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 Induce your competitors not to invest in those products, markets and services those products, markets and services where you expect to invest the most … where you expect to invest the most … that is the fundamental rule of strategy.that is the fundamental rule of strategy. Bruce Henderson, Founder of BCGBruce Henderson, Founder of BCG

There is nothing more exhilarating than There is nothing more exhilarating than to be shot at without result.to be shot at without result. Winston ChurchillWinston Churchill

Five Forces Determining Segment Structural Attractiveness

Potential Entrants(Threat ofMobility)

Potential Entrants(Threat ofMobility)

Buyers(Buyer power)

Substitutes(Threats ofsubstitutes)

Suppliers(Supplier power)

Suppliers(Supplier power)

IndustryCompetitors

(Segment rivalry)

Analyzing Competitors

CompetitorCompetitorActionsActions

ObjectivesObjectives

Strengths &Strengths &WeaknessesWeaknesses

ReactionReactionPatternsPatterns

StrategiesStrategies

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

Low, stablereturnsLowLow

High, stablereturnsHighHigh

LowLow

Low, riskyreturns

High, riskyreturns

HighHigh

En

try

Bar

rier

sE

ntr

y B

arri

ers

Exit barriersExit barriers

HighHigh

LowHigh

LowLow

Qu

alit

yQ

ual

ity

Vertical IntegrationVertical Integration

Strategic Groups in the Major Appliance Industry

Group A•Narrow line•Lower mfg. cost•Very high service•High price

Group D•Broad line•Medium mfg. cost•Low service•Low price

Group C•Moderate line•Medium mfg. cost•Medium service•Medium price

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

Competitor’s Expansion Plans

Markets

Pro

duct

s

IndividualUsers

Commercial & Industrial Educational

PersonalComputers

HardwareAccessories

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

40%

Marketleader

30%

Marketchallenger

20%

Marketfollower

Expand Market

Defend Market Share

Expand Market Share

Attack leader

Status quoImitate

10%

Marketnicher

Special-ize

Optimal Market SharePro

fita

bili

ty

Market share0% 25% 50% 75% 100%

Optimal market share

“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

CompetitionCustomer

+ Fighter orientation+ Alert

+ Exploit weaknesses- Reactive

+ opportunities+ Long-run profit

+ Emerging needs & groups