Professional Documents
Culture Documents
Ali Kabiri
November 2007
Profile
A side view of an object or structure, especially of the human
head.
A representation of an object or structure seen from the side.
An outline of an object.
Degree of exposure to public notice; visibility: preferred to
keep a low profile.
A biographical essay presenting the subject's most
noteworthy characteristics and achievements.
A formal summary or analysis of data, often in the form of a
graph or table, representing distinctive features or
characteristics: a psychological profile of a job applicant; a
biochemical profile of blood.
Geology. A vertical section of soil or rock showing the
sequence of the various layers
Market Profile
Boundary
Product
Buyer Seller
Money
Feedback
Perfect Pure
Competition Monopoly
Perfect Pure
Competition Monopoly
Perfect Pure
Competition Monopoly
Importance:
Degree of competition affects the consumer.
– will it benefit the consumer or not?
Impacts on the performance and behaviour
of the company/companies involved.
Market Structure
Models – a word of warning!
– Market structure deals with a number of economic
‘models’
– These models are a representation of reality to help
us to understand what may be happening in real life
– There are extremes to the model that are unlikely
to occur in reality
– They still have value as they enable us to draw
comparisons and contrasts with what is observed
in reality
– Models help therefore in analysing and evaluating –
they offer a benchmark
Market Structure
Characteristics of each model:
– Number and size of firms that make up the industry
Characteristics:
– Large number of firms in the industry
– May have some element of control over price due to the fact
that they are able to differentiate their product in some way from
their rivals (such as Branding , Image , …) – products are
therefore close, but not perfect substitutes
– Entry and exit from the industry is relatively easy – few barriers
to entry and exit
– Consumer and producer knowledge about market is imperfect
– Brand loyalty exist
– Demand curve is relatively inelastic (Relatively Low Price
Sensitive)
Monopolistic or Imperfect Competition
Restaurants
Plumbers/electricians/local builders
Solicitors
Private schools
Plant hire firms
Insurance brokers
Health clubs
Hairdressers
Funeral directors
Estate agents
Damp proofing control firms
Monopolistic or Imperfect Competition
Price
£5
D = elastic
Kinked D Curve
D = Inelastic
100 Quantity
Oligopoly
Origins of monopoly:
– Through growth of the firm
– Through amalgamation, merger
or takeover
– Through acquiring patent or license
– Through legal means – Royal charter,
nationalisation, wholly owned plc
Monopoly
6. Develop Marketing
Mix for Each Target Segment Market
5. Develop Positioning Positioning
for Each Target Segment
4. Select Target
Segment (s)
Market
3. Develop Measures
of Segment Attractiveness
Targeting
2. Develop Profiles
of Resulting Segments
1. Identify Bases Market Segmentation
for Segmenting the Market
Market Segmentation
Mass Marketing
Same product to all consumers
(no segmentation)
Segment Marketing
Different products to one or more segments
(some segmentation)
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Market Segmentation
Consumer Industrial
Market Market
International
Market
Step 1. Market Segmentation:
Bases for Segmenting Consumer Markets
Geographic
Nations, states,
regions or cities
Demographic
Age, gender, family size
and life cycle, or income
Psychographic
Social class, lifestyle, or
personality
Behavioral
Occasions, benefits,
uses, or responses
Using Multiple Segmentation:
Bases: Geo- demographics
Step 1. Market Segmentation
Bases for Segmenting Business Markets
Personal
Characteristics Demographics
Bases
for Segmenting
Business
Situational Operating
Markets
Factors Characteristics
Purchasing
Approaches
Step 1. Market Segmentation
Bases for Segmenting International Markets
Industrial Markets
Geographic Political/
Economic Legal
Air Travel
– Business/Executive: Inflexible; relatively price
insensitive (Small number of people, but travel often)
– Leisure Traveler/Student: Relatively flexible; very
price sensitive (other methods of travel--e.g., bus, car,
train--are feasible; travel may not be essential) (Very
large segment)
– Comfort Travelers: Comfort (e.g., space, food)
important; willing to pay (Small segment)
Examples (2): Restaurant Diners
Examples (2): Restaurant Diners
Denny’s
Local, “unbranded” McDonald’s
fast food restaurants
Taco Bell
High
Step 1. Market Segmentation
Requirements for Effective Segmentation
A. Undifferentiated Marketing
B. Differentiated Marketing
C. Concentrated Marketing
Segment 1
Marketing
Mix Segment 2
Segment 3
Step 2. Market Targeting
Choosing a Market-Coverage Strategy
Company Resources
Product Variability
Market Variability
Marketers must:
– Plan positions to give products the greatest
advantage
– Develop marketing mixes to create planned
positions
Step 3. Positioning for Competitive
Advantage: Strategies
D
E
B
Against a Competitor F Usage Occasions
Users
Steps to Choosing and Implementing a
Positioning Strategy
Product Service
Personnel Image
Selecting the Right Competitive Advantages
Important
Criteria
Profitable for Distinctive
Determining
Which
Differences
Affordable to Superior
Promote
Preemptive Communicable
IP Telephony
case studies
Ben Petrazzini
Strategies and Policy Unit
ITU
Agenda
Introduction
Cases
1. China
2. Colombia
3. Peru
4. Thailand
“Lessons”
Why case studies?
Began: 1988
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China’s Internet subscribers
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