ANALISA LIMA KEKUATAN PORTER
Oleh : Monica Meisya (31513009!
Five Forces Mo"el Forces Mo"el a#a$ yan% le&ih "i'enal "en%an Po#e )i*e )oces a"alah s$a#$ +e#o"e $n#$' +en%analisis in"$s#i "an ,en%e+&an%an s#a#e%i &isnis a#a$ a#a$ lin%' lin%'$n% $n%an an ,esai ,esain%an n%an yan% yan% "i,$&l "i,$&li' i'asi asi'an 'an oleh oleh Michae Michaell E Po#eo#eseoan% ,o.eso "ai /a*a" $siness School ,a"a #ah$n 1992 Men$$# )i*e )oces Mo"el a"a li+a hal yan% "a,a# +enen#$'an #in%'a# ,esain%an "an "aya #ai' ,asa "ala+ s$a#$ in"$s#i2 aya #ai' "ala+ 'on#e's ini +en%ac$ ,a"a ,o4#a&ili#as in"$s#i secaa 'esel$$han2 /asilnya- se#elah analisis "ila'$'an +a'a a'an "a,a# "i nilai a,a'ah in"$s#i #ese&$# +asih +enai'6 a#a$ #i"a' +enai'62 Men$$ Men$$## )i*e i*e )oces oces Mo"el Mo"el-- se&$ah se&$ah in"$s# in"$s#i i "is "ise&$ e&$## #i"a' #i"a' +ena +enai'6 i'6 &ila &ila 'o+&inasi 'o+&inasi "ai 4*e .oces .oces +en$$n' +en$$n'an an ,o4#a&i ,o4#a&ili#a li#as s secaa secaa 'esel$ 'esel$$han2 $han2 Se&$ Se&$ah ah
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)i*e )oces Mo"el
A. Threat of New Entrants /a+&a#an +as$' (entry (entry barriers! barriers ! +e$,a'an &e&a%ai .a'#o yan% a'an +en%ha+&a# ,en"a#an% &a$ (,o#en#ial ne8 en#an#s! +e+as$'i s$a#$ in"$s#i "i )i*e )oces )oces Mo"el2 /a+&a#an +as$' yan% en"ah a'an +en%a'i&a#'an s$a#$ in"$s#i +en%ala+i ,en$$nan ,o4#a&ili#as "en%an ce,a# 'aena se+a'in +enin%'a#nya ,esain%an "i an#aa ,e$sahaan "ala+ sa#$ in"$s#i2 Se&ali'nya "ala+ )i*e )i*e )oces Mo"el ha+&a#an +as$' in"$s#i yan% #in%%i- "ias$+si'an a'an "a,a# +e+,e#ahan'an "aya #ai' in"$s#i $n#$' 7an%'a 8a'#$ yan% ,an7an%2 Se&a%ai con#oh- i"en#i#as +ee' (brand identity) yan% identity) yan% '$a# se,e#i yan% "i+ili'i Teh o#ol Soso "an ocaola #elah
#$$# +elin"$n%i ,o"$',o"$' #ese&$# "ai sean%an ,esain% &a$ sehin%%a 'e"$a ,o"$' #ese&$# +asih "a,a# +e+,e#ahan'an ,osisinya "i ,asa2 /al alhal
yan% an%
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- Skala Ekonomi (Economies of Scale)(a,a'ah ,o"$' &isa "i&$a# "ala+ 7$+lah 'ecil a#a$ ha$s "ala+ 7$+lah yan% &esa- +isal: "ala+ ,a&i' 'e#as- nilai e4siensi yan% +en%$n#$n%'an &a$ &isa "ica,ai "ala+ s'ala yan% &esa sehin%%a s$li# &a%i ,esain% &a$ 7i'a in%in +as$' "en%an s'ala in"$s#i yan% 'ecil!2 'ecil!2
- Kurva Pembelajaran (Learning or Experience Eect) Eect).. ala+ ,oses ,o" ,o"$'s $'sii- se+a se+a'i 'in n la+a la+a a'an a'an se+a se+a'i 'in n "i,e "i,eo ole leh h #in%' #in%'a# a# e4si e4sien ensi si yan% yan% se+a'in #in%%i2 Sehin%%a "en%an "e+i'ian a'an "i"a,a# &iaya yan% se+a'in +$ah "ala+ +e+,o"$'si2 Sehin%%a ,el$ "i,e#i+&an%'an a,a'ah hal ini "a,a#
"ica,ai
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yan%
ce,a#
a#a$
la+a
'aena
a'an
+e+,en%a$hi &iaya ,o"$'si secaa 'esel$$han2 'esel$$han2
- Cost Disadvantages Independent of Scale2 A"alah 'e$n#$n%an yan% #i"a' #e'ai# "en%an s'ala ,o"$'si2 Misalnya: ha' ,a#en#- 'e+$"ahan a'ses 'e &ahan &a'$- ha' ,en%elolaan ; ,ei7inan- 'e+$"ahan "ai ,e+ein#ah- "ll
- Diferensiasi Produk 2 A"alah 'e$ni'an yan% "i+ili'i &ai' "ala+ &en#$' 4si' 4si' ,o"$ ,o"$' ' a#a$ a#a$ ,osi#i ,osi#ioni onin% n% ,o"$ ,o"$' ' yan% yan% +e+&e" +e+&e"a' a'anny annya a "ai "ai ,o"$' ,o"$' ,esain% yan% &ea"a "ala+ in"$s#i yan% sa+a2 Pel$ "i,e#i+&an%'an ,$la oleh new entrant entrant $n# $n#$' $' +en%an +en%an#is #isi,a i,asi si loyali loyali#as #as +ee +ee' ' "ai "ai ,o"$ ,o"$' ' yan% yan% #elah a"a2
-
Kebut ebutuh uhan an
Modal (Capital (Capital
Requiremen equirement) t)2
A"alah
&iaya
yan%
"i&$#$ "i&$#$h'a h'an n $n#$' $n#$' +e+as +e+as$'i $'i &is &isnis nis ini2 ini2 Un#$' Un#$' in"$s# in"$s#i i "en%an "en%an s'ala s'ala yan% yan% +assi. (con#oh: se+en! +a'a "i&$#$h'an +o"al yan% l$a &iasa &esa2 &esa2
- Sit Sitc! c!in ing g Cost Cost 2 A"ala "alah h &iay &iaya a yan% yan% "i&$ "i&$#$ #$h' h'an an $n#$ $n#$' ' +ela +ela' '$'an $'an ,e, ,e,in in"ah "ahan an "ai "ai sa#$ sa#$ ,os ,os 'e ,os ,os lain lain22 iay iaya a ini ini #e #e+as$ +as$' ' ,$la ,$la &iay &iaya a
,si'o ,si 'olo% lo%is is a'i&a# a'i&a# ,e,in ,e,in"ah "ahan an yan% yan% #e7a" #e7a"i2 i2 Misaln Misalnya: ya: 'e#i' 'e#i'a a +ela' +ela'$' $'an an <,e+in"ahan= "ai s$,lie A 'e s$,lie 2
- Akses ke alur Distribusi !A""ess to Distribution #hannels$ 2 ala+ in"$s#i #e#en#$ a'ses 'e 7al$ "is#i&$si +e+e%an% ,eanan yan% '$sial2 ala+ &isnis "is#i&$si +in$+an in%an +en$$# )i*e )oces )oces Mo"el +isalnya&a%i ,e+ain &a$ a'an s$li# $n#$' +e+in#a s,ace le&ih 'e a+a"a "is#i&$si (,iha' (,iha' III! III! &ila &ila ,e+ain ,e+ain yan% yan% s$"ah s$"ah +a,an +a,an +en%% +en%%$na' $na'an an "is "is#i #i&$# &$#o o yan% yan% sa+a2 Sehin%%a "en%an "e+i'ian ,en%a$hnya "i "alan 4*e .oces +o"el a'an san%a# &esa2
- Antisi%asi Pertumbuhan !Anti"i%ated &rowth$ 2 Pel$ "ian#isi,asi ,$la "ala+ 'ean%'an 4*e .oces +o"el ini 'e+$n%'inan ,e#$+&$han in"$s#i yan% "a,a# #e7a"i "en%an +eliha# "a#a"a#a ,en"$'$n% yan% a"a2 Kaena&a%i &a%i ,e+a ,e+ain in yan% yan% &a$ &a$ +e+a +e+as$ s$'i 'i &isn &isnis is #es #ese& e&$# $# "a,a "a,a## &esa &esa se'a se'ali li ,en% ,en%a a$h $hny nya a a#a$ a#a$ +ala +alah h san% san%a# a# 'ecil ecil22 Pen%a en%a$h $hny nya a a'an a'an &esa &esa &isa &isa ,e#$+&$han in"$s#i 'ecil "an ,e+ainnya &anya' sehin%%a '$e yan% se"i'i# a'an "i&a%i +en7a"i &a%ian yan% le&ih 'ecil2 Se+an#aa 7i'a &a$ a"a se"i'i# ,e+ain "an ,asanya c$'$, &esa +a'a ,en%a$hnya a'an 'ecil #eha"a, ,en"a#an% &a$2
'. 'ar(ainin( Power of Su%%liers ala+ )i*e )oces Mo"el Pe+aso' +e+ili'i ,osisi #a8a +ena8a (bargaining position) yan% position) yan% &e&e"a&e"a #eha"a, ,e$sahaan "i "ala+ )i*e )oces Mo"el2 Ke+a+,$an ,e+aso' $n#$' +enen#$'an syaa# syaa# ,e"a%an%an yan% +en%$n#$n%'an 'e"$a &elah ,iha' san%a# "i,en%a$hi oleh ele+enele+en s#$'#$ in"$s#i se&a%ai &ei'$#: diferentiation o inputs, switching costs o supplier and rms in the industry, industry, presence o substitute inputs, supplier concentration, importance o volume to supplier, supplier, cost relative to total purchases in the industry, impact o inputs on cost or diferentiation, threat o orward integration. A,a&ila integration. A,a&ila ,e$sahaan "a,a# +e+,eoleh ,aso'an &ahan &a'$ "ai &e&ea,a ,e+aso' +a'a 'e"$"$'an ,e$sahaan ela#i. le&ih '$a# "i&an"in%'an ,e+aso' sehin%%a ,e+aso' #i"a' a'an +e+&ei'an anca+an &ea#i &a%i ,e$sahaan
"i )i*e )oces Mo"el2 Te#a,i a,a&ila ,e$sahaan &e%an#$n% hanya 'e,a"a sa#$ ,e+aso' +a'a 'e"$"$'an ,e+aso' +en7a"i '$a# "an "a,a# +eni+&$l'an anca+an &a%i ,e$sahaan2
#. 'ar(ainin( Power of 'u)ers*#onsumers ala+ )i*e )oces Mo"el ,e+&eli +e+ili'i ,osisi ,en#in% #eha"a, 'e&elan%s$n%an 'e&elan%s$n%an hi"$, ,e$sahaan 'aena sales 'aena sales revenue yan% revenue yan% "i,eoleh ,e$sahaan &easal "ai ,en7$alan ,o"$' ,e$sahaan 'e,a"a buyer 2 Posisi #a8a +ena8a ,e+&eli #eha"a, ,e$sahaan yan% +en7$al &aan% "an 7asa "i#en#$'an oleh "$a hal $#a+a ya'ni bargaining leverage "an leverage "an price price sensitivity 2Bargaining Leverage ,e+&eli Leverage ,e+&eli selan7$#nya "i#en#$'an oleh &e&ea,a .a'#o se&a%ai &ei'$#: buyer concentration vs rm concentration, buyer volume, buyer integrate, substitute products. Paa ,en%$s ,en%$saha aha hasil hasil &$+i &$+i "i "aeah "aeah La+,$n La+,$n% % a'an a'an +e+ili +e+ili'i 'i &a%ai &a%ainin nin% % ,o8e yan% en"ah sean"ainya +ee'a +en7$al hasil &$+inya se,e#i 'o,icen%'eh- la"a hi#a+ +a$,$n "a+a hanya 'e,a"a sa#$ ,e+&eli &esa "i >a'a#a- 'aena "en%an s#$'#$ ,e"a%an%an se,e#i ini ,aa ,en%$saha hasil &$+i #i"a' +e+ili'i al#ena#i. ha%a 7$al selain yan% "i#e#a,'an oleh ,e+&eli &esa "ai >a'a#a #ese&$#2 )a'#o lain yan% +en7a"i +en7a"i "e#e+inan "e#e+inan 'e'$a# 'e'$a#an an ,e+&eli ,e+&eli a"alah sensi#i*as sensi#i*as ha%a yan% "i#en#$'an oleh &e&ea,a .a'#o se,e#i: pricetotal se,e#i: pricetotal purchases, product diferences, brand identity, identity, buyer prots ! decision ma"ers# incentives.
D. Threat of Subtitute Produ"ts ala+ )i*e )oces )oces Mo"el Pesain%an #eha"a, ,o"$' "ihasil'an ,e$sahaan #i"a' hanya &easal "ai ,e$sahaan yan% +e+,o"$'si ,o"$' yan% sa+a sehin%%a +eni+&$l'an ,esain%an lan%s$n%(direct lan%s$n%(direct competition)competition) - +elain'an &isa 7$%a &easal "ai ,e$sahaan yan% +e+,o"$'si ,o"$' yan% +e+ili'i 'esa+aan .$n%si "en%an ,o"$' yan% "ihasil'an ,e$sahaan2 Po"$' se,e#i i#$ "ina+a'an ,o"$' s$&si#$si (substitute s$&si#$si (substitute products).
on#oh: Pe$sahaan &is yan% +elayani $#e AKAP (An#a Ko#a An#a Po,insi! #i"a' hanya +en%ha"a,i ,esain%an "ai ,e$sahaan &is lainnya- na+$n 7$%a +en%ha"a,i ,esain%an "ai +o"a #ans,o#asi #ans,o#asi lainnya se,e#i 'ee#a 'ee#a a,i- ,e$sahaan ,ene&an%an- +a$,$n ,e$sahaan #a*el2 Saa# ini ,e$sahaan o#o&is se,e#i Pi+a >asa- Ka+a# >a#i- "an "a n se&a%ainya yan% +elayani $#e an"$n%>a'a#a sain%annya #i"a' hanya +as'a,ai ,ene&an%an yan% +elayani $#e ,ene&an%an an"$n%>a'a#a-#a,i 7$a +e+,eoleh +e+,eoleh sain%an yan% san%a# &ea# "ai &e&a%ai ,e$sahaan #a*el se,e#i i,a%an#i- aaya- "an lainlain yan% +elayani $#e yan% sa+a2
E. #om%etitive +ivalr) ,ithin the ndustr) i "ala+ in"$s#i )i*e )oces )oces Mo"el sen"ii- #e7a"i ,esain%an an#aa sa#$ ,e$sahaan "en%an ,e$sahaan lainnya2 Men$$# Po#e ,ence#$s )i*e )i*e )oces )oces Mo"el- in#ensi#as ,esain%an (intensity o rivalry) an#a rivalry) an#a ,e$sahaan "ala+ sa#$ in"$s#i san%a# "i,en%a$hi oleh .a'#o.a'#o se&a%ai &ei'$#: industry growth, $ed costsvalue added, intermitten overcapacity, overcapacity, product diferiencies, diferiencies, brand identity, identity, switching costs, concentration ! balance, inormational comple$ity, comple$ity, diversity o competitors, corporate sta"es, dan e$it barriers. Pe$sahaan barriers. Pe$sahaan yan% +ela'$'an ino*asi "a,a# +eni'+a#i ,o4# yan% &esa ,a"a saa# ,esain% lain &el$+ +e+as$'i ,asa yan% sa+a2 Te#a,i se&a%ai+ana "inya#a'an oleh /e+a8an Ka#a7aya-,esain%an saa# ini s$"ah +e+as$'i #aha,wild #aha,wild22 /al ini "i#an"ai "en%an se+a'in ce,a#nya ,esain% +e+,eoleh a'ses #e'nolo%i sehin%%a "ala+ 8a'#$ yan% ela#i. sin%'a# +ee'a a'an "a,a# +en%hasil'an ,o"$' yan% se$,a "en%an ,o"$' yan% "ihasil'an oleh ,e$sahaan inno*a#o2 inno*a#o2 ? P$e Mono,oly ? A*oi"e" o+,e#i#ion ? /y,eco+,e#i#ion /y,eco+,e#i#ion ? Pe.ec# o+,e#i#ion
/al hal yan% +e+,en%a$hi )i*e .oces +o"el:
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"ncaman #ompetitor #ompetitor $aru $aru #e%an#$n% ,a"a: S'ala e'ono+is Mo"al $n#$' in*es#asi A'ses $n#$' "is#i&$si A'ses 'e #e'nolo%i an" loyal#y- a,a'ah ,elan%%an se#ia "en%an &an" #e#en#$ Pea#$an Pe+ein#ah
"ncaman dari %rodu&' asa pengganti #e%an#$n% ,a"a: K$ali#asK$ali#as- A,a'ah '$ali#as ,en%%an#i #ese&$# le&ih &ai' a#a$ #i"a' Kein%inan Kein%inan ,e+&eli $#' &ealih 'e ,o"$' 7asa ,en%%an#i /a%a "an ,e.o+a "ai ,o"$' 7asa ,en%%an#i iaya $#' &ealih 'e ,o"$' 7asa ,en%%an#i2 A,a'ah +$"ah $#' +en%$&ah 'e ,o"$' lain2 Daa taar dari pem$eli , #e%an#$n% ,a"a: Konse onsen# n#a asi si "ai "ai ,e+& ,e+&el elii- a,a' a,a'ah ah a"a a"a ,e+ ,e+&e &eli li yan% yan% "o+in "o+inan an a#a a#a$ $ &anya'nya ,en7$al2 i.eensiasi "ai ,o"$'- a,a'ah ,o"$' #ese&$# s#an"a a#a$ #i"a' Po4#a&ili#as Po4#a&ili#as ,e+&eli K$ali#as K$ali#as "ai ,o"$' "an se*ice Pe,in" Pe,in"ahan ahan &iaya&iaya- se&ea,a se&ea,a +$"ah ,e+&eli ,e+&eli $n#$' &ealih &ealih 'e ,e+aso' ,e+aso' lain Daa taar dari Supplier #e%an#$n% #e%an#$n% ,a"a: Konsen#asi Konsen#asi "ai s$,,lie- A,a'ah &anya' ,e+&eli "an se"i'i# s$,,lie an"- a,a'ah &an" s$,,lie #ese&$# s$"ah '$a# Po4#a&ili#as Po4#a&ili#as S$,,lie Pe+aso' Pe+aso' +as$' +as$' 'e "ala+ in"$s#i in"$s#i c#h ,o"$sen ,o"$sen +en%a#$ +en%a#$ sen"ii sen"ii %eai i#elnya Pe+&eli Pe+&eli #i"a' &e,in"ah 'e s$,,lie yan% lain2 K$ali#as K$ali#as "ai Po"$' "an se*ice Pe,in"ahan &iaya- se&ea,a +$"ah ,e+aso' $n#$' +encai ,elan%%an &a$ %ersaingan %ersaingan di antara pemain ang suda! ada #e%an#$n% ,a"a: S#$'#$ "ai 'o+,e#isi'o+,e#isi- ,esain%an a'an se+a'in he&a# a,a&ila #e"a,a# &anya' &anya' in"$s# in"$s#i i 'ecil 'ecil a#a$ a#a$ +e+ili +e+ili'i 'i $'$a $'$an n yan% yan% sa+a sa+a an#a an#a 'o+,e 'o+,e#i# #i#o o22 Se&ali'nya a,a&ila in"$s#i #elah +e+ili'i ,e+i+,in ,asa +a'a ,esain%an a'an se"i'i#2 S#$'#$ S#$'#$ "ai &iaya &iaya "i in"$s#i2 in"$s#i2 In"$s#i In"$s#i yan% +e+ili'i +e+ili'i &iaya &iaya yan% #in%%i #in%%i a'an +en"oon% 'o+,e#i#o $#' +en%hasil'an ,o"$' "an 7asa yan% le&ih +$ah2 Tin%'a# Tin%'a# "i.eensia "i.eensiasi si ,o"$'2 ,o"$'2 In"$s#i In"$s#i yan% ,o"$'nya ,o"$'nya a"alah 'o+o"i# 'o+o"i#as as &iasanya a'an +e+ili'i ,esain%an yan% &esa2 &esa2
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Pe,in" e,in"aha ahan n &iaya2 &iaya2 Pesain esain%an %an a'an a'an &e'$ &e'$an an% % a,a&ila a,a&ila ,e+&el ,e+&elii #elah #elah &ealih 'e &iaya #in%%i2 T$7$an s#a#e%is- >i'a 'o+,e#i#o 'o+,e#i#o +en%e7a ,e#$+&$han "en%an a%esi. +a'a ,esain%an a'an se+a'in &esa2 &esa2 Ke#i' e#i'a a ha+& ha+&a# a#an an $#' $#' +en +enin in%% %%al al'a 'an n in"$ in"$s# s#i i se+ se+a'i a'in n #in%% #in%%ii +a' +a'a a ,esain%an a'an se+a'in &esa2 %anaat dari *ive *orces +odel %orter Mo"el Mo"el ini +e$, +e$,a'a a'an n ala# ala# yan% yan% '$a# '$a# $#' analis analisis is 'o+,e 'o+,e#i# #i#i. i. "i #in%'a #in%'a## in"$s#y Me+&ei'an in,$# yan% &e%$na $n#$' +ela'$'an +ela'$'an Analisis S,T
