tag:blogger.com,1999:blog-53667647729108427692024-03-05T15:55:28.766-08:00Manajemen StrategiManajemen Strategihttp://www.blogger.com/profile/18276832357010700554noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5366764772910842769.post-38391386527615243092010-10-09T10:31:00.000-07:002010-10-09T10:31:31.930-07:00Manajemen Strategi: Strategi Bisnis<a href="http://manajemenstrategibisnis.blogspot.com/2010/10/strategi-bisnis.html?spref=bl">Manajemen Strategi: Strategi Bisnis</a>: "1. Pengertian BisnisManajemen Strategihttp://www.blogger.com/profile/18276832357010700554noreply@blogger.com0tag:blogger.com,1999:blog-5366764772910842769.post-68499855709160690112010-10-08T12:30:00.000-07:002010-10-08T12:30:36.653-07:00Strategi Bisnis<div style="text-align: justify;"><span style="font-size: large;"><b>1. Pengertian Bisnis</b></span></div><div style="text-align: justify;"><br />
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<div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Bisnis diartikan sebagai seluruh kegiatan yang diorganisasikan oleh orang-orang yang berkecimpung di dalam bidang perniagaan (produsen, pedagang, konsumen, dan industri di mana perusahaan berada) dalam rangka memperbaiki standar serta kualitas hidup mereka. (Husein Umar, 2005). <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Pengertian strategi ada beberapa macam sebagaimana dikemukakan oleh para ahli dalam buku karya mereka masing-masing. Menurut Stephanie K. Marrus, strategi didefenisikan sebagai suatu proses penentuan rencana para pemimpin puncak yang berfokus pada tujuan jangka panjang organisasi, disertai suatu penyusunan suatu cara atau upaya bagaimana agar tujuan tersebut dapat dicapai. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menurut Hamel dan Prahalad, strategi merupakan suatu tindakan yang bersifat <i>incremental</i> (senantiasa meningkat) dan terus-menerus, serta dilakukan berdasarkan sudut pandang tentang apa yang diharapkan oleh para pelanggan di masa depan. Dengan demikian, strategi hampir selalu dimulai dari apa yang dapat terjadi dan bukan dimulai dari apa yang terjadi. Terjadinya kecepatan inovasi pasar yang baru dan perubahan pola konsumen memerlukan kompetensi inti (<i>core competence</i>). Perusahaan perlu mencari kompetensi mencari kompetensi inti di dalam bisnis yang dilakukan. Menurut Fred R. David, strategi adalah alat untuk mencapai tujuan jangka panjang.</span><span style="font-family: "MS 明朝","serif"; font-size: 12pt; line-height: 200%;"> </span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">(Husein Umar, 2005). </span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><br />
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</style> </m:defjc></m:rmargin></m:lmargin></m:dispdef></m:smallfrac></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><span style="font-size: large;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; line-height: 200%;">2<span style="font-family: "Times New Roman"; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">. </span></span></b></span><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"><span style="font-size: large;">Model Manajemen Strategi</span><o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Manajemen strategi adalah seni dan ilmu penyusunan, penerapan, dan pengevaluasian keputusan-keputusan lintas fungsional yang dapat memungkinkan suatu perusahaan mencapai sasarannya. Manajemen strategi adalah proses penetapan tujuan organisasi, pengembangan kebijakan dan perencanaan untuk mencapai sasaran tersebut, serta mengalokasikan sumber daya untuk menerapkan kebijakan dan merencanakan pencapaian tujuan organisasi. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Manajemen strategi mengkombinasikan aktivitas-aktivitas dari berbagai bagian fungsional suatu bisnis untuk mencapai tujuan organisasi. Strategi merupakan tindakan yang bersifat <i>incremental</i> (senantiasa meningkat) dan terus menerus, serta dilakukan berdasarkan sudut pandang tentang apa yang diharapkan oleh pelanggan di masa depan. Dengan demikian, strategi hampir selalu dimulai dari apa yang dapat terjadi dan bukan dimulai dari apa yang terjadi. Terjadinya kecepatan inovasi pasar yang baru dan perubahan pola konsumen memerlukan kompetensi inti. Perusahaan perlu mencari kompetensi inti di dalam bisnis yang dilakukan. </span><span lang="EN-US"><a href="http://anthempart.blogspot.com/2010/01/model-manajemen-strategi.html"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">http://anthempart.blogspot.com/2010/01/model-manajemen-strategi.html</span></a></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menurut Jonny dalam jurnalnya, digambarkan di bawah ini aktifitas yang harus dilakukan untuk merumuskan strategi yang baik. <o:p></o:p></span></div><div align="center" class="MsoNormal" style="line-height: 200%; text-align: center;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Gambar 2.1 Model Manajemen Strategi</span><br />
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<div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Aktivitas pertama dilakukan adalah merumuskan pernyataan visi dan misi perusahaan. Visi yang dimiliki oleh perusahaan merupakan suatu cita-cita tentang keadaan di masa depan yang diingin untuk terwujud oleh suluruh personel perusahaan, mulai dari jenjang yang paling atas sampai yang paling bawah. Cita-cita masa depan yang ada dalam benak pendiri yang kira-kira mewakili seluruh anggota perusahaan inilah yang disebut Visi. Misi adalah penjabaran secara tertulis mengenai visi agar visi menjadi mudah dimengerti bagi seluruh staf perusahaan. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah berikutnya adalah menganalisis lingkungan eksternal dan internal perusahaan. Tindakan untuk mengetahui dan menganalisis lingkungan eksternal menjadi sangat penting karena pada hakikatnya kondisi lingkungan eksternal berada diluar kendali organisasi. Selain pemahaman kondisi lingkungan eksternal, pemahaman kondisi lingkungan internal perusahaan secara luas dan mendalam perlu dilakukan. Oleh karena itu, strategi yang dibuat perlu bersifat konsisten dan realistis sesuai dengan situasi dan kondisinya. Sehingga sebelum pihak manajemen menerapkan strategi yang cocok bagi jalannya perusahaan di masa datang, mereka harus lebih dulu menganalisis posisi perusahaan saat ini, baik dilihat dari posisi persaingan dengan usaha sejenis maupun dari faktor kondisi perusahaan sendiri. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Upaya pencapaian tujuan perusahaan merupakan suatu proses berkesinambungan yang memerlukan penahapan. Untuk menentukan apakah suatu tahapan sudah dicapai atau belum diperlukan suatu tolak ukur, misalnya kurun waktu dan hasil yang ingin dicapai dirumuskan secara jelas. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah selanjutnya adalah penyusunan dan pemilihan strategi yang harus dilakukan perusahaan agar dapat bersaing dengan kompetitor lainnya. </span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"><o:p></o:p></span></div></div><div class="MsoNormal" style="line-height: 200%;"><meta content="text/html; charset=utf-8" http-equiv="Content-Type"></meta><meta content="Word.Document" name="ProgId"></meta><meta content="Microsoft Word 12" name="Generator"></meta><meta content="Microsoft Word 12" name="Originator"></meta><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml" rel="File-List"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_editdata.mso" rel="Edit-Time-Data"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx" rel="themeData"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml" rel="colorSchemeMapping"></link> <m:smallfrac m:val="off"> <m:dispdef> <m:lmargin m:val="0"> <m:rmargin m:val="0"> <m:defjc m:val="centerGroup"> <m:wrapindent m:val="1440"> <m:intlim m:val="subSup"> <m:narylim m:val="undOvr"> </m:narylim></m:intlim> </m:wrapindent><style>
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<div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.1<span style="font: 7pt "Times New Roman";"> </span></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tahapan Formulasi Strategi<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Aplikasi untuk menentukan strategi utama berdasarkan konsep Fred R. David dilakukan melalui pemakaian beberapa matriks dengan tiga tahap pelaksanaan. Berikut ini disajikan ulang macam-macam matriks dan ketiga tahapan dimaksud. <o:p></o:p></span></div><meta content="text/html; charset=utf-8" http-equiv="Content-Type"></meta><meta content="Word.Document" name="ProgId"></meta><meta content="Microsoft Word 12" name="Generator"></meta><meta content="Microsoft Word 12" name="Originator"></meta><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml" rel="File-List"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_editdata.mso" rel="Edit-Time-Data"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx" rel="themeData"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml" rel="colorSchemeMapping"></link> <m:smallfrac m:val="off"> <m:dispdef> <m:lmargin m:val="0"> <m:rmargin m:val="0"> <m:defjc m:val="centerGroup"> <m:wrapindent m:val="1440"> <m:intlim m:val="subSup"> <m:narylim m:val="undOvr"> </m:narylim></m:intlim> </m:wrapindent><style>
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<div class="MsoListParagraph" style="line-height: 200%; margin-left: 36pt; text-indent: -36pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tahap I: <i>The Input Stage</i><o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Pada tahap input, semua informasi dasar mengenai faktor-faktor internal dan eksternal perusahaan yang dibutuhkan dalam merumuskan strategi dirangkum oleh pembuat strategi. Hal ini dapat dilakukan dengan menggunakan dua teknik formulasi strategi, yaitu: <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Matriks <i>External Factor Evaluation </i>(EFE)<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Matriks EFE digunakan untuk mengevaluasi faktor-faktor eksternal perusahaan.</span><span style="font-family: "MS 明朝","serif"; font-size: 12pt; line-height: 200%;"> </span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Data eksternal dikumpulkan untuk menganalisa hal-hal menyangkut persoalan ekonomi, sosial, budaya, lingkungan, politik, pemerintahan, hukum, teknologi, persaingan di pasar industri di mana perusahaan berada. Hal ini penting karena faktor eksternal berpengaruh secara langsung maupun tidak langsung terhadap perusahaan. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah-langkah tahapan kerja EFE Matriks sebagai berikut:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">a.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Buat daftar <i>critical success factors</i> (CSF) untuk aspek eksternal yang mencakup <i>opportunities</i> (Peluang) dan <i>threats</i> (ancaman) bagi perusahaan. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">b.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tentukan bobot (<i>weight</i>) dari CSF tadi dengan skala yang lebih tinggi bagi yang berprestasi tinggi dan begitu pula sebaliknya. Jumlah seluruh bobot harus sebesar 1.0. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">c.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tentukan <i>rating</i> setiap CSF antara 1 sampai 4, dimana<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1 = Kelemahan utama;<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2 = Kelemahan kecil;<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3 = Kekuatan kecil;<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">4 = Kekuatan utama.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; margin-left: 35.45pt;"><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Rating </span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">ditentukan berdasarkan efektivitas strategi perusahaan. Dengan demikian, nilainya didasarkan pada kondisi perusahaan. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">d.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Kalikan nilai bobot dengan nilai <i>rating</i>-nya untuk mendapatkan skor semua CSF.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">e.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Jumlahkan semua skor untuk mendapatkan skor total bagi perusahaan yang dinilai. Skor total 4.0 mengindikasikan bahwa perusahaan merespon dengan cara yang luar biasa terhadap peluang-peluang yang ada dan menghindari ancaman-ancaman di pasar industrinya. Sementara, skor total sebesar 1.0 menunjukkan bahwa perusahaan tidak memanfaatkan peluang-peluang yang ada atau tidak menghindari ancaman-ancaman eksternal. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Matriks <i>Internal Factor Evaluation</i> (IFE)<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Matriks IFE digunakan untuk mengetahui faktor-faktor internal perusahaan berkaitan dengan kekuatan dan kelemahan yang dianggap penting. Data dan informasi aspek internal perusahaan dapat digali dari beberapa fungsional perusahaan, misalnya dari aspek manajemen, keuangan, SDM, pemasaran. Pada prinsipnya tahapan kerja IFE matriks sama dengan EFE matriks. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah-langkah tahapan kerja IFE Matriks sebagai berikut:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">a.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Buat daftar <i>critical success factors</i> (CSF) untuk aspek <i>internal</i> yang mencakup <i>Strength</i> (Kekuatan) dan <i>weakness</i> (Kelemahan) bagi perusahaan. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">b.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tentukan bobot (<i>weight</i>) dari CSF tadi dengan skala yang lebih tinggi bagi yang berprestasi tinggi dan begitu pula sebaliknya. Jumlah seluruh bobot harus sebesar 1.0. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">c.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tentukan <i>rating</i> setiap CSF antara 1 sampai 4, dimana<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1 = Kelemahan utama;<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2 = Kelemahan kecil;<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3 = Kekuatan kecil;<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 75pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">4 = Kekuatan utama.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; margin-left: 35.45pt;"><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Rating </span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">ditentukan berdasarkan efektivitas strategi perusahaan. 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<div class="MsoListParagraph" style="line-height: 200%; margin-left: 36pt; text-indent: -36pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.1.1<span style="font: 7pt "Times New Roman";"> </span></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tahap II: <i>The Matching Stage</i><o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Pada tahap pencocokan, pembuat strategi melakukan identifikasi sejumlah alternatif strategi dengan mencocokkan informasi input berupa faktor eksternal dan internal yang diperoleh pada tahap input. Pada tahap pencocokan ini,</span><span style="font-family: "MS 明朝","serif"; font-size: 12pt; line-height: 200%;"> </span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">penulis melakukan identifikasi hanya dengan menggunakan matriks SWOT (<i>Strengths, Weaknesses, Opportunities, </i>dan <i>Threat</i>). <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah-langkah tahapan kerja TOWS/SWOT adalah sebagai berikut:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Buat daftar peluang eksternal perusahaan.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Buar daftar ancaman eksternal perusahaan.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Buat daftar kekuatan kunci internal perusahaan.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">4.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Buat daftar kelemahan kunci internal perusahaan.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">5.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Cocokkan kekuatan-kekuatan internal dan peluang-peluang eksternal dan catat hasilnya dalam sel strategi SO.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">6.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Cocokkan kelemahan-kelemahan internal dan peluang-peluang eksternal dan catat hasilnya dalam sel strategi WO.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">7.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Cocokkan kekuatan-kekuatan internal dan ancaman-ancaman eksternal dan catat hasilnya dalam sel strategi ST. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">8.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Cocokkan kelemahan-kelemahan internal dan ancaman-ancaman eksternal dan catat hasilnya dalam sel strategi WT. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><br />
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<div class="MsoNormal" style="line-height: 200%; margin-left: 17.45pt; text-indent: 18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Matriks <i>Threats-Opportunities-Weaknesses-Strengths</i> (TOWS) merupakan <i>matching tool</i> yang penting untuk membantu para manajer mengembangkan empat tipe strategi. Keempat strategi yang dimaksud adalah:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">a.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strengths – Opportunities (SO),</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> yaitu dengan mengembangkan suatu strategi dalam memanfaatkan kekuatan (S) untuk mengambil manfaat dari peluang (O) yang ada.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">b.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Weaknesses – Opportunities (WO),</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> yaitu dengan mengembangkan suatu strategi dalam memanfaatkan peluang (O) untuk mengatasi kelemahan (W) yang ada. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">c.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strengths – Threats (ST),</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> yaitu dengan mengembangkan suatu strategi dalam memanfaatkan kekuatan untuk menghindari ancaman (T).<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">d.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Weaknesses – Threats (WT), </span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">yaitu dengan mengembangkan suatu strategi dalam mengurangi kelemahan (W) dan menghindari ancaman (T).<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; margin-left: 14.2pt;"><br />
</div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 36pt; text-indent: -36pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.1.1<span style="font: 7pt "Times New Roman";"> </span></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Tahap III: <i>Decision Stage</i><o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Setelah tahap I dan tahap II, berikutnya adalah masuk ke dalam tahap ketiga yaitu <i>Decision Stage</i>. Dalam tahap ini, metode yang dipakai adalah menggunakan <i>Quantitative Strategic Planning Matrix</i> (QSPM). QSPM merupakan teknik yang secara objektif dapat menetapkan strategi alternatif yang diprioritaskan. Metode ini adalah alat yang direkomendasikan bagi para ahli strategi untuk melakukan evaluasi pilihan strategi alternatif secara objektif, berdasarkan faktor kunci kesuksesan internal-eksternal yang telah diidentifikasikan sebelumnya. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Secara konseptual, tujuan metode ini adalah untuk menetapkan kemenarikan relatif dari strategi-strategi yang bervariasi yang telah dipilih, untuk menentukan strategi mana yang paling baik untuk di</span><span style="font-family: "MS 明朝","serif"; font-size: 12pt; line-height: 200%;"> </span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">implementasikan. Komponen-komponen utama dari suatu QSPM terdiri dari: <i>Key Factors, Strategic Alternatives, Weights, Attractiveness Score</i> (AS), <i>Total Attractveness Score</i> (TAS), dan <i>Sum Attrectivesess Score</i>. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah-langkah pengembangan QSPM adalah sebagai berikut:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Membuat daftar peluang, ancaman, kekuatan, dan kelemahan organisasi yang di ambil dari metode EFE dan metode IFE. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Memberi pembobotan pada masing-masing eksternal dan internal faktor kunci kesuksesan dengan jumlah keseluruhan bobot harus sebesar 1 seperti yang ada pada metode EFE dan IFE. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Meneliti metode yang ada pada tahap analisis di perencanaan strategik dan mengidentifikasi strategi alternatif yang pelaksanaannya harus dipertimbangkan sebelumnya oleh perusahaan. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">4.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menghitung <i>Attractiveness Score</i> (AS), yaitu nilai yang menunjukkan kemenarikan relatif untuk masing-masing strategi yang terpilih. Dengan cara meneliti masing-masing eksternal dan internal faktor kunci keberhasilan. Batasan nilai <i>Attractiveness Score</i> adalah 1 = tidak menarik; 2 = agak menarik; 3 = menarik; 4 = sangat menarik. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">5.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menghitung <i>Total Attractiveness Score</i> (TAS), di dapat dari perkalian bobot dengan <i>Attractiveness Score</i> (AS) pada masing-masing baris. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">6.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menghitung <i>Sum Total Attractiveness Score</i>. Jumlahkan semua TAS pada masing-masing kolom QSPM. Nilai TAS dari alternatif strategi yang tertinggi adalah yang menunjukkan bahwa alternatif strategi itulah yang menjadi pilihan utama. Nilai TAS terkecil menunjukkan bahwa alternatif strategi ini menjadi pilihan terakhir. 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<div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.1<span style="font: 7pt "Times New Roman";"> </span></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Konsep <i>Analytical Hierarchy Process</i> (AHP)<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Analytical Hierarchy Process</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> (AHP) merupakan metode <i>Multicriteria Decision Making</i> (MCDM) yang paling sering digunakan dan metode untuk membuat urutan alternatif keputusan dan memilih yang terbaik pada saat pengambilan keputusan memiliki beberapa tujuan, atau kriteria tertentu untuk pengambilan keputusan. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Multicriteria Decision Making</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> (MCDM) merupakan metode yang dapat digunakan dalam pengambilan keputusan untuk keputusan yang <i>multicriteria</i>. Dengan menggunakan AHP, suatu persoalan yang akan dipecahkan dalam suatu kerangka berfikir yang terorganisir, sehingga memungkinkan dapat diekspresikan untuk mengambil keputusan yang efektif atas persoalan tersebut. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Prinsip kerja AHP adalah penyederhanaan suatu persoalan kompleks yang tidak terstruktur, stratejik dan dinamik menjadi bagian-bagiannya, serta menata dalam suatu hirarki. Kemudian tingkat kepentingan setiap variabel diberi nilai numerik secara subjektif tentang arti penting variabel tersebut secara relatif dibandingkan dengan variabel yang lain. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">AHP memberikan kemungkinan pengguna untuk memberikan nilai bobot relatif dari suatu kriteria majemuk secara intuitif, yaitu dengan melakukan perbandingan berpasangan. (Marimin, 2004). </span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"><o:p></o:p></span></div></div><meta content="text/html; charset=utf-8" http-equiv="Content-Type"></meta><meta content="Word.Document" name="ProgId"></meta><meta content="Microsoft Word 12" name="Generator"></meta><meta content="Microsoft Word 12" name="Originator"></meta><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml" rel="File-List"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx" rel="themeData"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml" rel="colorSchemeMapping"></link> <m:smallfrac m:val="off"> <m:dispdef> <m:lmargin m:val="0"> <m:rmargin m:val="0"> <m:defjc m:val="centerGroup"> <m:wrapindent m:val="1440"> <m:intlim m:val="subSup"> <m:narylim m:val="undOvr"> </m:narylim></m:intlim> </m:wrapindent><style>
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<div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Langkah-langkah penggunaan metode <i>Analytical Hierarchy Process</i> (AHP) adalah sebagai berikut:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Mendefinisikan struktur hierarki masalah yang akan dipecahkan.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Memberikan pembobotan elemen-elemen pada setiap level dari hierarki.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menghitung prioritas terbobot (<i>weighted priority</i>).<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">4.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Menampilkan urutan/ranking dari alternatif-alternatif yang dipertimbangkan. </span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -21.25pt;"><meta content="text/html; charset=utf-8" http-equiv="Content-Type"></meta><meta content="Word.Document" name="ProgId"></meta><meta content="Microsoft Word 12" name="Generator"></meta><meta content="Microsoft Word 12" name="Originator"></meta><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml" rel="File-List"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx" rel="themeData"></link><link href="file:///C:%5CDOCUME%7E1%5CMARIOS%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml" rel="colorSchemeMapping"></link> <m:smallfrac m:val="off"> <m:dispdef> <m:lmargin m:val="0"> <m:rmargin m:val="0"> <m:defjc m:val="centerGroup"> <m:wrapindent m:val="1440"> <m:intlim m:val="subSup"> <m:narylim m:val="undOvr"> </m:narylim></m:intlim> </m:wrapindent><style>
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</style> </m:defjc></m:rmargin></m:lmargin></m:dispdef></m:smallfrac></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.1<span style="font: 7pt "Times New Roman";"> </span></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Ciri-Ciri <i>Strategic Business Unit</i> (SBU)<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strategic Business Unit</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> (SBU) pertama kali diperkenalkan tahun 1979 oleh <i>Mc. Kensey and Co.</i> dalam kerjasamanya dengan <i>General Electric</i>. SBU didefinisikan sebagai suatu cara mengelola sebuah bisnis sehingga tiap unit menjual sekumpulan produk/jasa kepada sekumpulan pelanggan dalam persaingan dengan sekumpulan pesaing. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Ciri-ciri SBU terdiri atas lima aspek, yaitu:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">External focus </span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">adalah pengelolaan dan pengorganisasian suatu SBU yang mengacu pada permasalahan yang timbul karena faktor-faktor eksternal.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Identifiable competitor</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> adalah SBU yang didesain sedemikian rupa sehingga para pesaing SBU tersebut dapat teridentifikasikan. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Autonomous profit center</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> adalah SBU yang beroperasi sebagai suatu bisnis tersendiri dengan tujuan serta sasarannya sendiri yang dipimpin oleh seorang manajer. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">4.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Distinct marketing strategy</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> adalah setiap SBU yang memiliki strategi pemasaran tersendiri dan berbeda dengan unit bisnis lainnya.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">5.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Separate accounting</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;"> adalah SBU yang bersaing sebagai unit yang berdiri sendiri dan harus dapat menghitung keuntungan dan biaya-biayanya sendiri, sehingga ia harus mampu memiliki sistem pembukuan yang terpisah dari unit lainnya. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Sumber: Husein Umar, 2005<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%;"><br />
</div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 18pt; text-indent: -18pt;"><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.2<span style="font: 7pt "Times New Roman";"> </span></span></b><b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Konsep Strategi<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strategi merupakan alat untuk mencapai tujuan. Dalam perkembangannya, konsep mengenai strategi terus berkembang. Hal ini dapat ditunjukkan oleh adanya perbedaan konsep mengenai strategi selam 30 tahun terakhir. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Definisi strategi pertama yang dikemukakan oleh Chandler (1962:13) menyebutkan bahwa strategi adalah tujuan jangka panjang dari suatu perusahaan, serta pendayagunaan dan alokasi semua sumber daya yang penting untuk mencapai tujuan tersebut. Pemahaman yang baik mengenai konsep strategi dan konsep-konsep lain berkaitan, sangat menentukan suksesnya strategi yang disusun. Konsep-konsep tersebut adalah sebagai berikut:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">1.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Distinctive Competence</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">: tindakan yang dilakukan oleh perusahaan agar dapat melakukan kegiatan lebih baik dibandingan dengan pesaingnya. Menurut Day dan Wensley (1998), identifikasi <i>distinctive competence</i> dalam suatu organisasi meliputi:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 20mm; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">a.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Keahlian tenaga kerja, dan<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 20mm; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">b.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Kemampuan sumber daya<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; margin-left: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Dua faktor tersebut menyebabkan perusahaan ini dapat unggul dibandingkan dengan pesaingnya. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">2.<span style="font: 7pt "Times New Roman";"> </span></span><i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Competitive Advantage</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">. Keunggulan bersaing disebabkan oleh pilihan strategi yang dilakukan perusahaan untuk merebut peluang pasar. Menurut Porter, jika perusahaan ingin meningkatkan usahanya dalam persaingan yang semakin ketat, perusahaan harus memilih prinsip berbisnis, yaitu produk dengan harga tinggi atau produk dengan biaya rendah, bukan kedua-duanya. Berdasarkan prinsip ini, Porter menyatakan terdapat tiga strategi generik, yaitu:<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 20mm; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">a.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strategi Diferensiasi. Strategi ini cirinya adalah bahwa perusahaan mengambil keputusan untuk membangun persepsi pasar potensial terhadap suatu produk/jasa yang unggul agar tampak berbeda dengan produk yang lain. Dengan demikian, diharapkan calon konsumen mau membeli dengan harga mahal karena adanya perbedaan itu.<o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 20mm; text-indent: -21.25pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">b.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strategi Kepemimpinan Biaya Menyeluruh (<i>Overall Cost Leadership</i>). Cirinya adalah perusahaan lebih memperhitungkan pesaing dari pada pelanggan dengan cara memfokuskan harga jual produk yang murah, sehingga biaya produksi, promosi, maupun riset dapat ditekan, bila perlu produk yang dihasilkan hanya sekedar meniru produk dari perusahaan lain. <o:p></o:p></span></div><div class="MsoListParagraph" style="line-height: 200%; margin-left: 35.45pt; text-indent: -18pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">3.<span style="font: 7pt "Times New Roman";"> </span></span><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">Strategi Fokus (<i>Focus</i>). Cirinya adalah perusahaan mengkonsentrasikan pada pangsa pasar yang kecil untuk menghindar dari pesaing dengan menggunakan strategi Kepemimpinan Biaya Menyeluruh atau Diferensiasi. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%; text-indent: 35.45pt;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%;">(Sumber: Freddy Rangkuti, 2006)<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 200%;"><br />
</div><br />
Manajemen Strategihttp://www.blogger.com/profile/18276832357010700554noreply@blogger.com11