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MANAJEMEN STRATEGIUniversitas Esa Unggul
Dr. Hasyim Ahmad
Sumber :
Fred Davis
Wheelen and HungerPopy. Rufaidah
Copyright 2007 Prentice Hall Ch 1 -1
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MINGGU KE !EMETAAN STRATEGI !ERUSAHAAN
"#$yright %&&' !renti(e Hall %
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!ENI)AIAN A*sensi + %& ,
Uts -' ,Uas -' ,
Tugas+ '& , -. !r#$#sal
%. !resentasi"#$yright %&&' !renti(e Hall
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MA!!ING STRATEG /im$lementati#n0
"#$yright %&&' !renti(e Hall 1
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"2R!2RATE STRATEG .
Copyright 2007 Prentice Hall Ch 1 -5
TURN AROUND
RETRENCHMENT
PAUSE
DIVERSIFICATION
CONCENTRATION
DELAY
(STABILITY)
GROWTH(EPANSION)
PROFIT
NO CHANGECORPORATE
STRATEGY
EIT
CCAPTIVE
COMPANY
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gr#3th
!"r#"e$% '$ %$u'##' u'"u me'*#+#% +e'%'$#"#'
+er"umubu,#' +e'-u##'/ +er"#mb#,#' #!!e"/ #' #b# !er"#
0mb%'#!% #r% ,#1,# "er!ebu" (+.232) Concentration strategy : e+u"u!#' +eru!#,##' u'"u mem+r0u!% !#"u
m#*#m %'% +r0u
Ver"%# : m%!/ me'$#mb% #%, +er#' !u+%er #"#u %!"r%bu"0r (PTPN/I'0400)
H0r%50'"#:m%!:mem+eru#! ru#'$ %'$u+ +eru!#,##'/ e6+#'!%
Diversifikasi strategy ###, : e+u"u!#' +eru!#,##' u'"u mem+r0u!%
berb#$#% %'% +r0u u'"u me'$,##+% +er!#%'$#' #r% 'u!"r% '$ berbe#
Re#"e: mem+r0u!% berb#$#% m#*#m +r0u "#+% m#!%, ber,ubu'$#' !#u
!#m# #%'.
U're#"e: +r0u!% berb#$#% m#*#m +r0u '$ berbe# :L0""e
C#!e: T0&0"#/ A!ur#'!%/ B#' 777
Copyright 2007 Prentice Hall Ch 1 -6
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Delay / sta*ility strategy0
8e+u"u!' +eru!#,##' u'"u me#!#'##' e$%#"#'
e'$#' me'u'# +er"umbu,#'.H# %'% %#u#' u'"u
me'$#'#%!%! 0'%!% +#!#r #' ##' me'&u!u'
+ere'*#'##' !er"# me'e"'u#' #'$#, '$ ,#ru!
%#u#' !e"e#, me'&u!u' re'*#'# !e!u#% e'$#'+eremb#'$#' +#!#r. Pu!e: +eru!#,##' ber,e'"% !eme'"#r# 9#"u u'"u me'$#'#%!%!
+#!#r (IBM/ H+ "#,u' ;22)
N0 *,#'$e: +eru!#,##' "%# me#u#' !e!u#"u '$ b#ru "#+%"e"#+ me#!#'##' e$%#"#' !e*#r# ru"%' (8%m%# 4#rm#)
Pr04%": Peru!#,##' "%# me#u#' b%!'%! '$ b#ru "#+%
me'$ur#'$% +e'$eu#r#' b%# '$ "%# e4e"%4 (B#&er)
Copyright 2007 Prentice Hall Ch 1 -7
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Retren(hmen strategy
S"r#"e$% '$ %#u#' +eru!#,##' u'"u me#u#'
+e'$ur#'$#'
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4USINESS STRATEG .
Copyright 2007 Prentice Hall Ch 1 -9
COLLUSION
STRATEGY
COST FOCUS
DIFFERENTIATION
COST
LEADERSHIP
COOPERATIVESTRATEGIES
CCOMPETITIVESTRATEGIES
DIFFERENTIATION
FOCUSBUSINESS
STRATEGIES
STRATEGIC
ALLIANCE
CONSORTIUM
ICENSING
FRANCHISING
CONTRACT
MANUFACTURING
=OIIN
VENTURE
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4usiness strategy
8e+u"u!#' u'"u mem40u!#' +##
+e'%'$#"#' +0!%!% # !#%'$ +r0u
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"#m$etitive strategy
S"r#"e$% u'"u mem+eru#" # !#%'$
+r0u
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"##$erative strategy
8e+u"u!#' +eru!#,##' e'$#' me'er#+#'
er-#!#m# !"r#"e$% u'"u mer#%, eu'$$u#'
ber!#%'$ ##m %'u!"r% me#u% em%"r##'
e'$#' +eru!#,##' !e-e'%! (2>) C0u!%0' !"r#"e$&
A%#'*e !"r#"e$& :
Copyright 2007 Prentice Hall Ch 1 -12
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5UNGSI2NA) STRATEGIES .
Copyright 2007 Prentice Hall Ch 1 -13
OPERATION
STP
>P!
LIFE CICLE
FINANCE
MAR8ETING
FS
HRM
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5UNGSI65UNGSI DA)AM2RGANISASI
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5UNGSI2NA) SRATEG
Copyright 2007 Prentice Hall Ch 1 -15
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MARKETING
A'#%!%! '$ ber"u-u#' u'"u me'emu#'
eu#"#' #' eem##' +## 4u'$!%14u'$!%
b%!'%! +eru!#,##' me%+u"% : L%4e *%r*e STP
L%'$u'$#' +eru!#,##' (!u++& *,#%')
Copyright 2007 Prentice Hall Ch 1 -16
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KINERJA KEUANGAN
L%?u%%"& R#"%0
./ Current ratio (r#!%0 #'*#r)
2/ uick acid'test) ratio (r#!%0 *e+#")
1/ Cash ratio (r#!%0 #!)
/ Cash turn o"er ratio
3/ 4n"entory to net $orking capital ratio
Copyright 2007 Prentice Hall Ch 1 -17
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Le@er#$e R#"%0
./ *ebt asset ratio (r#!%0 u"#'$ "er,##+ "0"#
#!e")2/ *ebt to e-uity ratio (r#!%0 u"#'$ "er,##+ "0"#
#!e")
1/ ong'term debt to e-uity ratio (r#!%0 u"#'$ -#'$# +#'-#'$ "er,##+ eu%"#!)
/ Time interest earned ratio5Co"erage ratio
(r#!%0 e%+#"#' bu'$# '$ #+#" %b#r#')
3/ 6ied payment a"erage ratio56ied charge
co"erage (r#!%0 +emb#r#' "e"#+ r#"#1r#"#)
Copyright 2007 Prentice Hall Ch 1 -18
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A*"%@%"& R#"%0
2. Re*e%@#be "ur'0@er (+er+u"#r#' +%u"#'$
u!#,#). I'@e'"0r& "ur'0@er (+er+u"#r#' +er!e%##')
. W0r%'$ *#+%"# "ur'0@er
. F%6e #!!e"! "ur'0@er (+er+u"#r#' #!e" "e"#+). T0"# #!!e"! "ur'0@er (+er+u"#r#' "0"# #!e")
. A@er#$e +#&me'" +er%0
>. A@er#$e *0e*"%0' +er%0 (9#"u +e'#$%,#'r#"#1r#"#)
Copyright 2007 Prentice Hall Ch 1 -19
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Pr04%"#b%%"& R#"%0
./ &ross pro#it margin (m#r$%' #b# 0"0r)
2/ eturn on in"estment
1/ eturn on common) e-uity (+e'$emb#%#'
#"#! eu%"#! +eme$#'$ !#,#m)
/ (arning per share (#b# +er !#,#m)3/ 8et pro#it margin (m#r$%' #b# ber!%,)
9/ :perating pro#it margin (m#r$%' #b# ber!%,)
7/ eturn on total) assets (ROA1+e'$emb#%#'#"#! "0"# #!e")
Copyright 2007 Prentice Hall Ch 1 -20
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B00 "0 M#re" R#"%0
./ Price5(arning P5() ratio
2/ Market5+ook M5+) ratio
. Per,%"u'$#' e'$#' EVA #' MVA
o (conomic ;alue
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2!ERATI2N STRATEG
MO: Se-um, #"%@%"#! u'"u me'*%+"##' '%#% ##m be'"u b#r#'$ #' -#!# e'$#'
me'"r#'!40rm#!% %'+u" me'-#% 0u"+u":
A'%!%! !90" %#u' "er,##+ :
De!%$'
u#%"&
Pr0*e!! #' *#+#*%"&e!%$' L0*#"%0' !ee*"%0'
L#&0u" !ee*"%0'
Hum' re!0ur*e! #' -0b e!%$'
Su++& *,#%' m#'#$eme'"
I'@e'"0r&
S*,eu%'$
M#%'"e''*e
Copyright 2007 Prentice Hall Ch 1 -22
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HRM
A'#%!%! HRM ###, #'#%!%!% "er,##+ 4u'$!% m#'#-eme' SDM
u'"u me'emu#' eu#"#' #' eem#,#' +## m#'#-eme' SDM
me#u% :
A'#%!%! Pengadaan !e+er"% : -#b#"#'/ +ere'*#'##' +r!0'#%#
u#%"#! #' u#'"%"#!/ reru%"me'/ +e'$u-%#' #' !ee!%*#0'
#r#'
Pengembangan,pemeliaraan dan Penempatan : +e'&u!u'#'
re'*#'# '$ me'*#u+/+e'em+#"#'/ +e#"%,#'/ +e'$emb#'$#'
%'er-#/ #' -e'#-#'$ #r%!/ +ember%#' %mb##' ($#-%/"u'-#'$#')
Pemberhentian me'*#u+: PH8/ Pe'!%u' #' +e'$e,e'"%'!e*#r# !u#re#
Copyright 2007 Prentice Hall Ch 1 -23
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Analisis lingkungan Perencanaan Implementasi Evaluasi
Copyright 2007 Prentice Hall Ch 1 -24
A'#%!%!
8%'er-#
S"#r"e$%
ALI
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analisis lingkungan internal (internal Factor strategy)
Finance: Dividen policy, investing, Funding (diukurdari: laporan keuangan dan Ratio)
Marketing : p (People, Process, Programs andPer!ormance)
"peration: Product , Plant design, Facilities #RM : Procurement, Development, $erminating
Copyright 2007 Prentice Hall Ch 1 -25
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A)E 7E5AS %& 'ingkungan Makro:
Politik (politics) Ekonomi (eonomy) osial udaya (socialand cultural) $eknology (teknolog*)
Ecology
+& 'ingkungan Mikro ustomers ompetitor ollaotors reditors
Copyright 2007 Prentice Hall Ch 1 -26
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TUGAS !R2!2SA)
2. PILIH SALAH SATU PERUSAHAAN (PRODU8