Faktor Eksternal apa saja yang perlu dipertimbangkan dalam menetapkan harga

Harga merupakan suatu unsur dari bauran pemasaran yang' sangat penting. Dari harga inilah Perusahaan bisa memperoleh pendapatan dan laba. Harga juga merupakan unsur bauran pemasaran yang paling fleksibel, karena Perubahan harga tidak membutuhkan waktu yang lama. Berbeda dengan produk, saluran distribusi dan promosi, bila hal ini akan berubah membutuhkan waktu dan biaya yang tidak sedikit. Harga ditetapkan Perusahaan dengan mempertimbangkan beberapa faktor, yaitu tujuan penetapan harga, menentukan permintaan, perkiraan biaya, analisis biaya, harga dan tawaran pesaing, metode penetapan harga dan memilih harga akhir. Harga akhir mana yang dipilih diharapkan akan membawa kemajuan dan pertumbuhan bagi Perusahaan. Kata Kunci : Penetapan Harga.

Keputusan penetapan harga sebuah perusahaan dipengaruhi oleh faktor-faktor perusahaan intemal dan ektemal ;

1. Faktor-faktor intemal;

  • Sasaran perusahaan
  • Strategi bauran pemasaran
  • Sertimbangan organisasi

Baca juga : JENIS BIAYA & METODE MENETAPAN HARGA

2. Faktor-faktor eksternal;

  • Pasar dan permintaan
  • Persaingan 
  • Lingkungan lain ; ekonomi, sosial, politik, dan pemerintah. 

Factor internal lainnya yang mempengaruhi keputusan penetapan harga yaitu keseluruhan strategi pemasaran perusahaan, tujuan, bauran, dan organisasi penetapan harga. Harga hanya salah satu elemen dari strategi pemasaran perusahaan yang lebih luas,  bila perusahaan memilih pasar sasaran dan positioning secara cermat, maka bauran pemasarannya, termasuk harga, akan mengikutinya.

Beberapa perusahaan memposisikan produk mereka terhadap harga dan kemudian menyesuaikan keputusan bauran pemasaran lain terhadap harga yang ingin mereka kenakan. Perusahaan lain tidak menekankan harga dan menggunakan bauran pemasaran lain untuk menciptakan posisi nonharga mereka. 

Tujuan penetapan harga pada umumnya termasuk bertahan hidup, maksimalisasi keuntungan saat ini, kepemimpinan pangsa pasar, atau mempertahankan pelanggan dan membangun hubungan.  Keputusan harga harus dikoordinasikan dengan desain produk, distribusi, dan keputusan promosi untuk membentuk program pemasaran yang konsisten dan efektif. Terakhir, untuk mengkoordinasikan tujuan dan keputusan penetapan harga, manajemen harus memutuskan siapa dalam organisasi yang bertanggung jawab menetapkan harga 


Baca juga : Analitical Hierarcy Process (AHP) | ANALISA KEPUTUSAN 1

Faktor eksternal lainnya dalam pertimbangan penetapan harga yaitu kondisi alamiah pasar dan permintaan, strategi dan harga pesaing, dan faktor lingkungan seperti ekonomi, kebutuhan penyalur, dan tindakan pemerintah. Kebebasan penetapan harga oleh penjual bervariasi untuk setiap jenis pasar, pada akhirnya pelanggan memutuskan apakah perusahaan telah menetapkan harga dengan benar. 

Pelanggan menimbang antara harga terhadap nilai anggapan untuk menggunakan produk—bila harga melebihi jumlah nilai, pelanggan tidak akan membelinya. Sehingga perusahaan  harus memahami konsep seperti kurva permintaaan (hubungan harga-permintaan) dan elastisitas harga (sensitivitas konsumen terhadap harga). Konsumen juga membandingkan harga suatu produk dengan harga produk pesaingnya, oleh karena itu sebuah perusahaan harus mempelajari nilai pelanggan dan harga dari tawaran pesaing

Baca juga : NEW ! 5 SITUS RESMI DAN TERPERCAYA UNTUK REFERENSI SKRIPSI / KTI GRATIS

SOAL

Jelaskan beserta contoh bagaimana factor-faktor internal dan eksternal lainnya mempengaruhi harga!

REFERENSI 

  • Kotler, Philip and Gary Armstrong. Principles Of Marketing. 16 th Edition. 2016. Global Edition. Pearson 
  • Kotler, Philip and Keller K. Lane. Management Marketing. 14 th Edition. 2012.  USA : Pretice Hall 
  • Setiyaningrum, Ari, Jusuf Udaya, dan Efendi. Prinsip-Prinsip Pemasaran, Plus Tren Terkini. 2015. Penerbit : Andi Yogyakarta 
  • https://www.academia.edu/29203145/Pengembangan_produk_baru_dan_strategi_siklus_hidup_p roduk_Philip_Kotler_and_Gary_Armstrong 
  • https://www.academia.edu/30168897/MAKALAH_MANAJEMEN_PEMASARAN_Bab_10_Pe netapan_Harga_Memahami_dan_Menangkap_Nilai_Pelanggan_ 
  • http://bahanpustakaula.blogspot.co.id/2013/10/metode-dasar-penentuan-harga.html 


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