chapter 11: NEW PRODUCT PRICING NAMA KELOMPOK: 1. Nella Bintari A (1261700041) 2. Sindu Bagus K (1261700037) 3. Ah. Rezal Hasbi (1261700030)

1. 11
Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product
Chapter 11:Chapter 11:
New Product PricingNew Product Pricing
Nama Kelompok :Nama Kelompok :
1.1.Nella Bintari A ( 1261700041)Nella Bintari A ( 1261700041)
2.2.Sindu Bagas K (1261700037)Sindu Bagas K (1261700037)
3.3.Ah Rezal Hasbi (1261700030)Ah Rezal Hasbi (1261700030)
Dosen Pengampu : Dr. Sigit Sardjono, M.EkDosen Pengampu : Dr. Sigit Sardjono, M.Ek
Transparansi ME ini dibuat agar proses pembelajaran dapatTransparansi ME ini dibuat agar proses pembelajaran dapat
lebihlebih mudahmudah dipahami olehdipahami oleh Mahasiswa. Bahan diambil dariMahasiswa. Bahan diambil dari
bukunya J. Evan Douglas Chapter 11 yangbukunya J. Evan Douglas Chapter 11 yang berjudulberjudul
Managerial EconomicsManagerial Economics

2. Tujuan Penetapan HargaTujuan Penetapan Harga
 Mencapai target pengembalian Investasi
 Menyeimbangkan harga itu sendiri
 Sebagai penentu market share
 Alat Persaingan terutama perusahaan
sejenis
 Memaksimalkan Profit
Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 22

3. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 33
New Product PricingNew Product Pricing
•Rapid Technologi Advantages
Memunculkan New Product
•Pricing For New Product
A Chalenge, Why ?
•What New Product ?
Not New But Versions of
Existing Products

4. Pertimbangan dalam HargaPertimbangan dalam Harga
Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 44
• Faktor
Internal
Tujuan
Pemasaran
• Strategi
Bauran
Pemasaran
Biaya
Pertimbangan
Organisasi
Keputusan
Harga
Faktor Eksternal
Pasar dan
Permintaan
Persaingan
Faktor lainnya
(ekonomi, penjualan
kembali, pemerintah)

5. Strategi Produk Harga BaruStrategi Produk Harga Baru
 Market Skimming Price
Penentuan harga yang tinggi untuk memperoleh
keuntungan semual lapisan sehingga dari setiap
segmen pelanggan membayar harga yang lebih tinggi
walau dalam jumlah yang sedikit tapi keuntungan yang
diperoleh lebih tinggi
 Market Penetration Price :
Menetapkan harga yang lebih rendah untuk produk baru
untuk menarik jumlah pembeli yang lebih besar dan
pangsa pasar yang lebih besar
Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 55

6. Langkah-Langkah penting dalamLangkah-Langkah penting dalam
menciptakan produk barumenciptakan produk baru
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Chapter 11. New ProductChapter 11. New Product 66
Mengembangkan ide produk: Menentukan apa yang
konsumen butuhkan
Menilai kelayakan ide produk: Membandingkan antara
keuntungan dan biaya yang dikeluarkan
• Mendistribusikan dan mempromosikan produk:
membuat target market mengetahui keberadaan produk
• Pengawasan pasca produksi : Menghitung
keuntungan atau kerugian aktual.

7. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 77
Setting The Initial Price For A NewSetting The Initial Price For A New
ProductProduct
Pricing New Product
1. Price Skimming
Produk/Atraksi baru ditetapkan dengan
harga permulaan yang sangat tinggi
Pricing With MR=MC
2. Price Penetration / Limit Price
Harga produk baru ditetapkan dengan
harga yang lebih rendah untuk
memperoleh pangsa pasar yang besar
Pricing with Low Cost
( Please See Figure 11 – 1 Price Skimmimng as
Short Run Profit Maximization )

8. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 88

9. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 99
Why New Product With Pricing Higher ?Why New Product With Pricing Higher ?
Because :
1. The Innovating Firm
- Acts as a Monopolist
2. The Initial output Capacity Rather
Small With Market Demand
- Risk Of New Product Failure
- Demand Not Optimal

10. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1010
What Price Skimming Only ShortWhat Price Skimming Only Short
Run ?Run ?
In The Long Run Price Skimming
Can Be Do :
1. If The Innovator to Barrier To
Entry
2. If Consumer Thinking
Relation between Price and
Quality Product
3. If Demand for the product can
be long time

11. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1111
Choosing Beetwen Price Skimming orChoosing Beetwen Price Skimming or
Limit PriceLimit Price
Lebih menguntungkan mana dalam 3Lebih menguntungkan mana dalam 3
Periode Menggunakan Price SkimmingPeriode Menggunakan Price Skimming
or Limit Priceor Limit Price
(See Table 11.1 and Figure 11.2)(See Table 11.1 and Figure 11.2)

12. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1212

13. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1313

14. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1414

15. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1515

16. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1616

17. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1717
PPenetration Pricing ( Limit Price )enetration Pricing ( Limit Price )
What Porpuse, The Firm Pricing the
product with low price ?.
Penetration Market and Market Share
to Increase subsequent period
( the method can be do if the firm
concerns to entry new firm)

18. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1818
11.2. Adjusting Price Over Time11.2. Adjusting Price Over Time
1. Impact Effect Learning Cost to Price
(as time passes, more eficiency and productivity Increase – See
Figure 11.3)
2. Impact Economies of Plant Size on Price
(If quantity to added, cost to be decrease. See Figure 11.4)
3. Impact of Entry of New Firm
( If Entry of New Firm or not strong entry to barrier – impact
demand to change. See Figure 11.5)

19. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 1919
Impact Effect Learning Cost to Price
(as time passes, more eficiency and productivity Increase – See Figure
11.3)

20. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2020
Impact Economies of Plant Size on Price
(If quantity to added, cost to be decrease. See Figure 11.4)

21. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2121
Impact of The Learning Curve on NewImpact of The Learning Curve on New
Product PriceProduct Price
Impact of Entry of New Firm
( If Entry of New Firm or not strong entry to
barrier
impact demand to change. See Figure 11.5)

22. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2222
Shift of The Market Demand Curve AndShift of The Market Demand Curve And
The Product Life CycleThe Product Life Cycle
Fase Product Life Cycle :
1. Introduction (Tahap
Pengenalan)
2. Growth (Tahap Pertumbuhan)
3. Maturity (Tahap Kedewasaan)
4. Decline (Tahap Penurunan
( Please to see Figure 11.6)

23. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2323

24. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2424
The Innovator FirmThe Innovator Firm
Always The First - More AdvantageAlways The First - More Advantage
Because the Innovator is the first mover, the
Innovator Firm can be Cost decrease on
Subsequent period, Innovator can be
advantage
(Please, See Figure 11.7)

25. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2525

26. Transparansi Hand Out ME "SGT"Transparansi Hand Out ME "SGT"
Chapter 11. New ProductChapter 11. New Product 2626
Pricing New ProductPricing New Product
Transparansi ME ini dibuat agar proses pembelajaran dapat
lebih mudah dipahami oleh Mahasiswa. Bahan diambil dari
bukunya J. Evan Douglas Chapter 11 yang berjudul
Managerial Economics
Pembimbing Pemahaman : Dr. Sigit Sardjono, M.Ek