市场细分与定位 segmentation, targeting and positioning

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1、Segmentation,TargetingandPositioningNiveaAvonGeneralMillsHomeDepotWhataresomecommonlyuseddemographic,geographicandbehavioraldescriptors?SAGAsegmentationofUKgrandparents,whereacompletedescriptionofeachcategorycanbefoundinthisPharmaceuticalindustrysegmentationInlineskatingsegmentationAUsef

2、ulToolforAssessingMarketSegments:SegmentRatingChartWEIGHTRATING(0-10)TOTALMarketattractivenessfactorsCustomerneedsandbehavior.5105.0Segmentsizeandgrowthrate.372.1Macrotrends.281.6Total:Marketattractiveness1.08.7CompetitivepositionfactorsOpportunityforcompetitiveadvantage.674.2Capabilitie

3、sandresources.251.0Industryattractiveness.271.4Total:Competitiveposition1.06.6TheMarketAttractiveness/CompetitivePositionMatrixlMarketAttractivenessHigh(8-10)Moderate(4-7)Low(0-3)High(8-10)Moderate(4-7)Low(0-3)Company’sCompetitivePositionl=Marketattractivenessandcompetitivepositionofdis

4、tancerunnerssegmentImplicationsofAlternativePositionsWithintheMarket-Attractiveness/Competitive-PositionMatrixHighLowMed.MarketAttractivenessCompetitivePositionStrongMediumWeakDesirablePotentialTargetProtectposition:Investtogrowatmax.digestiblerateConcentrateonmaintainingstrengthDesira

5、blePotentialTargetInvesttobuild:ChallengeforleadershipBuildselectivelyonstrengthsReinforcevulnerableareasBuildselectively:Spec.inlimitedstrengthsSeektoovercomeweak.WithdrawifindicationsofsustainablegrowtharelackingDesirablePotentialTargetBuildselectively:Emphasizeprofitabilitybyincreasin

6、gproductivityBuildupabilitytocountercompetitionManageforearnings:ProtectexistingstrengthsInvesttoimprovepositiononlyinareaswhereriskislowLimitedexpansionorharvest:Lookforwaystoexpandw/outhighrisk;otherwisemin.invest.andfocusoperationsProtectandrefocus:DefendstrengthsSeekwaystoincreasecur

7、rentearningswithoutspeedingmarket’sdeclineManageforearnings:ProtectpositionMinimizeinvestmentDivest:SellwhenpossibletomaximizecashvalueMeantime,cutfixedcosts&avoidfurtherinvestmentSources:AdaptedfromGeorgeS.Day,AnalysisforStrategicMarketDecisions(St.Paul:West,1986),p.204;