manufacturing (underlicence) Export to retailers Own design / brand (ODM/OBM)
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Following up
MTIB, KPPK
Responsive and committed Attending the inquiry within 24 hours -fax, e-mail,
phone call. Quotation: 2-3 days Sample: 1 week Product development: 2 weeks Trial order: 4-6 weeks
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing plan
MTIB, KPPK
1. Mission and VisionVISION : Long term goal – company direction & destination. MISION : Plans / activities of programs arranged to achieve the vision.
2. Current market environmentInvestigate the current domestic and international markets, either recommended and project the future market.
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing plan
MTIB, KPPK
3. Opportunity and threat analysis (SWOT ANALYSIS) Strengths: Identify company’s
advantages Weaknesses: identify organization’s
handicaps Opportunities: rooms for development Threats: change them into prospects Knowledge about the industry status
is needed
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing plan
MTIB, KPPK
4. Analysis of competitiveness To study the company’s ability, competitiveness
and status in specific market as compared to its’ competitors.
In international market, manufacturers from one country will compete competitors from other countries.
Search for new approach to be more competitive
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing plan
MTIB, KPPK
5. ObjectivesBusiness objectives must be devised
and SMARTSpecific MeasurableAchievableRealisticTimely
Yearly sales increment: 10%Profit increment for 2008: 5%
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Marketing plan
MTIB, KPPK
6. Strategic planningProduct positioningPromotional approach / methodsPricing policy
7. Follow up actions(Monthly, quarterly, half year)
Product developmentHuman resource developmentMarketing programs
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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STEPS
MTIB, KPPK
Understand the export procedures, terms and methods
Payment choices: letter of credit, payment documentation, telegraphic transfer, acceptance documentation
Managing bill of lading, insurance, certificates
Participating in marketing promotional activities
Applying marketing grants, relaxations
Sistem Maklumat Pasaran Tempatan & Antarabangsa
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Conclusions
MTIB, KPPK
Globalization effects the international and domestic market
Success is determine by competitiveness, resiliency & progressiveness
Suggested approach: Adaptation of new technology, methods Improving designs, quality and productivity Certification: ISO, CE marking, product standard QC qualification, quality assurance Latest marketing technique
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