MARKETING MANAGEMENT

12th edition

11
Dealing with Competition
(Berhubungan dengan Kompetisi)

Kotler Keller
Chapter Questions
• How do marketers identify primary competitors?
(Bagaimana mengerahui siapa saja kompetitor kita?)
• How should we analyze competitors’ strategies, objectives, strengths,
and weaknesses?
(Bagaimana kita akan melakukan analisis strategi, kekuatan dan
kelemahan pesaing?)
• How can market leaders expand the total market and defend market
share?
(Bagaimana caranya mengembangkan kepemimpinan pasar secara
total dan mempertahankan pangsa pasarnya?)
• How should market challengers attack market leaders?
(Bagaimana caranya pesaing terdekat akan menyerang pemimpin
pasar?)
• How can market followers or nichers compete effectively?
(Bagaimana pengikut pasar melakukan persaingan?)
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Competition in the Jeans Market

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Porter Generic Competitive Advantage
Strategi
• Overall Cost Leadership
(Memimpin dalam seluruh biaya)
• Differentiation – building customer perception
of superior product quality, design, or service.
(Melakukan diferensiasi, membangun
persepsi pelanggan tentang kualitas, disain
dan service yang tinggi)
• Focuse, in which the busines distintive
(Fokus pada bidang bisnis yang dijalankan)
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Figure 1.1 Five Forces Determining Segment Structural Attractiveness
(lima kekuatan menentukan segmen yg menarik)

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Identifying Competitors

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Industry Concept of Competition
• Number of sellers and degree of
differentiation (Monopoli, Oligopoli,
Monopolistic, Pure Competition).
• Entry, mobility, and exit barriers
• Cost structure
• Degree of vertical integration
• Degree of globalization

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Industry Concept of Competition

Pure Monopoly

Oligopoly

Monopolistic Competition

Pure Competition

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Figure 11.2 Competitor Map

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Figure 11.4 A Competitor’s
Expansion Plans

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Analyzing Competitors
Share of market
(Kompetitor membagi target pasar)

Share of mind
(Nama perusahaan pertama akan
mudah diingat dalam industri)

Share of heart
(Nama perusahaan dimana menjadi
disukai u/pembelian produk)

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Table 11.2

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Figure 11.5
Hypothetical Market Structure

10% 20% 30% 40%

Market Market Market Market
Nichers Follower Challenger Leader

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Expanding the Total Market

New customers

More usage

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Figure 11.6 Six Types of Defense Strategies
Enam Strategi Mempertahankan Pelanggan

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Figure 11.7
Optimal Market Share

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Factors Relevant to Pursuing Increased Market Share
Faktor-faktor dalam Perluasan Pangsa Pasar

• Possibility of provoking antitrust action

(Kemungkinan-kemungkinan terjadi penentangan
terhadap perluasan pasar kita)
• Economic cost
(Biaya Ekonomi)
• Pursuing the wrong marketing-mix strategy
(Kesalahan Strategi Bauran Pemasaran yang terus
meningkat)
• The effect of increased market share on actual and
perceived quality
(Pengaruh Meningkatnya Pangsa Pasar didalam
kenyataan dan merasa berkualitas ) 11-17
Other Competitive Strategies
Strategi Persaingan yang Lainnya

Market Challengers
(Penantang Pasar)

Market Followers Market Nichers

(Pengikut Pasar) (Sisa Pasar )

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Market Challenger Strategies
Strategi Penantang PemimpinPasar

• Define the strategic objective and opponents

(Menetapkan sasaran strategi dan komponen)
• Choose a general attack strategy
(Memilih strategi penyerangan secara umum)
• Choose a specific attack strategy
(Memilih strategi yang lebih spesifik)

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General Attack Strategies
Strategi Penyerangan Secara Umum

Frontal Attack Flank Attack

Penyerangan dari depan Penyerangan Menghimpit

Encirclement Attack Bypass Attack

Penyerangan Pengepungan Penyerangan Bebas

Guerrilla Warfare
Peperangan Gerilya/sembunyi

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Pepsi buys Gatorade in a Bypass
Strategy

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Specific Attack Strategies
• Price discounts
(Potongan Harga)
• Lower-priced goods
(Harga lebih Rendah)
• Value-priced goods
(nilai harga barang)
• Prestige goods
(Produk yang bernilai tinggi)
• Product proliferation
(Pengemabangan Produk)
• Product innovation
(Inovasi produk)
• Improved services
(Meningkatkan pelayanan)
• Distribution innovation
(Inovasi distribusi)
• Manufacturing-cost reduction
(Pengurangan terhadap biaya
peralatan)
• Intensive advertising promotion
(Promosi yang intensive)
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Samsung Attacks Using
Innovation

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Market Follower Strategies

Counterfeiter

Cloner

Imitator

Adapter

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Market Nicher Strategies

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Balancing Orientations
Mengutamakan Keseimbangan

Competitor Centered Customer Centered

Konsentrasi terhadap Konsentrasi terhadap
Pesaing Pelanggan

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Marketing Debate

 How do you attack a Category

Leader?

Take a position:
1. The best way to challenge a leader is to
attack its strengths.
2. The best way to attack a leader is
to avoid a head-on assault and to adopt
a flanking strategy.

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Marketing Discussion

 Pick an industry. Classify firms

according to the four different
roles they might play. How would
you characterize the nature of
competition? Do the firms follow
the principles described in this
chapter?

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