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with a paid-up capital of approximately five and half million dollars. As a unique brand that has
been holding the market leadership for the past 29 years, Masafi has today become a generic
name for mineral and bottled water in the entire Gulf region. It has acquired this status symbol by
providing world-class products known for their pure natural freshness.
Masafi aims to strengthen its market leadership by constantly enhancing the excellence of its
products through a process of continuous reinvestment and innovative manufacturing and
marketing strategies. Masafi has a wide range of products to offer, ranging from a two-litre
mineral water bottle to mineral water cups and soft facial tissues.
Masafi's popularity in the region is largely due to its commitment to delivering superior quality
products. Masafi's strict adherence to international quality standards has been well rewarded.
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Product Name Water, Juice
This analysis refers to the broad context (or competitive scope) within which the
The above diagram indicates the relationship between the business domain and
operational space. The business domain is here defined as the beverage market and
the operational space is defined as the market for mineral water. The forces that are
impacting on the operational space are impelling forces from the business domain.
Impelling forces in this situation may be the change in consumer taste due to
advertising made by the non-mineral water competitors or a switch from mineral
water to natural fruit drinks. The company should be acutely aware of activities
outside the operational space but within the business domain.
If the operational space is too narrow then the business tends to be too Myopic as in
the case of "Life" magazine that did not appreciate the threat posed by television.
Another famous example is that of American Railways which defined its operational
space as the "railway business" rather than the "transport business".
However, if the operational space is defined too widely then the marketing function
tends to lose focus. This state is known as marketing mania. The company fails to
concentrate on its core business and over-diversifies. All this is due to poor
competitor analysis due to incorrect.
Marketing Strategy
This articles is a broad outline along which a very effective marketing strategy can be
developed. If you decide to use this model for your business
Market Value Analysis & Key Competitor Analysis
Identify the key value attributes of the products - in terms of the importance to the
customer. Prioritize based on the relative importance of the KVA's. Select a target
competitor against whom you wish to compare performance. Give your own
product/brand a score for each of the KVA's and then multiply the
Example:
Own Target
Relative
product/ Own competitor Comp.
importance
Key value attributes brand rating Score rating (1- Score
(1-10)
(1-10) (A*B) 10) (A*C)
(A)
(B) (C)
Taste 8 6 48 3 24
Convenience 6 3 18 7 42
Modernity 7 4 28 4 28
Service 2 2 4 3 18
TOTAL 98 100
The importance of this type of analysis is that the marketer recognizes that one of
the methods of improving the product is by changing its product/brand rating and
the other and more importantly to change the perceptions of the customer by
changing the relative importance of the key value attributes to the one's that favour
the company (in this cased taste rather than convenience).
1. Identify the two most important key value attributes. (in this case convenience
product nature)
2. Operationalize the 2 key value attributes (i.e. ready-to-drink RTD and gassy)
3. Develop the two opposites of the two operationalized value attributes (bipolar
adjectives)
The area with less competitor activity will be the ideal market opportunity.
Perceptual mapping can be carried out for any number of combinations of Key value
attributes to identify need gaps.
Example:
Relative
Key environmental Impact
importance Score
factors (-5 <> +5)
(1-10)
Market demand 8 +4 +32
Regulations 3 -4 -12
+35
Company capability analysis (OCP model) is used to assess the business's chance of
success in relation to the market opportunity identified. After the analysis the
company will know whether the internal competencies of the organization favour the
proposed diversification.
Example:
Relative
Key organizational Impact
importance Score
factor (-5 <> +5)
(1-10)
Cheap financing 2 +2 +4
+29
Add the two scores of the market environmental analysis and the organizational
capability analysis. If the addition is a non-negative figure then the company will
normally go ahead with the project.
However before this decision is made management should consider the accuracy of
the analysis carried out above and whether all variables have been taken into
consideration. Sometimes even if the result is a negative number (meaning that the
environment + company capability is not favourable to the project) the company
might opt to go ahead with the project this is especially true if there are non
monetary considerations at stake. (example: increasing market share, to get first
mover advantage, technological edge, complementary supply and broad product
range etc)
This is better known as the process of the segmenting, targeting and positioning.
Customer benefit analysis is essential to identify the customer profile and to
understand the customer psychology in relation to the product.
The marketing mix will be based on the STP analysis that has already been carried
out. Traditionally the marketing mix is split into the four P's i.e. product, price, place
and promotion. However, marketing gurus have given new insights into the people,
package, service too should be included especially in the marketing of services.
Summary
The methodology described above provides a holistic view point of the marketing
function and can be applied to almost any type of business organization.
Market value analysis and competitor analysis - What does the customer value. Are
you satisfying customer requirement, or is your competitor doing a better than you
Company capability analysis - Does the company have the resources necessary to
exploit the market opportunity.
Market environmental analysis - is the environment favourable to the opportunity
identified.