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IMPLEMENTASI STRATEGI DALAM FUNGSI (STRATEGI FUNGSIONAL) Pertemuan 22

IMPLEMENTASI STRATEGI DALAM FUNGSI (STRATEGI FUNGSIONAL) Pertemuan 22. Matakuliah : J0134/ Manajemen Strategik Tahun : 2006. Hanya 10% strategi yang sukses diformulasikan dapat sukses diimplementasikan Kegagalan disebabkan: Gagal dalam melakukan segmentasi pasar dengan baik

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IMPLEMENTASI STRATEGI DALAM FUNGSI (STRATEGI FUNGSIONAL) Pertemuan 22

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  1. IMPLEMENTASI STRATEGI DALAM FUNGSI (STRATEGI FUNGSIONAL) Pertemuan 22 Matakuliah : J0134/ Manajemen Strategik Tahun : 2006

  2. Hanya 10% strategi yang sukses diformulasikan dapat sukses diimplementasikan • Kegagalan disebabkan: • Gagal dalam melakukan segmentasi pasar dengan baik • Terlampau focus pada kebijakan akuisisi baru • Tertinggal jauh dari pesaing dalam R&D • Tidak menyadari pentingnya computer dalam me-manage informasi

  3. Kesuksesan implementasi strategi membutuhkan: • Market goods & services well • Raise needed working capital • Produce technologically sound goods • Sound information systems • Membutuhkan keterlibatan & partisipasi seluas mungkin manajer & karyawan

  4. Fungsi Pemasaran • Variabel pemasaran mempengaruhi keberhasilan/kegagalan implementasi • Keputusan kebijakan pemasaran: • Exclusive dealerships – multiple channels of distribution • Heavy, light, or no TV advertising • Price leader or price follower • Advertise online or not • Offer complete or limited warrantee

  5. Variabel pemasaran yg penting&sentral dlm implementasi adalah: 1. Segmentasi pasar • Proses membagi/mengelompokkan pasar ke dlm kelp yg relative homogen • Variabel: geografi, demografi, psikografi, perilaku • Key to matching supply & demand • Market development, product-development, market penetration & diversification strategies • Allows operating with limited resources • Enables small firms to compete successfully • Mempengaruhi marketing mix (4P) secara langsung: Product, Price, Place, Promotion

  6. Product Place Promotion Price Quality Distribution channels Advertising Level Features Distribution coverage Personal selling Discounts & allowances Style Outlet location Sales promotion Payment terms Brand name Sales territories Publicity Packaging Inventory levels/locations Product line Transportation carriers Warranty Service level Marketing Mix – Component Factors

  7. 2. Positioning Produk • Proses penempatan produk dlm benak konsumen secara lebih baik dari pesaing • Proses Positioning: 1. Select Key Criteria Product Positioning Steps 2. Diagram Map • Plot competitors’ • products 4. Look for niches 5. Develop Marketing Plan

  8. Product Positioning Map High Convenience Rental Car Market Firm 1 • • Firm 2 High Customer Loyalty Low Customer Loyalty • Firm 3 Low Convenience

  9. Product Positioning as Strategy Implementation Tool • Look for vacant niche • Avoid sub optimization • Don’s serve 2 segments w/ same strategy • Don’t position in the middle of the map

  10. Fungsi Keuangan/Akuntansi • Central to strategy implementation. • Esensi penting dlm implementasi strategi: • Acquiring needed capital • Developing projected financial statements • Preparing financial budgets • Evaluating worth of a business • Keputusan yg berbasis keuangan: • Raise capital – short-term, long-term, preferred, or common stock • Lease or by fixed assets • Determine appropriate dividend payout ratio • LIFO, FIFO, or market-value accounting approach • Extend time of AR • Establish % discount on accounts for terms • Determine the amount of cash kept on hand

  11. Analisis penilaian kekayaan sentral dlm implementasi strategi: intensif, integrasi, diversifikasi yang sering diimplementasikan dalam bentuk akuisisi perusahaan lain • Pendekatan penilaian: • What a firm owns • What a firm earns • What a firm will bring in the market • Sumberpendanaan: debt vs equity • Analisis EBIT/EPS, contoh: Heinz Co ($million) • $ Amount Needed: $500 • Stock Price $40 • EBIT Range $1000 to $2000 • Tax Rate 175/673 = .26 = 26% • Interest Rate 5% • # Shares Outstanding 350 EPS-EBIT Analysis Heinz: Conclusion: Heinz should use debt to raise the $500 million

  12. EPS-EBIT Analysis (in $millions) – Heinz Company

  13. Penyusunan proyeksi laporan keuangan • Memungkinkan perusahaan menilai hasil yang diharapkan dari berbagai tindakan & pendekatan • Tahap penyusunan proyeksi lap-keu: • Persiapkan laporan laba rugi sebelum neraca terutama buat prakiraan penjualan (forecast sales) • Gunakan metode percentage of sales untuk memproyeksikan CoGS & expenses • Hitung proyeksi net income • Kurangkan dividen dari net income dan sisanya masuk ke laba ditahan (Retained Earnings) • Proyeksikan neraca dimulai dari retained earnings • Beri tanda/komentar atas laporan yang diproyeksikan

  14. Projected Income Statement for Litten Company (in millions)

  15. Anggaran keuangan (financial budget) adalah rincian bagaimana dana akan diperoleh dan dikeluarkan selama periode waktu tertentu. Jenis anggaran: • Cash budgets 6. Divisional budgets • Operating budgets 7. Variabel budgets • Sales budgets 8. Expense budgets • Profit budgets 9. Flexible budgets • Factory budgets 10. Fixed budgets

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