1. Pertemuan Keduabelas
Segmenting Markets

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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.