PERENCANAAN ADMINISTRASI DAN PEMASARAN

Business Administration and Marketing Planning

Business Administration

Administration is coordinated work by people pursuing shared goals, carried out through business processes and procedures. Its defining characteristics are:

• A group of people working together
• Shared objectives
• A process of business activities
• Guidance, leadership, and supervision

For business owners, administration helps them:

1. Monitor and control business activities
2. Safeguard the execution of operations
3. Evaluate business results
4. Plan business development
5. Keep evidence and records of business activity
6. Make decisions about business development and control

Business Permits

The lesson emphasizes securing authorization to operate. Examples include an initial or principal permit, land-use permit, building permit (IMB), business-premises permit (SITU), trade business permit (SIUP), and company registration (TDP).

These are examples from the lesson; requirements and permit names may have changed. Businesses should check current local regulations.

Marketing and the Marketing Plan

Marketing involves identifying consumer needs and wants, developing goods or services, setting prices, promoting them, and distributing them so they are accepted by the market.

Before writing a marketing plan, entrepreneurs should gather information about the market and customers. The plan can be organized around three questions:

• Where are we now? Review the company’s background, strengths and weaknesses, competition, opportunities, and obstacles.
• Where do we want to go? Set future marketing objectives.
• How will we get there? Choose strategies, conduct research if needed, and budget for execution.

The lesson’s suggested marketing-plan format includes:

• SWOT analysis
• Marketing objectives
• Core strategy
• Implementation schedule or action plan
• Marketing budget
• Control and monitoring

SWOT Framework

Assess strengths, weaknesses, opportunities, and threats, then consider how to:

• Use strengths to capture opportunities
• Address weaknesses that limit opportunities
• Use strengths to respond to threats
• Prevent weaknesses from creating or worsening threats

Five Marketing Orientations

• Production: Assumes customers prefer inexpensive, widely available products; emphasizes efficient mass production and lower costs.
• Product: Focuses on product features or technical quality, but risks overlooking customer preferences.
• Sales: Relies on promotion to persuade customers to buy what the company has produced.
• Marketing: Starts with customer needs and wants, using market understanding to shape products and marketing activity.
• Societal marketing: Seeks to satisfy customers while also considering social responsibility—for example, product safety, responsible use of resources, and reducing pollution and noise.

Practical Recommendations and Metrics

• Keep business records so owners can monitor performance, evaluate results, and make informed decisions.
• Research customers and competitors before setting marketing objectives or choosing a strategy.
• Match products to customer needs rather than relying only on production efficiency or heavy promotion.
• Assign an implementation schedule, budget, and control process to the marketing plan.
• Consider wider social and environmental effects alongside customer satisfaction and company profit.

The subtitles provide no specific revenue, margin, customer-acquisition, growth, or other numerical KPI targets, and no quantified timelines. They do identify marketing objectives, schedule, budget, and control as plan components.

Presenter/source: Hilal Badri (channel).