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)
