Honda vs Yamaha

Slide 1

YAMAHA SEMAKIN DI DEPANStudi KasusKEBERHASILAN YAMAHA MOTORdi INDONESIADhesy ChairaniBambang Andjar P

DATAAngka PenjualanPangsa PasarANGKA PENJUALANMasuknya SKUTIK dan MOTOR CHINA (2007)EKONOMI NASIONAL mengalami penurunan 2008-2009

PANGSA PASAR1. TREND Fluktuatif cenderung Stagnan

ANGKA PENJUALANTREND Naik sejak 2005 MIO

PANGSA PASAR1. Stagnan Mulai tahun 2007

Mar07 lead 7.961 Unit Data : AISI dan berbagai sumber Skuter Matic Perbaikan Nilai Wanita Customer Service & KomunitasKey Words

Skuter Matic

NouvoMio

Quality ?? , Quantity ??Inbound LogisticOutbound LogisticOperasiEngine AssemblyPerakitan KerangkaRobotic WeldingQuality ControlPackingDeliveryJaringan Distribusi DomestikYamaha Service Shop (YSS)

WANITA

mudah,Aman,Tidak repotCustomer Service & Community

Matriks Payoff- Market Share

ANALISA INICHE MARKET STRATEGYANALISA IIVALUE CHAIN RECONFIGURATION

ANALISA IIISegmentation, targeting, positioning

PRODUKKORPORATANALISA IVPRODUCT extensionANALISA V3 PILAR STRATEGI Oleh Yoshiteru Takahashi & Dyonisius BetiMarkets,SegmentsAnd ValueMarket-DrivenProgramDevelopmentImplementingand ManagingMarket-DrivenStrategyDesigningMarket-DrivenStrategiesStrategic Marketing Process

CORPORATE, BUSINESS AND MARKETING STRATEGYCorporate, Business and Marketing Strategy (4)The marketing strategy processMarkets, segments and customer valueMarkets and competitive spaceStrategic market segmentationStrategic customer relationship managementCapabilities for continuous learning about marketsCorporate, Business and Marketing Strategy (5)Designing market-driven strategiesMarket targeting and strategic positioningStrategic relationshipsInnovation and new product strategyMarket-driven program developmentStrategic brand managementValue chain strategyPricing strategyPromotion strategyCorporate, Business and Marketing Strategy (6)Implementing and managing market-driven strategyDesigning market-driven organizationsMarketing strategy implementation and control

ANALISA II

NICHE MARKET PENETRATION = MIO (2003-2004) Matrix Div Rekonfigurasi Chain Supply (INBOUND & OUTBOND)

MARKETING MIX (Harga bersaing, Product Baru, YSS, Promotion) YAMAHA : YANG LAIN MAKIN KETINGGALAN & SELALU DI DEPAN MIO : WANITA JANGAN MAU KETINGGALAN Ida Kusuma JUPITER & VEGA : MENJAWAB SEMUA IMPIAN EVENT , SOCIAL MEDIA DAN KOMUNITAS NILAI PENDUKUNG >> PENGEMBANGAN TEKNOLOGI

STRATEGI Pangsa & Supply ChainMARKETING MIX

TEKNOLOGI, KETERSEDIAAN BARANG

STRATEGI (Contd) PANGSA PASAR & MARGIN

NILAI UTAMA

NILAI PENDUKUNGANALISA I AROGAN >> Kelengahan 30 VARIAN Motor Bebek & SKUTIK (2004-2011) IRIT , VARIO x MIO , SCOOPY (retro) x FINO HONDA : RAJANYA 4 TAK & SATU HATI PEMBIAYAAN TERBUKA

STRATEGI Brand Sub-Brand CommunicationSupport (Lembaga Pembiayaan sebagai Outlet)

PRODUK

Siapa yang Unggul ??Pangsa Pasar Sepeda Motor INDONESIA Juni 2012 (AISI)