Segment Size and Growth

Segment Size and Growth

• Segment Size and Growth

• Analyze sales, growth rates and expected profitability.

• Segment Structural Attractiveness

• Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers.

• Company Objectives and Resources

• Company skills & resources relative to the segment(s).
• Look for Competitive Advantages.

Product’s Position - the place the product occupies in consumers’ minds relative to competing products; i.e. Volvo positions on “safety”.

• Product’s Position - the place the product occupies in consumers’ minds relative to competing products; i.e. Volvo positions on “safety”.

• Marketers must:

• Plan positions to give products the greatest advantage
• Develop marketing mixes to create planned positions

Step 1. Identifying a set of possible competitive advantages: Competitive Differentiation.

• Step 1. Identifying a set of possible competitive advantages: Competitive Differentiation.

• Step 2. Selecting the right competitive advantage.

• Step 3. Effectively communicating adn delivering the chosen position to the market.