Bab 5 Analisis Industri Dan Persaingan

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Bab 5 Analisis Industri Dan Persaingan
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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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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
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Five Forces Determining Segment Structural
Attractiveness
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Analyzing Competitors
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Industry Competition

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

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Struktur Industri

• Monopoli
• Oligopoli
• Persaigan monopolistik
• Persaingan Murni

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Barriers and Profitability
Low, risky returns
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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 D
• Broad line
• Medium mfg. cost
• Low service
• Low price

• Group B
• Full line
• Low mfg. cost
• Good service
• Medium price

Low
Low
High
Vertical Integration
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Competitors Expansion Plans
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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.

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Seleksi Pesaing

• Pesaing Kuat vs Pesaing Lemah
• Pesaing Dekat vs Jauh
• Pesaing yang baik vs buruk

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Hypothetical Market Structure Strategies
Expand Market
Attack leader
Special- ize
Imitate
Defend Market Share
Status quo
Expand Market Share
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Defense Strategies
Attacker
Defender
(1) Position defense
(6) Contraction defense
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Optimal Market Share
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Attack Strategies
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Specific Attack Strategies

• Price-discount
• Cheaper goods
• Prestige goods
• Product proliferation
• Product innovation
• Improved services
• Distribution innovation
• Manufacturing cost reduction
• Intensive advertising promotion

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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

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