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  • HargaChapter 3

  • Harga yang cenderung tidak stabilDengan adanyan globalisasi dan perkembangan tekhnologi perusahaan juga harus ikut menyesuaikan dengan keadaan pasar yang sedang berkembang saat ini. Internet memberikan konsumen informasi tentang jenis barang yang akan dibelinya. Kerap kali konsumen membandingkan harga antara di internet dengan di toko.

  • Pembeli bisa :Membandingkan hargaMendapatkan produk secara gratis

    Penjual dapat :Menghantarkan penawaran diskonMemberikan akses khusus kepada pelanggan tertentu

  • Harga Subyektif Harga Subyektif :Tanggapan atau persepsi padaharga yang tertera Indikator Harga Subyektif :Mahal-murahnyaWajar-tidak wajarSesuai-tidak sesuai

  • LANGKAH-LANGKAH PENETAPAN HARGAKemampuan Bertahan : produsen harus menetapkan harga yang rendah untuk menjaga atau meningkatkan permintaanMemaksimukan Laba : memaksimalkan laba saat ini dengan menggunakan high price.

    Memilih tujuan penetapan harga

  • Memaksimukan Pendapatan : memaksimalkan pangsa pasar dengan menggunakan low price.

    Memaksimumkan Pertumbuhan Penjualan :Penetapan harga yang rendah juga bisa menghasilkan volume penjualan yang tinggi.

  • Dalam kasus normal semakin tinggi harga, semakin rendah permintaan dan sebaliknya.

    Biaya tetap Biaya variabel

    2. Menentukan Permintaan3. Memperkirakan Biaya

  • Perusahaan harus memperhitungkan biaya, harga dan kemungkinan reaksi harga pesaing

    4. Menganalisis Biaya, harga, dan penawaran pesaing5. Memilih metode penetapan harga

  • Harga akhir harus memperhitungkan kualitas dan iklan merek relatif.Harga harus selaras dengan kebijakan-kebijakan penetapan harga perusahaan

    6. Memilih harga akhir

  • PENYESUAIAN HARGAPenetapan harga geografisGaruda food menetapkan harga berbeda di setiap wilayah disesuaikan dengan infrastruktur dan kemudahan menuju wilayah yang ditentukan.Diskon harga dan insentifGramedia memberikan diskom pembelian buku disaat libur sekolah.PromosiSetiap ulang tahun distro ouval research selalu memberi diskon hingga 70% bagi konsumenya.

  • RESPON TERHADAP HARGA PESAINGPemimpin-pemimpin pasar sering menghadapi penurunan harga yang signifikan dikarenakan para pesaing mulai menyerangnya dengan berbagai cara agar konsumenya bisa berpindah ke pesaing yang sedang membangun pasar.

    Hal Inilah yang harus di diferensiasikan oleh pemimpin pasar langkah apa yang harus diambil.

  • Contoh :Big cola menyerang coca cola dengan Harga. menurunkan harga jualnya lebih murah dibanding coco cola.

  • Antisipasi Pemimpin PasarPemimpin merek tersebut dapat menanggapinya dengan beberapa cara;Mempertahankan harga.Mempertahankan harga dan menambah nilaiMenurunkan hargaMenaikkan harga dan meningkatkan mutuMeluncurkan lini penyerang berharga murahCocacola menurunkan harganya dan menyesuaikan kemasanya untuk bersaing dalam minuman bersoda

  • TERIMAKASIH PERHATIANYA TERSENYUMLAH KARENA SENYUM ADALAH IBADAH


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