Coach Case Essay

1992 words - 8 pages

TUGAS KELOMPOKSTRATEGIC MANAGEMENTCOACH INC.Oleh:ANDREAS 1306496873DITTA IRMA ARIMURTI 1306496974FAJAR SHODIQ DWI P. 1306497011HADYAN SATYOPRAMONO 1306497056JOHANNA BERLIAN K.S 1306497150FAKULTAS EKONOMIPROGRAM STUDI MAGISTER MANAJEMENSALEMBA2014Coach.IncExternal Analysis1. Industry's Dominant Economic CharacteristicKey Economic Characteristics:Potential $ Market Size and 7,8% Annual Growth Rate: Market Size dari industri luxury goods, mencapai $224 Miliar pada tahun 2010, dan diperkirakan mencapai $350 Miliar pada tahun 2015, dengan proyeksi pertumbuhan sekitar 7,8% per tahunnyaGlobal Scope of Competitive Rivalry, Broad Market: Persaingan antar perusahaan di dalam industri luxury goods, memiliki scope yang cukup luas, di mana persaingan mencapai tahap globalHigh Demand, High Supply: Industry luxury goods, dengan berbagai pelaku bisnis dari berbagai belahan dunia, mulai dari US, Jepang, Cina, Eropa, dan negara lainnya, serta adanya produk-produk palsu yang beredar, membanjiri dunia dengan supply akan produk luxury goods. Namun tingginya tingkat supply tersebut, diiringi dengan meningkatnya demand dari emerging markets seperti Cina dan IndiaIndustry with Multiple Segmentation, Haute Couture, Traditional Luxury, and Accesible Luxury: Industri luxury goods terbagi menjadi tiga segmen konsumen, sehingga menjadi celah untuk perusahaan-perusahaan berfokus pada pemuasan kebutuhan satu segmen saja, atau dapat menerbitkan produk yang berbeda-beda untuk tiap segmen dan mengambil pendapatan dari tiap segmenTechnological Change Increase Efficiency and Reduce Production Cost: Dalam industri yang dimasuki oleh Coach, peningkatan teknologi membuat pelaku bisnis mampu mengurangi ongkos produksi, yang mana meningkatkan margin keuntungan untuk produk segmen Haute Couture, dan menekan harga untuk memasuki segmen accesible luxury goods.2. Industry's competitive ForcesStrong Buyer Force, Developing Customer Loyalty is a Must: Bargaining power pembeli kuat, dikarenakan tidak adanya switching cost antara produk-produk luxury goods, juga pembeli tidak terkena limited information karena hampir seluruh detail mengenai kulit dan kualitas tas tersedia di internet, sehingga tidak ada ketimpangan informasi antar pembeli dan penjual, dan bila ada hanya sedikitWeak Substitute Product Force: Produk substitusi untuk industri branded goods cenderung tidak tersedia, dan cenderung tidak apple to apple seperti ransel, yang bagi sasaran konsumennya bukan merupakan sebuah substitusi yang sebandingWeak Supplier Bargaining Power, Multiple Producers Globally: Supplier bargaining power lemah, dilihat dari banyaknya jumlah produsen yang tersedia, mulai dari India, Cina, Vietnam, Bangladesh, dan lain-lain, sehingga pelaku usaha bisa berpindah-pindah supplier dengan mudah untuk mendapatkan harga lebih murah. Selain itu, komoditi bahan bakunya yaitu kulit mudah didapatkan di banyak negara, sehingga pelaku bisnis dapat berpindah-pindah supplier tanpa harus takut kehilangan konsistensi...

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