Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Strategic Market Segmentation
Pertemuan 6
Buku 1 Hal: 83-109
Learning Objective
• Mendefinisikan pasar bisnis
• Mengidentifikasi faktor utama yang mempengaruhi
perilaku pembelian bisnis
• Menetapkan proses pembelian bisnis
• Membandingkan pasar lembaga dan pemerintah
Bina Nusantara
Strategic market segmentation (6)
• Forming market segments
– Requirements for segmentation
•
•
•
•
•
Response differences
Identifiable segments
Actionable segments
Cost/benefits
Stability
– Approaches to segment identification
– Customer group identification
– Forming groups based on response differences
Requirements for Segmentation
Identifiable
segments
Response
differences
Segmentation
Requirements
Stability
over time
Actionable
segments
Favorable
cost/benefit
Approaches to Segment Identification
IDENTIFIERS
OF CUSTOMER
GROUPS

Characteristics
of People and
Organizations
CUSTOMER
RESPONSE
PROFILE

Use Situation

Buyers Needs
and Preferences

Purchase
Behavior and
Loyalty
Segment Dimensions for Hotel Lodging Services
Illustrative Example: Gasoline Buyers
Road
Warriors
True
Blues
Generation
F3 (Fuel,
Food & Fast)
Homebodies
Price
Shoppers
Higher-income, middle-aged men, drive 2550000 miles a year… buy premium with a
credit card … purchase sandwiches and drinks
from the convenience store… will sometimes
use carwash
Men and women with moderate to
high incomes, loyal to a brand and
sometimes a particular station …
frequently buy premium, pay in cash
Upwardly mobile men and women half under 25 years of age constantly on the go … drive a lot
snack heavily from the convenience store
Usually housewives who shuttle
children around during the day and
use whatever gas station is based on
town or on route of travel
Not loyal to brand or station and
rarely buy premium … frequently on
tight budgets.
16% of
buyers
16% of
buyers
27% of
buyers
21% of
buyers
20% of
buyers
Illustrative Consumer Perception Map
Expensive
GROUP
II
• Brand E
• Brand A
• Brand B
Low
Quality
• Brand D
GROUP
V
GROUP
I
GROUP
III
GROUP
IV
Inexpensive
High
Quality
• Brand C
Strategic market segmentation (7)
• Finer segmentation strategies
– Logic
• Customized offerings
• Diverse customer base
• Close customer relationships
– Finer segmentation strategies
• Micro-segmentation
• Mass customization
• Variety-seeking strategy
Strategic market segmentation (8)
• Selecting the segmentation strategy
– Deciding how to segment
– Strategic analysis of market segments
• Customer analysis
• Competitor analysis
• Positioning analysis
• Estimating segment attractiveness
• Segmentation “fit” and implementation
Strategic Analysis of Market Segments
Customer
Analysis
Financial and
Market
Attractiveness
Competitor
Analysis
Positioning
Analysis
Segmentation “Fit” for Implementation
Segment Attractiveness
and Internal Compatibility
Internal Compatibility
High
High
Market Segment
Attractiveness
Low
Low
Attractive segments
that match with
company
capabilities
Attractive segments
but with poor match
with company
capabilities
Unattractive segments
but with match to
company
capabilities
Unattractive segments
that do not match with
company capabilities