Matriks Space Philip Morris
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Transcript of Matriks Space Philip Morris
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MANAJEMEN STRATEGIK…
NIO TAMARA DYAH D.
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SPACE Matrix
Strategic Position & Action Evaluation Matrix
Aggressive
Conservative
Defensive
Competitive
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SPACE Matrix
Two Internal Dimensions
Financial Strength (FS)
Competitive Advantage (CA)
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SPACE Matrix
Two External Dimensions
Environmental Stability (ES)
Industry Strength (IS)
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SPACE FACTORS
Environmental Stability (ES)
Technological changesRate of inflationDemand variabilityPrice range of competing productsBarriers to entryCompetitive pressure
Price elasticity of demandEase of exit from market Risk involved in business
Financial Strength (FS)
Return on investmentLeverageLiquidityWorking capitalCash flow
External Strategic PositionInternal Strategic Position
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SPACE FACTORS
Industry Strength (IS)
Growth potentialProfit potentialFinancial stabilityTechnological know-howResource utilizationEase of entry into marketProductivity, capacity utilization
Competitive Advantage CA
Market shareProduct qualityProduct life cycleCustomer loyaltyCompetition’s capacity utilizationTechnological know-howControl over suppliers & distributors
External Strategic PositionInternal Strategic Position
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STEPS TO DEVELOPING A SPACE MATRIX
1. Select a set of variables to define FS, CA, ES, & IS
2. Assign a numerical value:1. From +1 to +6 to each FS & IS dimension2. From -1 to -6 to each ES & CA dimension
3. Compute an average score for each FS, CA, ES, & IS
4. Plot the average score on the appropriate axis
5. Add the two scores on the x-axis(CA,IS) and plot the point. Add the two scores on the y-axis(FS,ES) and plot the point. Plot the intersection of the new xy point
6. Draw a directional vector from the origin through the new intersection point.
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SPACE MATRIXFS
+6
+1
+5+4+3+2
-6-5-4
-3-2-1-6 -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 +6
ES
CA IS
Conservative Aggressive
Defensive Competitive
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MATRIKS SPACE PHILIP MORRIS COMPANIES
Kekuatan Keuangan (FS)
Modal Kerja > $200.000.000 5
Likuiditas “King of Cash” 6 11
=> (11:2 = 5,5)
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KEKUATAN INDUSTRI (IS)
Potensi pertumbuhan PM Companis secara keseluruhan 5
Potensi laba memiliki kontribusi yang cukup besar bagi PM Companies dan mengalami peningkatan 5
Utilisasi sumber daya PM Companies secara umum 5
15
=> (15:3 = 5)
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STABILITAS LINGKUNGAN (ES)
Tekanan persaingan PM Companies terhadappara pesaing perusahaan lainnyacukup tinggi -4
Hambatan PM Companies dalam memasuki pasar -4
Risiko bisnis yang dihadapi olehPM Companies -4
-12
=> (-12:3 = -4)
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KEUNGGULAN COMPETITIVE (CA)
Pangsa pasar PM Companies -2 Kualitas produk PM Companies
di segala sektor -2 Kesetiaan pelanggan produk-produk
PM Companies -2 Pengetahuan teknologi PM Companies -3
-9
=> (-9:4 = -2,25)
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•Sumbu X CA + IS = -2,25 + 5 = 2,75
•Sumbu Y ES + FS = -4 + 5,5 = 1,5
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FS
ES
CA IS
y
x
1,5
2,75
Agresif
Perusahaan memiliki keuangan yang kuat dan mencapai keunggulan kompetitif yang besar dalam industri yang stabil dan berkembang.
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PHILIP MORRIS COMPANIES berdasarkan perhitungan di atas serta diagram SPACE matrix yang dihasilkan, arah vector SPACE Matrixnya masuk di dalam Kuadran Agresif (kuadran kanan atas). Perusahaan berada dalam posisi yang baik untuk menggunakan kekuatan Internalnya, guna:
Memanfaatkan peluang eksternal Mengatasi kelemahan Internal Menghindari ancaman eksternal
Strategi yang dapat diambil: Penetrasi Pasar Pengembangan Pasar Pengembangan Produk Integrasi ke Belakang Integrasi ke Depan Integrasi Horizontal Diversivikasi Konglomerat Diversifikasi Konsentrik Diversifikasi Horizontal
*strategi kombinasi dari semuanya layak digunakan, tergantung kondisi spesifik yang dihadapi perusahaan.