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MARKET SEGMENT: A
FIVE-STEP PROCESS
Prepared By:
Murnizahayati Aripin (2014567151)
NurulShah Sofea Muhammad Shah Dhina
(2014921835)
Siti Aisyah Zulkarnai (2014316405)
MARKETING SEGMENTATION
Dividing market into
with distinct needs,
or behavior who
separate products
mixes
distinct groups
characteristics,
might require
or marketing
MARKETING SEGMENTATION
Target segments can prioritizes by
their potential with evaluate :
Their future attractiveness
Their firms strengths and capabilities
relative to the segments needs
Competitive situations.
CHOOSING ATTRACTIVE
MARKET SEGMENTS:
A Five-Step Process
1
4
3
CHOOSING ATTRACTIVE
MARKET SEGMENTS:
A Five-Step Process
Step 1: Select market-attractiveness and
competitive-position factors
Market-attractiveness factors
Assessing
the
attractiveness
of
segmentsinvolves determining the:
a) markets size
b) growth rate
c) assessing various trends
Competitive-position factors
markets
or
market
A Five-Step Process
CHOOSING ATTRACTIVE
MARKET SEGMENTS:
A Five-Step Process
Step 2 : Weight Each Factor
A Five-Step Process
Step 2 : Weight Each Factor
Assessing the distance runner market segment
Rating (0-10 scale)
Market attractiveness factors
Weight
Total
0.5
10
5.0
0.3
2.1
Macro trends
0.2
1.6
1.0
8.7
0.6
4.2
0.2
1.0
Industry attractiveness
0.2
1.4
CHOOSING ATTRACTIVE
MARKET SEGMENTS:
A Five-Step Process
Step 3: Rate Segments on Each Factor, Plot Results
on Matrices
qualitative
and
quantitative data.
Once the assessment is made, the weight
results can be plotted on a market
attractiveness/
competitive
position
matrix.
A Five-Step Process
Step 3: Rate Segments on Each Factor, Plot Results
on Matrices
Market-Attractiveness/Competitive-Position Matrix
CHOOSING ATTRACTIVE
MARKET SEGMENTS:
A Five-Step Process
Step 4: Project future position for each segment
) Determine how the markets attractiveness is
tendency to change over the next three to five
years.
(customer / competitor)
A Five-Step Process
Step 4: Project future position for each segment
Manager must address several broader issues:
Changes in
product or
process
technology
Social or
political
trends
Economic
climate
Bargaining
power or
vertical
integration of
customer
CHOOSING ATTRACTIVE
MARKET SEGMENTS:
A Five-Step Process
Step 5: Choose segments to target, Allocate
resources
Managers should consider a market segment to be a
desirable target of market attractiveness & potential
competitive position only if :
It is strongly
positive on at
least one of the
two dimensions,
and at least
moderately positive
on the other.
A Five-Step Process
Step 5: Choose segments to target, Allocate
resources
However, business may decide to enter a market that
currently falls into one of the middle cells under
conditions:
Tendency market
attractiveness/
competitive strength
improve
Shared costs or
synergies
A Five-Step Process
Step 5: Choose segments to target, Allocate
resources
Implications of Alternative Positions within the MarketAttractiveness/ Competitive-Position Matrix for Target
Market Selection, Strategic Objectives, and Resource
Allocation
A Five-Step Process
Step 5: Choose segments to target, Allocate
resources
Implications of Alternative Positions within the MarketAttractiveness/ Competitive-Position Matrix for Target
Market Selection, Strategic Objectives, and Resource
Allocation
CHOOSING ATTRACTIVE
MARKET SEGMENT: A
FIVE-STEP PROCESS
Thank You