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AGSB – MBA in Health
What is a micro market?
• Is a market that is clearly defined, specific and detailed.
• If macro is the “big picture” then this is “small picture”.
AGSB – MBA in Health
Customer Analysis – Tools for Profiling
Demographic Segmentation (Structure of Society)
• Age ( stages in life cycle influence buying behavior)
• Income levels ( high, upper middle, lower middle, low.)
• Ethnicity and Religious beliefs (affects certain cultural behavior)
• Occupation (indicator of what goods and services may be availed of)
AGSB – MBA in Health
Customer Analysis – Tools for Profiling
Psychographic Segmentation (How consumers think and feel)
• Motivation ( physiological and psychological)
• Perception ( defines action to be taken through the human sense)
• Preferences ( through exposure, experience and expectations)
AGSB – MBA in Health
Customer Analysis – Tools for Profiling
Technograpic Segmentation (Different levels of expertise or
sophistication)
• Novice ( Beginner, entry level)
• Regular ( Day to day user)
• Professional ( for competitive advantage, high level)
AGSB – MBA in Health
Customer Analysis – Tools for Profiling
• The key is customer intimacy• knowing exactly who the market • How they behave• Being able to react quickly, if not anticipate
their needs and wants
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Economics– Cost of buying or renting
– Cost of renovating
– Probable volume of customers: traffic
– Sales conversion ratios
– Estimated profits
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Image desired– Upscale image– Middle class appeal– “Flea market” attraction
E.g.• Is a Medium Rise Building
for class B located at floodway ( DEFG) correctly located
• Is a jewelry store correctly located in a high criminality neighborhood
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Exact fit to Target Customers– Traffic is generally composed of customers
being targeted– The specific profile of the potential customers
in the area matches the product or services that the company offers
– More value for perfect fit
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Clustering or
Non-clustering of Competitors– Clustering may result in
drawing a bigger market due to a wider range of choices
– Is it more advantageous to have wider choice or a monopoly
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Neighborhood Conditions– Aesthetics
– Sanitary conditions
– Peace and order situation
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Future Development Program– May not have correct economics in the short run– Potentials that may improve or depress the area
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
Fiscal and Regulatory requirement– Favorable tax systems
– Good governance
– Excellent infrastructure
– Great public service• EPZA
• Cyber City• Technoparks• Freeports
AGSB – MBA in Health
Location Analysis – Tools for Evaluation
The key is knowing your exact location inside out as well as its surrounding conditions. You should be able to determine whether such location is beneficial to your business or not.
AGSB – MBA in Health
Competitor Analysis – Tools for Benchmarking
Product/services offered– How does it compare with your “menu vs.
their menu?
– Do they offer a complete line?
– How superior or inferior are you in terms of quality?
AGSB – MBA in Health
Competitor Analysis – Tools for Benchmarking
Price/Cost advantage – Are you more expensive or cheaper in
terms of price?
– Are you a lower or higher cost producer?
AGSB – MBA in Health
Competitor Analysis – Tools for Benchmarking
Customer servicing– What is their customer service level?
– How accommodating and helpful are their staff?
– How customer –friendly are they?
– How ‘FAR” will they go for their customer?
AGSB – MBA in Health
Competitor Analysis – Tools for Benchmarking
In-store ambiance– How does their
store look like? – How does their
store “feel like’?– Do they have good
music, lighting, art decorations etc.
AGSB – MBA in Health
Competitor Analysis – Tools for Benchmarking
The key in knowing very well your competitors like the back of your hands. The ability to determine their strengths and weaknesses would eventually serve your business in good stead.
AGSB – MBA in Health
Golf resort project
* No similar project* New* A property in Batangas owned by Roxas
Competitive study* Resort lots in Batangas at P 1,500/sq.m* no development
Batangas – sea frontHistorical - old Spanish fort
AGSB – MBA in Health
Customers Study - FGD with existing - Ayala customers
(for children)- They said idea is OK
Positioning* Golf course resort* 500 lots only @ 500 – 1000 sq.m* ½ - facing China sea* ½ facing golf course
AGSB – MBA in Health
TUTUBAN Center - no similar project
- old tutuban station was up for rehab
Competitive Study- Existing 3 x 3 stalls @
P 1,500,000- No improvement- No amenities
AGSB – MBA in Health
Location
– High traffic
– Near Divisoria
Customer Study
- did a FGD about 2000 said yes
- In law of Danny Antonio ( former president of LANDCO) – a Chinese
AGSB – MBA in Health
POSITIONING
– 25 year lease of P500,000.00
– With CR, aircon, amenities
( vs. competitor who had none)
AGSB – MBA in Health
NEW FRIED CHICKEN
• Competitive study (re-negatives)
– Studied positives
– Nothing came out (P300,000 was spent)
– NED Roberto PhD was consulted “ ASK THE NEGATIVES
AGSB – MBA in Health
WHAT DON’T YOU LIKE ABOUT LEADING BRAND?”
1. Serving too small
2. Blood in the fried chicken
3. CR – no urinal for children
POSITIONING FOR THE PRODUCT
• Large Serving
• Removal of blood in the fried chicken
• CR urinals for children
AGSB – MBA in Health
IT WAS A SUCCESSFUL LAUNCH
• New product brand coming out of competitor NEGATIVES!
AGSB – MBA in Health
A NEW SCHOOL SUPPLY STOREWhat irritates you?’
– Children are in the habit of asking parents to buy school materials @ 9 pm when stores are closed.
AGSB – MBA in Health
STORE POSITIONING• Open for 8pm-12 midnight• Stocks frequently looked
for last minute school supplies, paste, fastener, art paper, illustration board, manila paper, colored paper
• Prices are stiff 40% higher
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