Professional Documents
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PERTEMUAN 6
Pertemuan 6
Mendesain Market-Driven Strategy
• •The product-market
• •Its buyers
• •Firm’s capabilities resources
• •Competition
Strategi Pemasaran
SEGMENTS
VALUE
OPPORTUNITES
CAPABILITIES/
SEGMENT
MATCH
TARGET(S)
POSTIONING
FOR EACH
TARGET
Strategi Pemasaran
TARGETING
AND
POSTIONING
Decide and
implement a Decide which
positioning segment(s) to
strategy for each target
targeted segment
Strategi Pemasaran
Target Target
Selected Multiple
Selective Niche(s) Segments Extensive
Targeting Product Product Targeting
Specialization Variety
Growing
Mature
Declining
Global
Strategi Pemasaran
Emerging Market
Buyer Diversity
• Segmentation limited due to similarity of buyers’
preferences
Industry Structure
• Typically small new organizations
• Limited access to resources
Capabilities and Resources
• Unique benefit (differentiation) strategy rather than
low-cost
• First-mover advantage
Targeting Strategy
• Single target or a few broad segments
Strategi Pemasaran
Growth Market
Buyer Diversity
• Segments should exist
Industry Structure
• Numerous competitors
Capabilities and Resources
• Survival requires aggressive actions by firms that seek large
market positions
• Otherwise select one or a few market segments
Targeting Strategy
• Three possible strategies
1. Extensive market coverage by firms with established
businesses in related markets
2. Selective targeting by firms with diversified product portfolios
3. Very focused targeting strategies by small organizations
serving one or a few market segments.
Strategi Pemasaran
Mature Markets
Buyer Diversity
• Segmentation essential for competitive advantage
Industry Structure
• Intense competition for market share
• Emphasis on cost and service, and pressures on profits
Capabilities and Resources
Management’s objectives: cost reduction, selective targeting,
product differentiation
Targeting Strategy
Deciding which segment to serve
Firms pursuing extensive targeting strategies may decide
to exit from certain segments
Strategi Pemasaran
Global Markets
Global Reach and Standardization
• Identify market segments that span global markets and serve
these needs with global positioning strategies
Local Adaptation
• Consider requirements of domestic buyers
• Buyers’ needs and preferences affected by social, political,
cultural, economic, and language differences
Industry Structure
• Restructuring, acquisitions, mergers, and strategic alliances
altering industries and
competition
Targeting Strategy
• Targeting a single country, regional (multinational) targeting, or
global targeting
Strategi Pemasaran
This initiative is being launched even though the U.S. retail grocery market is
experiencing intense competition, and some chains are cutting back or selling out.
Tesco’s decision to enter the U.S. convenience market is bold and risky. Some
authorities consider the action questionable. However, Tesco has a very impressive
success record in Britain. With its Tesco Express, Tesco Metro, Superstore, and Extra
hypermarkets, the giant retailer has dulled Wal-Mart’s drive to dominate the retail
scene.
Tesco has no brand awareness in the U.S. so building brand identity will be
challenging. Yet the retailer has global buying power, powerful information
technology, and strong supply chain capabilities. The stores will offer groceries,
produce, and private-label ready-to-eat meals. Some observers think Tesco is
planning to compete with Wal-Mart in its home market.
Source: Kerry Capell, “Tesco: California Dreaming?” BusinessWeek, February 27, 2006, 38.
Strategi Pemasaran
4. Strategi Positioning
MARKET
TARGET
POSITIONING POSITIONING
EFFECTIVENESS STRATEGY
How well The combination of
management’s marketing actions
positioning objectives used to communicate
are achieved for the the positioning concept
market target to targeted buyers
Strategi Pemasaran
Such enthusiasm has made H&M one of the hottest fashion companies around.
Central to its success is its ability to spot shifts in demand and respond with
lightning speed. While traditional clothing retailers design their wares at least six
months ahead of time, H&M can rush items into stores in as little as three weeks.
Most of the work is done ahead, too. But when it sees consumers scooping up
something like vests, it speeds a slew of new variations into stores within the
same season, to the delight of shoppers like Saldana. “Speed is important. You
need to have system where you can react in a short lead time with the right
products,” says Chief Executive Rolf Eriksen.
Strategi Pemasaran
How does it work? H&M designers had included a couple of cropped vests in
their autumn/winter collections. In august, shortly after the vests went on sales,
they started “flying out of the stores,” say Margareta van den Bosch, H&M’s head
of design. H&M’s designers in Stockholm (it has more than 100) spotted the
trend in the company’s worldwide sales reports, published internally every
Monday. About half of them immediately started sketching new styles. As
quickly as designs came off their desks, pattern makers snipped and pinned,
pressing employees into service as live models. At the same time, buyers
ordered fabrics. The designs were zoomed electronically to workers at H&M’s
production offices in Europe and Asia, which then selected manufacturers that
could handle the jobs quickly. In less than two months most H&M stores had 5
to 10 new vest styles in stock.
One of the secrets to H&M’s speed is decisiveness. The people in charge of each
collection can dream up and produce new fashions on their own authority. Only
huge orders require approval from higher ups. “We have a flat organization. We
have a shorter way to a decision,” says Sanna Lindberg, president of H&M
Hennes & Mauritz USA. That makes H&M fashionable in more ways than one.
Symbolic Functional
SELECTING THE
POSITIONING
CONCEPT
Experiential
Strategi Pemasaran
Positioning Issues
1. The positioning concept applies to a specific brand rather
than all the competing brands that compose a product
classification
2. The concept is used to guide positioning decisions over
the life of the brand
3. Multiple concepts are likely to confuse buyers and may
weaken the effectiveness of positioning actions
Strategi Pemasaran
The positioning strategy indicates how (and why) the product mix,
line, or brand is to be positioned for each market target. This strategy
includes:
•The product strategy, indicating how the product(s) will be positioned against the
competition in the product-market.
•The pricing strategy, including the role and positioning of price relative to
competition.
•The advertising and sales promotion strategy and the objectives these promotion
components are expected to achieve.
•The sales force strategy, direct marketing strategy, and the Internet strategy,
indicating how they are used in the positioning strategy.
Strategi Pemasaran
Methods for
Determining
Positioning
Effectiveness
Positioning Errors
• Under-positioning – customers have only
vague ideas about the company and do not
perceive anything distinctive about it
• Over-positioning – Customers have too narrow
an understanding of the company, product, or
brand
• Confused positioning – Frequent changes and
contradictory messages confuse customers
• Doubtful positioning – claims made for the
product or brand are not regarded as credible
Strategi Pemasaran
Positioning in Perspective
Changing the Product Mix No change is necessary unless Changes in product strategy, methods of
increase in product scope creates distribution, and promotional strategies
opportunities in new segments. may be necessary.
Changing the Market Targeting is likely to change to include Positioning strategy must be developed
Scope new targets. for each new target.
Repositioning Should not have a major effect on Product, distribution, price, and
targeting strategy. promotion strategies may be affected.
Value Chain Integration Should have no effect on targeting Primary impact on channel, pricing and
strategy. promotion strategies.
Strategic Alliance Targeting strategy may be affected Operating relationships and assignment
based on the nature and scope of the or responsibilities must be established.
alliance.
Strategi Pemasaran
Positioning Strategy
Promotion Distribution
Strategy Strategy
Market Target
Price Strategy
Strategi Pemasaran
Terima kasih
Disampaikan pada:
Mata Kuliah Strategi Pemasaran
Pada Semester VI
Sekolah Tinggi Ilmu Ekonomi Pancasetia
Banjarmasin
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