MANAJEMEN STRATEGI dan KINERJA BISNIS FO312
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Transcript of MANAJEMEN STRATEGI dan KINERJA BISNIS FO312
MANAJEMEN STRATEGI danKINERJA BISNISFO312
Chapter 9
ANALISIS SITUASI
Analisis SWOT
Adalah analisis sistematis untuk mengidentifikasikan faktor-faktor kekuatan (strength), kelemahan (Weeknesess) intern perusahaan serta peluang (oppurtunities) dan ancaman (threats) dalam lingkungan yang dihadapi perusahaan.
IDENTIFIKASI INTERN PERUSAHAAN
STRENGTH (Kekuatan)• Kekuatan adalah sumber daya, ketrampilan atau
keunggulan-keunggulan lain relatif terhadap pesaing. Kekuatan adalah kompentensi khusus yang memberikan keunggulan komparatif bagi perusahaan di pasar.
WEEKNESESS (Kelemahan)• Kelemahan adalah keterbatasan atau kekurangan
dalam sumber daya, ketrampilan dan kapabilitas menghambat kinerja efektif perusahaan.
The Nature of an Internal Audit
-- Strengths
-- Weaknesses
Functional Areas of Business
Internal strengths/weaknesses External opportunities/threats Clear statement of mission
Nature of an Internal Audit
Basis for Objectives & Strategies
Key Internal Forces
Functional Business Areas:
Vary by organization
Divisions have differing strengths & weaknesses
Key Internal Forces
Distinctive Competencies:
Firm’s strengths that cannot be easily matched or imitated by competitors
Key Internal Forces
Distinctive Competencies:
Building competitive advantage involves taking advantage of distinctive competencies
Key Internal Forces
Distinctive Competencies:
Strategies designed to improve on a firm’s weaknesses and turn to strengths
IFE– Gateway Computers (2003)
Key Internal Factors Weight RatingWtd
Score
Strengths1. Several new senior executive with world-class skills and leadership experience
0.05 4 0.40
2. Continuous decline in operating costs and cost of goods sold
0.05 3 0.15
3. Well-known brand name 0.05 3 0.15
4. Consumer Reports (Sept 2002) recommended Gateway 500X as #1
0.10 4 0.40
5. As a direct seller, Gateway holds high brand recognition
0.05 3 0.15
IFE– Gateway Computers (2003)
Key Internal Factors Weight RatingWtd
Score
Strengths (cont’d)6. Gateway is diversifying into non-PC products
0.10 3 0.30
7. Good relationship with its suppliers. 0.05 4 0.20
8. Economies of scale, the 6th largest PC maker I the world
0.05 4 0.20
9. Gateway retails stores excellent 0.05 3 0.15
IFE– Gateway Computers (2003)
Key Internal Factors Weight RatingWtd
Score
Weaknesses1. High operating expense (22% of revenue vs. 10% for Dell)
0.05 3 0.15
2. Almost no budget for R&D vs. Dell’s 18% of revenue
0.10 1 0.05
3. Low return on assets ratio 0.025 1 0.10
4. No niche market 0.025 2 0.05
IFE– Gateway Computers (2003)
Key Internal Factors Weight RatingWtd
Score
Weaknesses (cont’d)5. Shortage of cash due to successive losses
0.10 2 0.20
6. Limited number Gateway stores 0.05 2 0.10
7. Weak performance in overseas market 0.10 2 0.20
TOTAL 1.00 2.85
LINGKUNGAN YANG DIHADAPI PERUSAHAAN
OPPURTUNITIES (Peluang)• Adalah situasi penting yang menguntungkan dalam
lingkungan perusahaan
THREAT (Ancaman)• Ancaman adalah situasi penting yang tidak
menguntungkan dalam lingkungan perusahaan
Purpose of External Audit Identify
Opportunities Threats
External Strategic Management Audit
Key External Forces
•Economic forces
•Social, cultural, demographic & environmental forces
•Political, governmental & legal forces
•Technological forces
•Competitive forces
CompetitorsSuppliers
DistributorsCreditors
CustomersEmployees
CommunitiesManagers
StockholdersLabor Unions
Special Interest GroupsProductsServices
Key External Forces
Opportunities&
Threats
Key External Forces & the Organization
Cara Membuat Analisis Swot
A. Tahap Pengumpulan Data
1. Data Eksternal : a. Analisis Lingkungan Eksternal Mikro
• Analisis pasar• Analisis pesaing• Analisis pemasok• Analisis konsumen baik domestik maupun global
Cara Membuat Analisis Swot (lanjutan)
b. Analisis Lingkungan Eksternal Makro # Politik # Ekonomi # Sosial Budaya # Teknologi # Ekologi # Geografi baik Domestik maupun Global
Cara Membuat Analisis Swot (lanjutan)
b. Data Internal :
• Laporan keuangan• Laporan kegiatan SDM• Laporan kegiatan operasi/produksi• Laporan pemasaran• Budaya perusahaan• Nilai-nilai yang diyakini manajemen• Struktur organisasi
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B.Tahap AnalisisDalam tahap ini akan disusun diagram SWOT sbb: