Identifying Attractive Markets
Pertemuan ke-8
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Considerations in Forming Product
Markets
• Purpose of analysis; if management is
deciding whether or not to exit from a
business, primary emphasis may be on
financial performance.
• Changing composition of markets; product
market composition may change as new
technologies become available and new
competition emerges.
• Factors affecting market complexity:
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Factors Affecting Market
Complexity
• Customer function, considers what the
product or service does.
• Different technology may satisfy a
customer function
• Customer segment recognizes the
diversity of the needs of customers for a
particular product.
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Information, Analysis and
Action
• Several types of marketing information:
– Marketing research studies
– Standardized information services
– Management information systems
– Database systems
– Decision support systems
– Competitor intelligence systems
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Learning about Markets
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Open-minded inquiry
Synergistic Information distribution
Mutually informed interpretations
Accessible memory
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Conclusions
• Gathering hard data on macro trends is
not difficult. Trade associations and trade
magazines provide a good place to start.
• Information performs a vital strategic role
in an organization. Information capability
creates a sustainable competitive
advantage by improving the speed of
decision making, reducing the costs of
repetitive operations and improving
decision making results
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