1 Pertemuan Ketujuh Identifying Attractive Markets

2 Macro Trend Analysis Demographic Environment: –Family structure –Aging –Geographic distribution –Ethnic composition Sociocultural Environment: –Individual values –Evolution of family structure

3 Macro Trend Analysis Economic Environment: –International trade Political/Legal Environment: –Government regulation Technological Environment Anticipating and Responding to Environmental Changes

4 Defining Product Markets Matching needs with product benefits –This term recognizes that markets exist only when there are buyers with needs who have the ability to purchase products, and products available to satisfy the needs. Defining product-market boundaries and structure –The generic product market includes a broad group of products that satisfy a general need.

5 Defining Product Markets –Product type market includes all brands of a particular product type or class. The product type is a product category or product classification that offers a specific set of benefits intended to satisfy a customer’s need. –Product variants include all differences in products within a product type.

6 Breaking Out Product Market Boundaries Starting with a generic need category of interest to the firm Identify products/services that fit into the category Break out relevant specific product markets

7 Conclusion Analyzing attractive markets is essential to making sound business and marketing decisions. The uses of product market analyses are many and varied. Trends can and often will profoundly influence the success of any business. Serving attractive markets, where trends are favorable is likely to yield more success than serving those where trends are unfavorable.