Analisis Swot Sebagai Dasar Perumusan Dan Implementasi Strategi Pada Restoran Mie Cobek Malang

Pamungkas, Sigit (2017) Analisis Swot Sebagai Dasar Perumusan Dan Implementasi Strategi Pada Restoran Mie Cobek Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Restoran Mie Cobek Malang adalah restoran yang berdiri di Kota Malang. Persaingan bisnis dibidang penyediaan makanan dan minuman semakin ketat karena banyaknya pesaing baru yang terus bermunculan. Hal ini menyebabkan perlunya analisis SWOT untuk mengetahui peluang, ancaman, kekuatan, dan kelemahan untuk dapat merumuskan dan mengimplementasikan strategi yang sesuai. Dalam perumusan strategi ini melalui tiga tahap. Tahap pertama adalah tahap masukan dengan melakukan analisis EFE dan IFE. Kemudian tahap yang kedua adalah tahap pencocokan dengan menggunakan alat analisis matriks IE dan matriks grand strategy. Tahap yang ketiga adalah tahap keputusan dengan menggunakan matriks QSPM. Pada tahap masukan hasil analisis EFE menunjukkan total skor bobot kekuatan 3,30 dengan nilai peluang sebesar 2,12 dan nilai ancaman sebesar 1,18. Analisis IFE menghasilkan total skor bobot sebesar 2,89 dengan nilai kekuatan sebesar 2,17 dan kelemahan sebesar 0,72. Pada tahap pencocokan hasil analisis IE berada pada sel II dan strategi yang dapat diterapkan adalah strategi intensif dan integrasi. Hasil analisis matriks grand strategy berada pada kuadran I yaitu strategi yang dapat diterapkan adalah strategi intensif, integrasi, dan diversifikasi. Pada tahap keputusan hasil analisis matriks QSPM menunjukkan bahwa Restoran Mie Cobek Malang lebih cocok untuk menggunakan strategi integrasi pasar.

English Abstract

Mie Cobek Malang Restaurant is a restaurant located in Malang. Competition in food-and-beverage business is now becoming fierce since there are more competitors entering the venture. This highlights the importance of SWOT analysis in identifying the opportunity, threat, strength, and weakness of a company to formulate and implement the appropriate strategy. The formulation of strategy goes through three phases. The first phase is the entry phase, in which the EFE and IFE are analyzed. The second phase is the matching phase using IE matrix and grand strategy analytical tool. The third phase is the decision phase using QSPM matrix. In the entry phase, the EFE value is 3.30, in which the value of the opportunity is 2.12, and the value of the threat is 1.18. The IFE value is 2.89, in which the value of the strength is 2.17, and the value of the weakness is 0.72. In the matching phase, the result of the IE analysis shows that the company is in cell 2 and that the applicable strategy is intensive and integration strategy. The result of grand strategy analysis shows that the company is in quadrant 1 and that the applicable strategies are intensive, integration, and diversification strategy. In the decision phase, the QSPM matrix indicates that the appropriate strategy for Mie Cobek Malang Restaurant is market integration.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/840/051803200
Uncontrolled Keywords: SWOT, Matriks EFE, Matriks IFE, Matriks IE, Matriks Grand Strategy, 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: Yusuf Dwi N.
Date Deposited: 13 Apr 2018 09:25
Last Modified: 02 Nov 2021 05:01
URI: http://repository.ub.ac.id/id/eprint/9451
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