Market Potential Market Demand and Market Share 5

Market Potential, Market Demand, and Market Share 5. Prinsip-prinsip Market potential, Market Demand, and Market Share Pertemuan 5 UNIKOM Quality is Our Tradition Managemen Pemasaran Universitas Komputer Indonesia 2012

Market Definition What Business Are We In ?

Market Definition A myopic vision of the potential markets a business might serve translates into a narrow product focused market definition

Market Definition A market definition is essential for any business in order to understand measure market demand, market potential, and market share

Market Definition Figure-Beverage Market

Market Definition Three Key Benefits: 1. New Opportunities 2. Recognize Potential Substitutes and Competitive Threats 3. Understanding of Fundamental Customer Needs

Market Definition Broad Market Vision

MARKET POTENTIAL Size of the market demand ?

Market Potential

Market Potential

Market Potential

Market Potential Bottom Up or Top Down Market Analysis: A bottom up approach to market sizing starts with your customers. ü How much and often do they buy? ü What is their profile? ü How many potential customers do you have in the market based on your customer profiles? ü How can you reach them?

Market Potential Bottom Up or Top Down Market Analysis: A top down approach starts with market and industry data. It takes a close look at a geographic market area and profiles the consumers and/or businesses to let you know their propensity to buy your products and services.

Market Potential Estimating Market Potential: Market Potential : = 4 miliar potensial x 35% plafon pembelian. = 1. 4 miliar pengguna computer.

Market Potential Perhitungan Potensial Pasar Penjualan Tahunan : Market Potential (Rp) : = Unit maksimum pembelian x Pembelian tertinggi x Rate Pembelian x Quantity pembelian x Harga jual rata atau transaksi

Market Potential Perhitungan Potensial Pasar Penjualan Tahunan : Market Potential (Rp) : = 4 miliar orang x Plafon 35% x 25% beli ulang tiap tahun x 1 pc perpengguna x Rp. 750 per transaksi. = Rp. 262. 5 Miliar per tahun

Market Potential and Market Development Index

Market Potential Formula Market Development Index : Market Development Index (PC) : = (Current Market Demand/ Market Potential) x 100%. = 275/350 = 79%

Forecasting Sales 5. 2 Forecasting Sales

Market Share Management 5. 3 Market Share Management

Performance Gap = Customer Response - Potential Response Market Share Management Analysis

Performance Gap = Customer Response - Potential Response Market Share Management

Performance Gap = Customer Response - Potential Response Product Life-Cycle Profit 5. 4 Product Life-Cycle Profit