MARKETING AUDIT OF DOKTER SOEDARSO HOSPITAL BASED ON STRATEGIC MARKETING PLUS 2000
Keywords:
Marketing Plus Strategy, Competitive Setting Index, Company Alignment Index, RSDSAbstract
This research is motivated by the existence of a gap where Doctor Soedarso Hospital has not become the main choice of the people of Pontianak City when they need health services even though this hospital scores the Community Satisfaction Index (IKM) in the good category, lower service rates than private hospitals and has superior resources. Power. As for goals study This is For get an overview of the marketing strategy of Doctor Soedarso Hospital which includes the orientation/type of marketing and the competitive situation in the next 5 (five) years based on the results of the strategic marketing plus 2000 audit. Method study Which The case study method used is a quantitative-qualitative approach using a marketing strategy audit plus 2000 by calculating the Company Alignment Index (CAI) and Competitive Setting Index (CSI) and comparing the values of both (gap analysis). Calculation of the two indices obtained from the results of the questionnaire based on the level of confidence of the respondents who manage marketing policy at Doctor Soedarso Hospital. From the results of the analysis it is known that the CSI value is 3.9 and the CAI value is 2.9, the gap analysis shows that there is a negative gap of 1.0 where the CAI <CSI value means that the marketing strategy of Doctor Soedarso Hospital is still lagging behind compared to the challenges competitive situation in the next five years. According to the framework Strategic Marketing Plus 2000 , CAI values ranging from 2.6 to 3.4 shows that currently the marketing orientation type of RSDS is included in type 3C that is marketing segmented. Therefore, it is necessary to develop a marketing strategy design for Doctor Soedarso Hospital by changing the orientation the marketing from form 3C ( marketing oriented ) become 3.5C ( market driven ) in accordance with situation competition 3.5C ( sophisticated ) to be faced for the next five years.
Downloads
References
Armstrong,G., Kotler,P., (2003), Dasar-Dasar Pemasaran ,Jakarta, PT. Indeks
Aitken, R., Ballantyne, D., Osborne,P., Williams,J., (2006) “ Introduction to the special issue on the service dominant logic of marketing; Insights From The Otago Forum, Sage, Vol 6(3), 275-280
Bambang Hariadi (2003), Manajemen Strategis ,Malang,Bayumedia.
Chandler, 1962, Strategy and Structure; Chapters in the History of American Industrial Enterprice, Cambridge; the MIT Press
D’Aveni, Richard A. (1994). Hypercompetition: Managing the Dynamics of Strategic Maneuvering. New York City, NY: Simon and Schuster.
Day, George S., Deighton & Narayandas, gummerson,E., Hunt Shelby D., Prahalad, C.K., Rust, Roland T, Shugan, Steven M, (2004) “ Invited Commentaries on ‘Evolving to a New Dominant logic for Marketing “, Journal of Marketing Vol 68; 18-27
Goldworthy dan Ashley (1998), Australian Public Affairs Information Service ,Australia, APAIS
Hamel dan Prahalad (1995) “ Management”, New Delhi: Tata McGraw Hill
H. Mintzberg & B.C. Quinn (1991),The Strategy: Process, Concepts, Contens, Cases , Second Edition ,New Jersey: Prentice Hall. Inc
Hunt, Shelby., (2000), A General Teori of Competition ; Resources, Competence, Productivity, Economic Growth, Thousand Oaks, London and New Delhi, Sage Publication, 303
https://blog.dokter.my/alasan-berobat-ke-kuching-malaysia
James H. Donnelly Jr., James L. Gibson & John M. Ivancevich (1998), Fundamentals of Management,Boston: Irwin McGraw-Hill
Kotler, P., (2002). Manajemen Pemasaran. Jakarta: PT. Prenhalindo.
Kotler, P., dan Keller,K.L., (2009), Manajemen Pemasaran , Edisi 13, Jilid 1, Terjemahan Bob Sabran, Jakarta: Erlangga
Kotler, P., & Armstrong, G., (2011). Principles of Marketing : It’s Good and Good For You. Pearson Prentice Hall : USA
Kotler, Philip dan Armstrong G. 2014. Principles of Marketing, New Jersey: Prenice Hall
Kerin AR & Peterson AR (2015), Pemasaran Strategis. Edisi 11, Jilid 1, Penerbit Indeks, Jakarta
Kartajaya, Hermawan (2003),. Marketing Plus 2000: Siasat Memenangkan Persaingan Global. Jakarta: Gramedia Pustaka Utama.
Kartajaya H, Hermawan M, Yuswohady, Taufik (2005). MarkPlus on Strategy: 12 Tahun Perjalanan Markplus & Co Membangun Perusahaan, M.Indrio Bembi Dwi, Jakarta, Gramedia Pustaka Utama.
Kartajaya, Hermawan dan Muhammad Syakir Sula (2006), Syariah Marketing ,Bandung, PT. Mizan Pustaka.
Lusch, R.F., Vargo,S.L. and Matthew O’Brien, (2007), “Competiting Through Service: Insight From Service Dominant Logic”, Journal of Retailing, Vol 83 No 1, pp 5-18
Muhardi, (2007), Strategi Operasi untuk Keunggulan Bersaing,Yogyakarta: Garaha Pustaka
Ohmae, K., (1982), The Mind Of The Strategist, McGraw-Hill,Inc, New York
Ohmae, K., (1982), The Strategic Triangle: A New Perspektif on Business Unit Strategy, European Management Journal Vol 1, 38-48
Porter, Michael E,(1994), Keunggulan Bersaing. Jakarta: Binarupa Aksara.
Siswanto Sutojo, (2002), Strategi Manajemen Pemasaran, Jakarta: Damar Mulia Pustaka
Sugiyono,( 2015), Cara Mudah Menyusun Skripsi, Tesis dan Disertasi, Bandung, Alfabeta
Tull, D.S and L.R. Kahle (1990), Marketing Management. New York: Macmillan Publishing Company.
Tjiptono, F., (2015), Strategi Pemasaran Edisi ke-4, Penerbit Andi,Yogyakarta
Umar, Husein.,(2013),Desain Penelitian Manajemen Strategik. Jakarta: Rajawali Pers.
Vargo, S.L. and L.R. Lusch, (2004), “ Evolving to a New Dominant Logic For Marketing”, Journal of Marketing Vol 68: 1-17
Wilson A (2005), The Real Power of Marketing Audit, Penerbit PT Elex Media Komputindo, Kelompok Gramedia, Jakarta.
