Kusumawardani, DeviIndra (2014) Perencanaan Strategi Pemasaran Berdaya Saing Dengan Metode Analisis Strengths, Weakness, Opportunities,Threats(SWOT) Dan Analytical Hierarchy Process(AHP) (Studi Kasus PT. Gatra Mapan Malang),. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan dunia bisnis di Indonesia saat ini meningkat dengan pesat. Hal ini berdampak pada semakin ketatnya persaingan, perubahan pasar, dan ketidak pastian kondisi perusahaan. Sebagai salah satu perusahaan furniture PT. Gatra Mapan juga mengalami permasalahan terkait penjualan produk belum mencapai target penjualan.Dengan adanya permasalahan tersebut maka diperlukan strategi unggulan yang tepat untuk menghadapi persaingan di lingkungan bisnis. Untuk mencapai keunggulan bersaing, perusahaan perlu memperhatikan lingkungan internal dan eksternal. Hingga saat ini PT. Gatra Mapan belum merencanakan startegi bisnis yang menyeluruh sebagai upaya untuk meningkatkan keunggulan bersaing. Metode yang digunakan dalam penelitian ini adalah Analisis SWOT dan AHP. Berdasarkan konsep Fredy Rangkuti metode ini merupakan salah satu teknik untuk menyusun strategi dengan mengidentifikasi berbagai faktor secara sistematis untuk merumuskan strategi perusahaan. Terdapat dua tahap yang akan dilakukan yaitu tahap input dan tahap tahap pencocokan. Dalam tahap input dilakukan analisis matriks IFE (Internal Faktor Evaluasai), matriks EFE (Eksternal Fator Evaluasi). Sedangkan pada tahap matching dilakukan analisis matrik SWOT dan matriks IE yang bertujuan untuk mengetahui posisi perusahaan dan strategi yang sesuai. Dari analisis yang telah dilakukan, maka diperoleh hasil pada matriks IFE ( Internal Factor Evaluation) dengan total skor 3.36 dan hasil matrik EFE (Eksternal Fator Evaluasi) diperoleh skor 3.06. Hasil skor tersebut menunjukkan posisi perusahaan berada pada kuadran Iyaitu GROW And BUILD. Sehingga strategi yang sesuai bagi kuadaran tersebut adalah strategi intensif (market penetrastion,market development dan product development) dan strategi integrasi (integrasi ke depan, integrasi ke belakang, dan integrasi horizontal).
English Abstract
The development of business in Indonesia is growing rapidly. This has resulted in increased competition, market changes, and uncertainty condition of the company. As a furniture company, PT. Gatra Mapan has a problem about the product sales that has to reach the sales targets. Based on this situation, the company needs an appropriate strategy to compete in business environment. In order to achieve a competitive advantage, the company needs to consider the internal and external factors. PT. Gatra Mapan hasnt done any comprehensive business strategy planning as an effort to increase competitive advantage. This research is using SWOT analysis and AHP method. SWOT analysis is a technique to create strategies. This method identifies the various factors systematically to create the company’s strategy. SWOT analysis has two stages, they are the input stage and matching stage. Theinput stage consists of IFE matrix (Internal Factor Evaluation) and EFE matrix (External Factor Evaluation). In matching stage, SWOT analysis and IE matrix are used to know the company’s position and appropriate strategy. Based on this research, total score of IFE matrix is 3.36 and total score of EFE matrix is 3.06. These score define that the company’s position is in quadrant I (grow and build). The appropriate strategy for the company are intensive strategies (market penetration, market development and product development) and integration strategies (forward integration, backward integration, and horizontal integration).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FT/2014/516/051405328 |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 03 Sep 2014 11:20 |
| Last Modified: | 22 Oct 2021 05:39 |
| URI: | http://repository.ub.ac.id/id/eprint/142824 |
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