MOHAMMMAD TAUFIK HIDAYAT

04/19/23 1

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

04/19/23 2

04/19/23 3

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

04/19/23 4

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

04/19/23 5

GROWTH MARKETS

BUYER DIVERSITY PRODUCT MARKET STRUCTURE CAPABILITIES AND RESOURCES TARGETING STRATEGY

04/19/23 6

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

04/19/23 7

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

04/19/23 8

POSITIONING STRATEGY

POSITIONINGSTRATEGY

POSITIONING EFFECTIVENESS

POSITIONINGCONCEPT

04/19/23 9

HOW POSITIONING WORKS OBJECTIVE DESIRE RESULT ACTIONS BY THE ORGANIZATION

04/19/23 10

SELECTING THE POSITIONING CONCEPT POSITIONING CONCEPTS THE POSITIONING DECION

04/19/23 11

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

04/19/23 12

PRODUCTBRAND

STRATEGY

VALUECHAIN

STRATEGY

PRICING STRATEGY

ADVERTISING/SALES

PROMOTION STRATEGY

SALESFORCE/INTERNET/

DIRECTSTRATEGY MARKETING

PROGRAM POSITIONING

STRATEGY

04/19/2313

DETERMINING POSITIONING EFFECTIVENESS

04/19/23 14

METHODS FOR ASSESSING

POSITIONING EFFECTIVENESS

CUSTOMER ANDCOMPETITOR RESEARCH