Yudipram Knowledge Brokering Forum

observe, think, feel, & speak up !!!

Guideline Tugas Marketing Jasa Telekomunikasi & Marketing Bisnis Media

Posted by yudipram on May 26, 2009

Guideline for Group Assignment of Marketing Audit

Untuk mata kuliah : Marketing Jasa Telekomunikasi Marketing Bisnis Media

Nama Tugas: Audit Strategi Pemasaran Perusahaan Jasa Telekomunikasi atau Perusahaan Jasa Media Komunikasi

Definisi Tugas: Audit Strategi Pemasaran, pada dasarnya adalah audit manajemen yang memeriksa dan menilai apakah strategi pemasaran yang dilakukan oleh suatu perusahaan sudah sesuai dengan lingkungan internal dan lingkungan eksternal perusahaan tersebut atau tidak? Jika strategi sesuai dengan kondisi lingkungan makro dan kondisi lingkungan mikro perusahaan maka stratregi tersebut dapat dinyatakan merupakan strategi yang tepat.

Tujuan: 1. Memahami pengertian audit pemasaran 2. Mengerahui tahapan dalam audit pemasaran 3. Melatih keterampilan dalam melakukan audit pemasaran

Bentuk Penugasan: Tugas Kelompok dengan anggota antara 4-5 orang mahasiswa. Tidak boleh lebih! Kelompok yang anggotanya melebihi 5 orang tidak akan diperiksa dan dianggap tidak mengumpulkan

Lingkup Penugasan: 1. Menetapkan perusahaan yang akan diaudit 2. Mengidentifikasn strategi pemasaran yang telah dijalankan oleh perusahaan pada saat ini 3. Mengidentifikasi kondisi internal perusahaan saat ini 4. Memeriksa kesesuaian strategi pemasaran saat ini dengan kondisi internal perusahaan 5. Mengidentifikasi kondisi eksternal perusahaan saat ini 6. Memeriksa keseuaian strategi pemasaran saat ini dengan kondisi eksternal perusahaan 7. Mengidentifikasi kelemahan-kelemahan dari strategi pemasaran saat ini 8. Merumuskan pernyempurnaan strategi pemasaran untuk perioda yang akan datang.

Outline Pelaporan:

Cover

Judul: Audit Pemasaran PT………(sebut nama perusahaannya) Tahun 2008

Kelas : …. (sebutkan kelasnya)

Kelompok: ….. Anggota Kelompok ……. (disertai foto wajah)

Program Studi ……

Konsentrasi : …….

Institut Manajemen Telkom 2009

Daftar Isi

1. Pendahuluan 1.1 Latar belakang 1.2 Tujuan 1.3 Nama perusahaan obyek audit 1.4 Lingkup audit 1.5 Kegunaan 1.6 Sistematika pembahasan

2. Identifikasi strategi pemasaran yang telah dijalankan oleh perusahaan pada saat ini 2.1 Sasaran pemasaran 2.2 Target market 2.3 Brand equity & brand positioning strategy 2.4 Marketing mix strategi 2.5 Sales strategi 2.6 Kinerja perusahaan saat ini 2.6.1 jumlah pelanggan 2.6.2 pangsa pasar 2.6.3 pendapatan dan profitability perusahaan

3. Identifikasi kondisi internal perusahaan saat ini 3.1 Sumber daya yang dimiliki perusahaan 3.1.1 Sumber daya keuangan 3.1.2 Sumber daya manusia 3.1.3 Sumberdaya teknologi 3.2 Proses bisnis perusahaan pada saat ini 3.2.1 Proses produksi 3.2.2 Proses pemasaran 3.2.3 Proses pelayanan dan retensi pelanggan 3.2.4 Proses R&D 3.3 Struktur organisasi unit permasaran saat ini 3.4 Kekuatan perusahaan dibandingkan dengan pesaing

4. Audit kesesuaian strategi pemasaran saat ini dengan kondisi internal perusahaan 4.1 Kesesuian strategi dengan sumber daya yang dimiliki perusahaan 4.2 Kesesuaian strategi dengan proses bisnis perusahaan pada saat ini 4.3 Kesesuaian strategi dengan struktur organisasi unit permasaran saat ini 4.4 Penilaian kesesuaian strategi secara keseluruhan dengan kondisi internal perusahaan

5. Identifikasi kondisi eksternal perusahaan saat ini 5.1 Kondisi lingkungan makro (Politik-Ekonomi-Sosial-Teknologi) 5.2 Kondisi struktur industri dan struktur pasar 5.3 Ukuran pasar dan pertumbuhannya 5.4 Peta kebutuhan, keinginan, dan ekspektasi pelanggan

6. Identifikasi kesesuaian strategi pemasaran saat ini dengan kondisi eksternal perusahaan 6.1 Kesesuaian strategi dengan kondisi lingkungan makro 6.2 Kesesuaian strategi dengan kondisi struktur industri dan struktur pasar 6.3 Kesesuaian strategi dengan ukuran pasar dan pertumbuhannya 6.4 Kesesuaian strategi dengan peta kebutuhan, keinginan, dan ekspektasi pelanggan 6.5 Penilaian kesesuaian strategi secara keseluruhan dengan kondisi eksternal perusahaan

7. Identifikasi kelemahan-kelemahan dari strategi pemasaran saat ini 7.1 Kelemahan dalam sales strategi 7.2 Kelemahan dalam marketing mix 7.3 Kelemahan dalan brand equity dan brand positioning 7.4 Kelemahan dalan segmentasi 7.5 Kekurangan dalam penetapan sasaran pemasaran

8. Rumusan pernyempurnaan strategi pemasaran untuk perioda yang akan datang. 8.1 Usulan Sasaran pemasaran 8.2 Usulan Target market 8.3 Usulan Penyempurnaan Brand equity & brand positioning strategy 8.4 Usulan Penyempurnaan Marketing mix strategi 8.5 Usulan Sales strategi 

9. Lampiran

Alat Bantu untuk Melakukan Audit : Pertanyaan2 dibawah ini dapat dijadikan alat bantu untuk melakukan pembahasan dan analisis dalam marketing audit.

Part I. Marketing Environment Audit Macro environment

A. Demographic What major demographic developments and trends poste opportunities or threats to this company? What actions has the company taken in response to these developments and trends?

B. Economic What major developments in income, prices, savings, and credit will affect the company? What actions has the company been taking in response to these developments and trends?

C. Environmental What is the outlook for the cost and availability of natural resources and energy needed by the company? What concerns have been expressed about the company’s role in pollution and conservation, and what steps has the company taken?

D. Technological What major changes are occurring in product and process technology? What is the company’s position in these technologies? What major generic substitutes might replace this product?

E. Political What changes in laws and regulations might affect marketing strategy and tactics? What is happening in the areas of pollution control, equal employment opportunity, product safety, advertising, price control, and so forth, that affects marketing strategy?

F. Cultural What is the public’s attitude toward business and toward the company’s products? What changes in customer lifestyles and values might affect the company?

Task Environment

A. Markets What is happening to market size, growth, geographical distribution, and profits? What are the major market segments?

B. Customers What are the customers’ needs and buying process? How do customers and prospects rate the company and its competitors on reputation, product quality, service, sales force, and price? How do different customer segments make their buying decisions?

C. Competitors Who are the major competitors? What are their objectives, strategies, strengths, weaknesses, sizes, and market shares? What trends will affect future competition and substitutes for the company’s products?

D. Distribution and What are the main trade channels for bringing Dealer product to customers? What are the efficiency levels growth potentials of the different trade channels?

E. Suppliers What is the outlook for the availability of key resources used in production? What trends are occurring among suppliers?

F. Facilitators and What is the cost and availability outlook for Marketing Firms transportation services, warehousing facilities, and financial resources? How effective are the company’s advertising agencies and marketing research firms?

G. Publics Which publics represent particular opportunities or problems for the company? What steps has the company taken to deal effectively with each public?

Part II. Marketing Strategy Audit

A. Business Mission Is the business mission clearly stated in market oriented terms? Is it feasible?

B. Marketing Objectives Are the company and marketing objectives and goals And Goals stated clearly enough to guide marketing planning and performance measurement? Are the marketing objectives appropriate, given the company’s competitive position, resources, and opportunities?

C. Strategy Has the management articulated a clear marketing strategy for achieving its marketing objectives? Is the strategy convincing? Is the strategy appropriate to the stage of the product life cycle, competitors’ strategies, and the state of the economy? Is the company using the best basis for market segmentation? Does it have clear criteria for rating the segments and choosing the best ones? Has it developed accurate profiles of each target segment? Has the company developed an effective positioning and marketing mix for each target segment? Are marketing resources allocated optimally to the major elements of the marketing mix? Are enough resources or too many resources budgeted to accomplish the marketing objectives?

Part III. Marketing Organization Audit

A. Formal structure Does the marketing vice president have adequate authority and responsibility for company activities that affect customers’ satisfaction? Are the marketing activities optimally structured along functional, product, segment, end user, and geographical lines

B. Functional Efficiency Are there good communication and working relations between marketing and sales? Is the product management system working effectively? Are product managers able to plan profits or only sales volume? Are there any groups in marketing that need more training, motivation, supervision, or evaluation?

C. Interface Efficiency Are there any problems between marketing and manufacturing, R&D, purchasing, finance, accounting, and/or legal that need attention?

Part IV. Marketing System Audit

A. Marketing Information system Is the marketing intelligence system reducing accurate, sufficient, and timely information about marketplace developments with respect to customers, prospects, distributors and dealers, competitors, suppliers, and various publics? Are company decision maker asking for enough marketing research, and are they using the results? Is the company employing the best methods for market measurement and sales forecasting?

B. Marketing Planning System Is the marketing planning system well conceived and effectively used? Do marketers have decisions support systems available? Does the planning system result in acceptable sales targets and quotas?

C. Marketing Control System Are the control procedures adequate to ensure that the annual plan objectives are being achieved? Does management periodically analyze the profitability of products, markets, territories, and channels of distribution? Are marketing costs and productivity periodically examined?

D. New product Development Is the company well organized to gather, system generate, and screen new product ideas? Doest the company carry out adequate product and market testing before launching new products?

Part V. Marketing Productivity Audit

A. Profitability Analysis What is the profitability of the company’s different products, markets, territories, and channels of distribution? Should the company enter, expand, contract, or withdraw from any business segments?

B. Cost Effectiveness Do any marketing activities seem to have excessive Analysis costs? Can cost reducing steps be taken?

Part VI. Marketing Function Audits

A. Products What are the company’s product line objectives? Are the sound? Is the current product line meeting the objectives? Should the product line be stretched or contracted upward, downward, or both ways? Which products should be added? What are the buyers’ knowledge and attitudes toward the company’s and competitors’ product quality, features, styling, brand names, and so on? What areas of product and brand strategy need improvement?

B. Price What are the company’s pricing objectives, policies, strategies, and procedures? To what extent are prices set on cost, demand, and competitive criteria? Do the customers see the company’s prices as being in line with the value of its offer? What does management know about the price elasticity of demand, experience-curve effects, and competitors’ prices and pricing policies? To what extent are price policies compatible with the needs of distributors and dealers, suppliers, and government regulation?

C. Distribution What are the company’s distribution objectives and strategies? Is there adequate market coverage and service? How effective are distributors, dealers, manufacturers’ representatives, brokers, agents, and others? Should the company consider changing its distribution channels?

D. Advertising sales promotion, Publicity, and Direct Marketing What are the organization’s advertising objectives? Are the sound? Is the right amount being spent on advertising? Are the ad themes and copy effective? What do customers and the public think about the advertising? Are the advertising media well chosen? Is the internal advertising staff adequate? Is the sales promotion budget adequate? Is there effective and sufficient use of sales promotion tools such as samples, coupons, displays, and sales contents? Is the public relations staff competent and creative? Is the company making enough use of direct, online, and database marketing?

 E. Sales Force What are the sales force’s objectives? Is the sales force large enough to accomplish the company’s objectives? Is the sales force organized along the proper principles of specialization (territory, market, product)? Are there enough (or too many) sales managers to guide the field sales representatives? Do the sales compensation level and structure provide adequate incentive and reward? Does the sales force show high morale, ability, and effort? Are the procedures adequate for setting quotas and evaluating performance? How does the company’s sales force compare to competitors’ sales forces? ales Force What are the sales force’s objectives? Is the sales force large enough to accomplish the company’s objectives? Is the sales force organized along the proper principles of specialization (territory, market, product)? Are there enough (or too many) sales managers to guide the field sales representatives? Do the sales compensation level and structure provide adequate incentive and reward? Does the sales force show high morale, ability, and effort? Are the procedures adequate for setting quotas and evaluating performance? How does the company’s sales force compare to competitors’ sales forces?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: