CHAPTER I
PROBLEM
1. Problems
Competition amid cellphone vendors is increasingly sharpened, this is marked past times the fighting for positions made past times several vendors equally happened betwixt Motorola as well as Samsung, who were competing for runner-up positions. Motorola on the 1 manus tried desperately to keep its set piece Samsung did non cease to supply an all-out resistance inwards monastic tell to seize Motorola's set inwards the globe market. In Indonesia, Samsung occupies the minute set subsequently successfully shifting the set of Motorola as well as Siemens, piece Nokia even thence occupies the ambit position. Data on the set of each mobile telephone vendor inwards the globe volition live presented inwards the next table.
PENJUALAN TELEPON SELULER DI PASAR DUNIA
Semester 2 - 2003
Vendor | Sasles | Market Share % |
Nokia | 34.479.000 | 35% |
Motorola | 16.561.000 | 14,70% |
Samsung | 11.879.000 | 10,50% |
Siemens | 8.585.000 | 7,60% |
Sony Ericsson | 5.385.000 | 4,80% |
LG | 5.016.000 | 4,50% |
Panasonic | 3.870.000 | 3,40% |
NEC | 2.947.000 | 2,60% |
Lainnya | 18.954.000 | 16,80% |
Total | 112.676.000 | 100% |
( Reference :Direktori seluler Indonesia 2003 – 2004 )
If seen from the tabular array higher upward it tin give the axe live seen that Nokia even thence occupies the kickoff set inwards cellphone sales inwards the globe marketplace alongside a marketplace part of 35%. While Motorola was inwards minute house alongside a marketplace part of 14.7% as well as followed past times Samsung which came inwards tertiary alongside a marketplace charge per unit of measurement of 10.5%
Despite the fact that Nokia continues to Pb the marketplace both inwards the globe marketplace as well as inwards Indonesia, but the resistance from other competitors is non fading fifty-fifty to a greater extent than racing to grab up. Competition betwixt cellphone manufacturers non exclusively occurs inwards damage of communication applied scientific discipline but besides inwards toll as well as inwards the company's efforts to amend empathise private customers. While contest inwards applied scientific discipline as well as toll tends to live easily imitated. So the contest boils downward to contest for competing to empathise private customers.
Concerning efforts to empathise as well as run into private client needs tin give the axe live seen inwards changes inwards the company's motto, equally was done past times Motorola inwards 1980 when Motorola had the motto "if Motorola made it, they ll purchase it". But when Nokia entered the mobile market, the fellowship did non want to follow the concept of "product center" but Nokia truly used the concept of "customer centric" equally seen inwards its motto that reads "Connecting people" which truly shows Nokia's efforts to empathise its customers individually.
Understanding as well as fulfilling private client needs is realized past times Nokia past times identifying private customers, thence differentiating their customers based on their private values and needs, thence interacting alongside customers individually, as well as customizing the products offered to customers. This strategy is oftentimes called 1 to 1 marketing.
2. Reasons for choosing the problem1. Why the alter from "product centric" to "customer centric".2. What is meant past times "one to 1 marketing". why Nokia tin give the axe live used to empathise its customers.
CHAPTER II
DISCUSSION
In the confront of increasingly violent contest inwards the marketing globe such equally today a fellowship is demanded to live to a greater extent than active inwards increasing "one to 1 marketing" activities. This is because electrical flow customers practice non want to live treated en masse equally what is embraced past times the production centric concept that underlies all marketing activities carried out on the thinking of the producer side only. So companies create products that are based on the thinking of the manufacturer rather than on the thoughts as well as needs of the customers. Instead, customers directly want to live treated equally their ain individuals, alongside their unique needs as well as desires. That's why companies must movement from production centric to client centric. That must live based on all marketing activities carried out alongside the desires as well as needs of private customers
"One to 1 marketing" tin give the axe live merely interpreted equally treating dissimilar customers differently, that agency remembering them individually, interacting alongside them, as well as customizing products as well as services to run into the needs of each private customer. The machinery of "one to 1 marketing" lies inwards trying to empathise the differences from customers as well as how those differences should impact the way companies process their customers individually. (Peppers et al., 1999: 1-2)
There are 4 fundamental steps inwards implementing "one to 1 marketing", where these steps are an illustration of the stages of implementation of the basic principles of "one to 1 marketing". The kickoff 4 steps are "identify" that is identifying customers individually, the minute "differentiate" that is differentiating customers based on the values and needs of customers individually, tertiary "interacting" that is interacting alongside customers, the 4th "customize" that is to customize products as well as services . to run into client needs individually. (Peppers et al, 1999: 4 - 5)
By implementing "one to 1 marketing", companies tin give the axe brand products or supply services according to the needs of private customers. Even though competitors offering interactions as well as alongside the same cast of "customization", customers volition non live tempted to switch to competitors. Because if they plough to competitors they volition non cash inwards one's chips the same grade of comfort unless they receive got to learn competitors in 1 lawsuit to a greater extent than what they receive got done alongside the fellowship before. In addition, companies tin give the axe besides brand the products they create receive got to a greater extent than value for customers, thence customers experience they are getting to a greater extent than than what they tin give the axe purchase or get. (Peppers et al, 1999; lamb et al, 1994)
In monastic tell for companies to empathise as well as create products inwards accordance alongside the wishes as well as needs of customers, the fellowship must receive got 4 steps, which are fundamental steps inwards implementing 1 to 1 marketing equally follows.
a. Identify
Identify customers inwards to a greater extent than detail. Not exclusively identifying names or addresses, but habits, desires, as well as needs. (Peppers et al, 1999: 4)
So it tin give the axe live concluded from the description higher upward that, "identify" is a phase where the fellowship recognizes private customers to a greater extent than than exactly the cite or address but besides includes the habits as well as needs of these customers. Company Can obtain or dig upward information to recognize customers individually,
Companies Can obtain or dig upward information to recognize customers individually, past times using a serial of questions that aim to explore information nearly customers non exclusively the cite as well as address, but besides includes the habits, desires, as well as needs of customers. Influenza A virus subtype H5N1 serial of questions tin give the axe live listed inwards the warranty menu that nosotros cash inwards one's chips when buying a mobile telephone as well as logging inwards on the www.clubnokia.com site or it tin give the axe besides live through dialogue conducted past times Nokia alongside customers through Nokia priority dealler (NPD) as well as Nokia professional person middle (NPC). ( Peppers et al, 1999: 25)
b. Differentiate
Differentiate customers. Customers are dissimilar inwards ii ways, they present dissimilar levels of value (some are thence valuable, piece others are non real valuable), as well as they receive got dissimilar needs. The "differentiate" phase is carried out thence that the fellowship tin give the axe prioritize draw of piece of occupation concern as well as turn a profit from "The most valuable customers" as well as underlie every demeanour of the fellowship based on the customer's private needs. (Peppers et al, 1999: 4)
Customers differ inwards ii ways namely based on value as well as based on their needs to the company. The pregnant hither is the value obtained past times the fellowship from the customer, which is obtained from the results of a number of purchases of products made past times the customer. From hither nosotros tin give the axe discovery out which customers are profitable as well as which are non profitable,
To live able to differentiate customers based on their private needs, the fellowship must practice what is called "learning relationship" alongside the customer, because inwards this "learning relationship" betwixt the fellowship as well as the client at that spot is a two-way communication, where customers tell what they ask from the fellowship thence that the fellowship tin give the axe amend empathise the needs of its customers as well as tin give the axe customize products alongside the aim to run into the needs of these customers. This tin give the axe ambit off when the client truly interacts alongside Nokia via NPC as well as NPD or besides through the www.clubnokia.com site, www.funkyplaza. com as well as www.nokia.com And alongside each interaction Nokia tin give the axe cash inwards one's chips closer to its customers thence that Nokia tin give the axe empathise the choices of the customers. Based on what the fellowship gets from doing this "learning relationship", it tin give the axe live used past times Nokia to differentiate customers based on their private needs. (Peppers et al, 1999: 62)
c. Interact
That at this phase of "interacting" the fellowship is trying to interact alongside its customers thence equally to create two-way communication that tin give the axe brand the fellowship empathise the needs of private customers as well as vice versa, customers tin give the axe brand the fellowship to a greater extent than familiar alongside its customers. This is called "learning relationship". (Peppers et al, 1999: 93-98)
To realize "learning relationships", companies tin give the axe practice thence through what is called a "customer interaction center" (CIC), which is a medium of interaction that interacts betwixt companies as well as customers interactively. Where inwards this CIC customers tin give the axe practice whatever they want, they tin give the axe select the communication media they want as well as tin give the axe live tailored to their private needs. For instance they tin give the axe select whether they want to communicate alongside the fellowship via "telephone", "fax" or via "web site", equally has been done past times Nokia past times establishing NPD as well as NPC equally good equally creating a website www.clubnokia.com, www.funkyplaza. com as well as www.nokia.com. Where on the site the client tin give the axe brand purchases "on-line", inquire for information nearly novel products or tin give the axe comport consultations on technical issues of the product. Besides beingness able to attention customers cash inwards one's chips solutions to the problems they face, CIC is besides used past times companies to dig upward information nearly customers. So companies tin give the axe discovery out what they need, what makes them satisfied, as well as terminal what makes them loyal. (Peppers et al, 1999: 282)
Through a serial of dialogues carried out inwards the interaction procedure non exclusively is intended to brand customers experience better, but besides to cash inwards one's chips information that tin give the axe live used to customize products to suit private client needs. And the way companies practice "customize" is non possible to live imitated past times competitors, because competitors practice non receive got information obtained past times the fellowship concerned from interacting alongside customers. That's why dialogue is called the take in of "learning relationship". (Peppers et al, 1999: 111)
d. Customize
At this phase of "customize" the fellowship underlies or adjusts each of its demeanour inwards treating customers on the dry reason of the cognition they cash inwards one's chips from these customers, thence the fellowship tin give the axe process dissimilar customers differently. "Customize" does non hateful that you lot receive got to customized every unmarried production or service for the needs of 1 customer, but "customize" tin give the axe live done inwards volume called "mass customization" or it tin give the axe live done past times customizing things exterior the physical product. (Peppers et al, 1999: 124 - 127)
"Mass customization" is done past times making a lot of modules for a production as well as thence based on private client needs of the fellowship as well as thence combining the correct modules, as well as create many possible production configurations, this method is called "modularization". For example, Nokia is able to create many dissimilar cellphone options, which are done past times combining features that are commonly found on a cellphone such equally communication facilities, ranging from SMS, EMS, MMS., Video cameras, photograph cameras, ringtones, memory, games , display as well as internet. (Peppers et al, 1999: 126)
If the fellowship wants to practice "customization" that is wider than the physical production itself. In other words the fellowship does non ask to alter its products, for that the fellowship tin give the axe practice the next things.
a. Bundling
Selling ii or to a greater extent than products together. The products sold tin give the axe live interconnected products such equally those on NPC or NPD Nokia mobile phones offered along alongside batteries, "chasing", "key pad", top-up as well as ambit upward vouchers as well as handpnone straps. (Peppers et al, 1999: 128)
b. Configuration
Without having to physically alter the production itself, companies tin give the axe customize the organization configuration of existing products alongside the aim of coming together private client needs, for instance the organization configuration of each Nokia "handphone" model is adjusted to run into private client needs. (Peppers et al, 1999: 128)
c. Packaging
Companies tin give the axe brand many models as well as sizes of packaging intended to run into client needs such equally what is done past times Procter & amp; Gamble, where the fellowship provides diverse sizes of shampoo packaging that is tailored to the needs of customers. (Peppers et al, 1999: 128)
d. Delivery
Customizing production delivery based on the needs of private customers, for instance giving choices nearly the speed of production delivery equally done past times Amazon.com. (Peppers et al, 1999: 128)
e. Ancillary service
Providing subsequently sales services that tin give the axe live "customized" according to client needs. For instance past times providing automatic pickup as well as delivery services for carpets for cleaning or figurer maintenance programs. (Peppers et al, 1999: 129)
f. Service enhancements
The fellowship provides a "one-stop-shop" for customers. For example, past times providing "next-day figurer repairs" or "overnight laptop overhauls" services. This service is intended to run into the needs of customers who receive got express fourth dimension to ship out maintenance for their "laptop". (Peppers et al, 1999: 129)
From the give-and-take higher upward at that spot are around things nosotros tin give the axe receive got equally lessons:
1. Current customers practice non want to live treated en masse Instead, electrical flow customers want to live treated equally individuals themselves, alongside their unique needs as well as desires. That's why companies must movement from production centric to client centric.
e. Ancillary service
Providing subsequently sales services that tin give the axe live "customized" according to client needs. For instance past times providing automatic pickup as well as delivery services for carpets for cleaning or figurer maintenance programs. (Peppers et al, 1999: 129)
f. Service enhancements
The fellowship provides a "one-stop-shop" for customers. For example, past times providing "next-day figurer repairs" or "overnight laptop overhauls" services. This service is intended to run into the needs of customers who receive got express fourth dimension to ship out maintenance for their "laptop". (Peppers et al, 1999: 129)
BAB III
CONCLUTION
From the give-and-take higher upward at that spot are around things nosotros tin give the axe receive got equally lessons:
1. Current customers practice non want to live treated en masse Instead, electrical flow customers want to live treated equally individuals themselves, alongside their unique needs as well as desires. That's why companies must movement from production centric to client centric.
2. Competition betwixt cellphone manufacturers non exclusively occurs inwards damage of communication applied scientific discipline but besides inwards toll as well as inwards the company's efforts to amend empathise private customers. While contest inwards applied scientific discipline as well as toll tends to live easily imitated. So the contest boils downward to contest for competing to empathise private customers.
Reference
Direktori selular Republic of Indonesia 2003 – 2004 Penerbit Global Media Jakarta
Peppers, Don, Rogers, Martha, as well as Dorf, Bob, (1999), One to 1 Field Book : The Complete Toolkit for Implementing a 1to1 Marketing Program, First Edition, Currency as well as Doubleday, New York.
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