MANAJEMEN STRATEGI dan KINERJA BISNIS FO312

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MANAJEMEN STRATEGI danKINERJA BISNISFO312

• Chapter 9
• ANALISIS SITUASI

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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.

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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.

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The Nature of an Internal Audit
Functional Areas of Business

• -- Strengths
• -- Weaknesses

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Nature of an Internal Audit
Basis for Objectives Strategies

• Internal strengths/weaknesses
• External opportunities/threats
• Clear statement of mission

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Key Internal Forces
Functional Business Areas

• Vary by organization
• Divisions have differing strengths weaknesses

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Key Internal Forces
Distinctive Competencies

• Firms strengths that cannot be easily matched or
  imitated by competitors

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Key Internal Forces
Distinctive Competencies

• Building competitive advantage involves taking
  advantage of distinctive competencies

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Key Internal Forces
Distinctive Competencies

• Strategies designed to improve on a firms
  weaknesses and turn to strengths

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IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003)
Key Internal Factors Weight Rating Wtd Score
Strengths Strengths Strengths Strengths
1. 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
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IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003)
Key Internal Factors Weight Rating Wtd Score
Strengths (contd) Strengths (contd) Strengths (contd) Strengths (contd)
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

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IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003)
Key Internal Factors Weight Rating Wtd Score
Weaknesses Weaknesses Weaknesses Weaknesses
1. High operating expense (22 of revenue vs. 10 for Dell) 0.05 3 0.15
2. Almost no budget for RD vs. Dells 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

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IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003) IFE Gateway Computers (2003)
Key Internal Factors Weight Rating Wtd Score
Weaknesses (contd) Weaknesses (contd) Weaknesses (contd) Weaknesses (contd)
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
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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

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External Strategic Management Audit

• Purpose of External Audit
• Identify
• Opportunities
• Threats

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Key External Forces

• Economic forces
• Social, cultural, demographic environmental
  forces
• Political, governmental legal forces
• Technological forces
• Competitive forces

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Key External Forces the Organization
Competitors Suppliers Distributors Creditors Custo
mers Employees Communities Managers Stockholders L
abor Unions Special Interest Groups Products Servi
ces
Key External Forces
Opportunities Threats
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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

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Cara Membuat Analisis Swot (lanjutan)
b. Analisis Lingkungan Eksternal Makro
Politik Ekonomi
Sosial Budaya
Teknologi Ekologi
Geografi baik Domestik maupun Global

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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 Analisis Dalam tahap ini akan disusun
diagram SWOT sbb