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Analisis Swot
 

Analisis Swot

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Analisis SWOT

Analisis SWOT

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Analisis Swot Analisis Swot Presentation Transcript

    • Strategic Planning for
    • Competitive Advantage
    • SWOT ANALYSIS
    2
  • Strategic Planning Plus 1 RESOURCES & OBJECTIVES EVOLVING MARKET OPPORTUNITIES $ LONG RUN PROFITABILITY AND GROWTH
  • Marketing Plan Elements On Line http://www.dmusic.com Marketing Strategy Product Promotion Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Implementation Evaluation Control Target Market Strategy 1
  • Defining the Business Mission 2 Q: What business are we in? A: Business mission statement Too narrow Too broad Just right marketing myopia no direction focus on markets served and benefits customers seek
  • Marketing Objectives 3 Marketing Objectives Must Be:
    • Realistic
    • Measurable
    • Time specific
    • Consistent with and indicate the organization’s priorities
    “ Our objective is to achieve 10 percent dollar market share in the specialty pet food market within 12 months of product introduction.”
  • Review Learning Objective 3 3 Clear and specific objectives: 1. Communicate marketing management philosophy 2. Provide management direction 3. Motivate employees 4. Force executives to think clearly 5. Allow for better evaluation of results
  • SWOT Analysis 4 ©South-Western College Publishing S W O T Things the company does well. Things the company does not do well. Conditions in the external environment that favor strengths. Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. Internal External
  •  
  •  
  • CONTOH ANALISIS SWOT
  • Permintaan rendah, tapi harga produk tetap premium, sementara biaya operasional tinggi, situasi yangmembuat margin distributor menjadi sangat tipis. Selama ini F&B baru memberikan kontribusi sekitar 25% dan belum dimanfaatkan secara maksimal Proses pengambilan keputusanmasih terlalu panjang. Salah satunya ditunjukkan dengan masih terus tumbuhnya penjualan sebesar 11,2% tahun 2005 (berlanjut tumbuh 13% di semester I(2006). Upaya mendongkrak penjualan dilakukan serius, dengan diiringi peningkatan anggaran iklan, promosi dan riset pemasaran, sekitar 15% Distributor sebagai bagian akhir dari rantai nilai Unilever mendapat tekanan berat dari masyarakat. Peluang masih besar di pasar Food & Beverage Struktur organisasi yang hirarkis membuat respons yg lambat terhadap perkembangan pasar. Tenaga penjualan dan tim pemasaran yang solid dan mempunyai high achievement. Kondisi pasar yang lesu membuat konsumen sangat sensitif terhadap harga. Persepsi yang baik di benak konsumen terhadap produk Unilever Sebagai perusahaan Multinasional sekaligus pemimpin pasar, memotong harga sangat sulit dilakukan. Hal ini membuat Unilever memiliki amunisi yang dapat dikatakan tidak terbatas dalam merancang semua kampanye pemasarannya. Kompetitor Agresif memainkan strategi harga. Awareness Konsumen yang kuat Tidak memiliki fleksibilitas dalam strategi harga Otot finansial masih sulit ditandingi kompetitor. Threat Opportunity Weakness Strenght
  • MATRIK SWOT Analisis SWOT Indosat STRATEGI WT -Menetapkan strategi bisnis baru yang lebih efisien & efektif -Lebih memperhatikan kualitas dan mutiu pelayanan terhadp konsumen
    • STRATEGI ST
    • Meningkatkan kualitas kerja perusahaan yang lebih baik
    • Meningkatkan kualitas produk & mutu pelayanan
    • Menetapkan strategi harga
    • THREATHS (T)
      • Bertambahnya perusahaan telekomunikasi menjadikan berkurangnya laba setiap periodenya
      • Strategi bisnis mudah ditiru
    • STRATEGI WO
    • Meningkatkan efisiensi biaya
    • Mengusahakan pengembangan dan pelatihan SDM
    • STRATEGI SO
    • Perluasan pangsa pasar
    • Perluasan jaringan distribusi
    • Meningkatkan efisiensi distribusi
    • Meningkatkan kualitas SDM
    • Meningkatkan kualitas serta mutu pelayanan
    • OPPORTUNITIES (O)
    • Permodalan yang kurang mendukung
    • Meningkatnya daya beli masyarakat
    WEAKNESSES (W) - Permodalan yang kurang mendukung - Banyaknya tuntunan dari konsumen
    • STRENGHTS (S)
    • Reputasi yang baik dibidang pelayanan
    • Pemasaran perusahaan yang cukup kuat dan besar
    • SDM terus meningkat
    • Kokohnya SDM perusahaan
    • Kualitas produk terjamin
    • Harga produk yang bersaing
    IFAS EFAS
  • Competitive Advantage On Line http://www.travelocity.com http://www.expedia.com 5 Niche Strategies Cost Product/Service Differentiation Types of Competitive Advantage
  • Ansoff’s Strategic Opportunity Matrix On Line http://www.pg.com 6 Present Product New Product New Market Market Penetration Market Development Product Development Diversification Present Market
  • Review Learning Objective 6 6 Identify strategic alternatives Diversification = Product development = products Market development = customers Market penetration = share new products new markets
  • Target Market Strategy
    • Segment the market based on groups with similar characteristics
    • Analyze the market based on attractiveness of market segments
    • Select one or more target markets
    7
  • Targeting Strategies Entire Market Single Market Multiple Markets 7
  • Marketing Mix: The “Four Ps” 8 Price Promotion Place Product
  • Following Up the Marketing Plan 9 Product Place Promotion Price Met objectives? Implementation Evaluation
    • Audits
    • comprehensive
    • systematic
    • independent
    • periodic