Analisa

Lingkungan
Eksternal

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Meeting Objectives
In this meeting, we will address the
following issues:

Identify Analytical Tools Used in Strategic

Marketing Planning
Understand the Changing Market
Environment
Analyze the Competitive Environment

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Framework for Macro

Environmental Analysis
Economic

Political

Social

Technological

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The Economic and Political

Environment
Interest rates.
Consumer &
business confidence

Economic growth
rates & the business
cycle
Employment &
unemployment

National & supra

national
governments

Taxation & fiscal

policy

Regional trade &

trading areas

International &
globalization

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The Social and Cultural

Environment
Demographic
change

The grey market

The youth market

Multi ethnic
societies

Changing lifestyles
& living patterns

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New Marketing Strategies for

Changing Environments (Sheth)
Global positioning strategists should think globalization and

focus on core competencies, instead of thinking domestic market and a

portfolio of business and brands
The master brand strength comes from a brand identity that
links all parts of the business
The integrated enterprise and end-user focus challenge
of managing people, process and infrastructure to deliver value to end
user
Best in-class processes meeting the world class standard from
wherever they come
Mass customization achieve scale economies and produce a
product or service tailored to the individual customers requirements
Breakthrough technology new technology will support every
aspect of the marketing process, even the product itself, in ways that
may seem strange
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New Marketing Strategies for

Changing Environments (Cravens)
Markets shape business strategy markets become
dominant force shaping how business operates

Networks interlinked product-market traditional

boundaries based on conventional product markets will blur and
become irrelevant, and this blurring will become the norm

The move from functions to processes new era of marketbased strategy is one where we will increasingly focus on the process
of going to market, not on the interest of departments or specialists

Strategic alliances many companies in the future will be one of

collaboration or partnership, to allow them to focus on core
competencies, not one of traditional competition

The balanced scorecard evaluate the benefits delivered to all

stakeholders in organization
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The Major Forces that

Determine Industry
Attractiveness
Threat of new
entrants

Bargaining
power
of suppliers

Rivalry among
existing industry
firms

Bargaining
power
of buyers

Threat of substitute
products

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Examples of Levels of Competition

Baseball
cards
Bottle
water

Fast
Food
Regular
colas

Beer

Video
Games
Diet lemon
limes

Ice
Cream

Diet-Rite Cola
Fruit
flavored
colas

Juices

Diet oke

Diet Pepsi

Product from
competition:
diet colas
Product category
competition: soft drinks
Generic competition:
beverages
Budget competition:
food & entertainment
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Wine
Lemon
limes
Coffee

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