Me bab 14 kualitas baru1

Hand Out "SGT" ME Chapter 14Hand Out "SGT" ME Chapter 14 11
Chapter. 14Chapter. 14
Product Quality and Strategy CompetitiveProduct Quality and Strategy Competitive
Pembimbing Pemahaman
By: Dr. Sigit Sardjono, M.Ek

Pokok yg Dibicarakan :
• Quality
• Price
• Advertising Strategy
Quality Price
Strategi Iklan

14.1. The Generic Competitive Strategies14.1. The Generic Competitive Strategies
..
Three Generic StrategiesThree Generic Strategies
1.1. Cost Leadership StrategyCost Leadership Strategy
2. Differen2. Differenttiaiation Strategytion Strategy
3.3. FocusFocus StrategyStrategy

14.2. Product Design For A Cost Leadership14.2. Product Design For A Cost Leadership
StrategyStrategy
 Search Products and The CostSearch Products and The Cost
Leadership StrategyLeadership Strategy
 Sifat Price ElasticitySifat Price Elasticity

Search Product and The Cost-Leadership StrategySearch Product and The Cost-Leadership Strategy
Pencarian Produk yang disukai KonsumenPencarian Produk yang disukai Konsumen
AtributenyaAtributenya
(Stereo Equitment; Aircraft)(Stereo Equitment; Aircraft)
Symmetric DifferentiationSymmetric Differentiation
(Equal Market and Equal Price)(Equal Market and Equal Price)

When The Cost Leadership Position is Vacant ?When The Cost Leadership Position is Vacant ?
 Bahaya Price War dg FirmBahaya Price War dg Firm
yg sudah Mapanyg sudah Mapan
 Jangan lakukan bila Ed<1Jangan lakukan bila Ed<1

The Implications Of Cost Leadership forThe Implications Of Cost Leadership for
Product DesignProduct Design
 Gunakan atribute yg pokok sajaGunakan atribute yg pokok saja
 EfisiensiEfisiensi
 Membuat produk lagi tapi beda MerkMembuat produk lagi tapi beda Merk

Pricing and Advertising Strategies toPricing and Advertising Strategies to
Complement Cost LeadershipComplement Cost Leadership
Jenis ProductJenis Product Search Goods :Search Goods :
 Pricing disesuaikan dg AtributePricing disesuaikan dg Atribute
 Ed > 1; Jangan menaikkan P terlaluEd > 1; Jangan menaikkan P terlalu
tinggitinggi
 Iklan yg membujukIklan yg membujuk
Strategi Kompetitif ?.Strategi Kompetitif ?.
Strategi Cost LeadershipStrategi Cost Leadership

14.14.33. Product Design utk Strategi Diferensiasi. Product Design utk Strategi Diferensiasi
 Atribute + …….. BP ……. HPAtribute + …….. BP ……. HP
Agar ProductAgar Product
DifferentDifferent
Peter & Waterman Dlm Search OfPeter & Waterman Dlm Search Of
ExcellenceExcellence
 Jangan memproduksi Apa yang bisaJangan memproduksi Apa yang bisa
diproduksi tapi juallah produk apa yg didiproduksi tapi juallah produk apa yg di
butuhkan Konsumen.butuhkan Konsumen.
 Mempertahankan laba jk panjang:Mempertahankan laba jk panjang:
1. Berikan Service & Quality1. Berikan Service & Quality
2. Inovasi2. Inovasi

PRODUCT DESIGN FORPRODUCT DESIGN FOR
DIFFERENTIATION STRATEGYDIFFERENTIATION STRATEGY
 QUALITY LEADERSHIPQUALITY LEADERSHIP
Quality product or service, quality theQuality product or service, quality the
necessary first step for a differentiationnecessary first step for a differentiation
strategy.strategy.

Quality leadershipQuality leadership
Quality dg Price RelatifQuality dg Price Relatif
Price dpt DecreasingPrice dpt Decreasing dg Inovasidg Inovasi

Differentition on Basic ProductDifferentition on Basic Product
GoodsGoods EvaluasiEvaluasi
SearchSearch Sebelum BeliSebelum Beli
ExperienceExperience Setelah BeliSetelah Beli
CredenceCredence Setelah BeliSetelah Beli
Secara Umum Laba Kompetitif di capai dg cara:Secara Umum Laba Kompetitif di capai dg cara:
1.1. Price Lebih tinggiPrice Lebih tinggi
Iklan EfektifIklan Efektif
Quality >Quality >
2.2. P tetapP tetap
Quality dikurangiQuality dikurangi
Promosi di naikkanPromosi di naikkan

Differentiation on the Basic of Search, Experience andDifferentiation on the Basic of Search, Experience and
Credence ProductCredence Product
Search Goods :Search Goods :
Atribute dg Quality terbaikAtribute dg Quality terbaik
Experience & Credence Goods :Experience & Credence Goods :
. Menjaga Quality. Menjaga Quality
. Melihat Konsumennya Peka. Melihat Konsumennya Peka
atau tidakatau tidak

Brand Name AdvantageBrand Name Advantage
☺ Good Merk – Good ProductGood Merk – Good Product
☺ Merk yg Terkenal, konsumen bersediaMerk yg Terkenal, konsumen bersedia
membayar Premi.membayar Premi.
Bagaimana membuat merk yg menguntungkan :Bagaimana membuat merk yg menguntungkan :
☺ QualityQuality
☺ IklanIklan
☺ Harga yg KompetitifHarga yg Kompetitif

Implications of Quality LeadershipImplications of Quality Leadership
For Product DesignFor Product Design
1.1.BBerikan yg terbaik untuk konsumenerikan yg terbaik untuk konsumen
2.Bentuk-bentuk feature yg berbeda dg2.Bentuk-bentuk feature yg berbeda dg
rivalrival
3. Kualitas hendaknya diberikan secara3. Kualitas hendaknya diberikan secara
konsisten.konsisten.

Jenis ProductJenis Product Search Goods :Search Goods :
 Pricing disesuaikan dg AtributePricing disesuaikan dg Atribute
 Ed > 1; Jangan menaikkan P terlaluEd > 1; Jangan menaikkan P terlalu
tinggitinggi
 Iklan yg membujukIklan yg membujuk
Strategi Kompetitif ?.Strategi Kompetitif ?.
Strategi Cost LeadershipStrategi Cost Leadership

The Implications of Cost LeadershipThe Implications of Cost Leadership
for Product Designfor Product Design
1.1. Berikan quality sesuai denganBerikan quality sesuai dengan
PricingnyaPricingnya
2.2. Berikan quality jangan kurang dariBerikan quality jangan kurang dari
minimum yang dikehendakiminimum yang dikehendaki
konsumenkonsumen
3. Kalau tidak bisa memberikan3. Kalau tidak bisa memberikan
minimum quality buat brand lainminimum quality buat brand lain

Price PromotionalPrice Promotional
Iklan yg InformatifIklan yg Informatif
Product Differentsiasi :Product Differentsiasi :
Iklan yg Informatif – KebaikanIklan yg Informatif – Kebaikan
produknyaproduknya
MembujukMembujuk

14.4. Design Product For Focus Strategy14.4. Design Product For Focus Strategy
The Cost Focus Strategy :The Cost Focus Strategy :
Cost – Focus Strategy :Cost – Focus Strategy :
Memilih PembelianMemilih Pembelian
Quality Focus StrategyQuality Focus Strategy
Price + PremiPrice + Premi
Keuntungan Prsh yg Memfokuskan pdKeuntungan Prsh yg Memfokuskan pd
Quality:Quality:
1.1. Entry Barrier – Untuk Firm yg besarEntry Barrier – Untuk Firm yg besar
2.2. Laba > - Mampu meng identifikasiLaba > - Mampu meng identifikasi
kebutuhan Pembelikebutuhan Pembeli

The Cost Focus StrategyThe Cost Focus Strategy

Strategi Focus utk Design Product; Price & AdvertisingStrategi Focus utk Design Product; Price & Advertising
Design Product :Design Product :
Sesuai dg keinginan PembeliSesuai dg keinginan Pembeli
Pricing :Pricing :
P> dg cara Juml Pembelian; Bundel atau memilihP> dg cara Juml Pembelian; Bundel atau memilih
pelanggannya.pelanggannya.
Advertising :Advertising :
.. Bila menekankan pd Pricing IklanBila menekankan pd Pricing Iklan
InformatifInformatif
.. Bila menekankan pd Quality iklanBila menekankan pd Quality iklan
PersuasifPersuasif

Pinter
•Tidak Ganteng
•Tidak Kaya
Kaya
•Tidak Ganteng
•Tidak Pinter
Ganteng
•Tidak Kaya
•Tidak Pinter
• Tidak Kaya
•Tidak Ganteng
•Tidak Pinter
Alex
Benny
Charles
Dodo
Ilod

Pesan Dari Gambar :Pesan Dari Gambar :
1.1.

Me bab 14 kualitas baru1

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