MANAJEMEN STRATEGI
dan
KINERJA BISNIS
FO312
Chapter 9
ANALISIS SITUASI
Analisis SWOT
Adalah analisis sistematis untuk mengidentifikasikan
faktor-faktor kekuatan (strength), kelemahan
(Weeknesess) intern perusahaan serta peluang
(oppurtunities) dan ancaman (threats) dalam
lingkungan yang dihadapi perusahaan.
IDENTIFIKASI INTERN PERUSAHAAN
•
•
STRENGTH (Kekuatan)
Kekuatan adalah sumber daya, ketrampilan atau
keunggulan-keunggulan lain relatif terhadap
pesaing. Kekuatan adalah kompentensi khusus yang
memberikan keunggulan komparatif bagi
perusahaan di pasar.
WEEKNESESS (Kelemahan)
Kelemahan adalah keterbatasan atau kekurangan
dalam sumber daya, ketrampilan dan kapabilitas
menghambat kinerja efektif perusahaan.
The Nature of an Internal Audit
Functional Areas of Business
-- Strengths
-- Weaknesses
Nature of an Internal Audit
Basis for Objectives & Strategies



Internal strengths/weaknesses
External opportunities/threats
Clear statement of mission
Key Internal Forces
Functional Business Areas:
Vary by organization
Divisions have differing strengths &
weaknesses
Key Internal Forces
Distinctive Competencies:
Firm’s strengths that cannot be easily
matched or imitated by competitors
Key Internal Forces
Distinctive Competencies:
Building competitive advantage involves
taking advantage of distinctive
competencies
Key Internal Forces
Distinctive Competencies:
Strategies designed to improve on a
firm’s weaknesses and turn to strengths
IFE– Gateway Computers (2003)
Weight
Rating
Wtd
Score
1. Several new senior executive with worldclass skills and leadership experience
0.05
4
0.40
2. Continuous decline in operating costs
and cost of goods sold
0.05
3
0.15
3. Well-known brand name
0.05
3
0.15
4. Consumer Reports (Sept 2002)
recommended Gateway 500X as #1
0.10
4
0.40
5. As a direct seller, Gateway holds high
brand recognition
0.05
3
0.15
Key Internal Factors
Strengths
IFE– Gateway Computers (2003)
Weight
Rating
Wtd
Score
6. Gateway is diversifying into non-PC
products
0.10
3
0.30
7. Good relationship with its suppliers.
0.05
4
0.20
8. Economies of scale, the 6th largest PC
maker I the world
0.05
4
0.20
9. Gateway retails stores excellent
0.05
3
0.15
Key Internal Factors
Strengths (cont’d)
IFE– Gateway Computers (2003)
Weight
Rating
Wtd
Score
1. High operating expense (22% of revenue
vs. 10% for Dell)
0.05
3
0.15
2. Almost no budget for R&D vs. Dell’s 18%
of revenue
0.10
1
0.05
3. Low return on assets ratio
0.025
1
0.10
4. No niche market
0.025
2
0.05
Key Internal Factors
Weaknesses
IFE– Gateway Computers (2003)
Weight
Rating
Wtd
Score
5. Shortage of cash due to successive
losses
0.10
2
0.20
6. Limited number Gateway stores
0.05
2
0.10
7. Weak performance in overseas market
0.10
2
0.20
TOTAL
1.00
Key Internal Factors
Weaknesses (cont’d)
2.85
LINGKUNGAN YANG DIHADAPI PERUSAHAAN
•
OPPURTUNITIES (Peluang)
Adalah situasi penting yang menguntungkan dalam
lingkungan perusahaan
•
THREAT (Ancaman)
Ancaman adalah situasi penting yang tidak
menguntungkan dalam lingkungan perusahaan
External Strategic
Management Audit
Purpose of External Audit

Identify
Opportunities
 Threats

Key External Forces
•Economic forces
•Social, cultural, demographic &
environmental forces
•Political, governmental & legal forces
•Technological forces
•Competitive forces
Key External Forces & the Organization
Key
External
Forces
Competitors
Suppliers
Distributors
Creditors
Customers
Employees
Communities
Managers
Stockholders
Labor Unions
Special Interest Groups
Products
Services
Opportunities
&
Threats
Cara Membuat Analisis Swot
A. Tahap Pengumpulan Data
1. Data Eksternal :
a. Analisis Lingkungan Eksternal Mikro
•
•
•
•
Analisis pasar
Analisis pesaing
Analisis pemasok
Analisis konsumen baik domestik maupun global
Cara Membuat Analisis Swot (lanjutan)
b. Analisis Lingkungan Eksternal Makro
# Politik
# Ekonomi
# Sosial Budaya
# Teknologi
# Ekologi
# Geografi baik Domestik maupun Global
Cara Membuat Analisis Swot (lanjutan)
b. Data Internal :
•
•
•
•
•
•
•
Laporan keuangan
Laporan kegiatan SDM
Laporan kegiatan operasi/produksi
Laporan pemasaran
Budaya perusahaan
Nilai-nilai yang diyakini manajemen
Struktur organisasi
B.Tahap Analisis
Dalam tahap ini akan disusun diagram SWOT sbb:
21