A little summary about Marketing

Chapter 9

Menyusun Rencana Pemasaran

Book: Pemasaran Strategik – Perspektif Perilaku Konsumen dan Marketing Plan

Publisher: IPB Press

Lecturer: Prof. Dr. Ir. Ujang Sumarwan, MSM


In simple terms it can be said that marketing is a concept that aims to introduce products / services to the public so that people can be affected to buy products / services produced. In order for that to happen, the company must have a mature marketing plan for the company's objectives to be achieved. Based on the book Pemasaran Strategik – Perspektif Perilaku Konsumen dan Marketing Plan, submitted that in preparing a systematic marketing plan, the company must develop:

1. Company Description

2. Strategic Focus and Plan (Company Profile)
• Define the Company's Mission and Vision
• Organizational structure of the company

3. Scope of Marketing
• Core competency and Sustainable Competitive Advantage
• Situation Analysis (SWOT Analysis, Industry Analysis, Identifying Analysis, Customer Analysis)
• Identifying Company's Competitive Strategies
• Strategic Formulation
• Product and Market Focus (Marketing and Product Objectives, Segmentation, Target Markets, Points of Difference, Positioning)
• Marketing Programs (Analyze Product Strategies, Analyze Price Strategies, Analyze Place Strategies, Analyze Promotion Strategies)

4. Market Entry Strategies (Modes of Entry into Foreign Market)

5. Financial Data and Projections

6. Implementation Plan

7. Evaluation and Control

With the preparation of a good corporate marketing plan, then from top management to technical employees will know the direction and objectives of corporate marketing goals.