1. 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

2. Market Definition
What Business Are We In ?

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

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

5. Market Definition
Figure-Beverage Market

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

7. Market Definition
Broad Market Vision

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

9. Market Potential

10. Market Potential

11. Market Potential

12. 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?

13. 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.

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

15. 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

16. 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 Miliar per tahun

17. Market Potential
Market Potential and Market Development Index

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

20. Forecasting Sales
5.2 Forecasting Sales

21. Market Share Management

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

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

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