laminillas de hoy

1. Slide 1-1© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKETING STRATEGY FRAMEWORK
Satisfied
Customers
Realized
Organization
Objectives
Market
Selection
Marketing
Programs
Marketing
Strategy
Target
Markets

2. Slide 1-2© 2013 Pearson Education, Inc. publishing as Prentice Hall
OPPORTUNITY ANALYSIS
Opportunity-
Organization
Matching
Opportunity
Evaluation
Opportunity
Identification
Opportunity analysis consists of
three interrelated activities:

3. Slide 1-3© 2013 Pearson Education, Inc. publishing as Prentice Hall
OPPORTUNITY ANALYSIS
† Opportunities arise from:
† Opportunity analysis focuses on finding
markets that an organization can profitably
serve
• Identifying new types of buyers
• Creating new ways or means for satisfying
buyer needs
• Uncovering unsatisfied needs of buyers
Opportunity Identification

4. Slide 1-4© 2013 Pearson Education, Inc. publishing as Prentice Hall
OPPORTUNITY ANALYSIS
Determines whether an identified market
opportunity is consistent with the definition of
the firm’s business, mission statement, and
distinctive competencies
† Assesses strengths and weaknesses via a SWOT
† Identifies the success requirements
† Rejects those that do not conform to a firm’s
character even if they offer sizable sales and profit
Opportunity-Organization Matching

5. Slide 1-5© 2013 Pearson Education, Inc. publishing as Prentice Hall
OPPORTUNITY ANALYSIS
• Market sales
potential estimates
• Sales forecasts
• Budgets
Matches the attractiveness of an
opportunity with the potential
for uncovering a market niche,
which depends on:
• Competitive activity
• Buyer requirements
• Market demand
• Supplier sources
• Environmental
forces
• Organizational
capabilities
Consists of:
Opportunity Evaluation
Qualitative Quantitative

6. Slide 1-6© 2013 Pearson Education, Inc. publishing as Prentice Hall
EXHIBIT 4.1: OPPORTUNITY EVALUATION
MATRIX—ATTRACTIVENESS CRITERIA
Market Niche
Criterion
Competitive
Activity
Buyer
Requirements
Environmental
Forces
Organizational
Capabilities
Demand/
Supply
Buyer
Type
·How many and
which firms
compete for this
user group?
·What affects buyer
willingness and
ability to buy?
·Do different buyer
types have
different levels of
effective demand?
·How important are
adequate sources
of supply?
·How sensitive are
different buyers to
these forces?
·Can we gain
access to buyers
through marketing
mix variables?
·Can we supply
these buyers?
Buyer
Needs
·Which firms are
satisfying which
buyer needs?
·Are there buyer
needs that are not
being satisfied?
·What are they?
·Are buyer needs
likely to be
long-term?
·Do we have or
can we acquire
resources to
satisfy buyer
needs?
·How sensitive are
buyer needs to
these forces?
·Which buyer needs
can our firm
profitably satisfy?
Means for
Satisfying
Buyer Needs
·What are the
strategies being
employed to
satisfy buyer
needs?
·Is the technology
for satisfying
buyer needs
changing?
·To what extent are
the means for
satisfying buyer
needs affected by
supply sources?
·Is the demand for
the means for
satisfying buyer
needs changing?
·How sensitive are
the means for
satisfying buyer
needs to these
forces?
·Do we have the
financial, human,
technological,
and marketing
expertise to
satisfy buyer
needs?

7. Slide 1-7© 2013 Pearson Education, Inc. publishing as Prentice Hall
WHAT IS A MARKET?
CHAPTER 4: OPPORTUNITY ANALYSIS, MARKET
SEGMENTATION, AND MARKET TARGETING

8. Slide 1-8© 2013 Pearson Education, Inc. publishing as Prentice Hall
WHAT IS A MARKET?
A market consists of the
prospective buyers
(individuals or organizations)
willing and able to purchase
the existing or potential
offering (product or service)
of an organization.

9. Slide 1-9© 2013 Pearson Education, Inc. publishing as Prentice Hall
WHAT IS A MARKET?
Focus on buyers, not products or
services
Implications for marketers:
Exchanges cannot occur unless
buyers are able and willing to
purchase a product or service
Purchases consist of offerings, not
products or services, due to the
values or benefits that buyers derive
from them
Buyers
Offerings
Effective
Demand

10. Slide 1-10© 2013 Pearson Education, Inc. publishing as Prentice Hall
WHAT IS A MARKET?
View as a composite of mini- or regional
markets to:
• Identify competitors and how
they compete
• Monitor changes in sales
volume
• Assess differences between
buyers’ taste preferences and
the competition
Market Structure

11. Slide 1-11© 2013 Pearson Education, Inc. publishing as Prentice Hall
EXHIBIT 4.2: MARKET STRUCTURE
FOR COFFEE IN THE UNITED STATES
New England Midwest Southeast Northwest
Caffeinated
Ground Whole Bean Instant
Institutional Sales
(restaurants, institutions, etc.)
Decaffeinated
…
… …
…
Total U. S. Coffee Market
Retail Sales
(retail food stores)

12. Slide 1-12© 2013 Pearson Education, Inc. publishing as Prentice Hall
WHAT IS A MARKET?
Market
Share
Firm, Offering, or Brand Sales
($ or #)
= = X%
Market Sales
($ or #)
Market Share
Market share is the sales dollars ($) or units(#)
of a firm, offering, or brand divided by the sales
of the “market,” expressed as a percentage (%):

13. Slide 1-13© 2013 Pearson Education, Inc. publishing as Prentice Hall
Coffee
Dollar Sales
Atlantic
Blend Sales
Market
Definition
WHAT IS A MARKET?
Market
Share

14. Slide 1-14© 2013 Pearson Education, Inc. publishing as Prentice Hall
WHAT IS A MARKET?
† A served market is one in which a company,
offering, or brand competes for targeted customers
† Marketing managers often look closely at served
market share when considering strategic options
Use a market development strategy
Use either a product development
or market penetration strategy
“High” Served
Market Share
“Low” Served
Market Share
Market Share

15. Slide 1-15© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET
SEGMENTATION
CHAPTER 4: OPPORTUNITY ANALYSIS, MARKET
SEGMENTATION, AND MARKET TARGETING

16. Slide 1-16© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET SEGMENTATION
† Each segment possesses a homogeneous characteristic
that relates to its purchasing behavior and response
to a marketing program
† “Cannot be all things to all people”
Market Segmentation
† Information technology and flexible manufacturing and
service delivery systems can create “segments of one”
† A technique that involves breaking down or building up
of potential buyers into groups, which are called
market segments

17. Slide 1-17© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET SEGMENTATION
† Tailors products and services to the tastes
and preferences of individual buyers in high
volumes and at a relatively low cost
† Combines the efficiencies of mass
production and the effectiveness of
designing offerings to a single buyer’s
unique wants
Mass Customization

18. Slide 1-18© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET SEGMENTATION
† Identifies opportunities for new product
development
† Helps in the design of marketing programs
that are most effective for reaching
homogeneous groups of consumers
† Improves the allocation of marketing
resources
Benefits of Market Segmentation

19. Slide 1-19© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET SEGMENTATION
Behavioral
Variables
• Gender
• Age
Consumers Industrial Buyers
Socioeconomic
Characteristics
Behavioral
Variables
Socioeconomic
Characteristics
• Occupation
• Income
• Family Life Cycle
• Education
• Location
• Benefits Sought
• Usage
• Lifestyle
• Attitudes
• Company Size
• Location
• Industry
• Customers Served
• Purchasing
Objectives
• Product
Benefits
Bases for Market Segmentation
Psychographic
Variables

20. Slide 1-20© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET SEGMENTATION
† Who are they?
Need to answer six buyer-related questions:
† What do they want to buy?
† How do they want to buy?
† When do they want to buy?
† Where do they want to buy?
† Why do they want to buy?
Requirements for Effective Market Segmentation

21. Slide 1-21© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET SEGMENTATION
Measurable Differentiable
Accessible Substantial
Requirements for Effective Market Segmentation

22. Slide 1-22© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET TARGETING
CHAPTER 4: OPPORTUNITY ANALYSIS, MARKET
SEGMENTATION, AND MARKET TARGETING

23. Slide 1-23© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET TARGETING
Marketers ask three questions after a
market has been segmented:
Where to
Compete?
How to
Compete?
When to
Compete?

24. Slide 1-24© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET TARGETING
† Question focuses on which market
segments should be chosen for
marketing efforts
† Market targeting (or target marketing)
is the specification of the segment(s)
the organization wishes to pursue
Where to Compete?

25. Slide 1-25© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET TARGETING
† Question focuses on how many market
segments the organization will pursue
and the marketing strategies to employ
† Two market targeting approaches are:
Differentiated
Marketing
Concentrated
Marketing
How to Compete?

26. Slide 1-26© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET TARGETING
Differentiated Marketing
† Simultaneously pursues several different
market segments with a unique marketing
strategy for each segment
† Manages multiple products across multiple
market segments, which increases
marketing-related expenditures
How to Compete?

27. Slide 1-27© 2013 Pearson Education, Inc. publishing as Prentice Hall
MARKET TARGETING
Concentrated Marketing
† Focuses on a single market segment, sometimes
marketing one product to one segment
† More commonly, offers one or more product lines
to a single market segment
† Provides operating economies
† Limits growth opportunities if the segment size
declines
How to Compete?

28. Slide 1-28© 2013 Pearson Education, Inc. publishing as Prentice Hall
EXHIBIT 4.3: NOKIA’S DIFFERNTIATED
MARKETING STRATEGY
Series 3000
Series 5000
Series 1000/
Series 2000
Series 6000
Series 7000
Series 8000

29. Slide 1-29© 2013 Pearson Education, Inc. publishing as Prentice Hall
EXHIBIT 4.1: OPPORTUNITY EVALUATION
MATRIX—ATTRACTIVENESS CRITERIA
Market Niche
Criterion
Competitive
Activity
Buyer
Requirements
Environmental
Forces
Organizational
Capabilities
Demand/
Supply
Buyer
Type
·How many and
which firms
compete for this
user group?
·What affects buyer
willingness and
ability to buy?
·Do different buyer
types have
different levels of
effective demand?
·How important are
adequate sources
of supply?
·How sensitive are
different buyers to
these forces?
·Can we gain
access to buyers
through marketing
mix variables?
·Can we supply
these buyers?
Buyer
Needs
·Which firms are
satisfying which
buyer needs?
·Are there buyer
needs that are not
being satisfied?
·What are they?
·Are buyer needs
likely to be
long-term?
·Do we have or
can we acquire
resources to
satisfy buyer
needs?
·How sensitive are
buyer needs to
these forces?
·Which buyer needs
can our firm
profitably satisfy?
Means for
Satisfying
Buyer Needs
·What are the
strategies being
employed to
satisfy buyer
needs?
·Is the technology
for satisfying
buyer needs
changing?
·To what extent are
the means for
satisfying buyer
needs affected by
supply sources?
·Is the demand for
the means for
satisfying buyer
needs changing?
·How sensitive are
the means for
satisfying buyer
needs to these
forces?
·Do we have the
financial, human,
technological,
and marketing
expertise to
satisfy buyer
needs?