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Bab 5 Analisis Industri Dan Persaingan

Bab 5 Analisis Industri Dan Persaingan. Tujuan. Mahasiswa mampu menjelaskan ancaman dalam persaingan industri Mahasiswa mampu menjelaskan konsep persaingan industri Mahasiswa mampu menjelaskan strategi bersaing perusahaan berdasarkan perannya di pasar sasaran.

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Bab 5 Analisis Industri Dan Persaingan

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  1. Bab 5 AnalisisIndustri Dan Persaingan

  2. Tujuan • Mahasiswamampumenjelaskanancamandalampersainganindustri • Mahasiswa mampu menjelaskan konsep persaingan industri • Mahasiswamampumenjelaskanstrategibersaingperusahaanberdasarkanperannyadipasarsasaran

  3. Induce your competitors not to invest in those products, markets and services where you expect to invest the most … that is the fundamental rule of strategy. Bruce Henderson, Founder of BCG There is nothing more exhilarating than to be shot at without result. Winston Churchill

  4. Potential Entrants (Threat of Mobility) Suppliers (Supplier power) Industry Competitors (Segment rivalry) Buyers (Buyer power) Substitutes (Threats of substitutes) Five Forces Determining Segment Structural Attractiveness

  5. Objectives Competitor Actions Strategies Reaction Patterns Strengths & Weaknesses Analyzing Competitors

  6. Industry Competition • Number of Sellers - Degree of Differentiation • Entry, Mobility, Exit barriers • Cost Structure • Degree of Vertical Integration • Degree of Globalization

  7. Struktur Industri • Monopoli • Oligopoli • Persaigan monopolistik • Persaingan Murni

  8. Exit barriers Low High Low, stable returns Low Entry Barriers High, stable returns High, risky returns High Barriers and Profitability Low, risky returns

  9. Strategic Groups in the Major Appliance Industry • Group A • Narrow line • Lower mfg. cost • Very high service • High price • Group C • Moderate line • Medium mfg. cost • Medium service • Medium price High Quality • Group B • Full line • Low mfg. cost • Good service • Medium price • Group D • Broad line • Medium mfg. cost • Low service • Low price Low Low High Vertical Integration

  10. Markets Commercial & Industrial Individual Users Educational Personal Computers Dell Hardware Accessories Products Software Competitor’s Expansion Plans

  11. Informasi Kekuatan dan Kelemahan 1. Pangsa pasar (share of market) - Pangsa pesaing atas pasar sasaran. 2. Pangsa ingatan (share of mind) - Persentase pelanggan yang menyebut nama pesaing dalam menanggapi pertanyaan, “sebutkan perusahaan pertama di industri ini yang ada di dalam pikiran Anda.” 3. Pangsa hati (share of heart) - Persentase pelanggan yang menyebut nama pesaing dalam menangapi pertanyaan, “Sebutkan perusahaan yang produknya lebih Anda sukai untuk dibeli.”

  12. Seleksi Pesaing • Pesaing Kuat vs Pesaing Lemah • Pesaing Dekat vs Jauh • Pesaing yang “baik” vs “buruk”

  13. Market nicher Market leader Market challenger Market follower 40% 30% 20% 10% Hypothetical Market Structure & Strategies Expand Market Attack leader Special- ize Imitate Defend Market Share Status quo Expand Market Share

  14. Optimal market share Profitability 0% 25% 50% 75% 100% Market share Optimal Market Share

  15. “Nichemanship” • End-user specialist • Vertical-level specialist • Customer-size specialist • Specific-customer specialist • Geographic specialist • Product or product-line specialist • Product-feature specialist • Job-shop specialist • Quality-price specialist • Service specialist • Channel specialist

  16. Balance Customer Competition + opportunities + Fighter orientation + Long-run profit + Alert + Emerging needs & groups + Exploit weaknesses - Reactive

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