Matakuliah
Tahun
: J0134/ Manajemen Strategik
: 2006
ANALISIS LINGKUNGAN EKSTERNAL
Pertemuan 7
1
Sifat Eksternal Audit
– Scanning Lingkungan
– Analisis Industri
– Identifikasi & Evaluasi Faktor Uncontrollable
– Tujuan Analisis Faktor Eksternal
– Kekuatan Kunci Eksternal
– Karakteristik Audit Eksternal
2
External Strategic Management Audit
Identify & Evaluate factors beyond the control of a
single firm
– Increased foreign competition
– Population shifts
– Information technology
Purpose of External Audit
– Identify:
• Opportunities
• Threats
3
Key External Forces
• Economic forces
• Social, cultural, demographic &
environmental forces
• Political, governmental & legal forces
• Technological forces
• Competitive forces
4
Key External Forces & the Organization
Key
External
Forces
Competitors
Suppliers
Distributors
Creditors
Customers
Employees
Communities
Managers
Stockholders
Labor Unions
Special Interest Groups
Products
Services
Opportunities
&
Threats
5
External Audit
Gather competitive
intelligence –
•
•
•
•
•
•
•
Social
Cultural
Demographic
Environmental
Economic
Political, legal governmental
Technological
6
Sumber informasi External Audit
•Internet
•Perpustakaan
•Suppliers
•Distributors
•Customers
•Competition
•Asosiasi industri
7
Karakteristik external audit
• Berbeda, tergantung:
– Waktu
– Tipe industri
– Besar/kecil perusahaan
• Variabel external audit:
–
–
–
–
–
–
–
–
–
Market share
Breadth of competing products
World economies
Foreign affiliates
Proprietary account advantages
Price competitiveness
Technological advancements
Interest rates
Pollution abatement
8