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 ...

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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