BAB II
REVIEW OF LITERATURE
2.1 Theoretical Framework
1. Strategy Marketing
A strategy is a tool that outlines the direction of a business, aligning with the chosen
environment and serving as a guideline for utilizing resources and organizing efforts. It is
essentially a game plan to achieve business objectives through strategic thinking.
Marketing is a social and managerial process where individuals and groups acquire what they
want by creating and exchanging products and values with one another. Broadly speaking,
marketing is not merely about selling; it is a continuous and integrated process. It begins with
identifying the products or services desired by consumers, determining effective promotional
methods, and ends with delivering goods and services to consumers.
According to Philip Kotler, a marketing strategy is a marketing mindset used to achieve
marketing objectives. It includes specific strategies for target markets, positioning, marketing
mix, and marketing expenditure. Thus, a marketing strategy can be defined as a comprehensive,
integrated, and unified plan in the marketing field, guiding activities to achieve a company's
marketing goals.
Key elements of marketing a product or service, such as product superiority, pricing, product
packaging, advertising, and distribution, form a clear depiction of the marketing mix. This
includes details about product, price, place, and promotion, commonly referred to as the 4Ps in
marketing.
According to Philip Kotler, a marketing professor at Northwestern University, marketing
management involves planning, implementing, and monitoring programs designed to generate
transactions in target markets to meet individual or group needs on a mutually beneficial basis
using the 4Ps (product, price, promotion, and distribution).
The four components of the marketing mix are briefly explained below:
a. Product
Philip Kotler defines a product as anything that can be offered to the market to gain attention,
acquisition, usage, or consumption that satisfies consumer needs or wants. Products include
physical objects, services, people, places, organizations, and ideas.
In the marketing mix, the product strategy is the most crucial element as it influences other
marketing strategies. Product strategies involve decisions about the product mix, branding,
packaging, quality, and service.
b. Price
According to Philip Kotler, price is the amount of money charged for a product or service or the
value exchanged by consumers to obtain the benefits of owning or using the product or service.
Price is the only element of the marketing mix that generates sales revenue, while the others are
cost elements. As it affects sales revenue, price also influences sales volume, profitability, and
market share.
Pricing objectives include maximizing profit, achieving specific market share, market skimming,
maximizing sales revenue at a given time, achieving target profitability, and promoting products.
Pricing strategies can involve uniform pricing across all regions (single pricing) or varying prices
for different regions (multi-pricing). Payment terms also fall under pricing strategies, considering
the sacrifices buyers or customers must make.
c. Promotion
Promotion involves efforts by a company to persuade potential buyers through persuasive
communication. The combination of promotional tools is known as the promotion mix, including
advertising (mass media like TV, radio, newspapers), personal selling (verbal presentations),
sales promotions (marketing events such as exhibitions and shows), and publicity (news or
interviews).
Promotion aims to inform and influence individuals or groups to engage in product or service
transactions. Channels of influence in promotion are classified into personal (individual) and
non-personal (mass) channels.
d. Place
Place refers to the selection of business location. Strategic location planning considers
accessibility and proximity to consumers or resources. Effective distribution is at the core of
leveraging company strengths.
2. Components of Marketing Strategy
According to Philip Kotler, marketing strategy consists of three main components:
segmentation, targeting, and positioning.
a. Segmentation
Segmentation, as defined by Philip Kotler, is identifying and forming groups of consumers with
different characteristics who may require different products.
Markets consist of various types of customers, products, and needs. Marketers must identify
segments offering the best opportunities. Consumers can be grouped based on geographic,
demographic, psychographic, and behavioral factors.
The segmentation process divides the market into groups of buyers with distinct needs,
characteristics, or behaviors requiring separate marketing programs or products.
The basis for market segmentation can be grouped into four types:
1. Geographic Segmentation: Dividing markets into groups based on location.
2. Demographic Segmentation: Dividing markets by factors like age, gender, income,
occupation, education, and race.
3. Psychographic Segmentation: Dividing buyers by social class, lifestyle, or personality.
4. Behavioral Segmentation: Segmenting based on consumer preferences and behaviors related
to the offered product.
b. Targeting
Philip Kotler defines targeting as a strategy to allocate company resources effectively. After
segmenting, companies select segments to target. Targeting involves placing company resources
strategically to maximize effectiveness, known as the "fitting strategy."
Kotler and others state that there are three criteria for selecting target segments:
1. The target segment must be large enough and profitable for the company.
2. Targeting should leverage the company’s competitive advantage.
3. Consider competitive situations in the target segment.
c. Positioning
Positioning is about establishing a perception, identity, and personality in the consumer's mind.
Consistency in positioning strengthens consumer trust, as frequent changes can lead to
confusion.
Effective positioning begins with true differentiation, allowing companies to provide added value
to consumers. Once a company chooses its desired position, it must take strong steps to deliver
and communicate that position to the target consumers.
Philip Kotler outlines four steps to determine positioning:
1. Identifying consumers.
2. Understanding why consumers choose the product or company.
3. Promoting in line with the segment.
4. Producing products to meet consumer needs.
1. Philip Kotler, Manajemen Pemasaran (Jakarta: Erlangga, 1997), [Link] Kotler dan Gary
Amstrong, Prinsip-prinsip Pemasaran (Jakarta: Erlangga,1997), 3. 3Sofjan Assauri, Manajemen
Pemasaran, ,(Jakarta: Raja Grafindo, 2007) hlm. 168-169.4 Thorik Gunara dan Utus Hardiono
Sudibyo, Marketing Muhammad Strategi Andal dan Jitu Praktik Bisnis Nabi Muhammad SAW
(Bandung: PT Karya Kita, 2007) 46. 5 Muhammad Ismail Yusanto, Muhammad Karebet
Widjajakusuma, Menggagas Bisnis Islami.(Jakarta: Gema Insani, 2002), 162-163.6Sofjan
Assuari, Manajemen Pemasaran, 199.7Philip Kotler, Prinsip-prinsip Pemasaran, 268.8Sofjan
Assauri, Manajemen Pemasaran. 2379Philip Kotler, Prinsip-prinsip Pemasaran, 339. 10Sofjan
Assauri, Manajemen Pemasaran, 238. 11Sofjan Assauri, Manajemen Pemasaran. 23912Sofjan
Assuari, Manajemen Pemasaran, hlm 268 13 Thorik Gunara dan Utus Hardiono Sudibyo,
Marketing Muhammad Strategi Andal dan Jitu Praktik Bisnis Nabi Muhammad SAW, hlm 51. 14
Philip Kotler dan Gary Amstrong, Prinsip-Prinsip Pemasaran (Jakarta: Erlangga, 2006) 59.15 Siti
Khotijah, Smart Strategy of Marketing (Bandung: Alfabeta, 2004) , 17. 16 Nembah F. hartimbul
Ginting, Manajemen Pemasaran (Bandung: Yrama Widya, 2011), 293.17 Kadar Nurzaman,
Manajemen Perusahaan (Bandung: Pustaka Setia, 2013), 237. 18 Philip Kotler dan Gary
Amstrong, Prinsip-Prinsip Pemasaran, 296.19 Nembah F. hartimbul Ginting, Manajemen
Pemasaran 293.20 Philip Kotler dan Gary Amstrong, prinsip-prinsip pemasaran, 62. 21Ibid.