Market Segmentations and Marketing Case

1. Market Segmentationsand Marketing Case By TopanSetiadipura (Nuclear Engineering, 09M51695) Managerial Perspective for Sustainable Engineering

2. Why ? • Too many ‘demand’ from the whole market. Or in optimistic view, there are so many opportunities in the whole market. • Limited ‘internal’ resources of the company to be able to deliver the whole demand. External Internal Cash flow !! Need a strategy to make an effective ‘resources utilization’ Market Segmentation  choose a special segment of the market which will effectively transform ‘resources utilization’ to ‘cash flow’. Managerial Perspective for Sustainable Engineering

3. Case : Shuttle Car Service • Before Bandung-Jakarta travel was 3.5 hour by train, and about 4-5 hour by car. • But there is a new highway-line connected Bandung and Jakarta so the car travel cutted to only 2.5 – 3 hour by car. About 10 years ago • Open a new business  shuttle service for a ‘business-trip’ between B -- J. Managerial Perspective for Sustainable Engineering

4. Different Marketing Strategy • The Price/’Service Quality’ Strategy  Cheap Vs Expensive. The Price of the Cheap almost half of the expensive. But the time is the same! So Quality stressed on the ‘comfortable’. • Point of Service Strategy. • Some small player focused on the small market that haven’t been touch by the bigger player. • To offices services, to airport services. • Peripheral Service Strategy - Some travel invest on the pheriperal service such as ‘comfortable waiting room’, or ‘confirmation call’, dress of its officers, discount rate scheme. Managerial Perspective for Sustainable Engineering

5. Keep alive !  marketing stra. • Some travel are gone away after some time, because it can’t make approriate cash flow. • Certain marketing strategy (such as the market segmentation) should be smartly choosen in the first time, to be able to survive and after that it might strong enough to enlarge the market. Managerial Perspective for Sustainable Engineering