PERANCANGAN STRATEGI KORPORASI PT X DENGAN ANALISIS SWOT DAN MULTIPLE CRITERIA DECISION

• Main Author: Andre
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53972
• Institution: Institut Teknologi Bandung

X company is a Small and Medium-sized Enterprises (SME) which distributes Japanese industrial equipment to the automotive industry in Indonesia. The company’s revenue fell sharply on 2019 as a result of the decrease in the industry’s growth. This condition urges the owner of Z company to rethink their future especially on where should the company head towards. This study aims to provide alternative strategies which are based on the internal and external analysis of the company. Internal analysis is done by adopting the Resource-Based View to identify resources which may become the company’s competitive advantage. On the other hand external analysis is done by analyzing Porter’s Five Forces, the future of automotive industry in the country, as well as product portfolio using General Electric (GE) Matrix. The result of both analysis is used to create the Strength, Weakness, Opportunities and Threats (SWOT) matrix. This matrix in turn helps to generate the mentioned alternative strategies. A method of Multiple Criteria Decision Analysis (MCDA) is utilized to determine the best strategy in which the company is able to work on. MCDA is used for it is implausible to make decisions, especially in this uncertain situations, with only a single criteria. The particular MCDA method used is determined by assessing variables which define the characteristics of each and every method. On this particular study, the method deemed most suitable is Fuzzy Analytical Hierarchy Process (FAHP). The company’s stakeholder acts as the decision maker, using questionnaires to locate their preferences. The alternative strategies which are considered by the company to be the most important, are market penetration, market development and product portfolio development to existing market. By using FAHP as a decision making tool, the company decided that product portolio development is the best strategy to be implemented.