Balancing Sales and Marketing

As a company grows, from a startup to becoming a leading player, you need to constantly balance sales and marketing. The theory below is typical of a B2B operations while companies selling business-to-consumer (B2C) products will definately need to have proportionally more marketing at all stages. This chart shows the notional percentage of your marketing budget […]

The New Balance of Economic Power

Rapid urbanization is propelling growth across emerging markets and shifting the world’s economic balance toward the east and south. By 2025, it will create a “consumer class” with more than four billion people, up from a billion in 1990. Nearly half will live in the emerging world’s cities, which are set to inject almost $25 […]

Karakter dan Tantangan Dalam Demand Forecasting

Demand forecasting adalah ‘masalah’ klasik dalam dunia supply chain manajemen (SCM) yang mencakup sales, marketing, production, PPIC dan bahkan finance. Pengaruh dari forecast terhadap biaya dan efektifitas perusahaan sangat luas.  Di Jepang, Just in Time (JIT) menjadi dalah satu keuggulan kompetitif perusahan perusahaannya ketika harus bertarung dengan perusahaan Eropa dan America di tahun 90an. Tentunya […]

The Theory of Constraint

The Theory of Constraint was developed by who I regard as one of the best management thinkers. His books were always my favourite as I find them to be especially methodologically sound and practically relevant. Eliyahu Moshe Goldratt was an Israeli physicist who became a business management guru. He was the originator of the Optimized […]

Core Competence as Sustainable Comparative Advantage

The Core Competence model of Hamel and Prahalad is a corporate strategy model that starts the strategy process by thinking about the core strengths of an organization. Inside-out Corporate Strategy The Outside-in approach (such as the Five Forces model from Porter) places the market, the competition, and the customer at the starting point of the […]

Simplifying the field of Strategic Management – The 10 Schools of Thoughts.

What are the Ten Schools of Thought? The Ten Schools of Thought model from Mintzberg is a framework that can be used to categorize the field of Strategic Management. The Design School. This school sees strategy formation as a process of conception. Approach: Clear and unique strategies are formulated in a deliberate process. In this […]

The Scenario Planning Concept

What is Scenario Planning? Scenario Planning is a model that can be used to explore and learn the future in which a corporate strategy is formed. It works by describing a small number of scenarios, by creating stories how the future may unfold, and how this may affect an issue that confronts the corporation. Royal […]

What are the 14 Principles of Management?

The 14 Management Principles from Henri Fayol (1841-1925) are: Division of Work. Specialization allows the individual to build up experience, and to continuously improve his skills. Thereby he can be more productive. Authority. The right to issue commands, along with which must go the balanced responsibility for its function. Discipline. Employees must obey, but this […]

The Rule of 3

What is the Rule of Three? The Rule of Three method from Jagdish Sheth and Rajendra Sisodia holds that 3 big companies will evolve/adapt to dominate any industry. Name the players in almost any industry; from airlines (United, America, and Delta) to fast food (McDonalds, Burger King and Wendy’s) and you’ll find that 3 is […]

DR Rudolf Tjandra, DBA
Direktur Marketing PT Softex Indonesia

MARKETING UNTUK BRAND SUSTAINABILITY

DR Rudolf Tjandra, DBA Direktur Marketing PT Softex Indonesia Salah pengertian akan fungsi sales dan marketing di Indonesia masihlah terlihat jelas di berbagai perusahaan dan di antara kalangan praktisi bisnis. Hal ini patut disayangkan karena tanpa pengertian yang benar akanlah sulit untuk mengoptimalisasikan kedua fungsi tersebut. Marketing sendiri, menurut kotler adalah salah satu fungsi yang […]