CUSTOMER ANALYSIS & COMPETITOR ANALYSIS

TUGAS MANAJEMEN PEMASARAN

KELAS MMT PERTEMUAN KE-7
WHAT WE NEED TO KNOW ABOUT
CUSTOMERS
• Grouped into current and future information
• Critical issues concerning current customers;
– Who are the prime market targets?
– What give them value?
– How they can be brought closer?
– How can they be better served?
• For future, we also need to know;
– How will customers and their needs and requirements change?
– Which new customers should we pursue?
– How should we pursue them?

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Figure 4.1 Who is the customer?

Initiator

Purchase, use and

User/consumer Influencer
consumption

Purchaser Decider

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INFORMATION ON CURRENT CUSTOMERS

• Recognizing five roles can be useful in targeting marketing activity

– The initiator – initiates the research for solution to consumer’s problem
– The influencer – influence on purchase decision
– The decider – actually make the decision
– The purchaser – buys the product or service
– The user – consumes the product or service
• Different approaches may be suitable

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Figure 4.2 Understanding customers-the key questions

WHO
Is involved in buying
and consuming?

HOW WHAT
Do they use the Are their choice
product? criteria?
CUSTOMERS

WHERE WHEN
Do they buy? Do they buy/use
the product?
WHY
Do they buy/use
the product?

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INFORMATION ON FUTURE CUSTOMERS

• Two main types of change essential to customer analysis

– First; change in existing customers their wants, needs and expectations (Kaizen approach)
– Second; new customers emerging as potentially more attractive targets
• Main way to analyze customers is through marketing research and market modeling

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THE DIMENSIONS OF COMPETITOR ANALYSIS

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ASSESSING COMPETITOR’S CURRENT AND

FUTURE OBJECTIVES
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Assessing competitor’s current

strategies and activities
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Assessing competitor’s resources profile

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Predicting competitor’s future strategies

SELAMAT BEKERJA & SEMOGA SUKSES