ANALISIS LINGKUNGAN EKSTERNAL

Dosen : Asep R. Rukmana, S.Sos., M.Si., M.A.P

Lingkungan Eksternal Perusahaan (The Firm’s External Environment)

Terdiri dari komponen berikut :

Lingkungan Terpencil
Lingkungan Industri
Lingkungan Operasi

Analisis PESTEL

Adalah konsep dalam prinsip manajemen strategis. Konsep ini diterapkan sebagai alat untuk memantau lingkungan perusahaan di mana mereka beroperasi atau berencana untuk meluncurkan produk dan layanan mereka, atau untuk mengantisipasi situasi makro yang memengaruhi situasi perusahaan

Pemantauan Lingkungan (Remote Environment)

Political Factors
Economic
Social FactFactorsors
Technological Factors
Ecological Factors
Legal Factors

Faktor Politik (Political Factors)

Kendala Politik pada perusahaan :

Kebijakan perdagangan yang adil / Fair-trade Decisions
Hukum anti trust / Antitrust Laws
Program Pajak / Tax Programs
Peraturan Upah Minimum / Minimum Wage Legislation
Polusi dan Kebijakan Harga / Pollution and Pricing Policies
Kekaguman Administrasi / Administrative jawboning

Faktor Ekonomi (Economic Factors)

Suku Bunga Utama / Prime interest rates
Tingkat Inflasi / Inflation rates
Tren pertumbuhan produk nasional Bruto / Trends in the growth of the gross national product
Tingkat Pengangguran / Unemployment rates
Globalisasi ekonomi / Globalization of the economy
Alih Daya/ Outsourcing

Faktor Sosial (Social Factors)

Hadir di Lingkungan Eksternal:

Kepercayaan dan Nilai / Beliefs & Values
Sikap dan Opini / Attitudes & Opinions
Gaya Hidup / Lifestyles

Dikembangkan dari :

Pengkondisian Budaya / Cultural conditioning
Pengkondisian Ekologis / Ecological conditioning
Tampak Demografis / Demographic makeup
Agama / Religion
Pendidikan / Education
Pengkondisian Etnis / Ethnic conditioning.

Faktor Terknologi (Technological Factors)

Peramalan Tekonologi membantu melindungi dan meningkatkan profitabilitas perusahaan di industry yang sedang berkembang.
Ini mengingatkan strategi manajer untuk menghadapi tantangan YAD dan peluang yang menjanjikan.
Kunci untuk peramalan teknologi yang menguntungkan terletak pada prediksi yang akurat tentang kemampuan teknologi di masa depan dan kemungkinan dampaknya.

Faktor Ekologi (Ecological Factors)

Ekologi mengacu pada hubungan antar manusia dan mahluk hidup lainnya dan udara, tanah, air yangmendukung mereka.
Ancaman terhadap ekologi pendukung kehidupan kita yang terutama disebabkan oleh aktivitas manusia dalam masyarakat industry biasanya disebut polusi.
Hilangnya habitat dan keanekaragaman hayati
Perundang-undangan lingkungan
Eko - Efisiensi

Lingkungan Internasional (International Environment)

Memantau lingkungan internasional melibatkan penilaian non-domestik pasar pada faktor yang sama yaitu digunakan dalam penilaian domestik.
Sementara pentingnya faktor akan berbeda, serangkaian pertimbangan yang sama dapat digunakan untuk setiap negara.
Faktor ekonomi, politik, hukum, dan sosial, digunakan untuk menilai lingkungan internasional.
Salah satu komplikasi dari proses ini adalah bahwa interaksi diantara pasar internasional haru dipertimbangkan.

Kekuatan yang mendorong persaingan industri

Kekuatan Persaingan

Ancaman Masuk
Skala Ekonomi
Diferensiasi Produk
Persyaratan Modal
Kerugian Biaya
Akses ke Saluran Distribusi
Kebijakan Pemerintah

Powerful Suppliers

A supplier group is powerful if:

It is dominated by a few companies and is more concentrated than the industry it sells to
Its product is unique or at least differentiated, or if it has built-up switching costs
It is not obliged to contend with other products for sale to the industry
It poses a credible threat of integrating forward into the industry’s business
The industry is not an important customer of the supplier group

Powerful Buyers

A buyer group is powerful if:

It is concentrated or purchases in large volumes
The products it purchases from the industry are standard
The products it purchases from the industry form a component of its product and represent a significant fraction of its cost
It earns low profits
The industry’s product is unimportant to the quality of the buyers’ products or services
The industry’s product does not save the buyer money
The buyers pose a credible threat of integrating backward

Substitute Products

By placing a ceiling on the prices it can charge, substitute products or services limit the potential of an industry
Substitutes not only limit profits in normal times but also reduce the bonanza an industry can reap in boom times
Substitute products that deserve the most attention strategically are those that are subject to trends improving their price-performance trade-off with the industry’s product or produced by industries earning high profits

Jockeying for Position

Intense rivalry occurs when:

Competitors are numerous or are roughly equal
Industry growth is slow, precipitating fights for market share that involve expansion
The product or service lacks differentiation or switching costs
Fixed costs are high or the product is perishable, creating strong temptation to cut prices
Capacity normally is augmented in large increments
Exit barriers are high
Rivals are diverse in strategy, origin, and personality

Industry Analysis & Competitive Analysis

An industry is a collection of firms that offer similar products or services.
Structural attributes are the enduring characteristics that give an industry its distinctive character.
Concentration refers to the extent to which industry sales are dominated by only a few firms.
Barriers to entry are the obstacles that a firm must overcome to enter an industry.

Operating Environment

Also called competitive or task environment
Includes competitor positions and customer profiling based on the following factors:
Geographic
Demographic
Psychographic
Buyer Behavior
Also includes suppliers & creditors and HRM

HR: Nature of the Labor Market

Access to personnel is affected by 4 factors:

Firm’s reputation as an employer
Local employment rates
Availability of people with the needed skills
Its relationship with labor unions.