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Strategi Pengembangan Bisnis Menggunakan Analisis Swot dan QSPM (Studi Kasus Pada Perusahaan Keluarga PT. Susu KPBS Pangalengan)
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Strategi Pengembangan Bisnis Menggunakan Analisis Swot dan QSPM (Studi Kasus Pada Perusahaan Keluarga PT. Susu KPBS Pangalengan)
Pasaribu, Rina Djunita; Inzhagi, Zharfan; Sutjipto, Mohammad Riza, 2023, "Strategi Pengembangan Bisnis Menggunakan Analisis Swot dan QSPM (Studi Kasus Pada Perusahaan Keluarga PT. Susu KPBS Pangalengan)", https://doi.org/10.34820/FK2/LK4M9O, Telkom University Dataverse, V1
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Description
Penelitian dilakukan pada PT. Susu KPBS Pangalengan. Tujuan penelitian adalah menganalisa faktor internal dan eksternal perusahaan, perumusan alternatif strategi pengembangan serta penetapan (prioritas) strategi. Metode penelitian adalah metoda campuran. Penelitian kualitatif dengan teknik wawancara dilakukan untuk menganalisa faktor internal dan eksternal, perumusan alternatif strategi dengan basis teori analisa SWOT dan matriks SWOT. Selanjutnya dilakukan penelitian kuantitatif dengan penyebaran kuesioner untuk 1) menhitung skor EFE dan IFE untuk koordinat (kuadran) dalam matriks IE sehingga rumusan alternatif strategi dapat diketahui berdasarkan posisi/kuadran; 2) untuk menyusun prioritas strategi dengan teknik QSPM. Jumlah responden 10 orang terdiri dari 3 internal perusahaan, 3 konsumen, 1 pesaing, 1 pemasok dan 1 mewakili asosiasi susu. Hasil penelitian mengungkapkan bahwa skor EFE dan IFE adalah 3,16 dan 3,11 (keduanya diatas 2,5 (titik tengah)). Hal ini menyatakan perusahaan dapat menangani kondisi eksternal (ancaman dan peluang) dengan baik. Perusahaan juga mampu mengelola faktor internal (kekuatan dan kelemahan) dengan baik pula. Berdasarkan matriks IE, koordinat (3,16, 3,11) berada pada kuadran I (tumbuh & bangun). Selanjutnya, alternatif strategi kuadran I disusun dengan konsep matriks SWOT dan merumuskan 8 (delapan) alternatif. Selanjutnya, sebagai tahap akhir penetapan strategi, dengan teknik QSPM, diperoleh bahwa strategi dengan prioritas pertama, dengan nilai TAS tertinggi adalah strategi integrasi horizontal dengan melakukan merger CV. Nasional. Kemungkingn implementasi strategi merger ini juga diafirmasi oleh top manajemen untuk diimplementasikan
Subject Business and Management
1 File
Strategi Bangnis PT SUSU KPBS Pangalengan-Dataset.pdf
Strategi Bangnis PT SUSU KPBS Pangalengan-Dataset.pdf
Adobe PDF - 1.9 MB - Oct 5, 2023 - 16 Downloads
MD5: ee30f5e6d1668153fe960fe40ff0ba98
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