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

2. 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
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3. Identifying Customer Groups and Market Segments
Figure 5.1
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4. Three Approaches to Market Segmentation
Figure 5.2
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5. 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.

6. 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.

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

8. 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
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

9. 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

10. 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

11. 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

12. 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)
Diet Rite
Fresca
Seven Up
Dr. Pepper
Sprite
Pepsi
Coke
,000
Annual sales volume (millions of cases) 16

13. Cost Advantage in Short-Haul Passenger Air Transport
Costs per Available Seat-Mile
Southwest Airlines United Airlines
(cents) (cents)
Wages and benefits
Fuel and oil
Aircraft ownership
Aircraft maintenance
Commissions on ticket sales
Advertising
Food and beverage
Other
Total 17