Sipayung, Mariadi Eprianto (2017) Analisis SWOT Berbasis Lima Elemen Sun Tzu Dalam Menentukan Strategi Pemasaran Produk Mesin Antrian. Sarjana thesis, Universitas Brawijaya.
Abstract
PT Rekavisitama merupakan perusahaan yang bergerak dalam bidang desain dan produksi perangkat elektronika. Perusahaan mengalami permasalahan di bidang pemasaran, hal tersebut dapat dibuktikan melalui penjualan mesin antrian PT Rekavisitama yang mengalami trend/kecenderungan penurunan dari tahun 2013 sampai 2016 di Jawa Timur. Hal ini mengindikasikan kurang efektifnya strategi pemasaran yang dimiliki perusahaan khususnya di Jawa Timur. PT Rekavisitama dituntut untuk lebih bekerja keras dalam mencermati dan mengantisipasi reaksi lingkungan eksternal dan internal perusahaan. Perusahaan harus menganalisis faktor-faktor yang mendukung kekuatan dan kelemahan perusahaan serta peluang dan ancaman dengan mengkoordinasikan kekuatan, kelemahan, peluang dan ancaman tersebut secara bersama-sama untuk menciptakan strategi pemasaran yang tepat sehingga dapat bersaing dengan memasarkan produknya di Jawa Timur. Pada penelitian ini, dilakukan perumusan strategi dengan melakukan analisis kekuatan dan kelemahan internal perusahaan, serta menangkap peluang dan menghindari ancaman dari lingkungan eksternal perusahaan. Perumusan stategi tersebut menggunakan analisis SWOT, seni perang Sun Tzu dan matriks perencanaan strategi kuantitatif (QSPM). Analisis SWOT digunakan untuk mengidentifikasi Sun Tzu’s Five Key Element, analisis lingkungan eksternal dan internal PT Rekavisitama, serta untuk menentukan posisi persaingan perusahaan melalui kuadran SWOT. Seni perang Sun Tzu digunakan untuk merumuskan strategi pemasaran berdasarkan Sun Tzu Strategems sesuai dengan posisi perusahaan berdasarkan kuadran SWOT. Selanjutnya adalah tahap pemilihan strategi yang dipilih berdasarkan attractiveness score terbesar dari tiap strategi terhadap faktor lingkungan eksternal dan internal menggunakan matriks perencanaan strategi kuantitatif (QSPM). Berdasarkan hasil analisis faktor eksternal dapat diidentifikasi elemen ground dan climate dari seni perang Sun Tzu termasuk kedalam faktor lingkungan eksternal. Hasil analisis internal dapat diidentifikasi elemen mission, leadership, dan method dari seni perang Sun Tzu termasuk ke dalam faktor lingkungan internal. Pada analisis kuadran SWOT dapat diketahui posisi persaingan perusahaan berada di kuadran I. strategi yang disarankan pada posisi tersebut adalah strategi yang bersifat agresif, hal ini disebabkan karena perusahaan berada dalam peluang yang cukup baik dan didukung dengan kekuatan internal perusahaan yang baik. Pada analisis perang Sun Tzu, dari 36 strategems yang dimiliki terpilih tiga strategi yang sesuai dengan kondisi dan posisi perusahaan berdasarkan kuadran SWOT yang berada di kuadran I. Strategi tersebut adalah kill with a borrowed knife, borrow a corpse to resurrect the soul, dan the empty for strategy. Strategi kill with a borrowed knife terpilih menjadi strategi prioritas untuk PT Rekavisitama karena memiliki attractiveness score
English Abstract
PT Rekavisitama is a company engaged in the design and production of electronic devices. The company is currently experiencing problems in marketing area, that can be proved by the decreased number of sales of PT Rekavisitama queue machine from 2013 to 2016 in East Java. It showed that company’s strategy was ineffective to be implemented in East Java. PT Rekavisitama has to work harder in observing and anticipating the external and internal environmental impacts of the company. Companies must analyze the factors that support the strengths and weaknesses of companies and opportunities and threats by coordinating these strengths, weaknesses, opportunities and threats together to create the right marketing strategy so that it can compete to market its products in East Java.. In this research, strategy formulation is done by analyzing company’s internal strengths and weaknesses, as well as capturing opportunities and avoiding threats from the company's external environment. The formulation of the strategy uses SWOT analysis, Sun Tzu arts warfare and quantitative strategy planning matrix (QSPM). The SWOT analysis is used to identify Sun Tzu's Five Key Elements, external and internal environmental analysis of PT Rekavisitama, and to determine the company's competitive position through the SWOT quadrant. The art of Sun Tzu war is used to formulate a marketing strategy based on Sun Tzu Strategems according to the position of the company based on the SWOT quadrant. The next step is to select the strategy chosen based on the biggest attractiveness score of each strategy on the external and internal environment factors using the quantitative strategy planning matrix (QSPM). Based on the results of external factors analysis can be identified elements of ground and climate of the Sun Tzu war art are included in external environmental factors. The results of the internal analysis can be identified that elements of mission, leadership, and method of Sun Tzu's art of war belong to internal environmental factors. In SWOT quadrant analysis, it can be seen that the company's competition position is in quadrant I. The strategy suggested in that position is aggressive strategy, this is because the company is in good opportunity and supported by good company’s internal strength. In Sun Tzu's war analysis, of the 36 strategems that have been selected, three strategies are in accordance with the condition and position of the firm based on the SWOT quadrant in quadrant I. The strategy is to kill with a borrowed knife, borrow a corpse to resurrect the soul, and the empty for strategy. The strategy of ‘kill with a borrowed knife’ is chosen as the priority strategy for PT Rekavisitama because it has the greatest attractiveness score based on the results of quantitative strategic planning (QSPM) analysis.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FT/2017/825/051708668 |
| Uncontrolled Keywords: | Analisis SWOT, Matriks Perencanaan Strategis Kuantitatif (QSPM), Strategi Pemasaran, Sun Tzu Strategems. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 02 Oct 2017 06:52 |
| Last Modified: | 12 Dec 2020 05:30 |
| URI: | http://repository.ub.ac.id/id/eprint/3090 |
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