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Matakuliah : J0504 - Strategi Pemasaran Tahun : 2009 Market & Competitive Space Pertemuan 4 Buku 1 Hal: 48-74 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 DEFINING AND ANALYZING MARKETS Define Product-Market Boundaries and Structures Identify and Describe End-Users Analyze Industry and Value Added Chain Evaluate Key Competitors Forecast Market Size and Growth Trends Identifying and Describing End-Users • • Illustrative buyer characteristics in consumer markets: – Family size, age, income, geographical location, sex, and occupation Illustrative factors in organizational markets: Type of industry Company size Location Type of products Environmental Influences • External factors influencing buyers’ needs and wants: Government, social change, economic shifts, technology etc. • These factors are often noncontrollable but can have a major impact on purchasing decisions Building Customer Profiles • Start with generic product – market • Move next to product- type and variant profiles >> increasingly more specific • Customer profiles guide decision making (e.g. targeting, positioning, market segmentation etc.) Industry Analysis • Industry size, growth, and composition • Typical marketing practices • Industry changes that are anticipated (e.g. consolidation trends) • Industry strengths and weaknesses • Strategic alliances among competitors ANALYZING COMPETITION 1. Define the Competitive Arena for the Generic, Specific, and Variant Product Markets 4. Identify and Evaluate Potential Competitors PRODUCTMARKET STRUCTURE AND MARKET SEGMENTS 3. Evaluate Key Competitors 2. Identify and Describe Key Competitors Competitive Forces 1. Rivalry among existing firms. 2. Threat of new entrants. 3. Threat of substitute products. 4. Bargaining power of suppliers. 5. Bargaining power of buyers. Defining Industry Structure & Characteristics SUPPLIERS nIndustry Form nIndustry Environment nCompetitive Forces PRODUCERS WHOLESALERS/ DISTRIBUTORS RETAILERS/DEALERS CONSUMER/ ORGANIZATIONAL END USERS Value Added Chain Key Competitor Analysis • • • • • • • Business scope and objectives Management experience, capabilities, and weaknesses Market position and trends Market target(s) and customer base Marketing program positioning strategy Financial, technical, and operating capabilities Key competitive advantages (e.g., access to resources, patents) Extent of Market Coverage Current Capabilities Competitor Evaluation Past Performance Customer Satisfaction MARKET SIZE ESTIMATION Product-Market Forecast Relationships Market Potential Estimate (area denotes sales in $’s) Unrealized Potential Company Sales Forecast Industry Sales Forecast DEVELOPING A STRATEGIC VISION ABOUT THE FUTURE Industry Boundaries Blurring and Evolving Competitive Structure and Players Changing Value Migration Paths Product Versus Business Design Competition Firms are Collaborating to Influence Industry Standards