Matakuliah
Tahun
: J0134/ Manajemen Strategik
: 2006
IMPLEMENTASI STRATEGI DALAM FUNGSI
(STRATEGI FUNGSIONAL)
Pertemuan 22
1
Hanya 10% strategi yang sukses
diformulasikan dapat sukses
diimplementasikan
Kegagalan disebabkan:
Gagal dalam melakukan segmentasi pasar dengan
baik
Terlampau focus pada kebijakan akuisisi baru
Tertinggal jauh dari pesaing dalam R&D
Tidak menyadari pentingnya computer dalam memanage informasi
2
Kesuksesan implementasi strategi
membutuhkan:
Market goods & services well
Raise needed working capital
Produce technologically sound goods
Sound information systems
Membutuhkan keterlibatan & partisipasi
seluas mungkin manajer & karyawan
3
Fungsi Pemasaran
Variabel pemasaran mempengaruhi
keberhasilan/kegagalan implementasi
Keputusan kebijakan pemasaran:
Exclusive dealerships – multiple channels of
distribution
Heavy, light, or no TV advertising
Price leader or price follower
Advertise online or not
Offer complete or limited warrantee
4
Variabel pemasaran yg penting&sentral dlm
implementasi adalah:
1. Segmentasi pasar
Proses membagi/mengelompokkan pasar ke
dlm kelp yg relative homogen
Variabel: geografi, demografi, psikografi, perilaku
Key to matching supply & demand
Market development, product-development, market
penetration & diversification strategies
Allows operating with limited resources
Enables small firms to compete successfully
Mempengaruhi marketing mix (4P) secara
langsung: Product, Price, Place, Promotion
5
Marketing Mix – Component Factors
Product
Place
Promotion
Price
Quality
Distribution
channels
Advertising
Level
Features
Distribution
coverage
Personal selling
Discounts &
allowances
Style
Outlet location
Sales promotion
Payment terms
Brand name
Sales territories
Publicity
Packaging
Inventory
levels/locations
Product line
Transportation
carriers
Warranty
Service level
6
2. Positioning Produk
• Proses penempatan produk dlm benak
konsumen secara lebih baik dari pesaing
• Proses Positioning:
1. Select Key Criteria
Product
Positioning
Steps
2. Diagram Map
3. Plot competitors’
products
4. Look for niches
5. Develop Marketing
Plan
7
Product Positioning Map
High
Convenience
Rental Car Market
•
Firm 2
Firm 1
•
High
Customer
Loyalty
Low
Customer
Loyalty
•
Firm 3
Low
Convenience
8
Product Positioning as Strategy Implementation Tool
•
•
•
•
Look for vacant niche
Avoid sub optimization
Don’s serve 2 segments w/ same strategy
Don’t position in the middle of the map
9
Fungsi Keuangan/Akuntansi
• Central to strategy implementation.
• Esensi penting dlm implementasi strategi:
– Acquiring needed capital
– Developing projected financial statements
– Preparing financial budgets
– Evaluating worth of a business
• Keputusan yg berbasis keuangan:
– Raise capital – short-term, long-term, preferred, or common
stock
– Lease or by fixed assets
– Determine appropriate dividend payout ratio
– LIFO, FIFO, or market-value accounting approach
– Extend time of AR
– Establish % discount on accounts for terms
– Determine the amount of cash kept on hand
10
Analisis penilaian kekayaan sentral dlm implementasi strategi:
intensif, integrasi, diversifikasi yang sering diimplementasikan dalam
bentuk akuisisi perusahaan lain
Pendekatan penilaian:
What a firm owns
What a firm earns
What a firm will bring in the market
Sumber pendanaan: debt vs equity
Analisis EBIT/EPS, contoh: Heinz Co ($million)
$ Amount Needed: $500
Stock Price $40
EBIT Range $1000 to $2000
Tax Rate 175/673 = .26 = 26%
Interest Rate 5%
# Shares Outstanding 350
EPS-EBIT Analysis Heinz:
Conclusion: Heinz should use debt to raise the $500 million
11
EPS-EBIT Analysis (in $millions) – Heinz Company
Stock
Financing
Financing
Financing
High
Low
High
Low
High
Low
$2000
$1000
$2000
$1000
$2000
$1000
0
0
25
25
10
10
EBT
2000
1000
1975
975
1990
990
Taxes 26%
520
260
514
254
517
257
EAT
1480
740
1461
721
1473
733
# Shares outstanding
362.5
362.5
350
350
357.5
357.5
EPS
4.08
2.04
4.17
2.06
4.12
2.05
EBIT ($982.4 in 2001)
Interest (5%)
12
Penyusunan proyeksi laporan keuangan
– Memungkinkan perusahaan menilai hasil yang
diharapkan dari berbagai tindakan & pendekatan
– Tahap penyusunan proyeksi lap-keu:
1. Persiapkan laporan laba rugi sebelum neraca
terutama buat prakiraan penjualan (forecast sales)
2. Gunakan metode percentage of sales untuk
memproyeksikan CoGS & expenses
3. Hitung proyeksi net income
4. Kurangkan dividen dari net income dan sisanya
masuk ke laba ditahan (Retained Earnings)
5. Proyeksikan neraca dimulai dari retained earnings
6. Beri tanda/komentar atas laporan yang
diproyeksikan
13
Projected Income Statement for Litten Company (in millions)
Prior Year
2005
Projected
Year 2006
Remarks
Projected Income Statement
Sales
100
150.00
50% increase
70
105.00
70% of sales
30
45.00
10
15.00
10% of sales
5
7.50
5% of sales
15
22.50
3
3.00
12
19.50
Taxes
6
9.75
Net Income
6
9.75
2
5.00
4
4.75
Cost of Goods Sold
Gross Margin
Selling Expense
Administrative Expense
EBIT
Interest
EBT
Dividends
Retained Earnings
50% rate
14
Anggaran keuangan (financial budget) adalah
rincian bagaimana dana akan diperoleh dan
dikeluarkan selama periode waktu tertentu. Jenis
anggaran:
1.Cash budgets
6. Divisional budgets
2.Operating budgets
7. Variabel budgets
3.Sales budgets
8. Expense budgets
4.Profit budgets
9. Flexible budgets
5.Factory budgets
10. Fixed budgets
15