STRATEGI PENGEMBANGAN INSTALASI GAWAT DARURAT RUMAH SAKIT IMMANUEL BANDUNG MENJADI UNIT BISNIS STRATEGIS UNTUK MEMENANGKAN PERSAINGAN

• Main Author: Sugeng Sastrawinata, Ucke
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/1543
• Institution: Institut Teknologi Bandung

Facing up to the globalisation era and free trade brings considerable impact to the Immanuel Hospital in Bandung to undergo the restructurization operation, in effort to improve the competitive power to overcome the deepened competition in the future. Emergency Installation of the Immanuel Hospital as a cost center has to under development to be a strategic business unit that is an independent health service unit that can be managed as a separated business unit to turn the Emergency Installation from being cost centers into revenue centers, bringing in profit for the Immanuel Hospital. In planning the Emergency Installation development strategy for being a strategic business unit, a qualitative research was performed against the Emergency Installation of the Immanuel Hospital using SWOT analysis and the BCG matrix approach to evaluate its position and to decide on a strategy. The Emergency Installation was found to be at the star quadrant of the BCG matrix as the market leader among other Emergency Installations of private hospitals in Bandung. The situation revealed that the growth of the Emergency Installation of the Immanuel Hospital is possible, because it has dominant opportunities and strengths as compared to its weaknesses, so the Emergency Installation\'s targets are increasing in revenues by expanding emergency services and cost efficient operations. The main strategies for developing the Emergency Installation are stabilization strategy and expansion strategy. The stabilization strategy is aimed at overcoming the Emergency Installation\'s disadvantageous by awarding autonomy for financial, logistics, and personnel related systems, by performing cost-efficient operations and improving the organization and management performance as well as optimizing the organizational structure, improving Financial Management, accomplishing Human Resources, Quality, and Marketing Management. Expansion strategy objectives are to increase revenues by seizing market opportunities through service diversification, through market development, and product development. Emergency Installation\'s marketing strategies are differentiation, diversification and cost leadership.