Market Targeting and Strategic Positioning
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Transcript of Market Targeting and Strategic Positioning
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MOHAMMMAD TAUFIK HIDAYAT
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MARKET TARGETING STRATEGY TARGETING ALTERNATIVES
○ Segment targeting○ Targeting based on product differentiation
FAKTOR INFLUENCING TARGETING DECISIONS
○ Stage of product-market maturity○ Extent of diversity in buyer value requirements○ Industry structure○ The Firm’s capabilities and resources○ Opportunities for gaining competitive
advantage
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EKSTENSIVE TARGETING
SELECTIVE TARGETING
SEGMENTS CLEARLY DEFINED
SEGMENTS NOTCLEARLY DEFINED
PRODUCT VARIETY
PRODUCT SPECIALI-
ZATION
TARGET SELECTED/
NICHE
TARGET MULTIPLE SEGMENT
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TARGETING IN DIFFERENT MARKET ENVIRONMENTS EMERGING MARKETS
○ Newly formed,New technology, changing needs buyers, identification of unmet needs by suppliers.
GROWING MARKETS MATURE MARKETS DECLINING MARKETS
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EMERGING MARKETSTotally new product-marketA new product technology
BUYER DIVERSITYSimilarity of buyersSegmentation not feasibleDirect marketing
PRODUCT MARKET STRUCTURESmall new organization
CAPABILITIES AND RESOURCES TARGETING STRATEGY
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GROWTH MARKETS
BUYER DIVERSITY PRODUCT MARKET STRUCTURE CAPABILITIES AND RESOURCES TARGETING STRATEGY
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MATURE MARKETS BUYER DIVERSITY
○ Segmentation is often essential○ Identification and evaluation of market segments is
competitive advantage
PRODUCT MARKET STRUCTUREExperience intense competition for market share, emphasis cost
reduction, tight profit margin, value chain strategies.
CAPABILITIES AND RESOURCES○ Cost reduction, selective targeting, product
differentation
TARGETING STRATEGY○ New product planning, value chain strategy, pricing
strategy, promotion strategy, and expenditure
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GLOBAL MARKETS The advantages of global integrationThe advantage of local responsiveness
GLOBAL INTEGRATION
LOCAL RESPONSIVENESSNot by country, climate, language group, media
habits, and income TARGETING STRATEGY
Single country Regional Global
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POSITIONING STRATEGY
POSITIONINGSTRATEGY
POSITIONING EFFECTIVENESS
POSITIONINGCONCEPT
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HOW POSITIONING WORKS OBJECTIVE DESIRE RESULT ACTIONS BY THE ORGANIZATION
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SELECTING THE POSITIONING CONCEPT POSITIONING CONCEPTS THE POSITIONING DECION
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DEVELOPING THE POSITIONING STRATEGY SCOPE OF POSITIONING STRATEGY MARKETING PROGRAM DECIONS
PRODUCT STRATEGY VALUE CHAIN STRATEGY PRICING STRATEGY PROMOTION STRATEGY COMPETITIVE ADVANTAGE DESIGNING THE POSITIONING STARTEGY CROSS FUNCTIONAL RELATIONSHIPS
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PRODUCTBRAND
STRATEGY
VALUECHAIN
STRATEGY
PRICING STRATEGY
ADVERTISING/SALES
PROMOTION STRATEGY
SALESFORCE/INTERNET/
DIRECTSTRATEGY MARKETING
PROGRAM POSITIONING
STRATEGY
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DETERMINING POSITIONING EFFECTIVENESS
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METHODS FOR ASSESSING
POSITIONING EFFECTIVENESS
CUSTOMER ANDCOMPETITOR RESEARCH