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Opportunity Analysis:
Segmentation and Positioning
•Your Host:
•Jorge Quiroz Rodríguez
•Universidad de
Guadalajara
Issues in Evaluating Target Marketing
Opportunities
Market
New Development Diversification
Customers
High moisturizing
Zest
Tone 7
4
Lever 2000
Dove
5 2
Safeguard
Coast
Lux 8
Nondeodorant 3 Deodorant
1
Dial
Lifebuoy
Lava
6
Low moisturizing
Positioning
Broad product
market
Specific market
segment(s)
Target
Segment(s)
Examples of some generic markets, relevant
customer needs, and specific product-markets
Demographic
Segmentation Dimensions for
Business/Organizational Markets
Kind of
Relationship
Purchasing Type of
Method Customer
Possible
Segmentation
Dimensions
Buying
Demographics
Situation
Product
Use
Market Segmentation
Homogeneous Heterogeneous
Within Between
Criteria for
Good
Segments
Substantial Operational
Developing Market-Oriented
Strategies in Broad Product-Markets
The
Strategy
This approach segments the market
and picks one of the homogeneous
segments as the firm's target market.
Strategy
1
This approach segments the market
and chooses two or more Strategy
segments as the firm's target market. 3
The segmenter here aims at two or
more submarkets with a different
marketing mix for each.
Strategy 2
Developing Market-Oriented
Strategies in Broad Product-Markets
Narrow Product-Markets
Identify
Determining Dimensions
Competitive
intensity
Key areas
Information on to Competitor
competitors consider analysis
in
the competitive
environment
Competitive Competitive
barriers rivals
Trends in external market variables impact
opportunities
Political and
Legal Technology
Screening criteria lead the way
Medium
No Growth
Low
Borderline
Growth
Key reasons for pursuing international
opportunities