Matakuliah
Tahun
Versi
:J0464 / Business Feasibility Study
: 2007
: Revisi 3
Lecture 6
measuring and predicting
demand
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 MATERIAL
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Competition Benefit
Predicting demand
Steps in predicting procedures
Predicting methods
Predicting control
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 COMPETITION BENEFIT
ANALYSIS
Element of Competition Benefit
Competition Benefit Potential
:• Self ability
• Owned resources
• Controlling system
Competing Benefit
Position :
• Customer Value
• Relatively low cost
The advantage achieved from
Competition
Resulted work ethics :
• Satisfaction
• Loyalties
• Market share
• Profitability
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 COMPETITION BENEFIT
ANALYSIS
Competition Benefit potential
 Competition Benefit position
 Work ethics resulted
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 Marketing Strategy Analysis
 Goal
Knowing what kind of support are needed so
that potential buyer would buy the supplied
product.
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 CUSTOMER ANALYSIS OUTCOME
 Segmentation
Segmentation can also be acknowledged as
identifying groups of different tcustomers
that gives different responds compared to
other customer groups.
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 CUSTOMER ANALYSIS OUTCOME
 How to choose segmentation
By making segmentation as macro
segmentation first before micro
segmentation.
 Targeting
Undifferentiated Marketing
 Differentiated Marketing
 Concentrated Marketing
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 CUSTOMER ANALYSIS OUTCOME
 Positioning
1. Selecting consumer perception upon a product.
2. Selecting attributes that are in the product.
3. Getting samples from other consumers about their perception
about each product and its attributes.
4. Analysing product position’s intensity in consumer’s mind.
5. Selecting product location analysed between other products.
6. Choosing consumer’s preference for the attributes
that provides the most benefit.
7 Testing adaptability between preferences and market segment with
the current product position.
8. Choosing positioning strategy or the correct repositioning.
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 STRATEGY DECISION CRITERION
 Differential benefit
 Long lasting
 The right timing and ideal
 Can be carried out
 Can result in profit
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 FORECASTING
2 Methods of forecasting :
 Qualitative analysis
 Quantitative analysis
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 QUALITATIVE METHODS
Opinion of executives
Unity of some power sellers
Delphi method
Market research
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 QUANTITATIVE METHODS
Decomposition
Moving Average
Linear Trend
Quadratic Trend
Moving Simple Exponential Trend
Exponential Smoothing
Trend Projection
Linear Regression
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 PHASES IN PREDICTING
PROCEDURES
Economic Analysis 
Industry Analysis 
Past Sales Analysis 
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Controlling Prediction Result 
Demand Prediction Analysis
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 Controlling Prediction
Methods that could be used :
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Root Mean Squared Error 
Correlation Test 
Control Limit 
Average Absolute Error
Thank you,…
See you on lecture number
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