market targeting and strategic positioning

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

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