Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Market Targeting and Strategic
Positioning
Pertemuan 9
Buku 1 Hal: 184-202
Learning Objective
•
•
•
•
•
Market Targeting Strategy
Targeting in Different Market Environments
Positioning Strategy
Developing the Positioning Strategy
Determining Positioning Effectiveness
Bina Nusantara
MARKET TARGETING STRATEGY
The Marketing Targeting Decision Identities the
People or Organizations in a Product-Market
Toward Which a Firm Directs Its Positioning
Strategy Guided by an understanding of:
•The product-market
•Its buyers
•Firm’s capabilities resources
•Competition
Market Targeting and Strategic
Positioning
• Core dimensions of market-driven strategy:
deciding which buyer’s to target and how to
position the firm’s products
• Effective targeting and positioning strategies are
essential in gaining and sustaining superior
performance
SEGMENTS
VALUE OPPORTUNITES
CAPABILITIES/ SEGMENT MATCH
TARGET(S)
POSTIONING FOR EACH
TARGET
Identify segments within the
product-market
TARGETING
AND
POSTIONING
Decide and
implement a
positioning strategy
for each targeted
segment
Decide which
segment(s) to
target
Market Targeting Alternatives
Segments Clearly Defined
Selective
Targeting
Target
Selected
Niche(s)
Product
Specialization
Target
Multiple
Segments
Product
Variety
Differentiated But Segments
Not Clearly Defined
Extensive
Targeting
Factors Influencing Targeting
Decisions
•
Stage of product – market maturity
•
Extent of diversity in preferences
•
Industry structure
•
Capabilities and resources
•
Opportunities to gain competitive advantage
TARGETING IN DIFFERENT MARKET
ENVIRONMENTS
 Emerging
 Growing
 Mature
 Declining
 Global
Emerging Market
Buyer Diversity
– Segmentation limited due to similarity of
buyers’ preferences
Industry Structure
– Typically small new organizations
– Limited access to resources
Capabilities and Resources
– Unique benefit (differentiation) strategy rather
than low-cost
– First-mover advantage
Targeting Strategy
– Single target or a few broad segments
Growth Market
Buyer Diversity
– Segments should exist
Industry Structure
– Numerous competitors
Capabilities and Resources
– Survival requires aggressive actions by firms that seek large
market positions
– Otherwise select one or a few market segments
Targeting Strategy
– Three possible strategies
1. Extensive market coverage by firms with established
businesses in related markets
2. Selective targeting by firms with diversified product
portfolios
3. Very focused targeting strategies by small organizations
serving one or a few market segments.
Mature Markets
Buyer Diversity
– Segmentation essential for competitive advantage
Industry Structure
– Intense competition for market share
– Emphasis on cost and service, and pressures on
profits
Capabilities and Resources
 Management’s objectives: cost reduction, selective
targeting, product differentiation
Targeting Strategy
 Deciding which segment to serve
 Firms pursuing extensive targeting strategies may
decide to exit from certain segments
Global Markets
Global Reach and Standardization
– Identify market segments that span global markets and
serve these needs with global positioning strategies
Local Adaptation
– Consider requirements of domestic buyers
– Buyers’ needs and preferences affected by social, political,
cultural, economic, and language differences
Industry Structure
– Restructuring, acquisitions, mergers, and strategic
alliances altering industries and
competition
Targeting Strategy
– Targeting a single country, regional (multinational)
targeting, or global targeting