5. Market Potential, Market Demand, and Market Share

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Presentation transcript:

5. Market Potential, Market Demand, and Market Share Prinsip-prinsip Market potential, Market Demand, and Market Share Pertemuan 5 UNIKOM Quality is Our Tradition Managemen Pemasaran Universitas Komputer Indonesia 2012

Market Definition What Business Are We In ?

Market Definition A myopic vision of the potential markets a business might serve translates into a narrow product focused market definition

Market Definition A market definition is essential for any business in order to understand and measure market demand, market potential, and market share

Market Definition Figure-Beverage Market

Three Key Benefits: Market Definition New Opportunities Recognize Potential Substitutes and Competitive Threats Understanding of Fundamental Customer Needs

Market Definition Broad Market Vision

Size of the market demand ? MARKET POTENTIAL Size of the market demand ?

Market Potential

Market Potential

Market Potential

Bottom Up or Top Down Market Analysis: Market Potential Bottom Up or Top Down Market Analysis: A bottom up approach to market sizing starts with your customers. How much and often do they buy? What is their profile? How many potential customers do you have in the market based on your customer profiles? How can you reach them?

Bottom Up or Top Down Market Analysis: Market Potential Bottom Up or Top Down Market Analysis: A top down approach starts with market and industry data. It takes a close look at a geographic market area and profiles the consumers and/or businesses to let you know their propensity to buy your products and services.

Estimating Market Potential: = 4 miliar potensial x 35% plafon pembelian. = 1.4 miliar pengguna computer.

Market Potential Perhitungan Potensial Pasar Penjualan Tahunan : Market Potential (Rp) : = Unit maksimum pembelian x Pembelian tertinggi x Rate Pembelian x Quantity pembelian x Harga jual rata rata atau transaksi

Market Potential Perhitungan Potensial Pasar Penjualan Tahunan : Market Potential (Rp) : = 4 miliar orang x Plafon 35% x 25% beli ulang tiap tahun x 1 pc perpengguna x Rp.750 per transaksi. = Rp. 262.5 Miliar per tahun

Market Potential Market Potential and Market Development Index

Market Potential Formula Market Development Index : Market Development Index (PC) : = (Current Market Demand/ Market Potential) x 100%. = 275/350 = 79%

Forecasting Sales 5.2 Forecasting Sales

Market Share Management

Market Share Management Performance Gap = Customer Response - Potential Response Market Share Management Analysis

Market Share Management Performance Gap = Customer Response - Potential Response Market Share Management

Product Life-Cycle Profit Performance Gap = Customer Response - Potential Response Product Life-Cycle Profit 5.4 Product Life-Cycle Profit