ANALISIS PASAR DAN PENGUKURAN PASAR

Transcription

1 Marke&ng Class ANALISIS PASAR DAN PENGUKURAN PASAR Diah Sastri What is Blue Ocean Strategy? Red vs Blue Ocean Strategy Red and Blue Ocean Strategy Four Ac>ons to create a Blue Ocean Raise What factors should be raised well beyond the industry standard? Eliminate Create What factors should be eliminated that the industry has taken for granted? What factors should be created that the industry has never offered? Reduce What factors should be reduced well below the industry standard? 1

2 Marke&ng Class Cool Hotel rooms Consumer do these things everyday. It s the way people buy now Do you? Simple Buying Process Digitalized Buying Process 2

3 Marke&ng Class Modern approach Consumer is not always ra&onal Needs Mo&ves - Decision AJtude Components Consumer Behavior Approaches Tradi>onal approach Consumer is ra&onal Consumers require maximum u&lity for their money Beliefs Can be posi&ve, nega&ve, or neutral May or may not be accurate May contradict other beliefs held by the other person Affect May be posi&ve or nega&ve May take on specific dimension (e.g., pleasure, disgust) Behavioral Inten&ons An individual s plan or expecta&ons of what he or she will do May appear inconsistent with beliefs May not predict well what the individual will do in reality Economic/Marketing Implications of Household Cycles Income tends to increase with time Children/ obligations add cost Divorce increases costs may change income distribution marriage Product demand due to singles with low expenses new couples divorced families children Organizational Buyers Types Industrial Reseller Government and non- profit organiza&ons Purchase types Straight rebuy Limited decision making Extended decision making Characteris>cs Greater involvement Bureaucracy Long term rela&onships Price is important but may not be the most important factor 3

4 Marke&ng Class Consumer Behavior Is Difficult To Predict However, in reality many decisions are not made in awareness of a determined problem by the consumer. Ref: Sandhusen, Richard L.: Marketing (2000). Cf. S. 218 Basic of Consumer Behavior Study Consumer buying decisions also helps us to understand roles What consumers buy? Where they buy? How they buy? & how much they buy? Forecas>ng Steps What needs to be forecast? Level of detail, units of analysis & &me horizon required What data is available to evaluate? Iden&fy needed data & whether it s available Select and test the forecas&ng model When they buy? Why they buy? Qualita>ve Methods Type Executive opinion Characteristics Strengths A group of managers Good for strategic or meet & come up with a new-product forecast forecasting Weaknesses One person's opinion can dominate the forecast Market research Uses surveys & Good determinant of interviews to identify customer preferences customer preferences It can be difficult to develop a good questionnaire Delphi method Seeks to develop a consensus among a group of experts Cost, ease of use & accuracy Generate the forecast Monitor forecast accuracy over &me Excellent for Time consuming to forecasting long-term develop product demand, technological changes, and scientific advances 4

5 Marke&ng Class Sta>s>cal Forecas>ng Time Series Pa[erns Time Series Models: Assumes the future will follow same pa[erns as the past Causal Models: Explores cause- and- effect rela&onships Uses leading indicators to predict the future E.g. economic downturn, tend to travel drop 5