MINGGU KE 5:

KONSEP PENENTUAN PASAR

 DESIRABLE CHARACTERISTICS OF MARKETS (1) (URBAN, 1993)

GENERAL CHARACTERISTICS MEASURE

GROWTH POTENTIAL SIZE OF MARKET

LIFE CYCLE

EARLY ENTRY ORDER OF ENTRY

PRODUCT AND
MARKETING ADVANTAGE

ECONOMIC OF SCALE CUMULATIVE SALES VOLUME

LEARNING

COMPETITIVE ATTRACTIVENESS SHARE OF MARKET POTENTIAL

RIVALRY INTENSITY

INVESTMENT INVESTMENT IN $, TECHNO-

LOGY AND MANAGERIAL
TALENT
KONSEP PENENTUAN PASAR, 2
 DESIRABLE CHARACTERISTICS OF MARKETS (2)
(URBAN, 1993)

GENERAL CHARACTERISTICS MEASURE

REWARD PROFITS
LIFE CYCLE
ROI

RISK STABILITY
PROFITABILITY OF
LOSSES

KONSEP PENENTUAN PASAR, 3

 MARKET PROFILE ANALYSIS
(Urban, 1993)

1. ENUMERATE AND WEIGHT THE MARKET SELECTION CRITERIA FOR YOUR

ORGANIZATION

2. RATE EACH MARKET ON EACH CRITERION

3. CALCULATE THE OVERALL WEIGHTED SUM OF THE RATINGS FOR EACH

MARKET

4. EVALUATE THE RATINGS TO IDENTIFY THE MARKET WITH THE BEST

OPPORTUNITIES FOR CONTINUED INVESTIGATION. THOSE WITH
VERY LOW RATINGS ARE ELIMINATED.

KONSEP PENENTUAN PASAR, 4

 MARKET DEFINITION (Urban, 1993)

ONE CRITICAL ISSUE IN MARKET DEFINITION IS THE MEASURES WE USE TO

SPECIFY OUR MARKET. IT COULD BE BASED ON THE PRODUCTS THAT COMPETE
WITH EACH OTHER, CUSTOMER NEEDS, DEMOGRAPHICS, ATTITUDES OR OTHER
CRITERIA.

ANOTHER KEY ASPECT OF MARKET DEFINITION RELATES TO NEW PRODUCT’S

RELATIONSHIP TO EXISTING PRODUCTS OF THE FIRM. IF THE NEW PRODUCT
WILL BE IN THE SAME MARKET AS AN EXISTING PRODUCT, CANNIBALIZATION
MAY RESULT.
IDEALLY, THE ORGANIZATION WOULD LIKE TO HAVE A PRODUCT LINE THAT
SPANS THE TOTAL SET OF OPPORTUNITIES, BUT HAS LITTLE OVERLAP AND SELF-
COMPETITION.

KONSEP PENENTUAN PASAR, 5

 BASES FOR DEFINING MARKETS (1)
(Urban, 1993)

1. DEMOGRAPHICS

DEMOGRAPHIC SEGMENTATION CAN BE A SURROGATE FOR MARKET DEFINI-

TION IF CHARACTERISTICS SUCH AS SEX, AGE, MARITAL STATUS, FAMILY
SIZE, AGE OF CHILDREN, INCOME, OCCUPATION, GEOGRAPHICAL LOCATION,
MOBILITY, HOME OWNERSHIP, EDUCATION, NATIONALITY.

2. ATTITUDES

3. PREFERENCE WITH RESPECT TO PRODUCT BENEFITS

4. PRICE SENSITIVITY

5. DECISION RULES

KONSEP PENENTUAN PASAR, 6

 BASES FOR DEFINING MARKETS (2)
(Urban, 1993)

6. USAGE BEHAVIOR

7. PRODUCT FORM

8. COMPETITIVE PRODUCTS

9. MULTIPLE PERSPECTIVES

KONSEP PENENTUAN PASAR, 7

 METHODS FOR MARKET DEFINITION AND SEGMENTATION
(Urban, 1993)

1. CLUSTER ANALYSIS
THIS METHOD AIMS TO FIND A GROUP OF OF CUSTOMERS WHO, WITH
RESPECT TO SOME SET OF CHARACTERISTICS, ARE SIMILAR WITHIN GROUPS
BUT DIFFERENT AMONG GROUPS.

2. PRODUCT-SUBSTITUTION
THIS METHOD AIMS TO FIND A SET OF PRODUCTS THAT ARE SUBSTITUTES
FOR ONE ANOTHER

KONSEP PENENTUAN PASAR, 8

 MARKET SELECTION (1)
(Urban, 1993)

THIS PART AIMS TO SET PRIORITIES EXPLICITLY AND TO SELECT THE ONE OR
TWO BEST MARKETS. THESE “BEST” MARKETS THEN PASS TO THE IDEA GENERA-
TION PHASE.

MANAGERIAL STRATEGIES

AN IMPORTANT STRATEGIC CONCEPT IS THAT WHEN MARKET PRIORITIES ARE SET,

THE NEW PRODUCT IS PART OF THE FIRM’S COMPLETE PRODUCT PORTOFOLIO.
THE STATUS OF THE SET OF CURRENT PRODUCTS MUST BE UNDERSTOOD BEFORE
RESOURCES ARE ALLOCATED TO A NEW PRODUCT IN A GIVEN MARKET.

ONE APPROACH TO ASSESING THE PRODUCT PORTFOLIO IS TO ARRAY THE FIRM’S

OFFERINGS IN TERMS OF MARKET ATTRACTIVENESS AND THE STRENGTH OF THE
COMPETITIVE ADVANTAGE THE FIRM HAS IN MARKET.

KONSEP PENENTUAN PASAR, 9

 MARKET SELECTION (2)
(Urban, 1993)

MARKET ATTRACTIVENESS REFLECTS MANY OF THE FACTORS WE IDENTIFIED IN

PROFILE ANALYSIS (GROWTH RATE, EARLY ENTRY, ECONOMIES OF SCALE,
PROFITABILITY, AND RISK).

COMPETITIVE ADVANTAGE REFLECTS THE SUSTANAIBLE BENEFITS WE CAN

DELIVER UNIQUELY TO OUR CONSUMERS (E.G TECHNOLOGY, DISTRIBUTION,
RAW MATERIAL, SERVICE, MARKET SHARE AND CUSTOMER LOYALTY BASED
ADVANTAGES). IT IS BASED ON THE CORE COMPETENCIES OF OUR FIRM.

KONSEP PENENTUAN PASAR, 10

 MARKET SELECTION (3)
(Urban, 1993)
MARKET ENTRY OPPORTUNITIES AND THE EXISTING PORTOFOLIO

VERY STRONG STRONG WEAK VERY WEAK

VERY
ATTRACTIVE *

MARKET ATTRACTIVENESS
X

ATTRACTIVE X X

UNATTRACTIVE X X X

VERY X X X X
ATTRACTIVE

COMPETITIVE ADVANTAGE

KONSEP PENENTUAN PASAR, 11

 MARKET SELECTION (3)
(Urban, 1993)

* EXISTING MARKET – MAINTAIN POSITION

EXISTING MARKET – EXPAND INDUSTRY OR MOVE TO MORE

ATTRACTIVE SEGMENT

EXISTING MARKET – BUILD COMPETITIVE ADVANTAGE

X EXISTING MARKET – EXIT, DIVEST, OR FOCUS ON SEGMENT THAT IS

ATTRACTIVE

PRIORITY NEW MARKETS TO ENTER

NEW MARKETS LOW PRIORITY

DIRECTION TO MOVE PORTOFOLIO

KONSEP PENENTUAN PASAR, 12