Sesi 3 Segmentasi Bisnis, Kompetensi Inti, Konsep Scale and Scope HM12; CM3; Artikel#1

Customer Groups and Market Segmentation The way customers can be grouped based on important differences in their needs or preferences Main Approaches to Segmenting Markets Ignore differences in customer segments – Make a product for the typical or average customer Recognize differences between customer groups – Make products that meet the needs of all or most customer groups Target specific segments – Choose to focus on and serve just one or two selected segments Copyright © Houghton Mifflin Company. All rights reserved.

Identifying Customer Groups and Market Segments Figure 5.1 Copyright © Houghton Mifflin Company. All rights reserved.

Three Approaches to Market Segmentation Figure 5.2 Copyright © Houghton Mifflin Company. All rights reserved.

Establishing a Competency Agenda Figure 10.1 Source: Reprinted by permission of Harvard Business School Press. From Competing for the Future: Breakthrough Strategies for Seizing Control of Your Industry and Creating the Markets of Tomorrow by Gary Hamel and C. K. Prahalad, Boston, MA. Copyright © 1994 by Gary Hamel and C. K. Prahalad. All rights reserved. Copyright © Houghton Mifflin Company. All rights reserved.

Core Competence Tree for Ciba-Corning Diagnostic Physicians Offices Labs Thyroid Oncologi Products Market Blood Gas Analyzer Immuno Diagnostic Salesforce / Distribution Network Core Competencies Instrumentation Hardware Design Resources Control Technology Copyright © Houghton Mifflin Company. All rights reserved.

Resource Product Matrix – BIC Pen Corp Copyright © Houghton Mifflin Company. All rights reserved.

The Evolution of Honda Motor Company Technical Research Institute founded 4-cylinder 750cc motorcycle 1st gasoline-powered car to meet US Low Emission Vehicle Standard Competes in Isle of Man TT motorcycle races Civic Hybrid (dual gasoline/ electric) Portable generator Power products: ground tillers, marine engines, generators, pumps, chainsaws snowblowers Civic GS (natural gas powered) 1st motorcycle: 98cc, 2-cycle Dream D 405cc motor cycle 1946 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 Acura Car division N360 mini car Home co- generation system 4 cycle engine The 50cc Supercub 1000cc Goldwing touring motor cycle Honda Civic Enters Indy car racing Enters Formula 1 Gran Prix racing First product: Model A clip-on engine for bicycles Honda FCX fuel cell car 2 2

Canon: Products and Core Technical Capabilities Precision Mechanics Fine Optics Plain-paper copier Color copier Color laser copier Laser copier 35mm SLR camera Compact fashion camera EOS autofocus camera Digital camera Video still camera Basic fax Laser fax Inkjet printer Laser printer Color video printer Mask aligners Excimer laser aligners Stepper aligners Calculator Notebook computer Micro- Electronics 4 4

Links between Products & Capabilities: Capability-Based Strategy at 3M Road signs & markings Videotape Sandpaper Carborundum mining Floppy disks & data storage products Scotchtape Audio tape Acetate film Post-it notes Housewares/kit- chen products PRODUCTS Surgical tapes & dressings Pharmaceuticals Materials sciences Flexible circuitry Health sciences CAPABILITIES Microreplication New-product development & introduction Thin-film technologies Abrasives Adhesives

Evolution of Capabilities and Products: 3M Road signs & markings Videotape Sandpaper Carborundum mining Floppy disks & data storage products Scotchtape Audio tape Acetate film Post-it notes Housewares/kit- chen products PRODUCTS Surgical tapes & dressings Pharmaceuticals Materials sciences Flexible circuitry Health sciences CAPABILITIES Microreplication New-product development & introduction Thin-film technologies Abrasives Adhesives

Scale Economies in Advertising: U.S. Soft Drinks Despite the massive advertising budgets of brand leaders Coke and Pepsi, their main brands incur lower advertising costs per unit of sales than their smaller rivals. Schweppes SF Dr. Pepper Tab Diet 7-Up Diet Pepsi Advertising Expenditure ($ per case) 0.02 0.05 0.10 0.15 0.20 Diet Rite Fresca Seven Up Dr. Pepper Sprite Pepsi Coke 10 20 50 100 200 500 1,000 Annual sales volume (millions of cases) 16

Cost Advantage in Short-Haul Passenger Air Transport Costs per Available Seat-Mile Southwest Airlines United Airlines (cents) (cents) Wages and benefits 2.4 3.5 Fuel and oil 1.1 1.1 Aircraft ownership 0.7 0.8 Aircraft maintenance 0.6 0.3 Commissions on ticket sales 0.5 1.0 Advertising 0.2 0.2 Food and beverage 0.0 0.5 Other 1.7 3.1 Total 7.2 10.5 17