1. Market & Competitive Space Pertemuan 3 Buku 1 Hal: 48-74
Matakuliah : J Strategi Pemasaran
Tahun : 2009
Market & Competitive Space Pertemuan 3 Buku 1 Hal: 48-74

2. Learning Objective Defining and Analyzing Product-Markets
Describing and Analyzing End-Users
Analyzing Competition
Market Size Estimation
Developing a Strategic Vision about the Future
Bina Nusantara

3. MARKETS AND STRATEGIES
The Challenges ―
Markets are increasingly complex, turbulent, and interrelated.
Importance of a broad view of the market.
Essential to develop a vision about how the market is likely to change in the future.
Continuous Monitoring is Necessary to:
Find promising opportunities
Identify shifts in value requirements
Understand competitors’ positioning
Guide targeting and positioning
decisions

4. OPPORTUNITIES OUTSIDE Traditional Competitors
THE COMPETITIVE BOX
The Competitive Box
New Types of Competition
Traditional Competitors
New Business Models
New Customers
Conventional Value Propositions
New Customers
Existing Customer Base
New Customer Base(s)

5. AN ARRAY OF CHALLENGES Drivers of Changes in Markets
Disruptive Innovation
Fast Changing Markets
Commoditization Threats
Drivers of Changes in Markets
Creating New Market Space

6. Markets Impact Strategies
Market changes often require altering strategies
Forces of change create both market opportunities and threats
Inherent danger in faulty market sensing

7. DEFINING AND ANALYZING PRODUCT-MARKETS
Determine the Boundaries and Structure of the Product-Market
Form the
Product-Market
Describe and Analyze End-Users
Analyze
Competition
Forecast Market Size and
Rate of Change

8. Product – Market Boundaries and Structure
Determining Product-Market Structure
Start with the generic need satisfied by the product category of interest to management
Identify the product categories (types) that can satisfy the generic need
Form the specific product – markets within the generic product – market

9. Extent of Market Complexity
Three characteristics of markets:
1. Functions or uses of the product
2. The enabling technology of the product
3. Customer segments in the product-market

10. Illustrative Product – Market Structure
Generic Product Class
Food and beverages
for breakfast meal
Product Type
Cereals
Variant A
Ready to eat
Variant B
Regular
Natural
Nutritional
Pre-sweetened
Brands
Product 19
Life
Special K