Transcript Tujuan 1. Mahasiswa mampu menjelaskan ancaman dalam persaingan industri 2. Mahasiswa mampu menjelaskan konsep persaingan industri 3.

Tujuan
1. Mahasiswa mampu menjelaskan ancaman
dalam persaingan industri
2. Mahasiswa mampu menjelaskan konsep
persaingan industri
3. Mahasiswa mampu menjelaskan strategi
bersaing perusahaan berdasarkan perannya
di pasar sasaran
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
Five Forces Determining Segment
Structural Attractiveness
Potential Entrants
(Threat of
Mobility)
Suppliers
(Supplier power)
Industry
Competitors
(Segment rivalry)
Substitutes
(Threats of
substitutes)
Buyers
(Buyer power)
Analyzing Competitors
Objectives
Strategies
Competitor
Actions
Reaction
Patterns
Strengths &
Weaknesses
Industry Competition
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Number of Sellers - Degree of Differentiation
Entry, Mobility, Exit barriers
Cost Structure
Degree of Vertical Integration
Degree of Globalization
Struktur Industri
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Monopoli
Oligopoli
Persaigan monopolistik
Persaingan Murni
Barriers and Profitability
Exit barriers
Entry Barriers
Low
High
Low
Low, stable
returns
Low, risky
returns
High
High, stable
returns
High, risky
returns
Strategic Groups in the Major
Appliance Industry
Quality
High
Low
Group A
•Narrow line
•Lower mfg. cost
•Very high service
•High price
Group C
•Moderate line
•Medium mfg. cost
•Medium service
•Medium price
Group B
•Full line
•Low mfg. cost
•Good service
•Medium price
Group D
•Broad line
•Medium mfg. cost
•Low service
•Low price
High
Low
Vertical Integration
Competitor’s Expansion Plans
Markets
Products
Individual
Users
Personal
Computers
Hardware
Accessories
Software
Dell
Commercial
& Industrial
Educational
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.”
Seleksi Pesaing
• Pesaing Kuat vs Pesaing Lemah
• Pesaing Dekat vs Jauh
• Pesaing yang “baik” vs “buruk”
Hypothetical Market Structure &
Strategies
Market
nicher
Market
leader
Market
challenger
Market
follower
40%
30%
20%
Expand Market
Attack leader
Defend Market Share
Status quo
Expand Market Share
Imitate
10%
Specialize
Optimal Market Share
Profitability
Optimal market share
0%
25%
50%
75%
Market share
100%
“Nichemanship”
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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
Balance
Customer
+ opportunities
+ Long-run profit
+ Emerging needs & groups
Competition
+ Fighter orientation
+ Alert
+ Exploit weaknesses
- Reactive