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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