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- MANAJEMEN PEMASARAN- MANAJEMEN OPERASI- MANAJEMEN SUMBER DAYA MANUSIA
Mery Citra S,SE.,MSi
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Pengertian Manajemen Proses mencapai tujuan dengan menggunakan
sumber daya Proses :
planning , organizing, leading, controling Tujuan :
Efektif Efisien
Sumber daya : Manusia Finansial Informasi Bahan mentntah/baku Sumber daya pemasaran
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MANAJEMEN PEMASARAN
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In our factory, we makelipstick. In our
advertising, we sell hope.~ Charles RevsonRevlon Cosmetics
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Definisi PemasaranPemasaran adalah suatu sistem keseluruhan darikegiatan bisnis yang ditujukan untuk
merencanakan (produk), menentukan harga,mempromosikan dan mendistribusikan barang dan
jasa yang memuaskan kebutuhan, baik kepada pembeli yang ada maupun pembeli potensial.
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PASAR Pasar adalah orang orang yang
mempunyai keinginan untuk puas,mempunyai uang untuk berbelanja danmempunyai kemauan untuk membelanjakannya.
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PASAR Jadi dalam pengertian pasar tersebut
terdapat 3(tiga) factor yang menunjang : Orang dengan segala keinginannya Daya beli mereka Kemauan untuk membelanjakan uangnya
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Strategi PemasaranSegmenting
Targeting
Positioning
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SEGMENTASI PASAR Segmentasi Pasar adalah suatu tindakan
perusahaan yang membagi-bagi pasar yang
bersifat heterogen (berbagai jenis) dari suatu produk kedalam satuan-satuan pasar (segmen pasar) yang bersifat homogen (satu jenis) .
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Bases for SegmentingConsumer Markets
Occasions, Benefits,Uses, or Attitudes
Behavioral
GeographicRegion, City or MetroSize, Density, Climate Demographic
Age, Gender, Family sizeand Fife cycle, Race,Occupation, or Income ...
Lifestyle or PersonalityPsychographic
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VARIABEL VARIABLE BAURANPEMASARAN (MARKETING MIX) Marketing Mix adalah kombinasi dari variable
atau kegiatan yang merupakan inti dari sistem
pemasaran yaitu produk, harga, kegiatan promosidan sistem distribusi atau dengan kata lain,marketing mix merupakan kumpulan variable variable yang dpat digunakan perusahaan untuk mempengaruhi tanggapan konsumen.
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The Four Ps
MarketingMix
Product
Price Promotion
Place
The Four Cs
Customer Solution
Customer Cost
Communication
Conven-ience
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BAURAN PEMASARAN JASA PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE
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Consumer Behavior
Psychological
InfluencesPersonal InfluencesSocial Influences
Cultural Influences
Why do
consumers purchase andconsume
products?
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Postpurchase
Evaluation
Purchase
Decision
Evaluation of
Alternatives
The Consumer Buying Process
Information
Seeking
Problem
Recognition
Psychological
Personal Social Cultural
Personal & EnvironmentalFactors
Product Pricing Promotion Place
MarketingFactors
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MANAJEMEN OPERASI
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Pengertian Produksi / Operasi Suatu Proses mentransfer masukan-
masukan (inputs) dari Sumber daya
menjadi keluaran (output) yangdibutuhkan oleh konsumen. Output berupa:a. Barang
b. Jasa
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Resource Transformation Process
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Pengertian lain Produksi/Operasi :
setiap kegiatan yang menciptakan kegunaanatau utility Utility :
Kemampuan produk untuk memuaskankeinginan manusia
Form Utility Place Utility Time Utility Ownership / Posession Utility
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ManajemenOperasi
ManajerOperasi
ProsesOperasi
Proses PengarahanDan Pengendalian Yang sistematisDalam merubah
Sumberdaya
MenjadiBarang Jadi
Manajer yangBertanggungjawab
Atas ProduksiPersediaan,
Dan
Pengendalian Mutu
MenentukanMetode
Dan Teknologi Yang digunakanDalam Produksi
Barang/jasa
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Goods-Manufacturing Processes:Analytic vs. Synthetic Processes
Analytic process breaks down resourcesinto components
Synthetic process combines raw materialsto produce a finished product
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Service Processes: Extent of Customer Contact
High-contactsystem is anoperation in whichthe customer is part
of the system duringservice delivery
Low-contactsystem is anoperation in whichthe customer need
not be a part of thesystem to receivethe service
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Operations Planning and Control
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1.Forecasting
2.Capacity
Planning
3.Location Planninga. Raw Material
orientedb. Market oriented
4.Lay out Planning
a. Process layoutb. Product Layoutc. Cellular Layout
5.QualityPlanning
6
MethodsPlanning
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Layouts for Producing Goods
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Operations Control Operations control = monitoring performance by comparing results tooriginal plans and schedules
Follow-up = checking to ensure that productiondecisions are being implemented
Materials management
Process control
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MANAJEMEN SUMBER DAYA
MANUSIA
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PengertianSumber Daya Manusia
Seluruh potensi yang ada dalam diri
manusia yang dapat dikembangkan dandimanfaatkan untuk menghasilkan barang & jasa
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PENGADAAN Mendapatkan tenaga kerja
yang sesuai dengan kebutuhan
dan tuntutan pekerjaan Menempatkan orang yang
benar pada pekerjaan yangtepat
Memberikan pengenalan(orientasi) kepada karyawan
baru
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PENGEMBANGAN Melatih karyawan untuk jabatan yang masih baru
bagi mereka
Mengembangkan kemampuan dari setiap orang Meningkatkan kinerja jabatan dari setiap orang Mengembangkan karir sesuai kebutuhan individu
dan organisasi
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PEMELIHARAAN memastikan terpenuhinya semua
kebutuhan karyawan untuk dapat
melakukan pekerjaan dengan baik mengembangkan hubungan kerja
yang mulus
memperhatikan kesehatan dankeselamatan kerja
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Job analysis A systematic approach to collect information
about a job such as tasks, responsibilities andthe skills required to perform those tasks
Job description Job Specification
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Human Resources Planning
W.F.Cascio :Human Resource Planning is a set of activitiesundertaken to anticipate future business andenvironmental demands on the organizationand to meet the human resources requirementsdictated by those conditions
Davis :Human Resource Planning systematicallyforecasts an organizations future demand andsupply of employees.
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Recruitment Recruiting is the process of identifying and
attracting a pool of candidates, from which somewill later be selected to receive employment offers
Recruitment activities must consider not only thequality of applicants but also ensure that asufficient quantity of applicants is attracted
Recruitment is a form of business competition, andit is fiercely competitive. Just as corporationscompete to develop, manufacture and market the
best product or service, so they must also competeto identify, attract, and hire the most qualified
people.
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Recruitment Planning Estimated number of contacts needed Job specifications Affirmative action goals
Recruitment Philosophy Internal vs External job filling
Job vs career orientation Short vs Long term time orientation Special considerations
Recruitment Strategy development Choosing required applicant qualifications Choosing recruitment sources and communication channels
Choosing inducements Choosing the message: Realism vs flypaper Choosing and preparing recruiters
Recruitment Activities Job posting Advertisement of openings Campus visits Other recruitment methods Follow-up actions (letters, phone calls, etc.) Recordkeeping
Screening/Selecting employees
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Selection The process of choosing individuals who have needed
qualities to fill jobs in an organization. Organizations need qualified employees to succeed
Good training will not make up for bad selection. Hire hard, manage easy.
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39839
Selection Process Flow
Chart
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PELATIHAN & PENGEMBANGAN(TRAINING & DEVELOPMENT)
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- Training is a short-term educational processutilizing a systematic and organized
procedure by which non-managerial personnel learn technical knowledge and
skills for a definite purpose- Development is a long-term educational process utilizing a systematic and organized procedure by which managerial personnellearn conceptual and theoretical knowledgefor general purposes
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Langkah menyusun program pelatihan danpengembangan
Evaluation
Evaluationcriteria
Training anddevelopmentobjectives
Learningprinciples
Programcontent
Actualprogram
Skills,knowledge,ability of workers
Needsassesment
Needsassessmen
t
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CAREER DEVELOPMENT (PENGEMBANGAN KARIR)
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PERFORMANCE MANAGEMENT & APPRAISAL
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You cant manage what youdont understand.
You dont understand whatyou dont measure.
What gets measured gets
done.What gets measured getsrewarded.
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Definition Performance :
The record of outcomes produced on specified jobfunctions or activities during a specified time period( Bernardin,2003 ) Performance Appraisal :
The process of evaluating how well employees perform their jobs when compared to a set of standards, and then communicating the information toemployees ( Mathis & Jackson )
Performance Management System :Processes used to identify, encourage, measure,
evaluate, improve, and reward employee performance. ( Mathis & Jackson, 2004 )
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Steps in Appraising Performance
Defining the job Making sure that you and your subordinate agree on his or
her duties and job standards.
Appraising performance Comparing your subordinates actual performance to the
standards that have been set; this usually involves some
type of rating form.
Providing feedback Discussing the subordinates performance and progress,
and making plans for any development required.
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KOMPENSASI
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definition
What employees receive in exchange for their contribution to the organization.
Objectives of Compensation Management
TO ATTRACT TO MOTIVATE TO MAINTAIN
Pay the Right People the Right Amountfor the Right Reasons
Principle of INTERNAL EQUITY Principle of EXTERNAL EQUITY
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To
tal
Co
mpens
ati
on
Direct Indirect
Group
Enterprise-wide /Organizational
Security Plans Pensions
Employee Services Educational assistance Recreational programs
Individual
Wages / Salaries
Insurance Plans Medical Dental Life
Time Not Worked Vacations Breaks Holidays
Variabel
Fixed
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