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CHOOSING ATTRACTIVEMARKET SEGMENT: A

FIVE-STEP PROCESS

Prepared By:Murnizahayati Aripin (2014567151)

NurulShah Sofea Muhammad Shah Dhina(201421!"5)

Siti Ai#yah $ul%arnai (2014"16405)



MA&'*N+ S+MNA*,NDi-idin. mar%et into di#tin/t .roup#ith di#tin/t need# /hara/teri#ti/#or eha-ior ho mi.ht re3uire#eparate produ/t# or mar%etin.mie#

he purpo#e of #e.mentation tohelp #tartup# identify their mo#t

attra/ti-e mar%et #e.ment#



MA&'*N+ S+MNA*,N ar.et #e.ment# /an prioritize# ytheir potential ith e-aluate heir future attra/ti-ene## heir 8rm9# #tren.th# and /apailitie#

relati-e to the #e.ment#9 need# :ompetiti-e #ituation#



:;,,S*N+ A&A:*<MA&' S+MNSA =i-eStep >ro/e##

1 2"

4

5



:;,,S*N+ A&A:*<MA&' S+MNS

Step 1: Select maret-attract!"e#e$$ a#dc%mpet!t!"e-p%$!t!%# &act%r$

A =i-eStep >ro/e##

Maret-attract!"e#e$$ &act%r$ A##e##in. the attra/ti-ene## of mar%et# or mar%et

#e.ment# in-ol-e# determinin. thea)mar%et9# #ize).roth rate/) a##e##in. -ariou# trend#

C%mpet!t!"e-p%$!t!%# &act%r$@nder#tandin. the attra/ti-ene## of the indu#try in hi/h one/ompete# i# al#o importantnterin. a #e.ment that ould pla/e the 8rm in an unattra/ti-eindu#try or in/rea#e it# epo#ure in an unattra/ti-e indu#try inhi/h it already /ompete# may not e i#enterin. a ne mar%et or mar%et #e.ment ithout a #our/e of

/ompetiti-e ad-anta.e i# a trap



Step 1: Select maret-attract!"e#e$$ a#dc%mpet!t!"e-p%$!t!%# &act%r$

A =i-eStep >ro/e##Mar%et attra/ti-ene## fa/tor# :ompetiti-e po#ition fa/tor#

C'$t%mer #eed$ a#d (e)a"!%'rAre there unmet or under#er-ed need# e/an #ati#fy

,pportunity for /ompetiti-e ad-anta.e:an e diBerentiate:an e perform a.ain#t /riti/al #u//e##

fa/tor#Sta.e of /ompetin. produ/t# in produ/tlife /y/le i# the timin. ri.ht

Mar%et or mar%et #e.ment #ize and .rothrate

Mar%et potential in unit# re-enuenumer of pro#pe/ti-e /u#tomer#+roth rate in unit# re-enue numer ofpro#pe/ti-e /u#tomer#Mi.ht the tar.et #e.ment /on#titute aplatform for later epan#ion into related#e.ment# in the mar%et a# a hole

=irm and /ompetitor /apailitie# andre#our/e#

Mana.ement #tren.th and depth=inan/ial and fun/tional re#our/e#mar%etin. di#triution manufa/turin.&CD et/rand ima.e&elati-e mar%et #hare

Ma/ro trend# are they fa-ourale onalan/e Demo.raphi/ So/io/ultural

/onomi/ >oliti/alEle.al

e/hnolo.i/al >hy#i/al

Attra/ti-ene## of indu#try in hi/h eould /ompete

hreat of ne entrant# hreat of#u#titute#

uyer poer Supplier poer

:ompetiti-e ri-alry *ndu#try /apa/ity

Dri-in. for/e# are they fa-ourale onalan/e




A =i-eStep >ro/e##Step * : +e!,)t Eac) Fact%r



A =i-eStep >ro/e##

A##e##in. the di#tan/e runner mar%et #e.ment

Rat!#, .-1. $cale/

Maret attract!"e#e$$ &act%r$ +e!,)t T%tal

:u#tomer need# and eha-iourunmet need#

05 10 50

Se.ment #ize and .roth rate 0" 7 21

Ma/ro trend# 02 ! 16

otal Mar%et attra/ti-ene## 10 !7

C%mpet!t!"e p%$!t!%#$ &act%r$

,pportunity for /ompetiti-ead-anta.e

06 7 42

:apailitie# and re#our/e# 02 5 10

*ndu#try attra/ti-ene## 02 7 14

Step * : +e!,)t Eac) Fact%r




A =i-eStep >ro/e##Step 2: Rate Se,me#t$ %# Eac) Fact%r3 Pl%t Re$'lt$

%# Matr!ce$ he purpo#e of #e.mentation to help

#tartup# identify their mo#t attra/ti-emar%et #e.ment# o a##e# ea/h of the/riteria identi8ed in Step 1 (Mar%etAttra/ti-ene## =a/tor# and :ompetiti-e>o#ition =a/tor#) F 3ualitati-e and

3uantitati-e data

,n/e the a##e##ment i# made the ei.htre#ult# /an e plotted on a mar%et

attra/ti-ene##E /ompetiti-e po#itionmatri



A =i-eStep >ro/e##Step 2: Rate Se,me#t$ %# Eac) Fact%r3 Pl%t Re$'lt$

%# Matr!ce$

Mar%etAttra/ti-ene##E:ompetiti-e>o#ition Matri




A =i-eStep >ro/e##Step 4: Pr%5ect &'t're p%$!t!%# &%r eac) $e,me#t

) Determine ho the mar%et9# attra/ti-ene## i#tenden/y to /han.e o-er the net three to 8-e

year#(/u#tomer E /ompetitor)

Determine ho the u#ine##9# /ompetiti-e po#itionin the mar%et tenden/y to /han.e

oth epe/ted /han.e# /an e plotted on thematri



A =i-eStep >ro/e##Step 4: Pr%5ect &'t're p%$!t!%# &%r eac) $e,me#t

Mana.er mu#t addre## #e-eral roader i##ue#:

:han.e# inprodu/t or

pro/e##te/hnolo.y

/onomi/

/limate

So/ial orpoliti/al

trend#

ar.ainin.

poer or-erti/alinte.ration of

/u#tomer




A =i-eStep >ro/e##Step 6: C)%%$e $e,me#t$ t% tar,et3 All%cate

re$%'rce$Mana.er# #hould /on#ider a mar%et #e.ment to e a

de#irale tar.et of mar%et attra/ti-ene## C potential/ompetiti-e po#ition only if

*t i# #tron.ly

po#iti-e on atlea#t one of theto dimen#ion#

and at lea#tmoderately po#iti-eon the other




re$%'rce$;oe-er u#ine## may de/ide to enter a mar%et that/urrently fall# into one of the middle /ell# under/ondition#

enden/y mar%etattra/ti-ene##E/ompetiti-e #tren.th

impro-e

Shared /o#t# or#yner.ie#

Mar%et# to enter lar.ermar%et




re$%'rce$*mpli/ation# of Alternati-e >o#ition# ithin the Mar%etAttra/ti-ene##E :ompetiti-e>o#ition Matri for ar.etMar%et Sele/tion Strate.i/ ,Ge/ti-e# and &e#our/eAllo/ation



CHOOSING ATTRACTIVEMARKET SEGMENT: A

FIVE-STEP PROCESS

han% Hou

tools presentation strategic marketing

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