Perumusan Strategi Bersaing Pixel Moviebox

Agape, Rindu Gadis (2017) Perumusan Strategi Bersaing Pixel Moviebox. Sarjana thesis, Universitas Brawijaya.

Abstract

Pixel Moviebox merupakan mini bioskop yang didirikan untuk menangkap peluang kurangnya pilihan hiburan yang ditawarkan di Kota Bontang. Persaingan bisnis jasa hiburan diperlukan perumusan strategi dengan melakukan analisis secara ilmiah. Namun dengan semakin ketatnya persaingan bisnis jasa penyedia hiburan, Pixel Moviebox perlu merumuskan strategi bisnis yang tepat. Penelitian ini bertujuan untuk merumuskan strategi bersaing pada Pixel Moviebox melalui proses yang sesuai dengan teori manajemen strategik yaitu tiga tahap analisis, tahap pertama yaitu tahap masukan menggunakan alat analisis Matriks IFE dan Matriks EFE, tahap kedua yaitu tahap pencocokan menggunakan alat analisis Matrks SWOT dan Matriks IE, dan tahap ketiga yaitu tahap keputusan menggunakan QSPM. Pada tahap masukan, hasil analisis Matriks IFE menunjukkan total skor bobot 3,08 sedangkan analisis Matriks EFE menunjukkan total skor bobot 3,21. Pada tahap pencocokan, hasil analisis IE berada pada sel I yang berarti Pixel moviebox berada pada kodisi tumbuh dan membangun dan strategi yang dapat diterapkan adalah strategi intensif dan integratif, dengan didukung strategi ST dari hasil analisis Matriks SWOT. Pada tahap keputusan degan menggunakan QSPM menunjukkan bahwa Pixel Moviebox memprioritaskan strategi penetrasi pasar dibandingkan strategi pengembangan produk.

English Abstract

Pixel Moviebox is a mini cinema established due to the low number of entertainment option in the city of Bontang. Business of entertainment services competition required the formulation strategy with an analysis scientifically. But with the competition in the business of entertainment services, Pixel Moviebox need to formulate the right business strategies. This study aims to formulate a competitive strategy on Pixel Moviebox through the process according to the theory in strategic management with three analysis phases, The first phase deals with the entry into IFE and EFE matrix analyzing tool, the second phase is the matching phase using SWOT and IE matrix analyzing tool, and the third phase is the decision phase using QSPM. The score of IFE matrix analysis is 3.08, while the score of EFE matrix is 3.21. In matching phase, the result of IE analysis shows that Pixel Moviebox is in Cell 1, which means that it is in grow and build strategy. The tactical strategy that should be applied is intensive and integrative strategy supported by ST strategy obtained from result of SWOT matrix analysis. The decision phase using QSPM indicates that Pixel Moviebox should prioritize more on market penetration rather than product development.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/377/051708851
Uncontrolled Keywords: Perumusan Strategi, Matriks IFE, Matriks EFE, Matriks SWOT, Matriks IE, dan QSPM.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 19 Sep 2017 02:30
Last Modified: 24 Nov 2020 03:00
URI: http://repository.ub.ac.id/id/eprint/2684
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