Matakuliah Tahun : J0134/ Manajemen Strategik : 2006 ANALISIS DAN SELEKSI STRATEGI Pertemuan 17 1 Nature of Strategy Analysis & Choice Penetapan LTO (Long Term Objectives) Penetapan strategi alternative Seleksi strategi Alternative strategi terbaik adalah alternative strategi untuk mencapai misi dan tujuan Dalam perumusan alternatif strategi: dibutuhkan partisipasi seluas mungkin pihak 2 Alternative Strategies Derive From -- Vision Mission Objectives External audit Internal audit Past successful strategies Participation in generating alternative strategies should be as broad as possible 3 Comprehensive Strategy-Formulation Framework Stage 1: The Input Stage Stage 2: The Matching Stage Stage 3: The Decision Stage 4 Internal Factor Evaluation Matrix (IFE) Stage 1: The Input Stage External Factor Evaluation Matrix (EFE) Competitive Profile Matrix (CPM) 5 SWOT Matrix SPACE Matrix Stage 2: The Matching Stage BCG Matrix IE Matrix Grand Strategy Matrix 6 Stage 3: The Decision Stage Quantitative Strategic Planning Matrix (QSPM) 7 Stage 1: The Input Stage Merupakan info input dasar bagi tahap berikutnya (Matching & Decision Stage) Strategist perlu melakukan kuantifisir secara subyektif pada tahap awal ini Penilaian secara intuitif sangat diperlukan Stage 2: The Matching Stage Pemadanan/pencocokan antara sumber daya & skill internal dengan peluang & risiko dari faktor eksternal Stage 3: The Decision Stage QSP Matrix – suatu teknik yang didesain untuk menentukan daya tarik relatif dari alternatif tindakan yang feasible 8 SWOT Matrix Komponen Matrix -• Strengths • Weaknesses • Opportunities • Threats 4 tipe strategi – • Strengths-Opportunities (SO) • WeaknessesOpportunities (WO) • Strengths-Threats (ST) • Weaknesses-Threats (WT) 9 SO Strategies Strengths Weaknesses Opportunities Threats SWOT SO Strategies Use a firm’s internal strengths to take advantage of external opportunities 10 WO Strategies Strengths Weaknesses Opportunities Threats SWOT WO Strategies Improving internal weaknesses by taking advantage of external opportunities 11 ST Strategies Strengths Weaknesses Opportunities Threats SWOT ST Strategies Use a firm’s strengths to avoid or reduce the impact of external threats 12 WT Strategies Strengths Weaknesses Opportunities Threats SWOT WT Strategies Defensive tactics aimed at reducing internal weaknesses & avoiding environmental threats 13 SWOT Matrix Strengths – S Leave Blank Weaknesses – W List Strengths List Weaknesses Opportunities – O SO Strategies WO Strategies List Opportunities Use strengths to take advantage of opportunities Overcoming weaknesses by taking advantage of opportunities Threats – T ST Strategies WT Strategies List Threats Use strengths to avoid threats Minimize weaknesses and avoid threats 14 Matching Key Factors to Formulate Alternative Strategies Key Internal Factor Key External Factor Excess working capacity (strength) 20% annual growth + in the cell phone = industry (opportunity) Acquire Cellfone, Inc. Insufficient capacity (weakness) Exit of two major foreign competitors form the industry (opportunity) Pursue horizontal integration by buying competitor's facilities Strong R&D (strength) Poor employee morale (weakness) + Resultant Strategy = Decreasing numbers Develop new products for + of young adults = older adults (threat) + Strong union activity (threat) = Develop a new employee benefits package 15 SWOT Matrix Brand X, Electronic Household Kekuatan: 1.Brand Image kuat 2.Kualitas tinggi 3.Manajemen solid Kelemahan: 1.Harga mahal 2.Ketergantungan pasokan dr LN 3.Produk kurang inovativ Peluang: 1.Populasi besar 2.Naiknya disposable income keluarga 3.Teknologi ramah lingk 1.Perluasan pasar pd wilayah yg blm dijangkau (s1,o1) 2.Inovasi produk ramah lingkungan (s2,o3) 1.Inovasi produk pd segmen lapis 2 (o2,w1,w3) 2.Inovasi produk ramah lingkungan (o3,w3) Ancaman: 1.Masuknya brg elektronik Cina dgn harga murah 2.Fluktuasi kurs 3.Ancaman menipisnya ozon 1.komunikasi& edukasi pasar akan kualitas tinggi (t1,s2) 2.Integrasi kebelakang,utk mengamankan pasokan dr LN (s3,t2) 1.Perluasan lini produk dgn harga murah (w1,t1) 2.Inovasi produk non Freon (w3,t3) 3.Integrasi 16 kebelakang (w2,t2)
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