Why do competitors open their stores next to one another? - Jac de Haan

Translator: tom carter Reviewer: Bedirhan Cinar

Translator: Sari Rachmatika Reviewer: Medina Alia

Why are gas stations always built right next to other gas stations?

Mengapa SPBU selalu dibangun tepat di samping SPBU lainnya?

Mengapa saat berkendara jauh aku tak menemukan satu kedai kopi

Why can I drive for a mile without finding a coffee shop

and then stumble across three on the same corner?

lalu menemukan tiga kedai kopi di sudut yang sama?

Why do grocery stores, auto repair shops and restaurants

Mengapa toko-toko, bengkel mobil dan restoran-restoran

always seem to exist in groups

tampaknya selalu berkelompok,

instead of being spread evenly throughout a community?

bukannya tersebar merata di seluruh area?

While there are several factors

Meski ada beberapa faktor yang mungkin menentukan pemilihan lokasi bisnis,

that might go into deciding where to place your business,

pengelompokan perusahaan sejenis bisa dijelaskan dengan kisah singkat

clusters of similar companies can be explained by a very simple story

called Hotelling's Model of Spatial Competition.

yang disebut Model Hotelling Kompetisi Spasial.

Imagine that you sell ice cream at the beach.

Bayangkan kamu menjual es krim di pantai.

Your beach is one mile long and you have no competition.

Pantai itu sepanjang 1 mil dan kamu tidak mempunyai saingan.

Where would you place your cart in order to sell the most product?

Di mana kamu akan menempatkan gerobak es krim agar bisa laris?

In the middle.

Di tengah-tengah.

The one-half-mile walk may be too far for some people

Berjalan setengah mil mungkin terlalu jauh bagi beberapa orang

at each end of the beach,

di ujung pantai,

but your cart serves as many people as possible.

tapi gerobakmu melayani orang sebanyak mungkin.

Suatu hari, saat kamu tiba pantai, sepupumu, Teddy,

One day you show up at work

just as your cousin Teddy is arriving at the beach

sudah di sana dengan gerobak es krim miliknya.

with his own ice cream cart.

In fact, he's selling

Bahkan, dia menjual jenis es krim yang sama.

exactly the same type of ice cream as you are.

You agree that you will split the beach in half.

Kamu setuju untuk membagi pantai menjadi dua.

In order to ensure that customers don't have to walk too far

Untuk memastikan pelanggan tidak berjalan terlalu jauh,

you set up your cart a quarter mile south of the beach center,

Kamu menaruh gerobak seperempat mil ke selatan dari pusat pantai,

right in the middle of your territory.

tepat di tengah wilayahmu.

Teddy sets up a quarter mile north of the center,

Teddy menaruh gerobaknya seperempat mil ke utara dari pusat pantai,

in the middle of Teddy territory.

tepat di tengah wilayahnya.

With this agreement, everyone south of you buys ice cream from you.

Dengan kesepakatan ini,

orang di selatanmu beli es krim darimu.

Everyone north of Teddy buys from him, and the 50% of beachgoers in between

Orang di utara Teddy membeli darinya,

dan 50% pengunjung pantai di tengah

walk to the closest cart.

berjalan ke gerobak yang paling dekat.

No one walks more than a quarter of a mile,

Tak ada yang berjalan lebih dari seperempat mil,

and both vendors sell to half of the beachgoers.

dan kedua vendor menjual ke setengah pengunjung pantai.

Game theorists consider this a socially optimal solution.

Ahli teori permainan menganggap ini sebagai solusi optimal secara sosial.

It minimizes the maximum number of steps any visitor must take

Ini meminimalkan jumlah maksimum langkah yang harus diambil pengunjung

in order to reach an ice cream cart.

untuk sampai ke sebuah gerobak es krim.

The next day, when you arrive at work,

Esok harinya, ketika kamu tiba di lokasi,

Teddy has set up his cart in the middle of the beach.

Teddy telah meletakkan gerobaknya di tengah-tengah pantai.

You return to your location a quarter mile south of center

Kamu kembali ke lokasi awal, seperempat mil ke selatan dari tengah

and get the 25% of customers to the south of you.

dan mendapatkan 25% dari pelanggan di selatan areamu.

Teddy still gets all of the customers north in Teddy territory,

Teddy masih mendapatkan semua pelanggan di utara wilayah Teddy,

but now you split the 25% of people in between the two carts.

tapi kini kamu membagi 25% orang di antara dua gerobak.

Day three of the ice cream wars, you get to the beach early,

Hari tiga perang es krim, kamu lebih dulu sampai di pantai,

and set up right in the center of Teddy territory,

dan mengatur lapak tepat di tengah wilayah Teddy,

assuming you'll serve the 75% of beachgoers to your south,

dengan asumsi kamu akan melayani 75% pengunjung pantai di area selatan,

leaving your cousin to sell to the 25% of customers to the north.

meninggalkan sepupumu yang menjual ke 25% pelanggan di area utara.

When Teddy arrives, he sets up just south of you

Saat Teddy tiba, dia mengatur gerobaknya di selatanmu

stealing all of the southerly customers,

mencuri semua pelanggan area selatan,

and leaving you with a small group of people to the north.

dan meninggalkanmu dengan segelintir orang di area utara.

Tak mau kalah, kamu bergerak 10 langkah ke selatan Teddy

Not to be outdone, you move 10 paces south of Teddy to regain your customers.

untuk merebut pelangganmu.

When you take a mid-day break, Teddy shuffles 10 paces south of you,

Saat kamu istirahat siang, Teddy berputar 10 langkah ke selatanmu,

and again, steals back all the customers to the far end of the beach.

dan lagi-lagi, mencuri semua pelanggan sampai ke ujung pantai.

Sepanjang hari itu,

Throughout the course of the day,

kalian berdua terus bergerak ke selatan secara berkala

both of you continue to periodically move south

towards the bulk of the ice cream buyers,

mendekati banyak pembeli es krim,

until both of you eventually end up at the center of the beach,

sampai kalian berdua akhirnya berakhir di tengah pantai.

back to back, each serving 50% of the ice-cream-hungry beachgoers.

berpunggungan,

masing-masing melayani 50% pengunjung pantai yang ingin es krim.

At this point, you and your competitive cousin

Di titik ini, kamu dan sepupu kompetitifmu

have reached what game theorists call a Nash Equilibrium -

mencapai hal yang disebut ahli teori gim sebagai Nash Equilibrium,

the point where neither of you can improve your position

titik di mana kalian berdua tak bisa memperbaiki posisi

by deviating from your current strategy.

dengan menyimpang dari strategi kalian saat ini.

Your original strategy,

Strategi awal kalian,

where you were each a quarter mile from the middle of the beach,

di mana tiap orang menempati seperempat mil dari tengah pantai,

didn't last, because it wasn't a Nash Equilibrium.

tidak bertahan karena itu bukanlah Nash Equilibrium.

Either of you could move your cart towards the other to sell more ice cream.

Kalian saling memindah gerobak mendekat untuk menjual lebih banyak es krim.

With both of you now in the center of the beach,

Karena kalian berdua kini ada di tengah pantai,

you can't reposition your cart closer to your furthest customers

kalian tak bisa mengubah posisi gerobak mendekati pelanggan terjauh

without making your current customers worse off.

tanpa menyulitkan pelanggan saat ini.

Namun, kalian tak lagi punya solusi optimal secara sosial,

However, you no longer have a socially optimal solution,

since customers at either end of the beach

karena pelanggan di tiap ujung pantai

have to walk further than necessary to get a sweet treat.

harus berjalan lebih jauh untuk mendapat makanan manis.

Think about all the fast food chains,

Pikirkan semua gerai makanan cepat saji.

clothing boutiques, or mobile phone kiosks at the mall.

butik pakaian, atau kios ponsel di pusat perbelanjaan.

Customers may be better served

Pelanggan mungkin bisa terlayani dengan lebih baik

by distributing services throughout a community,

dengan menyebarkan layanan di seluruh area,

but this leaves businesses vulnerable to aggressive competition.

tapi bisnis jadi rentan mengalami persaingan agresif.

In the real world, customers come from more than one direction,

Dalam dunia nyata, pelanggan datang dari banyak arah,

and businesses are free to compete with marketing strategies,

dan bisnis bebas bersaing memakai strategi pemasaran masing-masing,

by differentiating their product line, and with price cuts,

dengan membedakan produk mereka, dan potongan harga,

but at the heart of their strategy,

tapi di inti strategi mereka,

companies like to keep their competition as close as possible.

perusahaan ingin membuat saingan mereka sedekat mungkin.