Formulasi strategi berbasis pasar: Tinjauan literatur sistematis
DOI:
https://doi.org/10.60036/jbm.1197Keywords:
Designing Market-Driven Strategies, Strategy Formulation, Market Segmentation, Strategic Fit, Positioning, Strategy Trade-OffAbstract
Tujuan – Penelitian ini bertujuan untuk menganalisis perkembangan konsep Formulasi Strategi Berbasis Pasar - Designing Market-Driven Strategies (DMS) melalui pendekatan Systematic Literature Review (SLR) dengan mengidentifikasi perkembangan lima dimensi utama, yaitu advanced market segmentation, targeting strategy, positioning and value positioning, market-driven strategic choice, dan strategic trade-off. Kajian ini dilakukan untuk memberikan pemahaman yang lebih komprehensif mengenai perkembangan formulasi strategi pemasaran dalam menghadapi transformasi digital, pemanfaatan artificial intelligence, serta tuntutan keberlanjutan bisnis.
Desain/metodologi/pendekatan – Penelitian ini menggunakan metode Systematic Literature Review dengan mengacu pada pedoman Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Sebanyak 20 artikel ilmiah internasional yang diterbitkan pada periode 2021–2026 diseleksi melalui tahapan identification, screening, eligibility, dan inclusion. Artikel yang memenuhi kriteria selanjutnya dievaluasi menggunakan penilaian kualitas (quality assessment) sebelum dilakukan sintesis tematik untuk mengidentifikasi perkembangan konsep, hubungan antardimensi, serta arah penelitian pada bidang Designing Market-Driven Strategies.
Temuan – Hasil kajian menunjukkan bahwa formulasi strategi pemasaran telah berkembang dari pendekatan Segmentation–Targeting–Positioning (STP) konvensional menuju strategi yang lebih adaptif, berbasis data, dan berorientasi pada penciptaan nilai. Integrasi artificial intelligence, machine learning, customer lifetime value, dan dynamic capabilities meningkatkan efektivitas segmentasi pasar, penargetan pelanggan, serta pengambilan keputusan strategis. Selain itu, strategic fit, orientasi keberlanjutan, dan pengelolaan strategic trade-off menjadi faktor penting dalam membangun keunggulan bersaing dan mempertahankan kinerja organisasi pada lingkungan bisnis yang dinamis.
Keterbatasan penelitian – Penelitian ini hanya mencakup 20 artikel internasional yang diterbitkan pada periode 2021–2026 dan menggunakan pendekatan Systematic Literature Review tanpa melakukan pengujian empiris, sehingga temuan bergantung pada kualitas dan cakupan penelitian terdahulu.
Implikasi – Secara teoretis, penelitian ini memperkaya literatur mengenai perkembangan Designing Market-Driven Strategies melalui integrasi perspektif pemasaran strategis, kemampuan dinamis, transformasi digital, dan keberlanjutan dalam satu kerangka konseptual. Secara praktis, hasil penelitian dapat menjadi acuan bagi praktisi dalam merumuskan strategi pemasaran yang lebih adaptif, berbasis data, responsif terhadap perubahan pasar, dan mampu menciptakan keunggulan bersaing yang berkelanjutan.
Kebaruan – Penelitian ini menawarkan sintesis terintegrasi terhadap lima dimensi utama DMS dalam satu kajian sistematis serta menunjukkan keterkaitan antara artificial intelligence, customer lifetime value, dynamic capabilities, strategic fit, orientasi keberlanjutan, dan strategic trade-off dalam membentuk formulasi strategi pemasaran modern. Berbeda dengan kajian sebelumnya yang umumnya membahas dimensi-dimensi tersebut secara terpisah, penelitian ini menyajikan kerangka konseptual yang mengintegrasikan seluruh dimensi sebagai landasan pengembangan strategi pemasaran berbasis pasar pada era digital dan keberlanjutan.
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