Pertemuan Ketujuh
Identifying Attractive Markets
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Macro Trend Analysis
• Demographic Environment:
– Family structure
– Aging
– Geographic distribution
– Ethnic composition
• Sociocultural Environment:
– Individual values
– Evolution of family structure
2
Macro Trend Analysis
• Economic Environment:
– International trade
• Political/Legal Environment:
– Government regulation
• Technological Environment
• Anticipating and Responding to
Environmental Changes
3
Defining Product Markets
• Matching needs with product benefits
– This term recognizes that markets exist only
when there are buyers with needs who have
the ability to purchase products, and products
available to satisfy the needs.
• Defining product-market boundaries and
structure
– The generic product market includes a broad
group of products that satisfy a general need.
4
Defining Product Markets
– Product type market includes all brands of a
particular product type or class. The product
type is a product category or product
classification that offers a specific set of
benefits intended to satisfy a customer’s
need.
– Product variants include all differences in
products within a product type.
5
Breaking Out Product Market
Boundaries
• Starting with a generic need category of
interest to the firm
• Identify products/services that fit into the
category
• Break out relevant specific product
markets
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Conclusion
• Analyzing attractive markets is essential to
making sound business and marketing
decisions. The uses of product market analyses
are many and varied.
• Trends can and often will profoundly influence
the success of any business. Serving attractive
markets, where trends are favorable is likely to
yield more success than serving those where
trends are unfavorable.
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