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BAB 5 KINERJA PERUSAHAAN

BAB 5 KINERJA PERUSAHAAN. Oleh : Kelompok 2 ( Karet / Hevea Braziliensis ) ARIE WIBOWO IRAWAN (P056110763.40E) BASUKI RAHMANTO (P056110803.40E) MOCHAMAD MULJANA (P056110883.40E) MUHAMMAD IQBAL (P056110893.40E) PRASETIYO (P056110923.40E) YUNIASTUTI W (P056111003.40E).

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BAB 5 KINERJA PERUSAHAAN

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  1. BAB 5KINERJA PERUSAHAAN Oleh:Kelompok 2 (Karet / HeveaBraziliensis) ARIE WIBOWO IRAWAN (P056110763.40E) BASUKI RAHMANTO (P056110803.40E) MOCHAMAD MULJANA (P056110883.40E) MUHAMMAD IQBAL (P056110893.40E) PRASETIYO (P056110923.40E) YUNIASTUTI W (P056111003.40E)

  2. Marketing ManagementLecturer Prof Dr IrUjangSumarwan, MSc • Graduate Program of Management and Business, Master of Management. Bogor Agricultural University. Based on Book written by UjangSumarwan, AgusDjunaidi, , Aviliani, H.C.RoykeSinggih, JusupAgusSayono, Rico R Budidarmo, SofyanRambe. 2009. PemasaranStrategik: StrategiuntukPertumbuhan Perusahaan dalamPenciptaanNilaibagiPemegangSaham (Strategic Marketing: Strategy for Corporate Growth in Creating Share Holder Value). Jakarta. Inti Prima. Saturday, March 10, 2012

  3. KinerjaPemasaran Pembahasan LatarBelakang Balanced Scorecard Marketing Strategy Market Orientation & Performance Marketing Plan and Performance Summary

  4. LatarBelakang Seringkalibidangpemasaranmelakukanpengeluaran yang sangatbesardalamperusahaan, tanpaadajaminanapakahpengeluarantersebutmenghasilkanatautidak. Bidangpemasaranseringdianggapsebagaibidang yang membingungkan, tidak focus, dantidakdisiplindalamhalpelaksanaan yang kreatifdengan business performance Banyakpemasarbelumsadarakanpentingnyaunsurfinasialdalam mengukurkinerjaperusahaan AdanyabeberapakelemahandalamAccounting-based performance measures, antara lain: Kinerjaakuntansi yang mudahdimanipulasi, keuntunganakuntansi yang tidakmempertimbangkaninvestasi, Earning tidakmempertimbangkantime value of money, danProfit terfokuspada jangkapendek

  5. Internal Inovasidan Pembelajaran Pelanggan Financial Balanced Scorecard Bagaimanakitamenginginkanpelanggandalammelihatkita? EmpatDimensi sasarandanpengukuran Bagaimanakitamenginginkanparapemegangsahamdalammelihatkita? Bagaimanakitadapatterusberkembang Dalamhalapakitaharusmenonjol? Model Kaplan danNorten

  6. Marketing Strategy The globalization of market: Barrier masukhilang, perusahaantransnasionaltumbuhcepatdanefisien, supply chain global dimanabahanbakumurah, logistikterkoordinirdaridaerahyglebihefisien. 2. Changing industrial structure: - Industrimanufakturtradisional (teksil, tambangbatubara, kimia, danbaja) yg merupakanlabourinsentivedanmemakaibahanbakuygbanyak. - Perusahaan berbasisinformasidanpengetahuan (farmasi, komunikasi, elektronik, komputer, bioteknologipesawatterbang). Biayabanyakdigunakan untukriset, desain, pengembangan, testing, pemasaran, jasalayanan, dan pendukung. 3. Information revolution: Berusahamengubahinternal value change, mengubahhubungandengan suppliers, danmengubahcara-carapemasarandanmarketing mix. 4. Rising customer expectation: Pelangganmenginginkankualitaslebih, hargakompetitif, danpelayananlebih cepatsehingga “market segmentation” harusdipertimbangkan.

  7. Market Orientation & Performance • Marketing profitability Meskipunkinerjaberbasispasarpentinguntukmemahamikinerjaeksternal, tetapijugapentingunukmemperlihatkanusahatumbuh, laba, danmeningkatkanshareholder value. • Marketing strategies and profitable growth Beberapacarauntukmengetahuibagaimana marketing strategy dapatmempengaruhilabaperusahaan :

  8. Marketing Plan & Performance Membangun Marketing Plans Step 4 Resources Allocation Step 3 Focus Pada Marketing Strategy Step 2 TingkatkanKemampuanDasar (Core Capabilities) Step 1 Identify Opportunity

  9. Marketing Plan & Performance • Measures of Shareholder Value Earning per Share (EPS) Lababersih (setelahpajak ) dibagidenganjumlahsaham. Economic Profit (EP)Labarbersih (setelahpajak ) dikurangidenganinvestasi modal dariusahadikalikanbiayamodalnya. Price-Earnings (PE) Ratio Hargasahamdibagidenganpenghasilan per lembarsaham.

  10. Marketing Plan & Performance • IntiStrategiPemasaranharusmenghasilkan 3 hal : Menghasilkantingkatkepuasanpelanggan yang tinggidancustomer value yang prima Meningkatkanposisidalampasar, penjualan, dantingkatkeuntungan Meningkatkanpenghasilandanshareholder value Customer Value Profit Shareholder Value

  11. Marketing Plan & Performance • The Changing Role of Marketing : “Tujuanpemasaranadalahusahamemaksimalkanshareholder valuedanstrategipemasarandiarahkanuntukmencapaivalue yang diinginkanoleh investor”. Peter Doyle, dalambuku Value-Based Marketing:

  12. BukuReferensi PemasaranStrategik

  13. Thank You! Kelompok 2 (Karet / HeveaBraziliensis)

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