ANALYSIS OF SALES AS A BASIS OF FORMULATING A COMPETITIVE STRATEGY IN A SERVICE COMPANY A case of Bouraq Indonesia Airline.
SSEMWANGA MOHAMMED (adv. Drs. Gunawan Adisapoetro, MBA), Drs. Gunawan Adisapoetro, MBA
Penyelidikan ini bertujuan untuk merumuskan strategi bersaing bagi Pt. Bouraq Indonesia airline. Perumusan ini berdasarkan pada faktor-faktor yang sangat mempengaruhi prestasi perusahan. Informasi dan data untuk penelitian diperoleh melalui cara prima maupun sekondar. Diperoleh dari perpustakaan maupun studi lapangan. Data prima diperoleh menggunakan metode survei melalui wawancara.
Alat analisa yang digunakan termasuk pendekatan qualitatif (Analisa swot) dan pendekatan quantitatif kausal (analisa regresi berganda). Analisa regresi berganda bermaksud untuk menjelaskan bagaimana prestasi perusahan-cabang Yogyakarta dipengaruhi beberapa faktor. Dengan menggunakan program Data-Fit, hasilnya menunjukkan bahwa biaya pemasaran, diskon langganan dan komisi agen mempengaruhi prestasi perusahan. Jadi perusahan hams memperhatikan faktor-faktor tersebut. Analisa swot bertujuan untuk menilai faktor-faktor luar dan dalam lingkungan yang penting dalam menciptakan kekonsongan strategis bagi
perusahan. Hasil riset menunjukkan bahwa faktor-faktor luar perusahan seperti peraturan-peraturan pemerintah, kekuatan ekonomis, perilaku pasaing dan teknologi mempengaruhi prestasi perusahan. Pada pihak dalam
perusahan, kesan perusahan, promosi dan sifat-dasar jasa perusahan mempengaruhi prestasi perusahan. Akan tetapi, pada umumnya, kesimpulan dari analisa swot menunjukkan bahwa kedua pihak external dan internal perusahan masih lemah. Memperhatikan ciri-ciri mendasari sifat-dasar kompetisi industri penerbangan, strategi yang pantas bagi perusahan tersebut adalah strategi Focus. Karena, ketentuan bisnis yang berdasarkan pada apa yang sanggup
dilaksanakan bisa tahan lama dari ketentuan bisnis berdasarkan pada kebutuhan yang perusahan mencari untuk dipenuhi.
This study was aimed at formulating a competitive strategy for Pt. Bouraq airline. The formulation was based on factors that seemed to have an influence om the company performance. Information and data for research was secured through both primary and secondary means. It was obtained from library as well as field study. The primary data was got using the survey method through interview. The tools of analysis deployed in the study included the qualitative
approach (Swot analysis), as well as the quantitative causal approach (Multiple regression approach).Regression analysis aimed at explaining how the company branch of
Yogyakarta has been influenced by some factors. With the use of Data-Fit program, the results showed that marketing expense (xi), customers' discount (x2) and agent commission (x3) influenced the total sales volume. Swot analysis aimed at conviniently assessing factors both in the external and internal environments that were deemed important in creating strategic gaps for the company. Research findings showed that externally factors such as government policies, economic forces, competitive behaviors
and technological forces do influence company performance. On the internal front, factors such as company image, promotion , nature of services do influence its performance. However, its conclusion showed that the company's stand on both the external and internal fronts is still weak. Looking at the basics and charateristics underlying the competitive nature of airline industry, a Focus Strategy was proposed for the company. The strategy rests on the premise that the firm is thus able to serve its narrow strategic target more effectively than competitors who are competing more broadly. This is because a definition of a business in terms of what is capable of doing may offer a more durable basis for strategy than a definition based upon the needs which the business seeks to satisfy.
Kata Kunci : Bouraqe Airline, kompetisi, strategi, penjualan
