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PENURUNAN MEREK MENGAPA MEREK MENURUN ??

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Declining
Pressures to compete on price Proliferation of competitors Fragmenting markets and media Complex Brand Strategies &Relationship Bias toward changing strategies Bias against innovation Pressure to invest elsewhere Short term pressures
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2. Finding new uses

3. Entering New Markets

1. Increasing usage
BRAND REVITALIZATION

4. Repositioning the brand

7. Extending the brand

5. Augmenting the product/service 6. Obsoleting existing products

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MILK

VS.

EXIT

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Keputusan investasi dlm industri yg menurun : Beberapa pertanyaan stratejik

Market Prospects
1. Is the rate of decline orderly & predictable ? 2. Are there pockets of enduring demand ? 3. What are the reasons for the decline is it temporary ? Might it be reserved ?

Competitive Intensity
4. Are there dominant competitors with unique skills or assets ? 5. Are there many competitors unwilling to exit ?

6. Are customers brand loyal ? Is there product differentiation ?

7. Are there price pressures ?

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Brand Strength & Organizational Capabilities

8. Is the brand strong? Does it enjoy high recognition & positive, meaningful associations?
9. What is the market share position & trend? 10. Does the business have some key competitive SCAs with respect to key segments? 11. Can the business manage a milking strategy? 12. Is there synergy with other businesses? 13. Does the brand fit with the current firms strategic thrust? 14. What are the exit barriers?

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