Putri Renosuri Manti, Yuka (2021) ANALISIS STRATEGI BISNIS UMKM DENGAN PENDEKATAN METODE SWOT-IE DAN QSPM (STUDI KASUS CV. AULIA MOTOR DEPOK). Sarjana thesis, Universitas Brawijaya.
Abstract
CV. Aulia Motor Depok merupakan salah satu industri yang bergerak di bidang otomotif yang berlokasi di di Jl. Sentosa Raya No.8a, Mekar Jaya, Kec. Sukmajaya, Kota Depok, Jawa Barat. Dalam menjalankan penjualannya, sebelum pandemi COVID-19, penjualan CV. Aulia Motor Depok cenderung fluktuatif dan selama pandemi COVID-19, penjualan cenderung stabil namun tidak signifikan. Walau demikian, target penjualan CV. Aulia Motor Depok tidak pernah tercapai setiap bulannya. Selain itu, terjadi permasalahan pada sumber daya manusia, dimana para pekerja mengeluhkan pekerjaan yang cenderung banyak. Penelitian ini bertujuan untuk mengidentifikasikan dan menilai kondisi perusahaan secara internal menggunakan matriks IFE dan kondisi eksternal menggunakan matriks EFE untuk bisa mendapatkan perumusan strategi yang tepat agar dapat meningkatkan jumlah penjualan dan tercapainya target penjualan. Perumusan strategi dilakukan dengan bantuan matriks IE dan matriks SWOT untuk mendapatkan alternatif-alternatif strategi. Berdasarkan penelitian yang dilakukan, didapatkan tujuh alternatif strategi yang dapat diimplementasikan oleh perusahaan setelah melakukan perhitungan menggunakan QSPM. Strategi yang direkomendasikan berdasarkan perhitungan QSPM sesuai dengan urutan yaitu (1) Membuka online shop dan menjalin kerjasama dengan pihak ketiga.; (2) Melakukan kegiatan promosi yang lebih optimal; (3) Mengembangkan desain kemasan dari produk pembelian; (4) Membuat tagline/slogan dari perusahaan dengan mengunggulkan kualitas produk, harga, dan pelayanan yang diberikan; (5) Melakukan rekrutmen untuk pekerja digital marketing dan mengadakan pelatihan digital marketing untuk membuka online shop ; (6) Membuat e-katalog produk dan menampilkan dokumentasi pembelian pelanggan di masa lalu; (7). Bekerja sama dengan bengkel untuk menjadi pemasok aksesoris motor.
English Abstract
CV. Aulia Motor Depok is one of an industry engaged in automotive sector located at Sentoya Raya Street, No. 8A, Mekar Jaya, Sukmajaya District, Depok City, West Java. The company’s vision is to be the leading and trusted motorcycle especially helmet and other accessories shop in Depok City, West Java, with the mission of the company is to provide helmets and other accessories on motorcycle with the cheapest yet the most complete by prioritizing integrity and quality in the products and services provided. In running its business, before pandemic COVID-19, sales from CV. Aulia Motor Depok gravitate to fluctuate and during pandemic COVID-19, its sales tend to be stable but not significant. However, the target of CV. Aulia Motor Depok was never achieved every month. Furthermore, there were problems with human resources, where workers complained about jobs that tended to be a lot. This research uses IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM to formulate an alternate strategy that suits the company's condition. Research begins by identifying and measuring internal and external factors affecting company and consumer. These data are further processed using the help of Internal Factor Evaluation (IFE) matrix and External Factor Evaluation (EFE) matrix. Then to match alternative strategies, this research uses the Internal-External matrix (IE) and the Strengths-WeaknessesOpportunities-Threats (SWOT) matrix. The last stage, to determine the most recommended alternative strategy, this research used Quantitative Strategic Planning Matrix (QSPM). After identified, there are 18 internal factors and 24 external factors which affect the company. The internal factor consists of 10 strength factors and 8 weakness factors. While the external factor consists of 15 opportunity factors and 9 threat factors. The value obtained for IFE Matrix is 2,906, while the value obtained for external matrix is 2,777. From the internal and external conditions that have been identified, there are 15 strategies formulated. Three strategies are generated from the IE matrix and twelve strategies are generated from the SWOT matrix. Afterwards, all strategies were processed using QSPM and obtained the right strategies to be recommended to the company. Where the first three strategies are opening an online shop and collaborating with third parties, conducting more optimal promotional activities, recruiting digital marketing workers and conducting digital marketing training to open an online shop, conducting more optimal promotional activities.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 670 |
| Uncontrolled Keywords: | Manajemen Strategi, Tahap Input Strategi, Tahap Pencocokan Strategi, Tahap Pemilihan Strategi, Strategic Management, Input Stage, Matching Stage, Decision Stage. |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Unnamed user with email gaby |
| Date Deposited: | 23 Oct 2021 04:05 |
| Last Modified: | 24 Feb 2022 05:30 |
| URI: | http://repository.ub.ac.id/id/eprint/185307 |
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Text (DALAM MASA EMBARGO)
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