PENGUKURAN ANALISIS PASAR

1. The Marketing Pathfinder:
Key concepts and cases for
marketing strategy and decision making
David Stewart and Michael Saren
Copyright © 2014 by John Wiley & Sons, Ltd. All rights reserved.

2. 2. Developing Products
and Services
Product and service typology
Importance of innovation
Product life cycle
Diffusion of innovation
First mover advantage
10. Maverick
Marketing
Marketing mavericks
Marketing as practice
Marketing as service
Digital marketing
Boundary spanning
Four views of marketing
Delivering value
Creating value propositions
1. Mobilizing the
Marketing Endeavour
8. Finding the Right
Marketing Space
Distribution
Marketing channels
Channel structures
Impact of IT
Role of logistics
7. Successful Brand
Building
Strategic brand management
Types of brands
Semiotics
Brand extensions
Brand equity
9. Communication
Heaven
Integrated marketing comms
Communication objectives
Communication mechanisms
Media choices
3. Analysis and
Understanding
Demand forecasting
Market analysis
Competitor analysis
Market research
4. Understanding
Why They Buy
Influence of culture
Use of neo-tribes
Prosumers
Decision-making process
Means-end chain
5. How Much Are They
Prepared to Pay?
Break-even analysis
Price points
Value proposition
Pricing strategies
Revenue management
6. Over-Promising, Ethics,
and Sustainability
Role of promises
How & why over-promising occurs
Importance of ethics
Sustainable marketing
FIRM BUYER
Relational
Exchange
Experience

3. Marketing Strategy Planning Process
Perrault, Cannon, Mc. Carthy, 2009

4.  Forecast the demand for a product/service
 Use appropriate frameworks to conduct market
and competitor analysis
 Identify the advantages and disadvantages
associated with various market research methods

5.  Demand forecasting
◦ impact on the firm
◦ consumer willingness and ability key
◦ category  form  brand
◦ potential demand
◦ market penetration
◦ growth:
 new category users
 rate of purchase

6.  Market analysis
◦ marketing information systems
◦ market trends
◦ variance analysis
◦ purchasing patterns
◦ risk reduction

7. Input Source
Profit, margins, sales Accounts department
Market share Sales force, distributors, market research
company
Bank orders, inventory Operations department
Sales trends, competitor’s actions Sales fare, distributors
Exchange and interest rates Bank, online sources
Building permits Local body
Macro trends Newspaper, journals, magazines
Customer satisfaction Social media, blogs, customer surveys
Innovations Trade mark registrations, exhibitions
and trade shows

8.  Competitor analysis
◦ strategic responses
◦ core competencies
◦ profit impact of market strategy
◦ absolute market share
◦ relative market share
◦ market concentration

9. Adapted from: Porter, M. (1980)
 Scope of dominant competitor activity
◦ product
◦ industry
◦ geographic
◦ vertical integration

10.  Cost + margin = selling price
 Intensity of rivalry affected by
 numerous competitors
 no market growth
 commodity products
 no switching costs
 significant economies of scale
 perishable product/service
 cyclical business
 high exit costs

11.  Bargaining power of buyers
 number of buyers
 switching costs
 significant cost factor
 Bargaining power of suppliers
 ability to raise prices
 variable quantity
 number of suppliers
 few substitute products

12.  New entrants
 tariffs
 distribution channels
 high market share
 strong brands
 Substitute products
 existence
 availability
 new technology

13.  Considerations
◦ model developed in the 1980s
◦ predicated on a perfect market
◦ restricted to simple market structures
◦ competitive environment assumed
 Provides insights
◦ current market structure
◦ areas for further analysis

14.  Market research
◦ product/service testing
◦ target market identification
◦ product positioning
◦ establish marketing objectives
◦ develop specific marketing strategies
◦ advertising effectiveness

15.  Market research cont’d
◦ problem definition and clarification
◦ secondary data sources
◦ primary data sources
◦ empirical research
◦ quantitative research
◦ qualitative research

16.  Sampling techniques
◦ probability sampling
 random
 cluster
 stratified probability
◦ Non-probability sampling
 quota system
 judgement
 convenience
 snowball

17.  Accuracy of quantitative data
◦ need to test for
 reliability
 internal consistency
 validity
 Accuracy of qualitative data
◦ need to test for
 dependability
 credibility
 transferability

18. Method Advantages Disadvantages
Mail survey
Telephone
survey
Online survey
In-depth
interviews
Observation
Focus groups
List advantages and disadvantages of each method

19. PENGUKURAN DAYA TARIK
PASAR
Disusun oleh Siti Nur Aisyah Suwanda MM dan Anggun Pesona Intan Puspita, MM.
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20. I N D USTRI
Industri: Sekelompok perusahaan
dengan jaringan pemasok dan pembeli
yang relatif sama
“a group of companies offering products
or services that are close substitutes for
each other, that is, products or services
that satisfy the same basic customers’
needs”. Porter, 1979
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21. M E N ’S AP PAR E L I N D UST RY
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22. A N A L I S I S I N D U S T R I /
P O R T E R ’ S 5 F O R C E S
M O D E L
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23. A R TI PA S A R
Kumpulan dari para pembeli, baik pembeli nyata maupun
pembeli potensial atas suatu produk atau jasa tertentu.
Suatu mekanisme yang terjadi antara pembeli dan
penjual atau tempat pertemuan antara kekuatan
permintaan dan penawaran.
Permintaan: jumlah barang dan jasa yang diminta
konsumen pada berbagai tingkat harga dan jasa pada
suatu waktu tertentu.
Penawaran: jumlah barang atau jasa yang ditawarkan
produsen pada berbagai tingkat harga pada suatu waktu
tertentu.
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24. Market Share
Market Demand
Market Potential
Market Size
I S T I L A H T E R K A I T PA S A R
Potential Revenue
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25. • Market Potential
Jumlah customer maksimum yang ada di pasar yang perusahaan
targetkan
• Market Demand
Permintaan pasar terhadap produk tertentu.
• Growth dipengaruhi oleh Customer Influences, Product Influences,
dan Market Influences.
• Market Share
Bagian dari pasar yang berhasil dikuasai oleh perusahaan. Market
share dipengaruhi oleh Product Awareness, Product Attractiveness,
Price Acceptable, Product availability, dan Service Experience.
Market Potential, Demand, & Market Share
Marke
t
Poten
tial
Marke
t
Dema
nd
Marke
t
Share
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26. L E T ’S E X E RCISE !
Di dalam industri teh dalam kemasan, terdapat 10 pemain yang memperebutkan pasar di
Indonesia dengan total populasi 260 juta jiwa penduduk. Pemain dalam industri teh tersebut
dikuasai oleh 5 pemain mayor dan 5 pemain minor/local, dengan total pembeli seluruh brand
berjumlah 120 juta sehingga total market yang dikuasai adalah sebagai berikut:
• Brand A : 37%
• Brand B : 21%
• Brand C : 11%
• Brand D : 10%
• Brand E : 9%
• Brand F-J : 12%
Market size?
Market potential?
Market share?
Market demand?
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27. Market Potential, Demand, & Market Share
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28. • Not Aware
Pelanggan potensial tidak membeli karena tidak
tahu dan tidak memahami benefit dari produk.
• Not Available
Pelanggan potensial tahu, mampu membeli, dan
memiliki keinginan membeli, namun produk tidak
tersedia.
• Unable to Use
Meskipun produk sudah terjangkau & menarik,
pelanggan potensial tidak dapat menggunakannya
karena kurang pengetahuan atau faktor lainnya
(mis: ada persyaratan khusus).
• Lack Benefit
Benefit utama dari produk tidak dianggap penting
oleh pelanggan potensial.
• Not Affordable
Meskipun produk menarik & sesuai benefit-nya,
biayanya terlalu tinggi untuk pelanggan potensial.
Market Potential, Demand, & Market Share
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29. Market Potential
• Market Potential =
Maximum
Consuming Unit
Buying Ceiling
Purchase
Quantity
Average Price
X
X X
Market
Size and
Growth
Estimated
market who
can afford
the products
Eg: 80%
Unit per
annual
Unit price
among
competitors
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30. C O N T O H
P E R H I T U N G A N P O T E N S I PA S A R
U N T U K
C O F F E E S H O P D I D K I J A K A R TA
Tahun Market Growth Market Size Buying Ceiling
Purchase
Quantity Average Price Market Potential
2021 4.0% 2,400,000 23.29% 24 25,000 335,376,000,000
2022 4.5% 2,508,000 25.62% 24 25,000 385,514,712,000
2023 5.0% 2,633,400 28.18% 24 27,000 480,891,051,749
2024 5.5% 2,778,237 31.00% 24 27,000 558,074,065,554
2025 6.0% 2,944,931 34.10% 24 29,000 698,915,424,173
Data/Asumsi yang Digunakan Sumber
Market Growth Data proyeksi pertumbuhan ekonomi Indonesia
https://newssetup.kontan.co.id/news/bi-kembali-
menurunkan-proyeksi-pertumbuhan-ekonomi-indonesia-
pada-tahun-2021
Market Size Estimasi jumlah penduduk berusia 20-34 tahun di Jakarta Data BPS 2021
Buying Ceiling
% kelas menengah di Indonesia = 46,6%
50% konsumen kopi kekinian
Terjadi peningkatan kelas menengah sebesar 10% per tahun asumsi.co
Purchase Quantity Asumsi melakukan pembelian kopi 2 minggu sekali Asumsi kasar
Average Price Range harga kopi kelas menengah 18-35ribu, rata-rata 25rb Harga pada Gofood
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31. C O N T O H
P E R H I T U N G A N P O T E N S I P A S A R U N T U K
A R C H I T E C T U R A L D E S I G N F I R M D I D K I
J A K A R T A
Tahun Market Growth Market Size Buying Ceiling
Purchase
Quantity Average Price Market Potential
2021 4.0% 750,000 4.66% 0.05 50,000,000 87,337,500,000
2022 4.5% 783,750 5.12% 0.05 51,000,000 102,402,345,375
2023 5.0% 822,938 5.64% 0.05 52,000,000 120,593,820,848
2024 5.5% 868,199 6.20% 0.05 53,000,000 142,640,458,499
2025 6.0% 920,291 6.82% 0.05 54,000,000 169,456,864,697
Data/Asumsi yang Digunakan Sumber
Market Growth Data proyeksi pertumbuhan ekonomi Indonesia
https://newssetup.kontan.co.id/news/bi-kembali-
menurunkan-proyeksi-pertumbuhan-ekonomi-indonesia-
pada-tahun-2021
Market Size Estimasi jumlah penduduk berusia 30-39 tahun di Jakarta Data BPS 2021
Buying Ceiling
% kelas menengah di Indonesia = 46,6%
10% generasi Y yang mau dan mampu membeli rumah
Terjadi peningkatan kelas menengah sebesar 10% per tahun asumsi.co
Purchase Quantity Asumsi melakukan pembelian rumah 1 kali dalam 20 tahun Asumsi kasar
Average Price
Range harga jasa desain rumah (fasad, denah, interior) 40
juta IDR
Survei terhadap beberapa perusahaan
desain kelas menengah
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32. P E N GUKUR AN DAYA TAR I K PASAR
• Berikut ini merupakan alat analisis untuk mengevaluasi daya tarik pasar
• Instruksi:
1. Silahkan evaluasi keempat kriteria
2. Pasar yang menarik adalah yang maksimal 1 kriteria yang berpotensi rendah, selebihnya
mayoritas berpotensi tinggi atau moderat.
No Criteria Low Potential Moderate High Potential
1 Market potential Low Moderate High
2 Buying mood of customers Not in a buying mood Moderate buying mood Aggressive buying mood
3 Momentum of the market Stable to losing momentum Slowly gaining momentum Rapidly gaining momentum
4 Potential to employ low cost guerilla and/or buzz
marketing techniques to promote the firm’s
product or services
Low Moderate High
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33. PREDIKSI PENDAPATAN
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34. R E V E NUE P R E D IC TIO N
• Pada tahap ini, Anda membutuhkan data mengenai:
1. Market potential
2. Jumlah kompetitor berikut market share-nya
3. Prakiraan market share yang dapat Anda raih
4. Prakiraan untapped market opportunity
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35. H O W TO P R E D I C T P E V E N U E
A N E X A M P L E O F A C O F F E E S H O P B U S I N E S S I N
J A K A R T A
1. Market potential
Diketahui bahwa potensi pasar kedai kopi adalah
IDR 335,376,000,000
2. Jumlah kompetitor berikut market share-nya
Terdapat 99 competitor yang masing-masing
memiliki market share sebesar 1%
3. Prakiraan market share yang dapat Anda raih
Estimasi market share yang bisa didapat pada
tahun pertama = 1%
4. Prakiraan untapped market opportunity
Estimasi untapped market opportunity sebesar
25%
Market Potential 335,376,000,000
Untapped market opportunity 25%
Tapped market opportunity 2.51532E+11
Estimated market share 1%
1st year revenue prediction 2,515,320,000
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37. ANALISIS PERSAINGAN
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38. P O D CR I T E RIA
Desirable
Deliverable
Differentiating

39. Point s - o f-Parity ( P O P )
Attribute/benefit associations that are not necessarily
unique to the brand but may in fact be shared with other
brands

40. P O P Cr ite ria
Category
Correlational
Competitive

41. Brand -pos itioning bull’s - eye

42. Compet it ive F rame of Refe re nce
• Defines which other brands a brand competes with and
which should thus be the focus of competitive analysis
• Identifying and analyzing competitors

43. Compet it ive F rame of Refe re nce

44. DO IT
YOURSELF!
DIY TIME
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45. L A K U K A N A N A L I S I S
K E L A Y A K A N B I S N I S U N T U K
A S P E K P A S A R D E N G A N
M E N G G U N A K A N 3 T A H A P
A N A L I S I S Y A N G S U D A H
D I B A H A S
Latihan MENGKAJI
KELAYAKAN IDE BISNIS –
ASPEK PASAR
DO IT YOURSELF! Pengukuran
Daya Tarik
Pasar
Perkiraan
Pendapatan
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46. Tahun Market Growth Market Size Buying Ceiling
Purchase
Quantity
Average Price Market Potential
Data/Asumsi yang Digunakan Sumber
Market Growth
Market Size
Buying Ceiling
Purchase Quantity
Average Price
D I Y: ST E P 1
M AR K ET POT ENT I AL C ALCULATION
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47. D I Y: S T E P 2
P E N G U KU R A N D AYA TA R I K PA S A R
No Criteria Low Potential Moderate High Potential Notes
1 Market potential Low Moderate High
2 Buying mood of customers Not in a buying mood Moderate buying
mood
Aggressive buying
mood
3 Momentum of the market Stable to losing
momentum
Slowly gaining
momentum
Rapidly gaining
momentum
4 Potential to employ low cost guerilla
and/or buzz marketing techniques to
promote the firm’s product or services
Low Moderate High
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48. D I Y: S T E P 3
P E R K I R A A N P E N DA PATA N
Market Potential
Untapped market opportunity
Tapped market opportunity
Estimated market share
1st year revenue prediction
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D I Y: S T E P 4
A N A L I S I S P E R S A I N G A N
Nama Brand Faktor Kunci Sukses 1 Faktor Kunci Sukses 2 Faktor Kunci Sukses 3 Faktor Kunci Sukses 4
Brand A (Brand
perusahaan)
Brand B
Brand C

50. THANK YOU
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