Analisis Pengembangan Strategi Menggunakan Pendekatan Meta-Swot (Studi Pada Surgakaos Di Kota Cilegon)

Ramadhan, Muhammad Furqan and Dr. Rofiaty,, SE., MM., CRP (2021) Analisis Pengembangan Strategi Menggunakan Pendekatan Meta-Swot (Studi Pada Surgakaos Di Kota Cilegon). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis dan mengetahui pengembangan strategi yang sesuai dengan SurgaKaos menggunakan pendekatan Meta-SWOT. Pendekatan ini menganalisis dua faktor lingkungan yang berpengaruh dari sisi internal perusahaan menggunakan analisis Resource Based View dan juga eksternal perusahaan menggunakan analisis PESTEL. Data-data dan informasi dalam penelitian ini didapatkan melalui observasi langsung, wawancara mendalam, kuesioner, studi literatur, dan dokumentasi. Hasil analisis Resource Based View menunjukkan bahwa sumber daya dan kapabilitas SurgaKaos yang jarang dimiliki oleh pesaing, sulit ditiru oleh pesaing, dan sudah dikelola dengan baik oleh perusahaan yaitu sistem pembayaran yang efektif dan efisien, harga yang bersaing, Quality Assurance, Supply Chain Management, sistem informasi manajemen, Sistem operasional yang terintegrasi, Work Culture, Performance Apprasial, Performance Evaluation, Employee Relation, Personal Selling, Brand Awareness, Digital Marketing, dan Brand Loyality. Hasil analisis PESTEL menunjukkan bahwa faktor-faktor eksternal yang dapat memberikan peluang maupun ancaman untuk SurgaKaos adalah pertumbuhan kawasan industri kota cilegon, limbah daur ulang, kolaborasi program pemerintah, pemberdayaan masyarakat daerah, dampak ekonomi COVID-19, platform teknologi terbaru, dan kurangnya pengawasan legalitas usaha. Berdasarkan hasil analisis Meta-SWOT, SurgaKaos berada pada kuadran I grand strategy matrix, maka pengembangan strategi yang tepat dilakukan adalah penetrasi pasar, pengembangan pasar, pengembangan produk. Strategi penetrasi pasar SurgaKaos adalah pengembangan iklan dan promosi serta penyesuaian harga jual. Strategi pengembangan pasar SurgaKaos adalah melakukan program intensif kemitraan terhadap lingkungan luar yang belum disentuh oleh SurgaKaos maupun pesaing lainya. Strategi pengembangan produk SurgaKaos adalah menambah pembentukan tim Research and development (R&D).

English Abstract

This study aims to analyze and determine the development of strategies that are in accordance with SurgaKaos using the Meta-SWOT approach. This approach analyzes two environmental factors that influence the company's internal side using Resource Based View analysis and also externally using PESTEL analysis. The data and information in this study were obtained through direct observation, in- depth interviews, questionnaires, literature studies, and documentation. The results of the Resource Based View analysis show that the resources and capabilities of SurgaKaso which are rarely owned by competitors, are difficult to imitate by competitors, and have been managed well by the company, namely an effective and efficient payment system, competitive prices, Quality Assurance, Supply Chain Management, system management information, integrated operational system, work culture, performance appraisal, performance evaluation, employee relations, personal selling, brand awareness, digital marketing, and brand loyalty. PESTEL analysis results show that external factors that can provide opportunities and threats for SurgaKaos are the growth of the Cilegon city industrial area, recycling waste, government program collaboration, regional community empowerment, the economic impact of COVID-19, the latest technology platforms, and the lack of legal supervision. effort. Based on the results of the Meta-SWOT analysis, SurgaKaos is in quadrant I of the grand strategy matrix, so the appropriate strategy development is market penetration, market development, and product development. SurgaKaos market penetration strategy is the development of advertisements and promotions as well as selling price adjustments. The strategy for developing the SurgaKaos market is to carry out an intensive partnership program for the external environment that has not been touched by SurgaKaos or other competitors. The product development strategy of SurgaKaos is to increase the formation of the Research and development (R&D) team.

Item Type:	Thesis (Sarjana)
Identification Number:	0521020381
Uncontrolled Keywords:	engembangan Strategi, Strategi Bersaing, Resource Based View, VRIO, PESTEL, Meta-SWOT, Development Strategy, Competitive Strategy, Resource-Based View, VRIO, PESTEL, Meta-SWOT
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	17 Jun 2022 02:27
Last Modified:	17 Oct 2024 02:37
URI:	http://repository.ub.ac.id/id/eprint/191280

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