1. Benchmarking pesaing
2. Dimensi analisis pesaing
3. Pemilihan pesaing yg “baik”
4. Asal, sumber dan diseminasi
informasi keunggulan bersaing.
BENCHMARKING KEUNGGULAN BERSAING
Kelompok
Strategis
Menilai Sasaran Pesaing Sekarang dan
Akan Datang
Indikator Kunci
Tujuan – Asumsi Pasar– Kepemilikan – Prioritas Investasi
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
Menilai Strategi dan Kegiatan
Pesaing sekarang.
Key indicator;
Customer relationships strength – New product success rates –
Quality of the people – Product availibilty – Promotional expenditure
Lima Kunci Kemampuan Pesaing.
Key indicator;
Past strategies – Past reactions –
Past successes and failures – Changes in ownership – Recent
resource acquisitions
Dengan siapa Perusahaan Harus
bersaing: Pesaing yg baik
Balance Strength Weakness
Memahami
Credible/viable Clear weakness
aturan Mengetahui Limited strategic
Competitive Asumsi Realistik biaya industri. concepts
maturity
Mendukung
struktur industri
Strategimoderat
Comparable Short time
Menerima ROI targets horizons
Reconcilable kemmapulabaan Risk averse
goals sekarang
Menginginkan
penciptaan kas
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