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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

3. Entering

new uses

New Markets

1. Increasing

4. Repositioning

usage

the brand
BRAND
REVITALIZATION

7. Extending

5. Augmenting the

the brand

product/service
6. Obsoleting
existing products

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MILK

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VS.

EXIT

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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