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

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) Buyers (Buyer power) Substitutes (Threats of substitutes)

Analyzing Competitors Objectives Competitor Actions Strategies Strengths & Weaknesses Reaction Patterns

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

Struktur Industri Monopoli Oligopoli Persaigan monopolistik Persaingan Murni

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

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

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

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 10% Market nicher 40% Market leader 30% Market challenger 20% Market follower Expand Market Attack leader Special- ize Imitate Defend Market Share Status quo Expand Market Share

Defense Strategies (2) Flank defense Attacker (3) Preemptive defense Defender (3) Preemptive defense (4) Counter- offensive (1) Position defense (6) Contraction defense (5) Mobile defense

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

Attack Strategies (4) Bypass attack (2) Flank attack Attacker Defender (1) Frontal attack (5) Guerilla attack (3) Encirclement attack

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

“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

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