Translate External Analysis
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2. Evaluasi LingkunganEksternal
PEST
EL
COMPARATIVE MARKETPOSITION
PORTER
5FORCES
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Politic
Perbedaanpolitik di masin!masin neara
Co " laranan F#I$%%&
Economic
!Terdapat 'oreinman('act(rers
!Prod(k m(ra)asal Cina
Sosial
* Trend ind(striPer'ormanceApparel
!Trend )id(pse)at
Tec)nolo+
*TeknoloiPer'ormanceApparel
!Pen,(alan E!commerce
En-ironmental
- Go GreenCompany
Produk bernama
“Catalyst”
.eal
- merika!S"erman ntitrust
#t dan Clayton #t
$anti monopoli%
PE
ST
E.
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&vervie' (ndustri Per)orman#epparel
Komponen Ind(stri /(nt(k analisa Porter5 Force0
1(+ers tlit* &rang yang Gemar +erola"raga* Tim&la"raga ,asional dan (nternasional*etailers
S(ppliers
T"ird Party Suppliers
Competitors
,ike* didas* Columbia Sports'ear
S(bstit(tes
Pakaian onvensional
Ne2Entrants
Siapapun yang memiliki resour#e dankapabilitas memadai untuk berkompetisi
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P&TE /(0E /&CES
T"reat o) ,e' Entrants
3i)
T"reat o) Substitutes
Moderate to 3i)
+argaining Po'er o)+uyers
Moderate to 3i)
+argaining Po'er o)Suppliers
Moderate
ivalry (ntensity
3i)
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T"reat o) ,e' Entrants -1ig"
• danya Ekspektasi Pertumbu"an di(ndustri Per)orman#e pparel di Pasaromestik 3aupun Pasar (nternasional
• ebanyakan perusa"aan yangmemasuki industri per)orman#e apparelmengalami kesulitan karena bersaing
dengan to e4isting brand loyalty• Conto" ! dida* ,ike* ,e' +alan#e* dan
C"ampion
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T"reat o) Substitutes3oderate to 1ig"
Faktor .e-el
Potential Substitute Produ#ts 3oderate-1ig" $Pakaianonvensional%
S'it#"ing Costs Lo'
+argaining Po'er o) +uyers3oderate to 1ig"1(+er 1arainin
Po2erKeteranan
Core t"letes 1ig" Tuntutan Publik dan elasi+isnisPro)essional Teams
,on-Core t"letes 3oderate - ompetisi Terbatas danadanya Produk Subtitusi- Produk 5nder rmourberdi6erensiasi produk
dengan teknologinya
,on-Pro)essional Teams
e#reational +uyer
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Faktor .e-el
S2itc)in S(pplier Costs .o2!Moderate
1arain Po2er 4A as 1(+er 3i)
T)ird Part+ S(ppliers .o2!Moderate
+argaining Po'er o) Suppliers Lo'-3oderate
Penggunaan t"ird party suppliers membuat5nder rmour bisa memili" supplierdengan kualitas dan "arga terbaik $terdapatribuan supplier di pasar internasional%
5nder rmour merupakan pembeli dalamkapasitas besar se"ingga lebi" berpengaru"dalam penentuan "arga
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• (ndustri Per)orman#e pparel tumbu"berkisar 789 dan menarik bagi pemain usa"a
• 3ayoritas industri di kuasai ole" ,ike dandidas $Pasar (nternasional% dan 5nderrmour $merika 5tara%
T"reat o) ivalry 1ig"
Faktor Ri-alritas .e-el,umber o) Competitors 1ig"
+rand Loyalty 1ig"
(ndustry Gro't" ate E4tremely 1ig"
Perbedaan ualitas 3oderate to 1ig"