MANAJEMEN STRATEGI dan KINERJA BISNIS FO312 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 Functional Areas of Business -- Strengths -- Weaknesses

Internal strengths/weaknesses External opportunities/threats Nature of an Internal Audit Basis for Objectives & Strategies Internal strengths/weaknesses External opportunities/threats Clear statement of mission

Functional Business Areas: 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

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 Rating Wtd Score 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 3 0.15 3. Well-known brand name 4. Consumer Reports (Sept 2002) recommended Gateway 500X as #1 0.10 5. As a direct seller, Gateway holds high brand recognition

IFE– Gateway Computers (2003) Key Internal Factors Weight Rating Wtd 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 9. Gateway retails stores excellent 0.15

IFE– Gateway Computers (2003) Key Internal Factors Weight Rating Wtd Score Weaknesses 1. 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 3. Low return on assets ratio 0.025 4. No niche market 2

IFE– Gateway Computers (2003) Key Internal Factors Weight Rating Wtd Score Weaknesses (cont’d) 5. Shortage of cash due to successive losses 0.10 2 0.20 6. Limited number Gateway stores 0.05 7. Weak performance in overseas market 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

External Strategic Management Audit Purpose of External Audit Identify Opportunities Threats

Key External Forces Economic forces Social, cultural, demographic & environmental forces Political, governmental & legal forces Technological forces Competitive forces

Special Interest Groups Key External Forces & the Organization Competitors Suppliers Distributors Creditors Customers Employees Communities Managers Stockholders Labor Unions Special Interest Groups Products Services Key External Forces Opportunities & Threats

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 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

B.Tahap Analisis Dalam tahap ini akan disusun diagram SWOT sbb: