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(Analisa Pasar/Bisnis)

Lecture Note
YUNIA DWIE NURCAHYANIE
yuniadwie@gmail.com

LAB. PROTOTYPE DESIGN PRODUCT


JURUSAN TEKNIK INDUSTRI
UNIV. PGRI ADI BUANA SURABAYA
 Proses Pengembangan
 Produk Baru
 Sumber Ide dan Metoda
 Pengembangannya
 Market Definition & Target
 Selection
 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).
• 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
• 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 through
creating
and exchanging products and value
with others …..” (Phillip Kotler)
 Analyzing 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)
 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 Scales - potential for significant market shares,

likelihood of competitive entry, significance of experience curve.


 Inputs - investment required, raw material availability,

technological advancement necessary.


 Reward - margin size, competitiveness of pricing structure,

ROI/ROR, etc.
 Risks - stability, probability of competitive retaliation, chances

of failure, patent of protection, rate of technological chance,


possibility of adverse regulation, etc.
 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.
 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 patterns, etc.
 Preference/Choice - elasticity to price, importance
of
product attributes, purchaser/user, etc.