Pertemuan Keduabelas Segmenting Markets.

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Presentation transcript:

Pertemuan Keduabelas Segmenting Markets

Strategic Analysis of Market Segments Customer analysis; the objective is to find descriptive characteristics that are highly correlated to the variables used to form the segments. Analysing customer satisfaction; is measured by comparing customer expectations about the product and supporting services with the performance of the product and supporting services

Market Segment Analysis Competitor analysis; information useful in the competitor analysis includes business scope and objectives, market position, market targets and customer base, positioning strategy, financial and other. Positioning analysis

Choosing Attractive Market Segments Choose criteria to measure market attractiveness and competitive position Weigh market attractiveness and competitive position factors to reflect their relative importance Assess the current position of each potential target market on each factor Project the future position of each market based on expected environmental, customer and competitive trends Evaluate implications of possible future changes for business strategies and resources requirements

Factors Underlying Market Attractiveness Customer needs and behavior: Are there unmet needs we can satisfy? Market or market segment size and growth rate: Market potential in units, number of prospective customers Growth rate in units, number of prospective customers Macro trends

Opportunity for competitive advantage: Can we differentiate? Can we perform agains critical success factors? Firm and competitor capabilities and resources Attractiveness of industry in which firm competes

Conclusions The five step procedure provided in this meeting identifies segments having the highest potential. Self diagnostic questions to test firm’s ability to apply the analytical tools.