sostac 2 tujuan dan strategi - 2014

PENENTUAN TUJUAN &PENENTUAN TUJUAN &PENYUSUNAN STRATEGIPENYUSUNAN STRATEGI

Kuliah Manajemen Program KomunikasiProdi Magister Ilmu Komunikasi PPs UNS

Tahun 2014

TujuanTujuan/Objective/Objective Keadaan yang ingin dicapai/didapatkan. Dalam SOSTAC, menentukan tujuan/objective

berarti menjawab pertanyaan:

“Where do we want to go?” Tanpa tujuan yang jelas, tidak akan dapat

dirumuskan strategi yang tepat berartipemborosan sumber daya.

Formula untuk penentuan/formulasi tujuanadalah: S-M-A-R-T

Penyusunan Strategi - 2

SS--MM--AA--RR--T FormulaT Formula Specific : Objectives should specify what

they need to achieve M bl Yo sho ld be able to Measurable: You should be able to

measure whether you are meeting the objectives or not

Achievable: Are the objectives you set, achievable and attainable?

Realistic: Can you realistically achieve the y yobjectives with the resources you have?

Time: When do you want to achieve the set objectives?


SpecificSpecific

Specific means that the objective is concrete, detailed, focused and well defined. Specific also means that it’s results and action-orientated.

What exactly are we going to do, with or for whom? Is the objective well understood? Is the objective described with action verbs? Is it clear who is involved? Will this objective


it clear who is involved? Will this objective lead to the desired results?

MeasurableMeasurable

If the objective is measurable, it means that the measurement source is identified and we are able to track the actions as we progress towards the objective. Measurement is the standard used for comparison.

How will I know that the change has occurred? Can these measurements be obtained?


obtained?

AchievableAchievable

Objectives need to be achievable, if the objective is too far in the future you’ll findobjective is too far in the future, you ll find it difficult to keep motivated and to strive to attain it.

Can we get it done in the proposed timeframe? Do I understand the limitations


and constraints? Can we do this with the resources we have? Has anyone else done this successfully? Is this possible?

RealisticRealistic

Objectives that are achievable, may not be realistic. Realistic means that you have the resources to get it done. The achievement of an objective requires resources, such as, skills, money, equipment, etc.

Do you have the resources available to achieve this objective? Do I need to revisit priorities in my life to make this happen? Is it


priorities in my life to make this happen? Is it possible to achieve this objective?

TimeTime

Time-bound means setting a deadlines for the achievement of the objective. Deadlines needachievement of the objective. Deadlines need to be both achievable and realistic.

When will this objective be accomplished? Is there a stated deadline?


TujuanTujuan PemasaranPemasaran &&TujuanTujuan KomunikasiKomunikasi



DefinisiDefinisi StategiStategi The science of planning and directing military

operation; skill in managing or planning by using stratagems (a trick or plan for deceivingusing stratagems (a trick or plan for deceiving an enemy in war; any trick or scheme)

Philip Kotler (1996): strategy is a game plan for achieving its long-run objectives. Each company must determine what makes the most sense in the light of its industry position,most sense in the light of its industry position, objectives, opportunities, and resources.


DefinisiDefinisi StategiStategi Henry Mintzberg (1996) memberi 5 definisi

strategi, dikenal dengan 5Ps of Strategy: plan ploy pattern position dan perspectiveplan, ploy, pattern, position, dan perspective.Plan: a comprehensive, integrated plan designed to ensure objectives are achieved.Ploy: a manoeuvre to attact a competitorPattern: a summary of series of actionsPosition: how an organization/brand want toPosition: how an organization/brand want to be seen in the marketplace.Perspective: the corporate culture


DefinisiDefinisi StategiStategiPR Smith (2000): A strategy is a summary of how objectives will

be achieved.

Strategy paint the big picture & give directions for al subsequent tactical activities.

Strategy involves a series of decisions of how an organization is going to achieve its objectives.


ProsesProses PenyusunanPenyusunan StrategiStrategi DIAGNOSA: melakukan analisis situasi

(misal: SWOT) dan merumuskan tujuan(objectives) yang ingin dicapai(objectives) yang ingin dicapai.

FORMULASI: dengan mengacu kepadatujuan yang ingin dicapai, menggunakan hasilanalisis situasi, rumuskan langkah apa yang akan diambil:Bagaimana memanfaatkan kekuatan?B i t i h b t ?Bagaimana mengatasi hambatan?Bagaimana mengekspoitasi peluang?Bagaimana bertahan melawan ancaman?


StrategiStrategi KomunikasiKomunikasiBerdasar tujuan (objectives) yang ingin dicapaidan hasil analisis situasi yang dilakukan, tentukan:tentukan:1. Siapa yang menjadi target khalayak?2. Perubahan apa yang diinginkan terjadi pada

khalayak?3. Tahap-tahap (stages) apa saja yang harus

dilalui?dilalui?4. Alat komunikasi (communication tools) dan

sumber daya apa yang akan digunakan?


ContohContoh: Acura: Acura… initial strategy was to attract former Honda buyers who were ready move up to a more expensive model Acura directed itsexpensive model.. . Acura directed its advertising against European automaker … early ads ought to distinguish Acura’s upscale car line from Honda’s other models and its traditional image in the car market, later ads capitalized on Honda’s championship racing heritage ... TV, radio and print ads emphasisedAcura’s high perforrnance and speed, along with press critiques and awards


ContohContoh: MCI Communication: MCI Communication... promotional strategy that utiIised both the personal and mass communication was the key

the theme was expanded as the campaign... the theme was expanded as the campaign continued to emphasise MCI’s commitment to quality service and knowing what today’s business people really want ... mailings were supported by follow-up calls from MCI sales people ... MCI was willing to invest heavily in promotion to support this strategy.


sostac 2 tujuan dan strategi - 2014

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