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GLOBAL MARKETING STRATEGIS, LICENSING, INVESTEMENT and STRATEGIC ALLIANCES

GLOBAL MARKETING STRATEGIS, LICENSING, INVESTEMENT and STRATEGIC ALLIANCES. Mustika Lukman Arief , SE, MBA, MM. GLOBAL MARKETING STRATEGIS.

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GLOBAL MARKETING STRATEGIS, LICENSING, INVESTEMENT and STRATEGIC ALLIANCES

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  1. GLOBAL MARKETING STRATEGIS, LICENSING, INVESTEMENT and STRATEGIC ALLIANCES Mustika Lukman Arief, SE, MBA, MM.

  2. GLOBAL MARKETING STRATEGIS • Salah satukeputusan yang terkaiteratdenganpemilihannegaratujuanpemasaranadalahkeputusanmengenaicaramelakukanoperasi di pasar global, yaitumelakukanekspor, menegosiasikankesepakatanwaralaba(franchaise)ataulisensi, membentukusahapatungan(joint venture), ataumelakukaninvestasilangsung di negara lain denganmembukawholly owned subsidiaries. Sekalipunpemilihanpasardanmode of entrymerupakankeputusanterpisah, karakteristiknegaraspesifikdanstrategismemasukipasardanekspansipasarberpengaruhsignifikanterhadappemilihan mode of entry. 1

  3. Memasukipasar global • Lisensi • Strategialiansi • Investasi 2

  4. Lisensi Lisensi merupakan pilihan yang tepat apabila perusahaan memiliki hak cipta tertentu, seperti teknologi proses atau produk yang telah dipatenkan, merek dagang, atau nama merek, yang bisa dimanfaatkan dalam skala internasional tanpa harus mencurahkan banyak sumber daya untuk operasi internasional 3

  5. Strategi Aliansi Aliansi strategik bisa dikelompokkan berdasarkan lima tipe atau fokus • Perkembanganteknologi • Operasidanlogistik • Pemasaran • Penjualan • Layanan 4

  6. Investasi Perusahaanmemilikiduapilihandalampengembanganoperasicabang, yaitumengakusisiperusahaan yang sudahadaataumembangunsendirioperasidariawal(greenfieldplant) 5

  7. Keunggulan Investasi 6

  8. KelemahanInvestasi 7

  9. Case StudyStar Alliance – the Collaborative Strategy Process • Diresmikanpada Mei 1997 untukpertamakalinyaterbentukAliansimaskapaipenerbangandibawahnama Star Alliance • Membernyayaitu Air Canada, Air Newzealand, All Nipon Airways (ANA), Asiana Airlines of Korea, Austrian Airlines Group, British Midlands International (BMI), Lauda Air, LOT polish Airlines, Lufthansa, Mexicana, SAS Scandinavian Airlines System (SAS), Singapore Airlines, Spanair, Thai Airways International, Tyrolean Airways, United Airlines and Varig. 8

  10. Tabel 8.4 Key Figures for Star Alliance 2001/2002 9 Source: SAS, 2002 Note: RPK refers to Revenue Passenger Kilometers, this being the number of paying passengers multiplied by the distance they are flown in kilometers

  11. AnalisisStrategi Star Alliances • AnalisisStrategi • ImplementasiStrategi • Pemasaran, produkdanjasa • Sistemkomputer Dan Peralatan • Faktor-faktorsuksesmanajemen 10

  12. Time to Question and Answer 11

  13. TerimaKasih • SampaiJumpa di TopikSelanjutnya

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