Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Market & Competitive Space
Pertemuan 3
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
MARKETS AND STRATEGIES
The Challenges ―
Markets are increasingly complex, turbulent, and interrelated.
Importance of a broad view of the market.
Essential to develop a vision about how the market is likely to
change in the future.
Continuous Monitoring is Necessary to:
Find promising opportunities
Identify shifts in value requirements
Understand competitors’ positioning
Guide targeting and positioning
decisions
OPPORTUNITIES OUTSIDE
THE COMPETITIVE BOX
The Competitive Box
New Types of
Competition
New
Customers
Traditional
Competitors
Conventional Value
Propositions
Existing
Customer Base
New Customer
Base(s)
New
Business
Models
New
Customers
AN ARRAY OF CHALLENGES
Disruptive
Innovation
Fast
Changing
Markets
Drivers of Changes
in Markets
Creating New Market
Space
Commoditization
Threats
Markets Impact Strategies
• Market changes often require altering
strategies
• Forces of change create both market
opportunities and threats
• Inherent danger in faulty market sensing
DEFINING AND ANALYZING PRODUCT-MARKETS
Determine the Boundaries and
Structure of the Product-Market
Form the
Product-Market
Describe and
Analyze End-Users
Analyze
Competition
Forecast Market Size and
Rate of Change
Product – Market Boundaries and Structure
•
Determining Product-Market Structure
1.
Start with the generic need satisfied by the product
category of interest to management
Identify the product categories (types) that can
satisfy the generic need
Form the specific product – markets within the
generic product – market
2.
3.
Extent of Market Complexity
•
Three characteristics of markets:
– 1. Functions or uses of the product
–
2. The enabling technology of the product
–
3. Customer segments in the product-market
Illustrative Product – Market Structure
•Generic Product
Class
Food and beverages
for breakfast meal
•Product Type
Cereals
•Variant A
Ready to eat
Regular
Natural
Nutritional
Life
Product 19
•Variant B
Pre-sweetened
•Brands
Special K