Make The Best Marketing Strategy

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MARKETING BACKGROUND

Marketing is one of the main activities that need to be carried out by companies both goods and services companies to maintain the viability of their businesses.

That is because marketing is one of the company's activities, which is directly related to consumers. Then marketing activities can be interpreted as human activities related to the market.

In this era of increasingly competitive business competition, every business person who wants to win in the market competition will pay full attention to the marketing strategy that he runs.

Products marketed are made through a quality process that will have many features that can increase customer satisfaction with the use of these products.

Thus customers are willing and willing to return to enjoy what is offered by the company and become loyal customers for the company. Meanwhile, to be able to distribute quality in the service sector is not easy.

Therefore, in the process of distributing goods to consumers, there must be full attention from the top marketing management to the lower-level employees.

MARKETING STRATEGY

Planning is needed to keep abreast of developments and face increasingly fierce competition in the future.

Without planning an organization might take extreme measures to avoid the loss or maintain its survival.

Planning can include a long or short period. Long-term planning (multi-year: 3, 5, 10, or even 25 years) usually involves the role of top management and/or special planning staff.

The problem faced is very complex and has a broad scope, such as the problem of expanding factories, markets, or products.

Short-term planning (up to 1 year) is usually done by middle or lower management issues that can be included in this short-term plan, including advertising campaigns for the coming period, purchases in the coming season, or concerning the area of operation of the marketing force.

In this case, we must know and distinguish the three concepts of planning, which are as follows:

1. Overall corporate planning

This includes determining the company's general goals in the long term and developing a long-term strategy to achieve these goals.

These long-term goals and strategies then become a basic framework for developing the plans that are included in them.

The main problems that exist in the planning of this company are financial, production, labor needs, research, and development, as well as the determination of market targets and marketing programs.

These marketing considerations tend to influence company policy, both short and long term. therefore company planning and marketing planning are often put together.

2. Marketing planning

This includes developing long-term programs for broad issues in the marketing mix, namely products, prices, places, and promotions.

Planning on each of these variables must be well-coordinated and handled because each marketing mix variable always interacts with other variables.

3. Annual Marketing Plan

This plan reflects the planning process that runs for some time. In this case, management will develop a master plan that covers marketing activities annually.

Example:

Long-term marketing planning sets goals for introducing new products. The next year's marketing plan, however, must be able to create a balance in inventory by promoting the types of products that are undergoing a phase of decline in the Product Life cycle. This is intended to increase sales of these products so that inventory is reduced.

Have clear marketing targets

The first is what is the orientation of the concepts that you will apply later. Who is your target market? What is the ultimate goal that you want your customers to get?

You must focus on the main goal so that the steps taken are according to plan.

Many companies fail to achieve business targets because they are wrong in determining the orientation in marketing that will be done.

For this reason, determining orientation is based on many considerations in marketing and production efforts.

MARKETING PLANS

Planning Definition

Planning is the process of determining how an organization can achieve its objectives through a series of activities aimed at the process of analysis, evaluation, selection among opportunities that are predicted in advance.

The initial planning process starts with setting goals and then details the various ways, techniques, and procedures to achieve these goals.

Planning is said to be effective if the goals that have been formulated can be fully achieved.

Marketing Plan Definition

In a constantly changing business environment and increasingly fierce competition in seizing market share.

Product marketing efforts are one of the keys to the success of a business organization, including agribusiness.

Marketing activities can be a source of company failure and / or a place of waste if not well planned.

Many agribusiness entrepreneurs, especially those in the middle to lower scale, often have difficulty in formulating a Marketing Program formally, so that the resulting product is unable to reach its target market.

A marketing plan is how a business organization can achieve its marketing objectives through a marketing system formed by external, internal, feedback and entrepreneurial components (business people)

ENVIRONMENTAL ANALYSIS

External environment

An environment that cannot be controlled by entrepreneurs which include factors:
Economic conditions of countries and the world, culture, technology, product demand, legal issues, business competition, the supply of raw materials and others

Internal environment

An environment that can be controlled by entrepreneurs which include factors:
Financial resources, management, suppliers, and the goals and objectives of the organization.

MARKETING MIX

Interaction of the four main variables in the marketing system, namely: products and services, pricing, distribution channels, and promotional activities.

The four marketing mixes are briefly explained as follows:

Product is anything that is offered to the public to be seen, held, bought or consumed.
Price, i.e. the amount of money that consumers pay to buy a product or replace a product's property.
Place, i.e. various company activities to make products produced/sold affordable and available to the target market. Places include but are not limited to channels, coverage, assortments, locations, inventory, and transport.
Promotion, which is a variety of company activities to communicate and introduce products in the target market.

The promotion variable or what is commonly called the marketing communication mix according to Koter

Advertising, i.e. all forms of non-personal presentation and promotion of ideas, goods, or services by a designated sponsor for payment.
Sales promotion, which is a short-term incentive to encourage the desire to try or purchase products and services.
Public relations and publicity, which are various programs designed to promote and / or protect the image of the company or the individual products produced.
Personal selling, i.e. direct interaction between one or more prospective buyers to make a sale.
Direct marketing, which is conducting direct marketing communication to get responses from certain customers and candidates, which can be done by using letters, telephone, and other non-personal liaison devices.

Evolution of the Marketing Mix Factor

The marketing mix consisting of product, price, place, and promotion (4P) along with the changing times and market demands that are constantly experiencing developments have evolved and continue to develop in line with the development of consumer behavior and the intelligence of marketing experts.

Lovelock and Wright developed the marketing mix into integrated service management using the 8Ps approach, namely:
product elements, place, cyberspace, and time, promotion and education, price and other user outlays, process, productivity and quality, people, and physical evidence.

1. Product elements are all components of service performance that create value for the company.

2. Place, cyberspace, and time are management decisions about when, where and how to provide good service to customers.

3. Promotion and education are all communication activities and design incentives to build the desired customer perception of the company for the specific services that the company provides.

4. Price and other user outlays are expenditures of money, time, and effort that customers sacrifice in buying and consuming products and services that the company offers or serves.

5. The process is a method of operation or a series of actions needed to present good products and services to customers

6. Productivity and quality, productivity is the extent to which service inputs are transformed into service results that can add value to customers, while quality is the degree of service that can satisfy customers because they can meet their needs, desires, and expectations.

7. People are customers and employees involved in the activities of producing products and services (service production).

8. Physical evidence is the tool needed to present real quality products and services.

LIMITATION OF MARKETING PLANS

Marketing Plan Urgency:

Where do we now?
Where do we go?
How do we go?

Problems and constraints in market planning:

• Forecasting ability
The ability to anticipate future events in the business world.
• Access to information sources
Limited sources of information received, so we do not know the information needed.
• Limited time
Limited time in making plans, so planning is not mature.
• Coordination of the planning process
Lack of coordination in planning
• Implementation of market planning

STEPS TO MAKING A PLAN

Define business situations
Define market segments (opportunities and threats)
Defining strengths and weaknesses
Setting goals and markets
Define the marketing strategy and the work done
Designing implementation responsibilities
Marketing strategy budgeting
Monitor the progress of marketing efforts

Contingency Planning

Good planning must be able to consider as many alternatives as possible and have high flexibility when adjustments are needed.

Causes of failure in planning:

Lack of real plans
Lack of adequate situation analysis
Unrealistic goals and objectives
Lack of anticipation of competitors and supply

To win the competition in marketing, management must first know what situation is being experienced by the company before determining what strategies are suitable for dealing with the situation.

In the face of marketing competition, determining the marketing strategy is very important and this must also be supported by professional market managers who have high creativity.

So place your marketing management as an important part of the company to achieve business goals, namely high profitability.

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