Matakuliah
Tahun
: J0134/ Manajemen Strategik
: 2006
FAKTOR LINGKUNGAN EKSTERNAL
Pertemuan 8
1
Performing External Audit
Long-term orientation
External
Factors
Measurable
Applicable to
competing firms
Hierarchical
2
External Forces
1.Economic Forces
•Availability of credit
•Money market rates
•Level of disposable
income
•Fed Gov’t deficits
•Interest rates
•Inflation rates
•GDP trend
•Consumption
patterns
3
Key Economic Variables
Unemployment trends
Import/Export factors
Worker productivity levels
Demand shifts for goods/services
Value of the dollar in world markets
Income differences by
region/customer
Stock market trends
Price fluctuations
Foreign economic conditions
Exportation of labor and capital
4
Monetary policies
Fiscal policies
Tax rates
OPEC policies
ECC policies
5
2.Social, Cultural, Demographic
& Environmental Forces
Major Impact –
• Products
• Services
• Markets
• Customers
6
Facts
•World population > 6 billion
•U.S. population < 300 million
• U.S. Facts
– Aging population
– Less Caucasian
– Widening gap between rich & poor
– 2025 = 18.5% population >65 years
– 2075 = no ethnic or racial majority
7
Population characteristics require
global strategies
Global trends
•2003 – China largest exporter to U.S.
•2003 Asia receives highest foreign direct investment
•China’s labor rates less than Mexico
•China provides more site location incentives than
Mexico
Export Trends
• Mexico-corporate income tax rate 34%
• China-corporate income tax rate 17%
8
21st Century Trends
•More educated consumers
•Aging population
•Minorities more influential
•Local rather than federal solutions
•Fixation with youth decreasing
•Hispanics increase to 15% by 2021
•African American increase to 14% by 2021
9
Key Social, Cultural, Demographic &
Environmental Variables
•
•
•
•
•
Childbearing rates
Number of special interest groups
Number of marriages & divorces
Number of births & deaths
Immigration & emigration rates
10
Social, Cultural, Demographic &
Environmental Forces
Consumer behavior
Monitor Key
Variables
Ethical concerns
Attitudes toward saving
Racial equality
Actuarial rates
Per capita income
Attitudes toward business
Avg. disposable income
11
Avg. educational level
Governmental regulation
• Monitor
Key
• Variables
Attitudes toward customer service
Attitudes toward quality
Energy conservation
Waste management
Air & water pollution
Ozone depletion
Social responsibility
Leisure time values
Recycling
Endangered species
12
3.Political, Government & Legal Forces
Government Regulation
Key opportunities & threats
- Antitrust legislation
- Lobbying efforts
- Tax rates
- Patent laws
Increasing Global Interdependence
Political variables impact –
– Formulation of strategies
– Implementation of strategies
Strategists in a global economy -– Forecast political climates
– Legalistic skills
– Diverse world cultures
13
Globalization of Industry
• Worldwide trend toward similar
consumption patterns
• Global buyers and sellers
• E-commerce
• Technology for instant currency transfers
14
Variable Kunci
• Birokrasi/debirokrasi
• Regulasi
pajak&perubahan
• Tariff bea
• Kesamaan TK
• Subsidi pemerintah
• Regulasi&perubahan
paten
• Regulasi global
• Kondisi politik
• Jumlah pemilih dalam
pemilu
• Regulasi
perlindungan
lingkungan
• Regulasi
export/import
• Regulasi anti-trust
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4.Technological Forces
Major Impact –
•Internet
•Communications
•Semiconductors
Significance of IT
•Chief Information Officer (CIO)
•Chief Technology Officer (CTO)
Technology-based issues
Essential for nearly every strategic decision
16
Competitive Forces
Collection & evaluation of data on competitors
is essential for successful strategy formulation
Competition on virtually all industries can be
described as intense.
17
EFE MATRIX–Gateway Computer(2003)
Faktor Kunci Eksternal
Bobot
Rating
Skor
PELUANG:
1. Pasar PC global tumbuh 20% thn 2004
2. Biaya komponen PC turun 10%-2004
3. Pertumbuhan cepat penggunaan internet
4. Cina masuk WTO; pajak rendah atas PC impor
5. Income pekerja PC turun dr $40k/yr mjd $30k/yr
6. modernisasi bisnis & instansi pemerintah
7. Perbaikan perekonomian dunia
8. 30% populasi di Cina dpt menerima PC; PC
hanya 10% RT
ANCAMAN:
1. Intensitas persaingan dlm industri
2. Potongan harga dlm industri PC
3. Perbed Neg, perbed registrasi&infrastruktur PC
4. Palm&PDA mjd substitusi PC
5. Demand > suplly pekerja PC berpengalaman
6. Tkt kelahiran di US turun
7. Konsumen&bisnis menunda pembelian PC
8. Diversifikasi Produsen PC ke elektronik
0,10
0,10
0,05
0,10
0,05
0,05
0,05
0,05
0,05
0,10
0,05
0,05
0,05
0,05
0,05
0,05
3
3
2
1
3
2
3
1
1
2
1
3
4
3
2
3
0,30
0,30
0,10
0,10
0,15
0,10
0,15
0,05
0,05
0,20
0,05
0,15
0,20
0,15
0,10
0,15
1,00
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2,50
PENTING!
Understanding the factors used in the EFE
Matrix is more important than the actual
weights and ratings assigned.
Total weighted score of 4.0
• Organization response is outstanding to threats
and weaknesses
Total weighted score of 1.0
• Firm’s strategies not capitalizing on opportunities
or avoiding threats
19