relationship strategy
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RELATIONSHIP STRATEGIESRELATIONSHIP STRATEGIESMARKETING ONMARKETING ON
Valued for Marketing Strategy Discussion
Prepared by :
Erik Japri 2012811035Irfan R. Nugraha 2012811039Julius Ongkowidjaja 2012811045
September 2013
Why
Relationship
is Important ?
Stop and Think !!!
is Important ?
CONSOLIDATION(Suppliers,Producers,Distr
ibution Chanel, Customers)
GLOBAL
Resources&Skill)
GLOBAL
ECONOMIC
RECESSION(Complexity&Risk
Economic,Limit
Resources&Skill)
Reasons behind it ...
CO-OPERATIONRELATIONSHIP : Strategic
Alliance, Joint Venture,Supplier-Producer
Collaboration
Customers)
GAINING
rate new markets
GAINING
COMPETITIVE
ADVANTAGES : Increase demand to access technology, expand resources,
improve productivity&quality,penet
rate new markets
• Stop and Think !!!
Ilustrasi
Flight Singapore Airlines 006
Penanganan cepat yang dilakukan oleh SQL setelah terjadi
kecelakaan parah, TIDAK MEMBUAT kepercayaan orang hilang
bahwa
“SQL merupakan maskapai penerbangan yang aman dan nyaman”
Menjaga hubungan baik dapat membuat Orang menjadi Loyal
40%
50%
60%
70%
80%
90%
Pe
rce
nta
ge
In
cre
ase
in P
rofit
Kenaikan Laba dari Peningkatan Loyalitas Pelanggan Sebesar 5% di
berbagai industri
Menaikkan
loyalitas pelanggan
sebesar 5% dapat
menaikkan
keuntungan
0%
10%
20%
30%
40%
Auto S
ervic
e Chain
Retail
Ban
kCre
dit Car
dCre
dit In
sura
nce
Insu
rance
Bro
kera
ge
Indus
trial D
istrib
utio
n
Indus
trial L
aundry
Facilit
y man
agem
ent
Softwar
e
Pe
rce
nta
ge
In
cre
ase
in P
rofit
keuntungan
perusahaan
sebesar 30-85%.
Source: Heckett et al (1997) The Service Profit Chain
IlustrasiTidak menjaga hubungan baik dapat membuat Perusahaan Rugi !!!
Sekarang ...
• 100 juta video dibuka setiap hari,
• 200,000 video baru dalam 1 hari.
• Youtube dikunjungi oleh hampir 20 juta pengguna
setiap bulan
(sumber : www.gadgetizer.com)
Contents :
• The Rationale for Interorganizational
Relationship
• Types of Organizational Relationsips
• Developing Effective Relationships between
Organizations
• Global Relationships Among Organizations
The Rationale for Interorganizational Relationship
Value-enhancing
opportunities
Skill and resource
gaps
Environmental
turbulence and
diversity
The Rationale
Value-enhancing opportunities
The opportunities present The opportunities present
in many markets today is
that organizations can
couple their competencies
to offer superior customer
value. Even when partering
is not required, a
relationship strategy may
result in a much more
attractive value offering
Environmental Turbulence and Diversity
• Colaboration with supplier and producer
• Strategic alliances between competitors• Joint ventures between industry members• Partnership with many others organizations
Environmental Turbulence
Skill and Resource Gaps
• Increasing Complexity
of Technology
• Financial Constraints
• Access Markets
• Information Technology&
Contents :
• The Rationale for Interorganizational
Relationship
• Types of Organizational Relationships
• Developing Effective Relationships between
Organizations
• Global Relationships Among Organizations
Examining the Potential for Colaborative Relationships
Colaborative Relationships
� What is The Strategic Logic ?Key issues is that there should be a strongundrlying logic for collaboration
� Is Partnering a Promising Strategy ?It is important to consider the cost as well as thebenefits of partnering with customers, suppliers,competitors.
� How Essential is the Relationship
Strategy ?Normally, relationships are formerd because theColaborative Relationships
include shared activities :• Product and Process design• Cooperative Marketing Programs• Applications Assistance• Long-term Supply Contracts• Just in time Inventory Programs
Normally, relationships are formerd because thepartners believe that combining their efforts isessential and that pursuing the project alone isnot feasible.
� Are Good Candidates AvailablePromising partners may be unwilling tocollaborate or already may be involved withother organizations.
� Do Relationships Fit Our Culture ?The Corporate cultures of the partners
should be adaptable to the partnership
Types of Organizational Relationships
Customer – Supplier Relationships Distribution Channel Relationships
End-User Customer RelationshipsInternal Partnering• Customer Focus
Strategic Alliances
Joint Ventures
• Customer Focus
• Assesing customer Value
• Success of Alliances• Kinds of Alliances• Alliance Success Requirements• Alliance Vulnerabilities
Contents :
• The Rationale for Interorganizational
Relationship
• Types of Organizational Relationships
• Developing Effective Relationships between
Organizations
• Global Relationships Among Organizations
Objectives of the Relationships
Identifying and Obtaining New Technologies
and Competencies
Several ways to locate and exploit external
sources of R & D :• Collaboration with university departements and
other research institutions.• Precompetitive collaborative R&D to spread
research more widely• Corporate venturing• Joint venture and others forms of strategic
patnerships that enable a company to acquire patnerships that enable a company to acquire new competencies by “borrowing” from a company with a leadership position
Developing New markets and Building Market
Position
Market Selectivity Strategies
Restructuring and Cost-Reduction Strategies
Relationships Management Guidelines
Planning
Trust and Self-Interest
Conflicts
Leadership Structure
Flexibility
Cultural Differences
Technology Transfer
Learning from Partner’s Strengths
Partnership Capabilities
The Capability to manage effectively
through partnerships does not exist in all
organizations
&
Control and Evaluation
The Capability to manage effectively
through partnerships does not exist in all
organizations
Contents :
• The Rationale for Interorganizational
Relationship
• Types of Organizational Relationships
• Developing Effective Relationships between
Organizations
• Global Relationships Among Organizations
Global Relationships Among Organizations
Types of Global Organizations
• The Network Corporation
• Trading Companies
The Strategic role of Government
• Single-Nation Partnership• Single-Nation Partnership
• Government Corporations
• Government Legislation