MOHAMMMAD TAUFIK HIDAYAT

9/11/2014 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 Firms capabilities and resources
Opportunities for gaining competitive
advantage
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EKSTENSIVE
TARGETING
SELECTIVE
TARGETING
SEGMENTS
CLEARLY DEFINED
SEGMENTS NOT
CLEARLY 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 MARKETS
Totally new product-market
A new product technology
BUYER DIVERSITY
Similarity of buyers
Segmentation not feasible
Direct marketing
PRODUCT MARKET STRUCTURE
Small 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 STRUCTURE
Experience 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 integration
The advantage of local responsiveness
GLOBAL INTEGRATION

LOCAL RESPONSIVENESS
Not by country, climate, language group, media
habits, and income
TARGETING STRATEGY
Single country
Regional
Global
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POSITIONING
STRATEGY
POSITIONING
STRATEGY
POSITIONING
EFFECTIVENESS
POSITIONING
CONCEPT
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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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PRODUCT
BRAND
STRATEGY
VALUE
CHAIN
STRATEGY
PRICING
STRATEGY
ADVERTISING/
SALES
PROMOTION
STRATEGY
SALESFORCE/
INTERNET/
DIRECT
STRATEGY MARKETING
PROGRAM
POSITIONING
STRATEGY
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DETERMINING POSITIONING
EFFECTIVENESS
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METHODS
FOR ASSESSING
POSITIONING
EFFECTIVENESS
CUSTOMER AND
COMPETITOR RESEARCH