Penyusunan strategi bisnis berdasar analisis faktor internal dan eksternal :: Studi kasus pada Perusahaan Job Shop PT Dempo Laser Metalindo

HIE TEK UN, Djoko Susanto, Prof., Dr., M.S.A

2010 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk menyusun strategi bisnis berdasar analisis faktor internal dan ekstemal, dengan mengambil studi kasus pada perusahaan job shop PT Dempo Laser Metalindo. Untuk menyusun strategi bisnis perusahaan tersebut, digunakan metoda penelitian deskriptif dengan menggunakan analisa SWOT (Strength, Weakness, Opportunity and Threat), analisa persaingan dalam industri (The Five Forces Model of Competition), analisa faktor-faktor kunci keberhasilan (Key Success Factors), analisa lima strategi generik (The Five Generic Strategy) serta variasi strategi yang akan memperkuat strategi perusahaan. Strategi yang dipilih akan digambarkan dalara strategy map dengan empat perspektif yang terdiri dari keuangan, pelanggan, bisnis proses dan pengembangan sumber daya, Tujuan dari penyusunan strategi bisnis adalah untuk meningkatkan daya saing perusahaan, terutama dalam menghadapi persaingan yang timbul di kemudian hari. Berdasar hasil penelitian dapat disimpulkan bahwa PT Dempo Laser Metalindo mempunyai peluang untuk mengembangkan bisnisnya dikemudian hari. Akan tetapi ada berbagai kendala yang harus dihadapi antara lain ancaman dari pendatang bam, kekuatan tawar menawar dari pembeli serta tingkat persaingan dari perusahaan sejenis. Perusahaan perlu mengembangkan faktor sumber daya yang dimiliki agar lebih siap dan mampu dalam menghadapi persaingan di kemudian hari. Kata kunci : strategi bisnis, job shop, analisis SWOT, The Five Forces Model, Key Success Factors, The Five Generic Strategy, Strategy Map

The objectives of this research is to formulate a business strategy based on the internal and external factors, with a case study ofjob shop company PT Dempo Laser Metalindo. To achieve the objectives, this research used descriptive research method by using SWOT analysis (strength, weakness, opportunity and threat), analysis of the competition in the industry (the five forces model of competition), analysis of the key success factors, analysis of five generic strategies and the variations strategy that will strengthen the strategy. The chosen strategy would be described in the strategy map, which has four perspectives that consist of financial, customer, business process and people development. The purpose of business strategy is to increase the competitiveness of the company, especially in the face of the competition that will arise in the future. Based on the results of this study, PT Dempo Laser Metalindo has the opportunity to developing the business in the future. But there are many obstacles that must be faced, such as threat of the new entrants, bargaining power of the buyers and the level of competition from the similar companies. Companies need to develop the resource factor to be more ready and able to face the competition in the future. Keywords: business strategy, job shop, SWOT analysis. The Five Forces Model, Key Success Factors, The Five Generic Strategy, Strategy Map

Kata Kunci : Strategi bisnis,Job shop,Analisis SWOT,The five forces model,Key success factors,The five generic strategy,Strategy map