Langkah Tepat: Lakukan Analisis Potensi Pasar untuk bisnis
By 
Analisis Potensi Pasar untuk Bisnis: Langkah Tepat Sebelum Ekspansi Dimulai
Ekspansi bisnis memang terdengar menarik. Pasar baru, peluang baru, potensi pertumbuhan yang lebih besar. Tapi pertanyaannya satu, sudah yakin pasarnya benar-benar siap?Untuk menjawab hal ini, Anda membutuhkan analisis potensi pasar untuk bisnis memegang peran penting.
Tanpa analisis yang matang, ekspansi justru bisa berubah menjadi beban. Contohnya seperti, salah sasaran, biaya membengkak, hingga produk tidak diterima pasar.
Oleh karena itu, sebelum melangkah lebih jauh, analisis potensi pasar sebelum ekspansi dapat dilakukan bersama jasa konsultan bisnis yang profesional.
Apa Itu Analisis Potensi Pasar untuk Bisnis?
Secara sederhana, analisis potensi pasar untuk bisnis adalah proses mengukur seberapa besar peluang sebuah produk atau layanan dapat diterima dan berkembang di pasar tertentu.
Mengapa Analisis Potensi Pasar Sebelum Ekspansi Itu Wajib Dilakukan?
Banyak bisnis gagal bukan karena produknya buruk, tapi karena salah membaca pasar. Berikut alasan kenapa analisis potensi pasar sebelum ekspansi tidak bisa dilewatkan:
- Mengurangi risiko kegagalan: Anda dapat mengetahui sejak awal apakah pasar cukup besar dan relevan.
- Menentukan strategi yang tepat: Mulai dari harga, positioning, hingga channel distribusi.
- Mengoptimalkan anggaran ekspansi: Investasi jadi lebih terarah, tidak trial & error.
- Membantu pengambilan keputusan manajerial: Data pasar memudahkan manajemen menentukan langkah selanjutnya.
Contoh Analisis Potensi Pasar untuk Bisnis dalam Praktik Usaha
Berikut gambaran contoh analisis potensi pasar di Kota Surabaya berdasarkan hasil survei konsumen sepatu.
Dalam studi kasus ini, brand sepatu casual lokal “LangkahKota” ingin memasuki pasar sepatu harian yang nyaman, stylish, dan terjangkau untuk masyarakat urban.
Survei dilakukan terhadap 300 responden di Surabaya melalui kuesioner online dan wawancara singkat di pusat perbelanjaan dan area kampus.
- Segmentasi Pasar
Segmentasi pasar dilakukan untuk memahami karakteristik konsumen secara lebih spesifik.
| Geografis | Wilayah | Kota Surabaya |
| Area dominan | Surabaya Pusat, Surabaya Timur, dan Surabaya Selatan | |
| Lingkungan | Perkantoran, kampus, pusat perbelanjaan, area transportasi publik | |
| Demografis | Usia | 18–35 tahun |
| Jenis kelamin | Pria dan wanita | |
| Pekerjaan | Mahasiswa, pekerja kantoran, pekerja kreatif | |
| Pendapatan | Rp3–8 juta per bulan | |
| Psikografis | Gaya hidup | Aktif dan dinamis |
| Sikap terhadap penampilan | Peduli penampilan, mengutamakan kenyamanan | |
| Preferensi brand | Menyukai produk lokal dengan desain modern | |
| Sensitivitas harga | Sensitif terhadap value for money | |
| Behaviour/ Perilaku | Frekuensi pembelian | 2–3 kali pembelian sepatu per tahun |
| Penggunaan produk | Aktivitas harian (kerja, kuliah, hangout) | |
| Preferensi produk | Sepatu ringan, empuk, nyaman dipakai lama | |
| Saluran pembelian | Online marketplace dan media sosial |
- Target Pasar (Targeting)
Berdasarkan hasil segmentasi, target utama brand sepatu LangkahKota adalah pria dan wanita usia 20–30 tahun di Surabaya yang aktif secara sosial dan profesional.
Sebagian besar calon konsumen membutuhkan sepatu kasual yang nyaman untuk aktivitas harian, dengan desain modern dan harga terjangkau.
Alasan pemilihan target:
- 62% responden menyatakan menggunakan sepatu kasual setiap hari
- 58% responden mengeluhkan sepatu cepat rusak atau tidak nyaman dipakai lama
- 65% responden terbuka mencoba brand sepatu lokal baru
- Menentukan Permintaan (Demand Riil)
Hasil survei menunjukkan:
- Rata-rata kebutuhan sepatu: 2 pasang sepatu per orang per tahun
- Jumlah populasi usia 18–35 tahun di Surabaya (estimasi): ±1,2 juta orang
- Potensi pembeli aktif (berdasarkan minat beli survei): ±40%
Estimasi Demand Riil:
1,2 juta × 40% = 480.000 calon pembeli
480.000 × 2 pasang/tahun = 960.000 pasang sepatu per tahun
Hal ini menunjukkan permintaan pasar yang cukup besar dan berulang (repeat demand).
- Menentukan Positioning Brand / Produk
Positioning produk adalah proses menetapkan cara sebuah brand atau produk ingin dikenal oleh konsumen dibandingkan produk pesaing.
Jadi, positioning produk yang jelas membantu konsumen lebih mudah memahami manfaat produk dan membedakannya dari kompetitor.
Pembeda utama (value proposition):
- Desain minimalis cocok untuk kerja & santai
- Material ringan dan breathable
- Harga di bawah brand internasional, kualitas di atas sepatu murah pasar
- Brand lokal dengan identitas urban Surabaya
- Total Addressable Market (TAM)
- Melalui data hasil survey, diketahui total calon pembeli: 480.000 orang
- Rata-rata harga sepatu: Rp350.000/pasang
- Rata-rata pembelian per orang : 2 pasang/tahun
- TAM = 480.000 × 2 × Rp350.000 = Rp336 miliar per tahun
Angka ini menunjukkan pasar sepatu casual di Surabaya layak secara bisnis untuk dimasuki brand sepatu LangkahKota.
Peran Riset Pasar dalam Analisis Potensi Pasar untuk Bisnis
Nah, di atas merupakan contoh analisis potensi pasar untuk bisnis berbasis data yang penting sebelum ekspansi usaha Anda.
Chaakra Consulting menyediakan layanan riset pasar berbasis data sebagai fondasi melakukan analisis potensi pasar untuk bisnis.
Melalui riset pasar yang menyeluruh, kami membantu Anda:
- Memahami kebutuhan konsumen secara mendalam
- Mengidentifikasi tren pasar yang sedang dan akan berkembang
- Menemukan peluang yang sering luput dari pengamatan internal
Riset pasar ini sangat penting, terutama dalam peluncuran produk baru, agar strategi yang disusun benar-benar relevan dengan kondisi pasar.
Jangan Tunda Lagi, Ayo Konsultasi Gratis Hari Ini!
Kami paham, mengambil langkah pertama dalam riset pasar sering terasa tidak mudah. Karena itu, Chaakra Consulting menyediakan konsultasi gratis untuk membantu Anda memulainya.
Diskusikan kebutuhan bisnis Anda bersama tim profesional via Chat Whatsapp dan dapatkan gambaran awal bagaimana analisis potensi pasar untuk bisnis Anda hari ini.
Sumber:
https://www.forbes.com/sites/mikekappel/2017/01/09/find-your-customers-with-a-target-market-analysis
Comments (64)
ProDentim is a distinctive oral-care formula that pairs targeted probiotics with plant-based ingredients to encourage strong teeth, comfortable gums, and reliably fresh breath.
Mitolyn is a carefully developed, plant-based formula created to help support metabolic efficiency and encourage healthy, lasting weight management.
PurDentix is a revolutionary oral health supplement designed to support strong teeth and healthy gums. It tackles a wide range of dental concerns
HeroUP is a premium mens wellness formula designed to support sustained energy, physical stamina, and everyday confidence.
AquaSculpt is a high-quality metabolic support supplement created to help the body utilize fat more efficiently while maintaining steady, reliable energy levels throughout the day.
InsuLeaf is a high-quality, naturally formulated supplement created to help maintain balanced blood glucose, support metabolic health, and boost overall vitality.
Maintaining prostate health is crucial for men’s overall wellness, especially as they grow older. Conditions like reduced urine flow, interrupted sleep
The bodys natural process of skin cell renewal is essential for preserving a smooth, healthy, and youthful-looking complexion.
Arialief is a carefully developed dietary supplement designed to naturally support individuals dealing with sciatic nerve discomfort while promoting overall nerve wellness.
Manergy is an advanced male vitality supplement created to help support healthy testosterone levels
Gluco6 is a natural, plant-based supplement designed to help maintain healthy blood sugar levels.
NativeGut is a precision-crafted nutritional blend designed to nurture your dog’s digestive tract.
Kerassentials is an entirely natural blend crafted with 4 potent core oils and enriched by 9 complementary oils and vital minerals.
NerveGenics is a naturally formulated nerve-health supplement created to promote nerve comfort, cellular energy support, antioxidant defense
ProstAfense is a premium, doctor-crafted supplement formulated to maintain optimal prostate function, enhance urinary performance, and support overall male wellness.
Nitric Boost Ultra is a daily wellness formula designed to enhance vitality and help support all-around performance.
GL Pro is a natural dietary supplement formulated to help maintain steady, healthy blood sugar levels while easing persistent sugar cravings.
Prosta Peak is a high-quality prostate wellness supplement formulated with a comprehensive blend of 20+ natural ingredients and essential nutrients to support prostate health
Prostadine concerns can disrupt everyday rhythm with steady discomfort, fueling frustration and a constant hunt for dependable relief.
ViriFlow is a dietary supplement formulated to help maintain prostate, bladder, and male reproductive health. Its blend of plant-based ingredients is designed to support urinary comfort and overall wellness as men age.
Visium Pro is an advanced vision support formula created to help maintain eye health, sharpen visual performance, and provide daily support against modern challenges such as screen exposure and visual fatigue.
Boostaro is a purpose-built wellness formula created for men who want to strengthen vitality, confidence, and everyday performance.
AquaSculpt is a high-quality metabolic support supplement created to help the body utilize fat more efficiently while maintaining steady, reliable energy levels throughout the day.
Prosta Peak is a high-quality prostate wellness supplement formulated with a comprehensive blend of 20+ natural ingredients and essential nutrients to support prostate health
NerveCalm is a high-quality nutritional supplement crafted to promote nerve wellness, ease chronic discomfort, and boost everyday vitality.
GL Pro is a natural dietary supplement formulated to help maintain steady, healthy blood sugar levels while easing persistent sugar cravings.
NativeGut is a precision-crafted nutritional blend designed to nurture your dog’s digestive tract.
MounjaBoost is a next-generation, plant-based supplement created to support metabolic activity, encourage natural fat utilization
Nitric Boost Ultra is a daily wellness formula designed to enhance vitality and help support all-around performance.
The bodys natural process of skin cell renewal is essential for preserving a smooth, healthy, and youthful-looking complexion.
MounjaBoost is a next-generation, plant-based supplement created to support metabolic activity, encourage natural fat utilization
ProDentim is a modern oral-health supplement formulated with specialized probiotics and naturally sourced ingredients to help maintain firm teeth
NerveCalm is a high-quality nutritional supplement crafted to promote nerve wellness, ease chronic discomfort, and boost everyday vitality.
PurDentix is a revolutionary oral health supplement designed to support strong teeth and healthy gums. It tackles a wide range of dental concerns, including gum inflammation and tooth decay
GL Pro is a natural dietary supplement formulated to help maintain steady, healthy blood sugar levels while easing persistent sugar cravings.
Backbiome is an advanced daily wellness supplement formulated to help support spinal comfort, reduce feelings of built-up tension, and promote freer, smoother movement throughout everyday life.
AquaSculpt is a high-quality metabolic support supplement created to help the body utilize fat more efficiently while maintaining steady
Backbiome is an advanced daily wellness supplement formulated to help support spinal comfort, reduce feelings of built-up tension, and promote freer, smoother movement throughout everyday life.
AquaSculpt is a high-quality metabolic support supplement created to help the body utilize fat more efficiently while maintaining steady
Boostaro is a modern mens wellness formula created to support daily vitality, stamina, and confidence through a practical, natural routine.
furosemide 20 mg tablet
furosemide 20 mg tablet
furosemide 20 mg tablet for dogs
furosemide 20 mg tablet for dogs
doryx tablet 100 mg
doryx tablet 100 mg
furosemide 40 mg oral tablet
furosemide 40 mg oral tablet
sildenafil typical dose
sildenafil typical dose
omeprazole reviews reddit
omeprazole reviews reddit
hims sildenafil instructions
hims sildenafil instructions
avanafil stendra tablet
avanafil stendra tablet
semaglutide doses vs tirzepatide
semaglutide doses vs tirzepatide
wegovy sémaglutide prix
wegovy sémaglutide prix
propecia without insurance
propecia without insurance
flagyl cause tiredness
flagyl cause tiredness
tadalafil dosage reddit
tadalafil dosage reddit
naltrexone bupropion er brand name
naltrexone bupropion er brand name
what is terbinafine
what is terbinafine
ivermectin demodex improvement
ivermectin demodex improvement
ivermectin strongyloides evidence
ivermectin strongyloides evidence
minoxidil safety faq
minoxidil safety faq
minoxidil duration vs results
minoxidil duration vs results
avanafil pricing medical context
avanafil pricing medical context
otitis media in children
otitis media in children
Peak Concentration Timing
Peak Concentration Timing
learn about sildenafil pharmacokinetics
learn about sildenafil pharmacokinetics
sildenafil vs tadalafil pharmacology
sildenafil vs tadalafil pharmacology