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3/15/2012 1 Proses Pengembangan Produk Baru (Analisa Pasar/ Bisnis)

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3/15/2012 1

Proses Pengembangan Produk Baru

(Analisa Pasar/ Bisnis)

3/15/2012 2

Proses Pengembangan Produk Baru- Pengembangan Ide/ gagasan

- Market definition

- Business Analysis

- Development (Synthesis)

- Product prototyping

- Proses pengambilan keputusan

- Komersialisasi

- Produksi skala reguler

Identifikasi

Peluang

Design-Pengukuran Konsumen

- Perceptual Mapping & Product Positioning

- Ramalan Potensi penjualan

-- Product (Engineering, Speciification & Marketing Mix)

Testing-Product Testing

- Market Trial

Profit management-Market Respons Analysis & Evaluation

-- Inovasi pada Phase Jenuh

Introduksi(Launch Planning)

Go

Go

Go

Go

No

No

No

No

Rep

osis

i

3/15/2012 3

Proses Pengembangan Produk Baru

(Beberapa Kendala Utama)Miskin kreativitas dan kelangkaan ide

Tekanan dan batasan yang berasal dari

masyarakat dan pemerintah (UU, Patent, Lingkungan,

Norma & Aturan Adat, dll.)

Semakin pendeknya umur hidup (life cycle) sebuah produk

karena kemajuan sains & teknologi

Biaya pengembangan (R & D) yang tinggi

dengan resiko besar

(tidak ada jaminan sukses).

3/15/2012 4

Prosedur Pengembangan Produk Baru

Ide/Gagasan

Produk Baru

General products Specifications

Preliminary Analysis-Technical Feasibility

- Economic Feasibility

Detailed Feasibility Study

Technical Product Specification

And Product Construction

Market Trial

Regular Scale Production and Distribution

Saran dari Staff

Basic & Apllied

Research

Saran dari Konsumers

Ekspresi

Ketidak-puasan

3/15/2012 5

Sumber-2 Ide dan Metoda Pengembangan

Sources of Ideas Patents & Inventions

Competition

Acquisitions

Market Needs

User Solutions

New Technology

Engineering

Management &

Employees

Methods to

Generate Ideas Direct Search

Exploratory Consumer

Studies

Facilities Users Solutions

Technological Information

And Forecasting

Consumer Engineering

Individual Incentives

Creative Group Methods

New Product

Ideas Concept

Prototype

Product

3/15/2012 6

Seleksi Ide Pengembangan Produk Baru

I = f (T, C, P dan D ); I = TCP/D

I = Index of attractiveness

T = Probability of successful technical development

C = Probability of commercial success

(given that it is technically successful)

P = Profit if successful

D = Costs of development

3/15/2012 7

Market Definition & Identification

Many

Potential

Markets

Portfolio

Of Most

Attractive

Product

Market

OpportunitiesMarket Profile

Analysis

Market

Definition

And Target

Market

Segmentation

Market

Selection

3/15/2012 8

Market Definition & Identification

An identification an area

of opportunity

It is critical in specifying the size

of a new product opportunity

“ …Marketing is a social and managerial process by which individuals

and groups obtain what they need

and want trough creating and

exchanging products

and value with others … “ (Phillip Kotler)

3/15/2012 9

Marketing Activities• Analysis Market Opportunities (to identify

new markets for existing products and

opportunity for new products)

• Selecting Target Markets (measuring and forecasting

market demand for existing and future products)

• Developing the Marketing Mix (identifying the best

strategy for increasing demand for a product; include

making decisions about product attributes, channel of

distribution, and advertising)

3/15/2012 10

Marketing-Design Interface

Marketing Design

Market Trends

Competitor Analysis

Product Acceptance

Market Potential

Market Share

Sales & price Data

Cost data

Product Technology Limitations

Manufacturing Constrains

Time Resource Limitations

3/15/2012 11

Market Opportunities Matrix

(Market Portfolio)

Market

Penetration

Product

Development

Market

Development

Product

Diversification

New ProductsExisting Products

Existing

Markets

New

Markets

3/15/2012 12

Market Opportunities Matrix( Market Portfolio)

Market Penetration Tumbuh dan berkembang

dengan produk dan pangsa pasar

yang sama

Contoh: sabun X, posisi awal

sebagai sabun cuci, direposisikan

sebagai sabun mandi, cuci piring,

dll

Product DevelopmentMacam produk dirubah/ditambah

Contoh: Industri mobil yang

merubah bentuk/model-nya karena

life-cycle sudah habis

Market Development Mengubah orientasi pangsa

pasar untuk memaksimalkan profit

Pasar lokal, regional, nasional

dan internasional

Product Diversification Konsentrik : dihadirkan dengan

teknologi yang sama (penerbitan

majalah, surat kabar, dll.)

Konglomerasi : skala dan modal

besar, produk dan proses sangat

beragam macamnya

Existing Products New Products

Existing

Markets

New

Markets

3/15/2012 13

Market Characteristics

• Sales Potentials – size of market, growth rate of sales, length of life-cycle

of products, etc.

• Penetration – costs of entry, time to become established, vulnerability of

competition, potential for product advantage for users

• Economic Scale – potential for significant market share, likelihood of

competitive entry, significance of experience curve

• Inputs – investment required, raw material avaibility, technological

advancement necessary

• Reward – margin size, competitiveness of pricing structure, ROI/ROR, etc.

• Risks – stability, probability of competitive retaliation, changes of failure,

patent of protection, rate of technological chance, possibility of adverse

regulation, etc.

3/15/2012 14

Target Group Selection

The consumer who will be the primary

target group for the new product

Splitting of total market into identifiable groups that

behave differently in regard to the product

To determine : (1) the size of potential market, (2)

select the channels of distribution that may be needed,

(3) estimate a potential pricing structure, (4) identify

initial product positioning opportunities, and (5)

guide market research

(Market Segmentation)

3/15/2012 15

Creteria & Measure

Market Segmentation

Demographic & Social-Economic – age, sex, income, race,

marital status, family size, geographics, education, occupation,

life cycle expectancy, etc.

Attitudes – personality (attitudes to risk, loyalty to certain

products), life style, product perception, purchasing policy

(leasing, purchase/cash) and criteria (quality, service, price)

etc.

Usage Rate – heavy/light, buying pattents, etc.

Preference/Choice – elasticity to price,

importance of product attributes, purchaser/user, etc.

3/15/2012 16

Product Portfolio Assesment

(Managerial Strategies)

Stars

High Profits

Questionable

Medium to Low

Profits

Cows

Very High Profits

Dogs

Low Profit/Loss

High Low

High

Low

Relative Market Share of Products

Growth Rate

Of Market

In Which

Product

Competence