Pertemuan 1 karakteristik manajemen strategi
Transcript of Pertemuan 1 karakteristik manajemen strategi
Manajemen StrategiPertemuan ke-1
Karakteristik Manajemen StrategiRisris Rismayani, S.MB.,S.Pd.,MM
2016
Fakultas Ekonomi dan Bisnis School Economics and Business
Telkom University
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Buku Wajib
• David, Fred R. (2011). Strategic Management Concept and Cases. 15 th Edition. Essex: Pearson Education Limited.
Buku Anjuran
• Thompson, Arthur A; Gamble, Margaret A; Gamble, John E. & Strickland III, A.J. (2012). Crafting and Executing Strategy. 18 th Edition. New York: McGraw Hill.
Buku Referensi
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Telkom University
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Karakteristik Manajemen Strategik dan Tugas Chief Strategy Officer (CSO)
Proses Manajemen Strategik
Integrasi Intuisi dan Analisis dalam Manajemen Strategik
Definisi dan Contoh Istilah Utama dalam Manajemen Strategik
Karakteristik Aktifitas Proses Manajemen Strategik
Relevansi Sun Tzu’s The Art of War dengan Manajemen Strategik
Bagaimana cara Perusahaan Mencapai Competitive Advantage
Tujuan Bab 1: Esensi Manajemen Strategik
Fakultas Ekonomi dan Bisnis School Economics and Business
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Kasus 1: Singapore Airlines
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Art & science of formulating, implementing, and evaluating, cross-functional decisions that enable an organization to achieve its objectives (David, 2015:39). Seni dan ilmu formulasi, implementasi dan evaluasi berupa keputusan lintas
fungsional yang memungkinkan organisasi untuk mencapai tujuan-tujuannya (David, 2015:39).
Fokus mengintegrasikan lima bidang manajemen yaitu pemasaran, keuangan, produksi & operasi, Pengembangan & penelitian, serta sistem informasi manajemen dalam rangka mencapai kesuksesan organisasi.
Strategic management = strategic planning Sejarah
1950 – muncul Mid 1960 – mid 1970 – populer Now - solusi untuk menjawab semua permasalahan
Definisi (1)
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Definisi (2)
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Manajemen Strategik
Rencana Strategik
Rencana Permainan
(Game Plan)
Definisi (3)
Untuk mengeksploitasi dan menciptakan peluang baru yang berbeda untuk hari esok.
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Formulasi Implementasi Evaluasi
Tahapan Manajemen Strategi
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Kegiatan evaluasi strategi Review faktor eksternal dan
internal Mengukur kinerja Melakukan tindakan koreksi
Success todays is no guarantee of success tomorrow.
Success always create new and different problem.
Evaluasi
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Visi dan Misi
Ancaman dan Peluang Eksternal
Kekuatan dan Kelemahan Internal
Tujuan Jangka Panjang
Strategi Alternatif
Pemilihan Strategi
Formulasi Strategi
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Bisnis yang akan digeluti
Bisnis yang akan ditinggalkan
Alokasi sumber daya
Ekspansi atau diversifikasi
Pasar Internasional
Merger atau kerjasama joint venture
Menghindari pengambilalihan
Pertimbangan dalam Formulasi Strategi
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Tujuan Tahunan
Kebijakan
Motivasi Karyawan
Alokasi Sumber Daya
Implementasi Strategi
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Mengembangkan budaya “mendukung strategi”
Menciptakan struktur organisasi yang efektif
Mengarahkan upaya pemasaran
Mempersiapkan dana
Menghubungkan kompensasi karyawan terhadap kinerja organisasi
Langkah-langkah Implementasi Strategi
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Tahap action dalam manajemen strategik
Mobilisasi Karyawan dan Manajer
Tahap yang paling sulit
Sangat diperlukan skill interpersonal
Hal-hal yang perlu diperhatikan dalam implementasi strategi
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Rincian Kegiatan Implementasi Strategi Menentukan tujuan tahunan Menentukan kebijakan Motivasi pegawai Alokasi sumberdaya Mengembangkan budaya mendukung
strategi Menciptakan struktur organisasi yang
efektif Re-directing upaya pemasaran Mempersiapkan anggaran Mengembangkan dan menggunakan
sistem informasi Mengaitkan kinerja organisasi terhadap
kompensasi pegawai
Implementasi Isu Implementasi Strategi
Aksi Bagian tersulit Peran utama: Manager Disiplin, komitmen, dan sacrifice Interpersonal skills
Pertanyaan mendasar Apa yang harus kami lakukan dalam
mengimplementasikan strategi organisasi.
Bagaimana supaya pekerjaan selesai dengan baik/sukses?
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Review Faktor Internal
Review Faktor Eksternal
Pengukuran Kinerja
Tindakan Koreksi
Evaluasi Strategi
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Rincian Kegiatan Formulasi Strategi Membuat visi dan misi perusahaan. Identifikasi ancaman dan peluang
dari lingkungan eksternal. Identifikasi kelemahan dan kekuatan
dari lingkungan internal. Menentukan tujuan jangka panjang. Meciptakan alternatif strategi. Memilih strategi.
Formulasi Isu Formulasi Strategi
Memutuskan bisnis baru. Bisnis apa yang harus dihindari. Ekspansi atau diversifikasi bisnis. Apakah akan memasuki pasar
internasional. Merger atau joint venture? Menghindari hostile takeover.
Mengapa perlu formulasi Sumberdaya terbatas Siklus hidup produk, pasar,
sumberdaya, teknologi.
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Model Manajemen Strategik (David, 2011:47)
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Strategic Management Model
Develop Vision & Mission Statement
Establish Long-term Objective
Generate, Evaluate, Choose
Strategies
Implement Strategies Mgt’
Issues
Implement Strategies Mkt,
Fin, R&D, Prod/Op, MIS
Measure, Evaluate
Performance
Perform External Audit
Perform Internal Audit
Strategy FormulationStrategy Implementation
Strategy Evaluation
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A Company’s Strategy-Making Hierarchy
Corporate StrategyThe companywide game plan for
managing a set of business
Business Strategy• How to strengthen market position and build competitive advantage.
• Actions to build competitive capabilities
Functional-Area Strategies• Add relevant detail to the how of overall business strategy
• Provide a game plan for managing a particular activity in ways that support the overall business
Operating Strategies Within Each Business• Add details and completeness to business and functional strategy
• Provide a game plan for managing specific lower-echelon activities with strategic significance
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Corporate Strategy Relationship in Single Business
Corporate Strategy
Marketing Policies & Plan
Production – Operation
Management Policies & Plans
Financial Policies and
Plans
Personal – Labor relation Policies
& Plans
Accounting Policies & Plans
R & D Policies and Plans
Middle & Supervisory Management
Top Management
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Corporate Strategy Relationship in Multi Business
Corporate Strategy
Marketing Policies & Plan
Production – Operation
Management Policies & Plans
Financial Policies and
Plans
Personal – Labor relation Policies
& Plans
Accounting Policies & Plans
R & D Policies and Plans
SBU-2 Strategy
SBU-3 Strategy
SBU-1 Strategy
Corporate Management
SBU Top Management
Middle & Supervisory Management
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Mengapa diperlukan integrasi analisis dan intuisi dalam manajemen strategik?
Mengapa perlu beradaptasi terhadap perubahan? Sebutkan definisi istilah utama dalam manajemen strategik dan
berikan contohnya.
Diskusi Kelompok
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Competitive Advantage Strategist Visi & Misi
Peluang dan Ancaman Eksternal
Kekuatan dan Kelemahan
Internal
Tujuan Jangka Panjang
Strategi Tujuan Tahunan Kebijakan
Istilah Utama dalam Manajemen Strategik
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Competitive advantage Anything that a firm does especially well compare to rival firm. When a firm
do something that rival-firms cannot do or owns something that rival firms desire, that can represent competitive advantage (David 2015: 42).
Transient Competitive Advantage Normally, a firm can sustain competitive advantage for only a certain period
because of rival firms imitating and undermining that advantage (David 2015: 42).
Sustain Competitive Advantage Continually adapting to changes in external trends and events and internal
capabilities, competencies, and resources. Effectively formulating, impementing, and evaluating that capitalize on those
factors.
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Strategist Are the individuals most responsible for the success or failure of an
organization. Strategist help organization gather, analyze, and organiza information.
Vision and mission Statement What do we want to become? What is our business?
External & Internal Factors Economics, social, cultural, demographic, environmental, political, legal,
governmental, technological, and competitive trends and events that could significantly benefit or harm an organization in the future.
Organizational controllable activities that are performed especially well or poorly. Marketing, Financial, Accounting, R&D, MIS.
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Peter Drucker:Think through the overall mission of a
business. Ask the key question: “Whats is our Business?”
Tugas Utama Manajemen Strategik
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Long Term Objectives Objectives can be define as specific results that an organization seeks to achieve
in pursuing its basic mission, Strategies
Strategies are the means by which long term objectives will be achieved. Strategi bisnis: Ekspansi geografis, diversifikasi, akuisisi, pengembangan produk,
penetrasi pasar, penciutan, divestiture, likuidasi, dan joint venture. Annual Objectives
Annual objectives are short-terms milestones that organizations must achieve to reach long term objectives.
Policies Are the means by which annual objective will be achieved. Guidelines, rules, and procedures.
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Keuntungan Manajemen Strategik (1) (David, 2015:49)
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Finansial Non Finansial
Meningkatkan kewaspadaan terhadap ancamanMeningkatkan pemahaman terhadap strategi kompetitorMeningkatkan produktifitas karyawanMengurangi perlawanan terhadap perubahanMemahami hubungan antara kinerja dan rewardMeningkatkan kemampuan pencegahan masalah
Keuntungan Manajemen Strategik
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• Tidak mengetahui• Tidak memiliki konsep
reward yang baik• Fire fighting• Menghabiskan waktu• Mahal• Malas• Sudah sukses
• Takut gagal• Terlalu percaya diri• Pengalaman buruk• Kepentingan pribadi• Ketakutan karena tidak
tahu• Perbedaan opini• Kecurigaan
Mengapa Perusahaan TIDAK melakukan Perencanaan Strategik
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Manajemen strategik merupakan proses yang kompleks dan rumit yang membawa perusahaan kedalam zona yang belum terpetakan
Jebakan dalam Manajemen Strategik
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1. Lebih ke people process daripada paper process.
2. Proses pembelajaran.3. Words supported by number4. Sederhana dan tidak rutin5. Tugas yang bervariasi, keanggotaan tim, format
pertemuan dan jadwal yang terencana6. Asumsi yang menantang strategi korporasi
Perencanaan Strategik yang Efektif (1):
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1. Menerima kabar buruk.2. Pikiran terbuka dan penyelidikan.3. Bukan sistem birokrasi.4. Tidak ritual dan tidak kaku.5. Tidak formal, dapat ditebak dan sulit6. Tidak mengandung jargon
Perencanaan Strategik yang Efektif (2)
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Militer
Konflik
Bisnis
Kompetisi
Militer Vs Business
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1. Jelaskan definisi manajemen strategik2. Gambarkan dan jelaskan model manajemen
strategik secara menyeluruh3. Mengapa diperlukan analisisi terintegrasi dan intuisi
dalam manajemen strategik.4. Sebutkan definisi istilah utama dalam manajemen
strategik dan berikan contohnya.5. Jelaskan keuntungan membuat manajemen
strategik yang baik
Tugas (1)