MANAJEMEN STRATEGI danKINERJA BISNISFO312

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

-- Strengths

-- Weaknesses

Functional Areas of Business

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

Nature of an Internal Audit

Basis for Objectives & Strategies

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

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 RatingWtd

Score

Strengths1. 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

IFE– Gateway Computers (2003)

Key Internal Factors Weight RatingWtd

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

0.05 4 0.20

9. Gateway retails stores excellent 0.05 3 0.15

IFE– Gateway Computers (2003)

Key Internal Factors Weight RatingWtd

Score

Weaknesses1. 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 0.05

3. Low return on assets ratio 0.025 1 0.10

4. No niche market 0.025 2 0.05

IFE– Gateway Computers (2003)

Key Internal Factors Weight RatingWtd

Score

Weaknesses (cont’d)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

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

Purpose of External Audit Identify

Opportunities Threats

External Strategic Management Audit

Key External Forces

•Economic forces

•Social, cultural, demographic & environmental forces

•Political, governmental & legal forces

•Technological forces

•Competitive forces

CompetitorsSuppliers

DistributorsCreditors

CustomersEmployees

CommunitiesManagers

StockholdersLabor Unions

Special Interest GroupsProductsServices

Key External Forces

Opportunities&

Threats

Key External Forces & the Organization

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. 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

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B.Tahap AnalisisDalam tahap ini akan disusun diagram SWOT sbb: