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CHAPTER 3 - Imbasan Persekitaran Luaran
CHAPTER 3 - Imbasan Persekitaran Luaran
LUARAN (EXTERNAL
ENVIRONMENTAL SCANNING)
IMBASAN PERSEKITARAN
Environmental
scanning- the
hn
c
Te
Le
gi
Re sla
gu tio
la n a
tio n
n d
y
g
o
ol
Suppliers
Rival
Firms
So
c
an ietal
dL
V
ife alue
sty
s
les
Substitutes
COMPANY
New
Entrants
IMMEDIATE INDUSTRY
AND COMPETITIVE
ENVIRONMENT
Buyer
s
on s
i
t
ula phic
p
Po ogra
m
De
Economic forces
Technological forces
Political-legal forces
Sociocultural forces
4-7
4-8
4-9
Political-legal forces
EconomicSocioculturalTechnological-
4-10
Ch 3
-11
Substitute Products
(of firms in
other industries)
Suppliers
of Key
Inputs
Rivalry
Among
Competing
Sellers
Potential
New
Entrants
Buyers
Principle of Competitive
Markets
Competitive jockeying among
rival firms is dynamic and
ever-changing
As industry members
initiate new offensive and
defensive moves
As emphasis swings from
one mix of competitive
weapons to another
Common Barriers to
Entry
Sizable economies of scale
Principle of Competitive
Markets
Threat of entry is stronger when:
Entry barriers are low
Sizable pool of entry candidates
exists
Incumbents are unwilling or unable
to contest a newcomers entry efforts
Newcomers can expect to earn
attractive profits
Competitive Force of
Substitute Products
Concept
Substitutes matter when customers are
attracted to the products of firms in
other industries
Examples
Eyeglasses vs. Contact Lens
Sugar vs. Artificial Sweeteners
Newspapers vs. TV vs. Internet
E-mail vs. Overnight Delivery
Producers of
substitutes plan to add
new capacity
Profits of producers of
substitutes are up
Principle of Competitive
Markets
Competitive threat of substitutes
is stronger when they are:
Readily available
Attractively priced
Believed to have comparable
or better performance
features
Customer switching costs are
low
Whether supplier-seller
relationships represent a weak or
strong competitive force
depends on
Whether suppliers can exercise
sufficient bargaining leverage to
influence terms of supply in their
favor
Extent and competitive importance of
collaborative partnerships between
one or more sellers and their
suppliers
Competitive Force of
Suppliers
Principle of Competitive
Markets
Suppliers are a stronger force
the more they can exercise
power over:
Prices charged
Quality and
performance
of items supplied
Reliability of deliveries
Competitive Force of
Buyers
Buyers are a strong competitive force when:
Principle of Competitive
Markets
Buyers are a stronger
competitive force the more
they have leverage to bargain
over:
Price
Quality
Service
Other terms and
conditions of sale
Competitive environment is
unattractive from the standpoint of
earning
good profits when:
Rivalry is strong
Entry barriers are low
and entry is likely
Competition from
substitutes is strong
Suppliers and customers have
considerable bargaining power
Rivalry is moderate
Entry barriers are high
and no firm is likely to
enter
Good substitutes do
not exist
Suppliers and customers are in a
weak bargaining position
Competitors
Competitors organizations that offer
AKTIVITI PENGUMPULAN
MAKLUMAT TENTANG PESAING
KANDUNGAN
KANDUNGANANALISIS
ANALISISINDUSTRI
INDUSTRI
Pengumpulan Maklumat
Tentang Persaingan
Menyatakan pesaing
yang akan dihadapi dan
kekuatannya
Maklumat seperti syer
pasaran, produk, dan
strategi promosi perlu
dikumpul untuk
memahami kekuatan
pesaing
KANDUNGAN
KANDUNGANANALISIS
ANALISISINDUSTRI
INDUSTRI
Pesaing Utama
membuat
pesaing
perniagaannya
mendapatkan
maklumat
kekuatan
kelemahan
utama itu.
analisis
utama
dengan
tentang
dan
pesaing
ISI
ISIKANDUNGAN
KANDUNGANRANCANGAN
RANCANGANPEMASARAN
PEMASARAN
Bilangan pesaing
Bilangan pesaing
yang menjalankan
perniagaan di
tempat yang sama
akan menjejaskan
jualan.
Usahawan perlu
kenal pasti kekuatan
dan kelemahan
setiap pesaing
Analisis SWOT
Kekuatan
Kelemahan
Peluang
Ancaman
Faktor
Internal
lingkungan
internal
organisasi
Faktor
Eksternal
lingkungan
eksternal
organisasi
ANALISIS SWOT
FOKUS
INTERNA
L
FOKUS
EKSTERNA
L
KEKUATAN
KELEMAHAN
Apa yang
dilakukan dengan
baik?
PELUANG
ANCAMAN
Kemungkinan apa
yang ada?
OPPOTUNITY(PELUANG)
THREAT(ANCAMAN)
3. Peraturan Baru