Sesi 3Segmentasi Bisnis, Kompetensi Inti, Konsep Scale and Scope

•HM12; CM3; Artikel#1

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5 | 2

Customer Groups and Market Segmentation

• Market Segmentation

The way customers can be grouped based on important differences in their needs or preferences

• Main Approaches to Segmenting Markets

1. Ignore differences in customer segments –

Make a product for the typical or average customer

2. Recognize differences between customer groups –

Make products that meet the needs of all or most customer groups

3. Target specific segments –

Choose to focus on and serve just one or two selected segments

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5 | 3

Identifying Customer Groups and Market Segments

Figure 5.1

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Three Approaches to Market Segmentation Figure 5.2

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10 | 5

Establishing a Competency Agenda

Source: Reprinted by permission of Harvard Business School Press. From Competing for the Future: Breakthrough Strategies for Seizing Control of Your Industry and Creating the Markets of Tomorrow by Gary Hamel and C. K. Prahalad, Boston, MA.

Copyright © 1994 by Gary Hamel and C. K. Prahalad. All rights reserved.

Figure 10.1

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10 | 6

Core Competence Tree for Ciba-Corning DiagnosticCore Competence Tree for Ciba-Corning Diagnostic

Thyroid Oncologi

Hardware Design

Labs

Salesforce / Distribution Network

Immuno Diagnostic

Control Technology

Instrumentation

Physicians Offices

Blood Gas Analyzer

Resources

Core Competencies

Products Market

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10 | 7

Resource

Market

Mass Marketing Brand NamePlastic Injection

Molding Expertise

Disposable Razor

1974

Pantyhose

1974

Disposable Pens

1958

Disposable Lighters

1973

Resource Product Matrix – BIC Pen CorpResource Product Matrix – BIC Pen Corp

1946 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000

HondaTechnicalResearchInstitutefounded

1st motorcycle:98cc, 2-cycle

Dream D

4 cycle engine

405ccmotorcycle

Power products:ground tillers, marineengines, generators,pumps, chainsaws

snowblowers

First product: Model A

clip-on enginefor bicycles

The 50ccSupercub

N360 minicar

1000ccGoldwing

touringmotor cycle

Acura Cardivision

Competes inIsle of Man TT

motorcycleraces

4-cylinder750cc

motorcycle

Portablegenerator

Enters Formula 1Gran Prix racing

HondaCivic Enters Indy

car racing

1st gasoline-poweredcar to meet US Low

Emission Vehicle Standard

Civic GS(natural

gaspowered)

Civic Hybrid(dual gasoline/

electric)

Home co-generation

system

Honda FCXfuel cell

car

The Evolution of Honda Motor Company The Evolution of Honda Motor Company

Precision Mechanics

Fine Optics

Micro-Electronics

35mm SLR cameraCompact fashion cameraEOS autofocus camera

Digital cameraVideo still camera

Plain-paper copierColor copier

Color laser copier Laser copierBasic fax

Laser faxMask aligners

Excimer laser alignersStepper aligners

Inkjet printerLaser printer

Color video printerCalculator

Notebook computer

Canon: Products and Core Technical CapabilitiesCanon: Products and Core Technical Capabilities

Links between Products & Capabilities: Capability-Based Strategy at 3M

Carborundummining

Carborundummining

SandpaperSandpaper

ScotchtapeScotchtape

Road signs& markings

Road signs& markings

Post-it notesPost-it notes

Audio tapeAudio tape

Surgical tapes& dressings

Surgical tapes& dressings

VideotapeVideotape

Acetate film

Acetate film

Floppy disks & data storage

products

Floppy disks & data storage

products

PharmaceuticalsPharmaceuticals

Housewares/kit-chen products

Housewares/kit-chen products

AbrasivesAbrasives AdhesivesAdhesivesNew-product

development &introduction

New-productdevelopment &introduction

Thin-film technologies

Thin-film technologies

PRODUCTSPRODUCTS

CAPABILITIES

CAPABILITIES

Materials sciencesMaterials sciences

Health sciencesHealth sciences

MicroreplicationMicroreplication

Flexiblecircuitry

Flexiblecircuitry

Carborundummining

Carborundummining

SandpaperSandpaper

ScotchtapeScotchtape

Road signs& markings

Road signs& markings

Post-it notesPost-it notes

Audio tapeAudio tape

Surgical tapes& dressings

Surgical tapes& dressings

VideotapeVideotape

Acetate film

Acetate film

Floppy disks & data storage

products

Floppy disks & data storage

products

PharmaceuticalsPharmaceuticals

Housewares/kit-chen products

Housewares/kit-chen products

AbrasivesAbrasives AdhesivesAdhesivesNew-product

development &introduction

New-productdevelopment &introduction

Thin-film technologies

Thin-film technologies

PRODUCTSPRODUCTS

CAPABILITIES

CAPABILITIES

Materials sciencesMaterials sciences

Health sciencesHealth sciences

MicroreplicationMicroreplication

Flexiblecircuitry

Flexiblecircuitry

Evolution of Capabilities and Products: 3MEvolution of Capabilities and Products: 3M

10 20 50 100 200 500 1,000

Annual sales volume (millions of cases)

Ad

vert

isin

g E

xpen

dit

ure

($

pe

r ca

se)

0.02

0

.05

0.

10

0.1

5

0.20

CokePepsi

Seven Up

Dr. PepperSprite

Diet PepsiTab

FrescaDiet Rite

Diet 7-Up

Schweppes SF Dr. Pepper

Despite the massive advertising budgets of brand leaders Coke and Pepsi, their main brands incur lower advertising costs per unit of sales than their smaller rivals.

Scale Economies in Advertising: U.S. Soft DrinksScale Economies in Advertising: U.S. Soft Drinks

Cost Advantage in Short-Haul Passenger Air Transport

Cost Advantage in Short-Haul Passenger Air Transport

Costs per Available Seat-Mile

Southwest Airlines United Airlines (cents) (cents)

Wages and benefits 2.4 3.5

Fuel and oil 1.1 1.1

Aircraft ownership 0.7 0.8

Aircraft maintenance 0.6 0.3

Commissions on ticket sales 0.5 1.0

Advertising 0.2 0.2

Food and beverage 0.0 0.5

Other 1.7 3.1

Total 7.2 10.5