STRATEGI YANG KOMPETITIF
MENCIPTAKAN DAYA SAING YANG BERKELANJUTAN (CREATING SUSTAINABILITYCOMPETITIVE ADVANTAGE)
. Buku : Marketing Strategy and Competitive Positioning
STRATEGI YANG KOMPETITIF ADALAH PENCARIAN POSISI YG KOMPETITIF DALAM SATU INDUSTRI. STRATEGI YG KOMPETITIF MEWUJUDKAN POSISI YG MENGUNTUNGKAN DAN BERKELANJUTAN ATAS KEKUATAN YG MENENTUKAN PERSAINGAN INDUSTRI.
Menggunakan sumberdaya Menciptakan Dayasaing yang berkelanjutan: Persyaratan.
1. Menciptakan nilai kepada pelangan 2. Langka dan unik 3. Tidak dapat ditiru
Menciptakan nilai kepada Pelanggan
Daya saing Yang Berkelanjutan
Apakah Perusahaan Punya Sesuatu yang Unik
Apakah Pesaing sulit
BAB 13 halm. 367 Advantage – creating resource
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Sumber Jenerik menuju daya saing yang
.
berkelanjutan Cannot be imitated Legal copyrights and patents, unique locations, unique physical assets
Difficult to imitate Brand image and reputation, customer loyalty, corporate culture and employee motivation, networks and alliances Relatif mudah Ditiru
Can be imitated but at a cost Physical capacity, plant and machinery
Easy to imitate Unskilled workforce, undifferentiated products and services, cash in hand
Relatif Sulit di tiru
Sumber Jenerik menuju daya saing yang
.
berkelanjutan
PORTER. Menjelaskan ada dua sumber daya saing jenerik yaitu: 1) kepemimpinan biaya (cost leadership) dan 2) diferensiasi. Kedua hal ini terjadi secara sistem, tidak datang demikian saja Porter menjelaskannya melalai konsep Value Chain. Nilai Pelanggan yg unik
Tangga Tidak Dapat Ditiru
Tinggi
Keunggulan pasar dan kelemahan pembiayaan
Market advantage
Market & financial advantage
Ratarata
Financial disadvantage
Stuck in the minddle
Financial advantage
Market & Financial disadvantage
Market disadvantage
Market disadvantage Financial advantage
Tinggi
Rata-rata
Rendah
Rendah
Biaya Relatif kepada pesaing
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Sumber Jenerik menuju daya saing yang berkelanjutan (Penjelasan)
Menciptakan Kepemimpinan biaya
Economies of scale Experience
Institutional
Masing-masing kegiatan pada kotak di atas (9 kotak) dapat dilihat dari dua sisi: 1) keunikan nilai yg diciptakan kepada pelanggan, dan 2) Biaya Relatif kepada pesaing untuk melakukan hal yg sama. Setiap kotak berisi dua interaksi yaitu antara nilai dan biaya. Misal kotak (1) Keunggulan pasar dan kelemahan pembiayaan nilai yg diciptakan unik dan tinggi, sementara biaya yg dikeluarkan oleh pesaing untuk meniru sulit. Artinya ini menjadi sumber daya saing yg tinggi bagi perusahaan, karena nilai yg diciptakan tinggi sementara biaya pesaing untuk mengerjakan hal yg sama berbiaya tinggi.
Skla Ekonomi (Economies of scale) Experience and learning effects Capacity utilisation Linkages Interrelationships Degree of integration Timing Policy choices Location and institutional factors Summary of cost drivers
Capacity utilisation
Location Biaya Policy choices
Linkages
Interrelationships
Timing Integration
Penggerak Biaya
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Tingkatan Barang dan Jasa yg ditawarkan.
Penggerak KeuniKan
The augmented offer The expected offer Pricing differentiation
Promotional differentiation KEUNIKAN
The generic of core offer The basic offering
Distribution differentiation
Diferensiasi Barang dan Jasa
The potential offer
Product differentiation
Brand differentiation
Additional benefits normally provided with the core offer
Additional benefits not normally provided but serving to differentiate from competitors’ offers
Additional benefits not currently offered but that could be considered as ways of augmenting the offer
The potential offer The augmented offer New benefits not normally Improvement offered such The s on as credit generic of expected facilities, core offer features such additional as warranties, features, New ways packaging, branding, of quality, delivering, delivering service etc. the basic benefits
The expected offer
Anything else that could be used to differentiate from existing competitors’ offerings
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ALTERNATIVE EMPHASES FOR DIFFERENTIATION
MENCIPTAKAN DIFERENSIASI 1. PRODUCT DIFFERENTIATION •Differentiating the core an expected product •Augmenting the product •Quality •Packaging •Branding •Service •Deciding on the bases for product differentiation
WR
Differentiation focused on the core and expected offer
unique and valued products
.…. ...
Clear, tight definition of market targets
The potential offer The augmented offer
2. DISTRIBUTION DIFFERENTIATION 3. PROMOTIONAL DIFFERENTIATION
Menopang Dayasaing yg berkelanjutan
Differentiation focused on the augmented and unexpected offer
The expected offer
Enhanced customer linkages
established brand and company credibility
4. PRICE DIFFERENTIATION 5. BRAND DIFFERENTIATION
The generic or core offer
6. SUMMARY OF DIFFERENTIATION DRIVERS
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