ANALISIS STRATEGI BERSAING PRODUK OBAT BEBAS (OVER THE COUNTER): STUDI PADA PT TEMPO SCAN PACIFIC, TBK

TITAH GIRI, Fahmy Radhi, Dr., M.B.A

2016 | Tesis | S2 Manajemen

Tesis ini membahas tentang strategi bersaing PT.TSP dalam menghadapi para pesaingnya terutama dalam perebutan pangsa pasar obat bebas (over the counter). Tujuan penelitian ini untuk menganalisis lingkungan internal dan eksternal PT.TSP serta mengetahui strategi bersaingnya untuk masa yang akan datang. Pendekatan penelitian ini yang digunakan adalah kualitatif deskriptif dan kuantitatif yang menggunakan Porter's Five Forces Analysis, analisis SWOT (Strength, Weakness, Opportunity, Threat), Matriks External Factor Evaluation (EFE), Matriks Internal Factor Evaluation (IFE) dan Matriks SWOT. Berdasarkan Porter's Five Forces Analysis ancaman terbesar datang dari kekuatan tawar menawar konsumen (bargaining power of buyers) dan persaingan antar pesaing yang ada (rivalry among existing competitors). Dari hasil penelitian faktor strategis internal eksternal dengan matriks IFE dan EFE didapatkan angka masing-masing 2.61 dan 2.38 sehingga posisi perusahaan saat ini ada pada sel V yaitu dengan menggunakan hold and maintaince strategies. Dengan menggunakan analisis Matriks SWOT terhadap faktor internal dan eksternal maka posisi perusahaan berada di kuadran I yaitu mendukung pertumbuhan perusahan yang agresif yakni berupa strategi SO (Strength-Opportunity) sebagai strategi yang memaksimalkan kekuatan yang dimiliki untuk memanfaatkan peluang yang ada.

This Thesis talks about the competitive strategy applied by PT. TSP in dealing with the competitors, especially within the market share competition of over the counter drug products. This research aimed to analyze the internal and external circumstances in PT. TSP and to find out its suitable future competitive strategy. This research engaged descriptive qualitative approach and quantitative by using Porter's Five Forces Analysis, SWOT (Strength, Weakness, Opportunity, Threat) Analysis, External Factor Evaluation (EFE) Matrix, Internal Factor Evaluation (IFE) Matrix and SWOT Matrix. According to Porter's Five Forces Analysis, the greatest threats came from the bargaining power of buyers and the rivalry among existing competitors. From the research result on the internal and external strategy factors by using IFE and EFE matrixes, it was found that each factor got 2, 61 and 2, 38 points, receptively, therefore the current company status was on cell V, which meant that the company uses hold an maintenance strategies. By using SWOT Matrix analysis towards the internal and the external factors, it was known that the company position was in I quadrant, which is supporting the aggressive company growth, by using SO (Strength- Opportunity) strategy as the strategy in maximizing the strength being owned to utilize the available opportunity.

Kata Kunci : Kata kunci: Strategi Bersaing, Porter's Five Forces Analysis, analisis SWOT, Matriks External Factor Evaluation (EFE), Matriks Internal Factor Evaluation (IFE), Matriks SWOT.