PRICING STRATEGY FOR GENERAL MANAGER (Driving Profitability, Competitive Advantage & Sustainable Growth Through Strategic Pricing)

Durasi : 09.00 – 16.00 WIB

Deskripsi Pelatihan

Di tengah persaingan bisnis retail, FMCG, omnichannel commerce, distribution, dan lifestyle business yang semakin kompetitif, strategi pricing tidak lagi sekadar menentukan harga jual, tetapi menjadi instrumen strategis untuk meningkatkan profitabilitas, market positioning, customer value perception, serta long-term business sustainability. Bagi level General Manager, keputusan pricing harus mampu mengintegrasikan:

• strategi bisnis perusahaan,
• dinamika pasar & perilaku konsumen,
• margin management,
• competitor response,
• supply chain cost,
• digital commerce,
• serta data analytics.

Pelatihan ini dirancang secara praktis dan strategis agar peserta mampu membangun pricing strategy yang agile, profitable, dan customer-centric sesuai tantangan industri modern.

Tujuan & Manfaat Pelatihan

1. Memahami strategic role pricing dalam pertumbuhan bisnis perusahaan.
2. Menentukan pricing model yang sesuai dengan positioning bisnis.
3. Mengelola profit margin secara optimal tanpa kehilangan daya saing.
4. Menganalisis customer willingness to pay.
5. Menyusun pricing architecture dan pricing governance.
6. Mengimplementasikan dynamic pricing & value-based pricing.
7. Mengintegrasikan pricing strategy dengan sales, marketing, procurement, finance, dan operation.
8. Menggunakan data dan analytics untuk pengambilan keputusan pricing.
9. Menghindari pricing war dan destructive discounting.
10. Menyusun action plan implementasi pricing strategy di unit bisnis masing-masing.

Siapa yang disarankan untuk mengikuti Pelatihan ini ?

• General Manager
• Senior Manager
• Business Unit Head
• Commercial Manager
• Retail Operation Manager
• Category Manager
• Marketing Manager
• Sales Director
• Finance Business Partner
• Strategic Planning Team
• Pricing Committee
• Supply Chain & Procurement Leaders

MATERI PELATIHAN 

1. Strategic Role of Pricing in Modern Business

• Pricing as profit driver
• Pricing impact toward EBITDA & profitability
• Pricing and business sustainability
• Pricing in retail & omnichannel environment
• Strategic pricing mindset for executives

2. Understanding Customer Value & Buying Behavior

• Consumer perceived value
• Customer willingness to pay
• Behavioral pricing psychology
• Premium vs value pricing perception
• Price sensitivity analysis
• Customer segmentation in pricing

3. Pricing Models & Approaches

• Cost-based pricing
• Market-based pricing
• Competition-based pricing
• Value-based pricing
• Dynamic pricing
• Psychological pricing
• Bundle pricing strategy
• Promotional pricing strategy
• Subscription & membership pricing

4. Pricing Strategy & Business Positioning

• Aligning pricing with brand positioning
• Premium pricing strategy
• Competitive pricing strategy
• Penetration pricing
• Skimming pricing
• Pricing for growth vs profitability
• Category pricing strategy

5. Financial Analysis for Pricing Decisions

• Margin analysis
• Gross profit management
• Break-even pricing analysis
• Contribution margin calculation
• Pricing impact to P&L
• Cost structure analysis
• Price elasticity impact

6. Advanced Pricing Analytics

• Data-driven pricing decisions
• Pricing dashboard & KPI
• Demand forecasting
• Sales trend analysis
• Competitor price monitoring
• AI & analytics in pricing strategy
• Predictive pricing approach

7. Pricing Governance & Cross Functional Alignment

• Pricing approval structure
• Pricing policy & SOP
• Coordination between: Sales / Marketing / Finance / Procurement / Operation / Commercial team
• Pricing authority matrix
• Managing internal pricing conflicts

8. Discount & Promotion Management

• Strategic discount management
• Avoiding destructive discounting
• Trade promotion effectiveness
• Markdown optimization
• Promotional ROI analysis
• Campaign pricing strategy

9. Omnichannel & Digital Pricing Strategy

• E-commerce pricing dynamics
• Marketplace pricing challenges
• Online vs offline price consistency
• Real-time competitor pricing
• Flash sale & campaign pricing
• Digital consumer behavior

10. Managing Pricing During Economic Uncertainty

• Inflation impact management
• Cost increase response strategy
• Currency fluctuation impact
• Supply chain disruption & pricing
• Crisis pricing management
• Maintaining customer trust during price increase

11. Building Strategic Pricing Action Plan

• Identifying pricing improvement opportunities
• Building pricing roadmap
• Pricing implementation priorities
• KPI monitoring
• Continuous pricing improvement

12. Final Executive Workshop & Presentation

• Group presentation
• Strategic pricing simulation
• Facilitator feedback
• Executive discussion

OUTPUT PELATIHAN

Setelah pelatihan peserta akan memiliki:

• Strategic Pricing Framework
• Pricing Decision Toolkit
• Margin Optimization Approach
• Pricing Governance Insight
• Pricing KPI Dashboard Concept
• Action Plan Implementasi Pricing Strategy

BENEFIT PELATIHAN

• Meningkatkan kemampuan strategic decision making
• Mengoptimalkan profitability perusahaan
• Mengurangi pricing conflict antar departemen
• Meningkatkan daya saing bisnis
• Menghindari unnecessary discounting
• Memperkuat market positioning
• Meningkatkan customer value perception

Metode Pelatihan

Kegiatan pelatihan dirancang agar peserta dapat memahami secara komprehensif materi yang disampaikan, sehingga dapat dimplementasikan secara aplikatif dalam dunia kerja. Adapun metode yang digunakan adalah:

• Pre and Post Test
• Interactive Presentation
• Strategic Discussion
• Case Study Analysis
• Pricing Simulation
• Business Calculation Exercise
• Group Discussion
• Benchmarking Study
• Role Play Strategic Decision
• Executive Workshop
• Action Plan Development
• Evaluasi Training

Trainer : Spectracentre Trainer Team