Market Targeting and Strategic Positioning Pertemuan 9 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 2009

Bina Nusantara Market Targeting StrategyMarket Targeting Strategy Targeting in Different Market EnvironmentsTargeting in Different Market Environments Positioning StrategyPositioning Strategy Developing the Positioning StrategyDeveloping the Positioning Strategy Determining Positioning EffectivenessDetermining Positioning Effectiveness Learning Objective

MARKET TARGETING STRATEGY The Marketing Targeting Decision Identities the People or Organizations in a Product-Market Toward Which a Firm Directs Its Positioning Strategy Guided by an understanding of: The product-market Its buyers Firm’s capabilities resources Competition

Market Targeting and Strategic Positioning Core dimensions of market-driven strategy: deciding which buyer’s to target and how to position the firm’s products Effective targeting and positioning strategies are essential in gaining and sustaining superior performance

SEGMENTS VALUE OPPORTUNITES CAPABILITIES/ SEGMENT MATCH TARGET(S) POSTIONING FOR EACH TARGET

TARGETING AND POSTIONING Identify segments within the product-market Decide which segment(s) to target Decide and implement a positioning strategy for each targeted segment

Market Targeting Alternatives Selective Targeting Extensive Targeting Segments Clearly Defined Differentiated But Segments Not Clearly Defined Target Selected Niche(s) Target Multiple Segments Product Variety Product Specialization

Factors Influencing Targeting Decisions Stage of product – market maturity Extent of diversity in preferences Industry structure Capabilities and resources Opportunities to gain competitive advantage

TARGETING IN DIFFERENT MARKET ENVIRONMENTS  Emerging  Growing  Mature  Declining  Global

Emerging Market Buyer Diversity – Segmentation limited due to similarity of buyers’ preferences Industry Structure – Typically small new organizations – Limited access to resources Capabilities and Resources – Unique benefit (differentiation) strategy rather than low-cost – First-mover advantage Targeting Strategy – Single target or a few broad segments

Growth Market Buyer Diversity – Segments should exist Industry Structure – Numerous competitors Capabilities and Resources – Survival requires aggressive actions by firms that seek large market positions – Otherwise select one or a few market segments Targeting Strategy – Three possible strategies  Extensive market coverage by firms with established businesses in related markets  Selective targeting by firms with diversified product portfolios  Very focused targeting strategies by small organizations serving one or a few market segments.

Mature Markets Buyer Diversity – Segmentation essential for competitive advantage Industry Structure – Intense competition for market share – Emphasis on cost and service, and pressures on profits Capabilities and Resources  Management’s objectives: cost reduction, selective targeting, product differentiation Targeting Strategy  Deciding which segment to serve  Firms pursuing extensive targeting strategies may decide to exit from certain segments

Global Markets Global Reach and Standardization – Identify market segments that span global markets and serve these needs with global positioning strategies Local Adaptation – Consider requirements of domestic buyers – Buyers’ needs and preferences affected by social, political, cultural, economic, and language differences Industry Structure – Restructuring, acquisitions, mergers, and strategic alliances altering industries and competition Targeting Strategy – Targeting a single country, regional (multinational) targeting, or global targeting