Laongan, Claudinia Cantika Ovilia (2019) Analisis Pengembangan Strategi Bersaing Menggunakan Pendekatan Meta-SWOT pada PT. Astika Mentari Farma. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengembangan strategi bersaing yang tepat digunakan oleh PT.Astika Mentari Farma dengan menggunakan pendekatan Meta-SWOT yang menganalisis dua faktor lingkungan yaitu lingkungan internal menggunakan analisis Resource Based View dan lingkungan eksternal menggunakan analisis PESTEL. Informan penelitian dari PT.Astika Mentari Farma adalah direktur , kepala bagian keuangan, kepala bagian pemasaran, kepala gudang, apoteker penanggung jawab, salesman, bendahara, dan pelanggan. Informan penelitian dari perusahaan pesaing utama (PT.Binasa) adalah direktur. Data diperoleh dari observasi langsung, wawancara mendalam, kuesioner, studi literatur, dan dokumentasi. Hasil analisis Resource Based View menunjukkan bahwa sumber daya dan kapabilitas PT.Astika Mentari yang jarang dimiliki oleh pesaing, sulit ditiru oleh pesaing dan sudah dikelola dengan baik oleh perusahaan ada 14 yaitu harga jual yang dapat bersaing, sistem pembayaran cash dan non cash, excellent service, brand awareness, personal selling, perluasan pasar, pemasok utama, teknologi informasi, procurement management, quality assurance, employee training and development, skill of human relation, work culture, dan loyalitas karyawan. Hasil analisis PESTEL menunjukkan bahwa faktor-faktor eksternal yang dapat memberikan peluang maupun ancaman untuk PT.Astika Mentari Farina adalah potensi industri farmasi besar, adanya program JKN dan percepatan restitusi, platform inovasi teknologi baru, penggunaan packaging ramah lingkungan, ketidakstabilan ekonomi di Indonesia, lemahnya pengawasan peredaran obat dari BPOM, dan regulasi penjualan obat melalui media online. Berdasarkan hasil analisis Meta-SWOT, PT.Astika Mentari Farma berada pada kuadran I grand ,strategy matrix maka pengembangan strategi bersaing yang tepat dilakukan adalah penetrasi pasar, pengembangan pasar, pengembangan produk. Strategi penetrasi pasar PT.Astika Mentari Farina adalah menambah jumlah tenaga kerja, mempertahankan harga jual, dan meningkatkan promosi. Strategi pengembangan pasar PT.Astika Mentari Farina adalah membuka cabang gudang atau kantor di luar kota Makassar. Strategi pengembangan produk PT.Astika Mentari Farina adalah menambah jenis produk obat untuk dijual.
English Abstract
This study aims to find out and analyze the appropriate development of competitive strategies for PT. Astika Mentari Farma using Meta-SWOT approach that analyzes 2 environmental factors, i.e. internal factors using Resource-Based View analysis and external factors using PESTEL analysis. This research's informants from PT.Astika Mentari Farma are director, head of finance, head of marketing, head of the repository, pharmacist, salesman, treasurer and customer. The informant from AMF's biggest competitor (PT.Binasa) is director. Data obtained from direct observation, in-depth interview, questionnaires, the study of literature, and documentation. The result of the Resource-Based View analysis showed that PT. Astika Mentari Farma have 14 rare, inimitability and well managed resources and capabilities such as competitive sales price, cash and credit payment system, excellent service, brand awareness, personal selling, market expansion, main supplier, information technology, procurement management, quality assurance, employee training and development, skill of human relation, work culture, and employee loyalty. The result of PESTEL analysis showed that external factors that can give opportunity or threat for PT. Astika Mentari Farma is the great potential of the pharmaceutical industry, JKN program, and acceleration of restitution, new technology innovation platform, using environmentally friendly packaging, economic instability in Indonesia, poor control of medicine circulation from BPOM, and medicine sales regulation through online media. Based on Meta-SWOT analysis, PT. Astika Mentari Farma is in the first quadrant of the grand strategy matrix so the appropriate development competitive strategy to use are market penetration, market development, product development. PT. Astika Mentari Farma market penetration strategy is added employees, maintain sales price, and increase promotion. PT. Astika Mentari Farma market development strategy is to open a warehouse or office branch outside Makassar. PT. Astika Mentari Farma product development strategy is to add the types of medicine to sell.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/635/051911329 |
| Uncontrolled Keywords: | Pengembangan Strategi, Strategi Bersaing, Resource Based P iew, VRIO, PESTEL, Meta-SWOT-: Development Strategy, Competitive Strategy, Resource-Based View, VRIO, PESTEL, Meta-SWOT |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 05 Oct 2020 09:00 |
| Last Modified: | 19 Oct 2021 06:47 |
| URI: | http://repository.ub.ac.id/id/eprint/177509 |
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