THE GUERRILLA COMPANY VERSUS THE TRADITIONAL COMPANY
Sejak krisis moneter terjadi di negara kita banyak sekali perusahaan yang gulung tikar atau kalaupun masih bertahan hidup dengan keuntungan yang sangat tipis. Akan tetapi kalau kita cermati banyak juga perusahaan atau bidang usaha baru yang bermunculan, dengan segala macam ide kreatifnya berusaha memasarkan produk barang atau jasa. Perusahaan-perusahaan baru ini berusaha bersaing dengan perusahaan mapan yang mampu bertahan selama krisis. Untuk mencuri peluang pasar yang ada, perusahaan baru ini diantaranya melakukan strategi ‘gerilya’. Nah, apakah perusahaan anda termasuk perusahaan ‘gerilya’ atau perusahaan ‘tradisional’? Berikut ini memberikan ringkasan ciri-ciri kedua macam strategi tersebut.
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The Guerrilla Company |
The Traditional Company |
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Dynamic & learning |
Stable & entrenched |
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Information -rich |
Information-scarce |
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Global |
Local |
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Small & large |
Large |
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Product & customer oriented |
Functional |
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Skills-oriented |
Job-oriented |
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Team-oriented |
Individual-oriented |
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Reveres effectiveness |
Reveres efficiency |
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Hired employees on attitude |
Hired employees on aptitude |
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Involvement-oriented |
Command-oriented |
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Lateral & networked |
Hierarchical |
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Customer-oriented |
Jon-requirements oriented |
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Intense customer follow-up |
No customer follow-up |
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Active referral program |
No referral program |
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Techno-streamlined |
Techno-reluctant |
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No middle management |
Middle management |
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Accessible 24 hrs. day |
Accessible 8 hrs. day |
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Accessible 7/days/week |
Accessible 5/days/week |
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Flexible |
Inflexible |
Strategi pemasaran kedua jenis perusahaan tersebut di atas juga mempunyai ciri-ciri tersendiri. Berikut ini adalah ciri-ciri pemasaran kedua jenis perusahaan tersebut:
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The Guerrilla Marketer |
The Traditional Marketer |
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A guerrilla marketer sells to individuals. She wants to sells her product one person at a time. Her marketing is personal, handmade, and ranks high on impact. |
A traditional marketer sells to markets. She buys ads on television, sponsors the Olympics, and buys magazine schedules, all in the hope of seducing a demographic. |
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A guerrilla marketer shoots for a 15% response on targeted personal mail. He handwrites the envelope, uses pretty stamps, or delivers the package in a gorilla suit. With 100 letters mailed, 15 new customer is pretty good. |
A traditional marketer is pleased with a 2% response on junk mail. He floods your mailbox with catalogs and letters, hoping that one out of fifty of you will respond. With 3,000,000 letters mailed, that’s not bad. |
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A guerrilla marketer is patient. She thinks a year at a time and is willing to take her time, reaching one customer after another until business is booming. |
A traditional marketer budgets by calendar quarter and drops a product that doesn’t respond. It’s too expensive to put another $5,000,000 into selling a loser product. |
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A guerrilla marketer has nothing to lose. Every marketing outlet, from late night TV to magnetic business cards to ajelly beansweeptakes, is fair game. |
A traditional marketer plays it safe. Doing what worked before is the strategy that gets her promoted. |
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Guerrilla marketers know that Guerrilla Marketing techniques work in any setting, from AT&T to Johnny’s Pizza. |
Traditional marketers think that the guerrilla marketers are only at tiny companies located in garages. |
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Guerrilla marketers wear bathing suits in Aruba, after they’ve made all their money. |
Traditional marketers wear three piece suits. |
Nah, termasuk apakah strategi perusahaan anda?