Sun Tzu :
If you know your enemy as you know yourself, you need not fear
the result of a hundred battles. If you know yourself but not the
enemy, for every victory you gain you will suffer a defeat. If you
know neither the enemy nor yourself, you will succumb in every
battle.
1. Benchmarking pesaing
2. Dimensi analisis pesaing
3. Pemilihan pesaing yg “baik”
4. Asal, sumber dan diseminasi
informasi keunggulan bersaing.
1
BENCHMARKING KEUNGGULAN BERSAING
2
Skema Langkah Sbb.
Kelompok
Strategis
Indikator Kunci
Tujuan – Asumsi Pasar– Kepemilikan – Prioritas Investasi
3
Menilai Strategi Pesaing
Sekarang.
Sasaran pasar apa yg sedang dikejar?
Apa fokus strategi mereka?
Bagaimana bauran pemasaran dilakukan?
Bagaimana mereka mengorganisir pasar
mereka.
Key indicator;
Advertising media and messages – Price level charged –
New product introduction rates – Distributions channels used –
Recruitment advertisements
4
Analisis Rantai Nilai
1. Inbound logistics. Mengelola aliran produk ke
pabrik.
2. Operations. Proses pengubahan produk (bahan
baku) menjadi produk jadi.
3. Outbound logistics. Proses menghantar produk
dari pabrik ke tempat pembelli.
4. Marketing and sales. Penyediaan informasi
kepada pembeli tentang produk dan jasa, dan
alasan kenapa pembeli harus membeli produk
perusahaan.
5. Service.
Key indicator;
Customer relationships strength – New product success rates –
5
Memprediksi Strategi pesaing
masa depan.
Key indicator;
Past strategies – Past reactions –
Past successes and failures – Changes in ownership – Recent
resource acquisitions
6
What they say
about themselves What others say
• Advertisement (media about them
and message) • Newspapers
• Recruitment ads and magazines
• Promotional material • Trade sources
• Technical reports • Customer
• Press release