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PORTFOLIO ANALYSIS AND

STRATEGIC MARKET PLANNING

Analisis PORTOFOLIO adalah evaluasi

sebuah bisnis, produk, atau pasar

dalam hubungannya dengannya

tarik pasar dan posisi bersaing guna

Membantu dalam mengidentifikasi

rencana strategis

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Gambar : Portfolio Analysis and Strategic Market Planning

Strategic Market Planning Process

Share Position

  • Sales Growth
  • Profitability

- Market Forces

  • Competitive
  • Market Access

- Differentiation

  • Cost
  • Marketing

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Factors Shaping Market Attractiveness

  • Market Forces
    • Market size
    • Growth rate
    • Buyer power
  • Competitive Environment
    • Number of competitors
    • Price rivalry
    • Ease of entry
  • Market Access
    • Customer familiarity
    • Channel access
    • Sales requirements

BUSINESS PERFORMANCE

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Factors that Influence �Competitive Position

  • Differentiation position
    • Product quality
    • Service quality
    • Brand image
  • Cost Position
    • Unit cost
    • Transaction cost
    • Marketing expenses
  • Marketing Position
    • Market share
    • Brand awareness
    • Distribution

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Seatu Analisis PORTOFOLIO adalah evaluasi �sebuah bisnis, produk, atau pasar dalam hubungannya

dengannya tarik pasar dan posisi bersaing guna membantu

dalam mengidentifikasi rencana strategis

  • Offensive portfolio strategy
    • Invest to grow
    • Improve position
    • New market entry
  • Defensive portfolio strategy
    • Hold/protect share position
    • Optimize/monetize position
    • Harvest/divest share position

​

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Competitive Advantage

  • Differentiation Advantage
    • Product quality
    • Service quality
    • Brand image
    • Relative Price
  • Cost Advantage
    • Unit cost
    • Transaction cost
    • Marketing expenses
    • Overhead Expenses
  • Marketing Adventage
    • Market share
    • Brand awareness
    • Distribution
    • Sales coverage

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BUSINESS PERFORMANCE

Share Position

Sales Revenue Growth

Profit Performance

Offensive strategic Market Plans

    • Penetrate or grow existing market
    • Enter or Develop New markets

Defensive strategic Market Plans

    • Protect or Reduce Focus Withing Existing markets
    • Harvest or Divest existing markets