Tugas 10:
Buatlah ilustrasi 3 hal berikut (changes in Business Strategy, Market Targeting Impact, Positioning
impact) sesuaikan dengan kondisi satu perusahaan yang diamati:
Acuan pengamatan sebagai berikut:
Illustrative Impacts of Changes in Business Strategy on Targeting and Positioning
Strategies
Changes in Business
Strategy
Rapid Growth/
Retrenchment
Market Targeting Impact
Market scope may not change
although targets may be increased
or reduced.
Substantial changes in resource
allocation, (e.g. advertising
expenditures
Changing the Product Mix
No change is necessary unless
increase in product scope creates
opportunities in new segments.
Changes in product strategy, methods of
distribution, and promotional strategies
may be necessary.
Changing the Market
Scope
Targeting is likely to change to include
new targets.
Positioning strategy must be developed
for each new target.
Repositioning
Should not have a major effect on
targeting strategy.
Product, distribution, price, and promotion
strategies may be affected.
Value Chain Integration
Should have no effect on targeting
strategy.
Primary impact on channel, pricing and
promotion strategies.
Targeting strategies must be selected in
new business areas.
Positioning strategies must be developed
(or acquired for the new business areas.
Targeting strategy may be affected
based on the nature and scope of the
alliance.
Operating relationships and assignment
or responsibilities must be established.
Diversification
Strategic Alliance
Positioning Impact