32
2.5
Proses Perumusan dan Pengimplementasian Strategi Marketing
Menurut Walker et al. (2003, pp23-27), adapun proses
merumuskan dan
mengimplementasikan strategi marketing ditunjukkan pada gambar berikut:
External
Environment
Corporate objectives and strategy
Business-level objectives and strategy
Market opportunity analysis
*
Environmental and competitor analysis
*
Industry dynamics
*
Marketing Information
*
Customer analysis, segmentation, and targeting decision
*
Positioning decision
Formulating strategies for spesific market
situations
*
Strategies for new market entries
*
Strategies for growth markets
*
Strategies for mature and declining markets
*
Strategies for new economy
Implementation and Control
*
Implementing business and
marketing strategies
*
Controlling
marketing strategies
and programs
Gambar 2.6 : The Process Formulating and Implementing Marketing Strategy
Sumber : Walker et al. (2003, p24)
•
A decision-making focus
kerangka
kerja
harus
memiliki
decision-making
focus.
Perencanaan
dan eksekusi suatu strategi marketing melibatkan banyak keputusan
 |