Bab 5 Analisis Industri Dan Persaingan

Presentasi berjudul: "Bab 5 Analisis Industri Dan Persaingan"— Transcript presentasi:

1 Bab 5 Analisis Industri Dan Persaingan

2 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

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 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)

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

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 Barriers and Profitability
Entry Barriers Exit barriers High, stable returns High Low High, risky returns High Low, stable returns Low 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 Competitor’s Expansion Plans
Markets Products Individual Users Commercial & Industrial Educational Personal Computers Hardware Accessories Software Dell

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 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

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

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