Professional Documents
Culture Documents
RUMAH SAKIT
Pemodal
Corporate culture
Perubahan dunia
ABAD 21
Uncertainty Competition
(Persaingan)
(Ketidakpastian)
NEWELITY
(Pembaharuan)
Transitions
(Pergeseran) Diversity
(Keaneka-ragaman)
MENTAL SET MENGHADAPI ABAD 21
( Yoel Arthur Barker )
ANTISIPASI
INOVASI
EXCELLENT
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MANSTRA
PENGERTIAN MANAJEMEN STRATEGI
Analisa situasi
Perumusan strategi
Implementasi strategi
Pengendalian strategi
The Relationship of Strategy Formulation to Situational Analysis
and Strategic Implementation
External Internal
Environmental Environmental
Analysis Analysis SITUATIONAL
ANALYSIS
Strategy
Formulation
Adaptive Strategies Market Entry Strategies Positioning Strategies
Organizational
Culture Marketing Strategies Strategies Startegic
Strategies Implementation
Environmental Issues
External Internal
Environmental Environmental
Analysis Analysis
SITUATIONAL
ANALYSIS
Mission, Vision, Values,
and Objectives
(Directional Strategies)
Matriks Grand
Matriks TOWS Matriks BCG Matriks IE Matriks Space
Strategy
Mencari data
Klasifikasi data
Pra analisis data
Data di bedakan :
- Data eksternal
- Data internal
SUMBER DATA
DATA EKSTERNAL, al dari :
analisis kebijakan pemerintah &
pemilik
analisis pasar
analisis kompetitor
analisis komunitas
analisis pemasok
analisis stakeholder lain
dll
DATA INTERNAL al dari :
- laporan operasional
- laporan keuangan
- kegiatan/kemampuan SDM
- kemampuan sarana/prasarana
- dll
FORMULASI STRATEGI
L
1. Marketing 1. Budaya organisasi
I 2. Manufakturing 2. Manajemen Umum : 1. Pemasaran
N
G 3. Manajemen a. Subsistem klinik 2. Keuangan
K 4. Sumber daya manusia b. Keuangan 3. Produksi operasi dan
U
N 5. Penelitian & pengem c. Fasilitas fisik teknik
G
A
bangan d. Pemasaran 4. SDM
N 6. Sistem informasi e. Penunjang admi 5. Manajemen
I 7. Infrastruktur perusa nistrasi 6. Sistem Informasi
N haan 7. Organisasi &
T
E 8. Sumber dana Manajemen Umum
R
N
A
L
Sumber : Hill & Jones ( 1989 ), Duncan ( 1995 ), Pearce & Robinson ( 1997 )
METODE / ALAT
ANALISA & FORMULASI STRATEGI
TOWS MATRIX
INTERNAL EXTERNAL ( IE ) MATRIX:
- EFAS ( External strategic Factors Analysis Summary) /
EFE ( External Factors Evaluation)
- IFAS ( internal strategic Factors Analysis Summary) /
IFE ( Internal Factors Evaluation)
GRAND STRATEGY MATRIX
BOSTON CONSULTING GROUP ( BCG ) MATRIX
STRATEGIC POSITION & ACTION EVALUATION ( SPACE )
MATRIX
PRODUCT LIFE CYCLE ANALYSIS
PORTFOLIO ANALYSIS
EXTENDED PORTFOLIO ANALYSIS
TAHAPAN KERJA DARI MATRIKS EFE
(External Factor Evaluation)
5. 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.
EXTERNAL FACTOR ANALYSIS SUMMARY (
EFAS )
Faktor Strategi
Bobot Rating Bobot x Rating
Eksternal
(2) (3) (4)
(1)
PELUANG
-
-
ANCAMAN
-
-
TOTAL 1,00
TAHAPAN KERJA DARI MATRIKS IFE ADALAH
SEBAGAI BERIKUT :
KEKUATAN
-
-
KELEMAHAN
-
-
TOTAL 1,00
PELUANG
KEKUATAN
KELEMAHAN
ANCAMAN
MATRIKS TOWS MENURUT HUNGER WHEELEN (1996), DAPAT DIGAMBARKAN
SEBAGAI BERIKUT :
Matriks TOWS
IFAS
STRENGTHS (S) WEAKNESS (W)
EFAS
STRATEGI SO STRATEGI WO
Strategi yang Strategi yang
OPPORTUNITIES Menggunakan keku- Meminimalkan
(O) atan untuk Kelemahan dan
Memanfaatkan Memanfaatkan
peluang peluang
STRATEGI ST STRATEGI WT
Strategi yang Strategi yang
THREATS Menggunakan Meminjamkan
(T) Kekuatan untuk Kelemahan dan
Mengatasi Menghindari
ancaman ancaman
EXHIBIT 7 1
TOWS Matrix
List Internal Strengths List Internal Weaknesses
1. 1.
2. 2.
3. 3.
4. 4.
4 2
List External Future Quadrant Internal Fix-it Quadrant
Opportunities
1. Related diversification Retrenchment
2. Vertical integration Enhancement
3. Market development Market development
4. Product development Product development
Penetration Vertical integration
Related diversivication
3 1
List External Threats External Fix-it Quadrant Survival Quadrant
1.
2. Related diversification Unrelated diversification
3. Unrelated Divestiture
4. diversification Liquidation
Market development Harvesting
Product development Retrenchment
Enhancement
Status Quo
Source : Adapted form Heinz Weihrich, The TOWS Matrix : A Tool for Situational Analysis, Long Range Planning 15, no. 2 (1982), p. 60.
MATRIKS TOWS
1.
EXTERNAL FIX It QUADRANT SURVIVAL QUADRANT
Related Diversification Unrelated Diversification
2.
Unrelated Diversification Divesture
Market Development Liquidation
3.
Product Development Harvesting
Status Quo Retrenchment
MATRIKS INTERNAL EKSTERNAL (IE)
4,0 I 2 3
GROWTH &BUILD
HIGH
4 5 6
3,0 HOLD & MAIN
TAIN
MEDIUM
7 8
2,0 HARVEST or DIVEST
9
LOW
1,0
ALTERNATIVE STRATEGY pd
MATRIX IE
GROWTH & BUILD STRATEGY :
intensive
- market penetration
- market development
- product development
integrative
- backward integration
- forward integration
- horizontal integration
HOLD & MAINTAIN STRATEGY :
- market penetration
- product development
HARVEST or DIVEST STRATEGY:
- divestiture
- liquidation
- harvesting
- retrenchement
ADAPTIVE STRATEGIES
1. EKSPANSI. 2. CONTRACTING.
a. Diversifikasi. a. Divestiture ;
related & Unrelated Total & Partial.
b. Liquidation.
b. Vertical Integration. Operation , Assets
Forward & Backward. c. Harvesting.
Fast & Slow.
c. Market Development. d. Retrenchment.
Geographic & Segmen. Personel, Market, Product, Assets
d. Product Development.
Product line & Pr. Enhancement
e. Penetration
promosi, distribution, pricing
ADAPTIVE STRATEGIES
3. Stabilization.
a. Enhancement.
TQM , layanan
cepat.
-quality,efisiensi,
inovasi,speed,
fleksibel dll
b. Status Quo./=
maintenance
strategy
Strategic alternative for
SPACE QUADRANT
CONSERVATIVE :
- status quo
- unrelated diversification
- harvesting
DEFENSIVE :
- divestiture
- liquidation
- retrenchement
AGGRESSIVE :
- related diversification
- market development
- product development
- vertical integration
COMPETITIVE :
- market penetration
- market development
- product development
- enhancement
- status quo
EXHIBIT 7 13
Strategic Alternatives for SPACE
Quadrants
Financial
Strength
Status Quo Related Diversification
Unrelated
Diversification Market Development
Product Development
Harvesting
CONSERVATIVE AGGRESSIVE Vertical Integration
Competitive
Advantage Industry Strength
Product Development
Liquidation
Market Development
Retrenchment Status Quo
Environmental
Stability
Source : Adapted from Alan J. Rowe, Richard D. Mason, Karl E. Dickel, and Neil H. Snyder, Strategic
Management : A Methodological Approach, 3d ed. (Reading, Massachusetts : Addison-Wesley Publishing
Company, 1989), p. 157. Reprinted with permission of the publisher.
EXHIBIT 7 9
Strategic Position and Action Evaluation ( SPACE )
Matrix
Financial Strength
6
5
4
CONSERVATIVE 3 AGGRESSIV
2 E
1
Competitive Industry
Advantage -6 -5 -4 -3 - -1 1 2 3 4 5 6 Strength
2 -1
DEFENSIVE -2 COMPETITIVE
-3
-4
-5
-6
Environmen
tal
Stability
EXHIBIT 7 11
SPACE Profile for a Regional Hospital
System
Financial Strength
6
5
4
CONSERVATIVE 3 AGGRESSIVE
2
- 2.4 1
1.6 3,7
Competitive
Advantage
Industry
Strength
-6 -5 -4 -3 -2 -1 1 2 3 4 5 6
-1
-2 COMPETITIVE
-3
DEFENSIVE -4 -3.7
-5
-6
Environmental
Stability
EXHIBIT 7 12
F S
SPACE Strategy Profiles F S
C A I S
AGGRESSIVE C A I S
PROFILES
A financially strong organization that has achieved major
E aS growing and stable industry segmens
competitive advantages in E S
An organization whose financial strength is a dominating factor in the
industry segment
F S
F S
CONSERVATIVE
PROFILES C A I S
C I S
A
E S
E S An organization that suffers from major competitive disadvantages in an
An organization that has achieved financial strenght industry segment that is technologically stable but declining in revenue
in a stable industry segment that is not growing : the
organization has no major competitive advantages F S
F S
COMPETITIVE PROFILES I S
C A
C I S
A
E S
E S An organization that is competing fairly well in an industry segment
An organization with major competitive advantages but where there is substantial environment uncertainty
limited financial strength in a high growth industry
segment F S
F S
DEFENSIVE PROFILES
C A I S
C A I S
E S E S
An organization that has a very weak competitive position A financially troubled organization in a very unstable and weak industry
in a negative growth, stable but weak industry segment
Source : Adapted from a summary by Fred R. David, Strategic management, 2d ed. ( Columbus, Ohio : Merril Publishing Company, 1989 ). P. 216, of Alan J. Rowe, Richard O. Mason, and Karl E. Dickel, and N. H.
Snyder, Strategic Management : A Methodological Approach ( Reading, massachustts : Addison- Wesley Publising Company, 1982 ), p. 155. 1989 by Addison-Wesley Publising Company. Reprinted with permission
of the publisen.
EXHIBIT 7 8
Expanded Product Portofolio
Matrix
Market Share
High Low
High SHINING HEALTY
STAR High
Growt CHILD
BLACK PROBLEM
CASH FAITHFUL HOLE CHILD Growt
COW DOG
Low CASH MANGY
PIG DOG Low
High Low
Market Share
Source : Gary McCain, Black Holes, Cash Pigs, and other Hospital Portofolio
Analysis Problems, Journal of Health Care Marketing 7, no.2 ( June 1987 ),
p. 58, by the American Marketing Association
KEKUATAN INTERNAL BISNIS
1. 2.
3.
GROWTH GROWTH
Tinggi RETRENCH-
Konsentrasi Konsentrasi
MENT
Melalui Melalui
Turnaround
Integrasi vertikal Int.Horiztl
DAYA TARIK 6.
INDUSTRI 5
RETRENCH-
4. STABILITY
MENT
STABILITY Tak ada
Captive Company
Sedang Hti - hati Perubahan
Atau
Profit strategi
Divestment
9.
7. 8.
RETRENCH-
Rendah GROWTH GROWTH
MENT
Diversifikasi Diversifikasi
Bangkrut atau
Konsentrasi Konsentrasi
Sumber : Hunger Likuidasi
Wheelen (1996)
TAHAP PENGAMBILAN KEPUTUSAN
(DECISION STAGE)
STRATEGI ALTERNATIF
FAKTOR-
FAKTOR Strategi A Strategi B
SWOT BOBOT
AS TAS AS TAS
EFAS
Peluang
-
-
-
Ancaman
-
-
-
MATRIKS QSPM
IFAS
Kekuatan
-
-
-
Kelemahan
-
-
-
TOTAL
KEGUNAAN