Beruflich Dokumente
Kultur Dokumente
Market Potential:
following:
ii.
Growth Expectations
II.
(i)
(ii)
Topic 5: Segmentation:
Basic Test of Segmentation
H Homogeneity
H Heterogeneity
M Meaningful
Criteria for Effective Segmentation
MASDA
MAPS
MASDA
3
MAPS
M Measurable
M Measurable
A Accessible
A Accessible
S Sustainable
D Distinguishable
S Sustainable
A Actionable
Topic 7: Positioning
(Example- Dettol)
What is Positioning?
Positioning is placing a product or service in the mind of
consumer.
Positioning is not what you do to a product; positioning is what you
do to the mind of the consumer Al Ries and Jack Trout
Positioning is increasingly becoming critical to high technology
products.
Three Level Positioning Model
Level 1: Core Product, Technical Specification, Price
Level 2: Extended Product
Distribution and Sales, Service and Support System.
4
will
you
develop
and
communicate
these
Delivering: How will you make good on what youve promised, and
how do you make sure that you have delivered?
Market Segment A:
Segment Name
-------------------------
Market Segment B:
Segment Name
-------------------------
Market Segment X:
Segment Name
-------------------------
Segment Name
---------------------------
Segment Name
---------------------------
---------------------------Segment Name
Competitive Advantage
Positioning Strategy
Secondary Market
-------------------------Segment Name
Competitive Advantage
Positioning Strategy
6
What is Nichemanship?
Nichemanship is the process whereby a company integrates
marketing and managerial activities to optimise its competitive
market position.
Characteristics of a Market Niche
1. The company determines those products that it can best offer
given its distinct competencies, competition and customer
needs.
2. The company designs specialised goods and services to meet
identified market demands.
3. By only focusing its energies on specific target markets, the
company is more efficient than its large counterparts in
satisfying its customer database.
4. Change is sought. Market niche companies are not looking to
be like everyone else but to seek a new and better way to
conduct business.
7
Market
strengths,
weaknesses
and
G Growth
A Accessibility
A Absence of Vulnerability
S - Size: Is the size of the niche
to serve customers
big enough
profitability?
I -Identifiability: Is the niche easily identifiable in the market?
G - Growth Does the niche has adequate growth potential?
A - Accessibility Is the niche accessible through different media at
low cost?
A -Absence of Vulnerability: Is the niche hospitable without any
easy attack by competitors?
method by which a firm builds and uses its resources to offer its
customer better value and to make money in doing so. The business
model describes the content, structure, and governance of
transactions designed so as to create value through the exploitation
of business opportunities. A business model can be defined as a
concise representation of how an interrelated set of decision
variables in the areas of venture strategy, architecture and
economics are addressed to create sustainable competitive
advantage in defined markets. A business model articulates the
logic, the data and other evidence that supports a value proposition
for the customer, and a viable structure of revenues and costs for
the enterprise delivering that value.
A business model has the following six fundamental components:
i. Value Proposition
ii. Customer
iii. Internal Processes/Competencies
iv. External Positioning
v. Economic Model
vi. Personal/Investor factors.
present
different
Declining Industries
Growth Industries
A Company must decide on:
1. Customer needs WHAT is to be satisfied
2. Customer groups WHO is to be satisfied
3. Distinctive competencies HOW customers are to be satisfied
These decisions determine
strategies are formulated & implemented
model into action.
which
to put a business
ii.
ii.
iii.
1) Product Proliferation
2) Price Cutting
3) Maintaining Excess Capacity
14