Analyzing and Preparing

WEEK 3 the Product

for
the Market Acceptance
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National Economics University 1
 Creating a Competitive Advantage

•https://www.youtube.com/watch?v=Ule8n6GgE1g&t=38s
What Is Marketing

•https://www.youtube.com/watch?v=kHsgFxrdAUI
Micro Environment

•https://www.youtube.com/watch?v=uAnSy6Asq0E
Macro Environment JA
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Creating a Competitive Advantage

• Microenvironment
• Macroenvironment

• Competitor Analysis
• Competitive Strategies
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 The Economics of Marketing

•Microenvironment
The partners/suppliers close to the
company that affect its ability to
serve its customers— the company,
suppliers, marketing intermediaries,
customer markets, competitors, and
publics.
•Macroenvironment
The
the larger societal
microenvironment—forces that affect
demographic,
technological, economic,
political, natural,
and cultural
forces.
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 What does GDP mean in simple terms?

• Gross domestic product (GDP) is the most commonly used

measure for the size of an economy. GDP can be compiled for
a country, a region (such as Tuscany in Italy or Burgundy in
France), or for several countries combined, as in the case of
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the European Union (EU S
How GDP Looks for Vietnam

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Largest economies in the world by GDP (nominal) in 2023
according to International Monetary Fund estimates

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 Global GDP

# Country Share of World GDP

1 United States 25.32%

2 China 17.86%

3 Japan 4.21%

4 Germany 4.05%
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Where does your
product fit?

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Demographic Marketing

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How Can Customer Segmentation Benefit Your Business?

• More Customer Retention. ...

• Enhances Competitiveness. ...
• Establishes Brand Identity. ...
• Better Customer Relationship. ...
• Leads to Price Optimization. ...
• Best Economies of Scale. ...
• Improves Channel of Distribution. ...
• It Allows You to Fine-Tune Your Message.

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 7 steps to creating a brand identity

https://www.youtube.com/watch?v=n8KoAHCwnMQ

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 Demographic Marketing

• What are Market Segments

• What are Demographic Segments.

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 What Are The 4 Main Market Segments?
Original Ideas, Many Years Ago

What is Market Segmentation? 4 Types & 5 Benefits

1. Demographic,
2. Psychographic,
3. Behavioral And
4. Geographic Segmentation
• These are considered the four main types of market
segmentation, but there are also many other strategies you can
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use, including numerous variations on the four main types. S
Market Segmentation (With Real World Examples)

https://www.youtube.com/watch?v=IrJ1cNIfmsk

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Market Segmentation

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 Benefits of Segmentation

• Segmentation enables you to learn more about your audience so

you can better tailor your messaging to their preferences and
needs.
• Targeting a specific segment that is likely to be interested in
your content or product is much more effective than targeting an
overly broad audience.
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 Demographic segmentation

• This includes age, gender, nationality, education level, family

size, occupation, income, etc.

• A company that sells luxury cars might look for customers with
a certain income, age, or job. For example, they might make ads
for older, wealthy people who are likely to be interested in
luxury cars.

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 Market Segmentation
• https://taylorwells.com.au/target-market-segment-strategy/

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Introduction to SWOT

What is SWOT?

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 SWOT

• SWOT analysis is a strategic planning and strategic

management technique used to help a person or organization
identify Strengths, Weaknesses, Opportunities, and Threats
related to business competition or project planning. It is
sometimes called situational assessment or situational analysis.

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Detail of the SWOT Analysis

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 Marketing Analysis

• Managing the marketing function begins with a complete

analysis of the company’s situation.
• The marketer should conduct a SWOT analysis (pronounced
“swat” analysis),

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 Discussion of SWOT

• SWOT analysis
• An overall evaluation of the company’s
• strengths (S),
• weaknesses (W),
• opportunities (O),
• and threats (T). JA
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 What Defines A Generation?

• Generations
• Are groups of individuals born around the same time (usually a span of
approximately 20 years), who have similar characteristics, preferences
and values throughout their lifetime.

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 Definition of Market Segment
•Demography
•The study of human populations in terms of size, density,
location, age, gender, race, occupation, and other statistics

•Baby boomers
•The 78 million people born during the years following
World War II and lasting until 1964.

•Generation X
•The 49 million people born between 1965 and 1976 in the JA
“birth dearth” following the baby boom. S
 Definition of Demographic Segment

•Millennials (or generation Y)

The 83 million children of the baby boomers born between 1977 and
2000.

•Generation Z
People born after 2000 (although many analysts include people born
after 1995) who make up the kids, tweens, and teens markets .

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 Targeting Generation Z

•the North Face engages young consumers directly and

lets them help to define their brand experiences. Such
efforts have helped to make the North Face one of
today’s hottest brands among teens and tweens.

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The North Face

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Market Segmentation

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Example of Segmentation of Unilever for
the MACRO ENVIRONMENT

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 Generation X
• Characteristics

• Generation X, or Gen X, was born in the mid-1960s to the early 1980s. Gen Xers are often
overlooked, being both the smallest generation and the bridge between baby boomers and millennials.
Unlike their parents, they grew up in a recession, meaning they've been cautious with money their
entire lives. They're also more skeptical, meaning they trust companies and their marketing efforts
less than other generations.

• Strategies
• As the most brand-loyal generation, Gen Xers respond best to customer loyalty programs. When their
favorite brands offer discounts and reward points, they’re more likely to make additional purchases
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so they can save money in the long run. S
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 Millennials

• Characteristics
• Today, millennials are typically the most talked-about generation
across every industry. They place
more importance on authentic brand messaging than previous gene
rations
, seeking out brands that are socially and environmentally
conscious.
• Generation Y, also known as millennials, was born in the mid-1980s to
the mid-1990s. They were the first generation to grow up with modern
technology. Millennials are not only the largest demographic in the
workforce but the largest generation in history. This presents an
opportunity for brands to market to a wider audience and build a large JA
customer base. They are more likely to spend than save and prefer value S
over convenience.
 Strategies
Millennials have
gone from being the
most brand loyal to
one of the least bra
nd loyal generations
in recent years

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 Generation Z
• Characteristics

• Generation Z, or Gen Z, was born in the mid-1990s to the early

to mid-2010s. Currently, Gen Z is both the most diverse and the
most tech-savvy generation. While many of them are still young,
they already hold a significant amount of global spending power.

• Due to economic uncertainty stemming from the Great Recession

and the COVID-19 pandemic, they value financial stability
above all else and are responsible spenders.

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 Strategies
Despite being money-
conscious, Gen Zer's care
less about finding deals
and more about
finding brands who share
their beliefs
. Even more so than
millennials, they’re more
likely to show loyalty to
companies that are
environmentally and
socially responsible than JA
those that don’t engage S
in ethical issues at all.
 Additional Considerations for Generational Marketing
• Pros and Cons
• Generational marketing provides a strong framework for companies to
build on. Unlike segmenting by demographics like gender or location,
generational segmentation creates a more complete picture of target
markets on their path to purchase. It helps companies determine where
to find them, how to communicate with them, and how to turn them into
loyal customers. For example, if a product is primarily designed for
younger generations, marketers can connect with them through social
sharing. If a brand caters mostly to older generations, it can nurture
customers through loyalty programs.
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 Is this You?
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National Economics University
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Types of Market Segmentation

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