Mahadeva, Lucky (2020) Analisa Strategi Perusahaan Freight Forwarding Dengan Pendekatan Metode SWOT dan AHP. Masters thesis, Institut Teknologi Sepuluh November.
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Abstract
Penelitian dilakukan pada perusahaan freight forwarder (PFF) yang berfokus pada bidang logistik sebagai jasa handling kargo export dan import. Saat ini perusahan sebagai vendor resmi dari Perkumpulan Pengusaha Arang Kelapa Indonesia (Perpaki), dengan bertambahnya kompetitor baru dan kompetitor lama yang sudah bergerak di bidang yang sama, maka menentukan strategi pemasaran yang tepat merupakan hal penting bagi perkembangan perusahaan dan penyelesaian masalah yang muncul dari segi internal maupun eksternal. Dalam menganalisa strategi yang terbaik untuk perusahaan, diperlukan kriteria yang akan ditentukan dengan metode Strength, Weakness, Opportunities, and Threats (SWOT). Tahap awal penelitian ini adalah menganalisis matriks Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE) dalam perusahaan sebagai input stage dalam menentukan faktor uji validasi dan reliabilitas yang berpengaruh terhadap perusahaan. Nilai total IFE dan EFE yang didapat akan digunakan untuk tahap kedua yaitu matching stage yang akan diimplementasikan menggunakan matriks Internal-Eksternal (IE) dan matriks SWOT untuk mendapatkan beberapa alternatif strategi. Sebagai decision stage untuk memberikan basis objektif bagi pemilihan strategi yang paling tepat, alternatif strategi yang didapat akan diimplementasikan dengan metode Analytical Hierarchy Process (AHP) dan Quantitative Strategic Planning Matrix (QSPM). Setelah melakukan 3 tahap tersebut, didapatkan 2 alternatif strategi dengan nilai Total Attractive Score (TAS) paling tinggi yaitu memperbaiki dan mengembangkan sistem manajemen perusahaan dengan TAS sebesar 5,37 serta memperluas kerjasama dengan perusahaan pelayaran (shipping), agar menjadi prioritas sebagai mitra dengan cara mengikuti berbagai event logistik yang diadakan di setiap daerah dengan TAS sebesar 5,14
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The study was conducted at a freight forwarder (PFF) company that focuses on logistics as an export and import cargo handling service. At present the company as an official vendor of the Indonesian Coconut Charcoal Entrepreneurs Association (Perpaki), with the addition of new competitors and old competitors who are already engaged in the same field, then determining the right marketing strategy is important for company development and solving problems that arise in terms of internal or external. In analyzing the best strategy for the company, criteria are needed to be determined by the Strength, Weakness, Opportunities, and Threats (SWOT) methods. The initial stage of this research is to analyze the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices in the company as an input stage in determining the validation and reliability test factors that affect the company. The total value of IFE and EFE obtained will be used for the second stage, namely the matching stage which will be implemented using the Internal-External (IE) matrix and the SWOT matrix to obtain several alternative strategies. As a decision stage to provide an objective basis for the selection of the most appropriate strategies, the alternative strategies obtained will be implemented with the Analytical Hierarchy Process (AHP) and Quantitative Strategic Planning Matrix (QSPM) methods. After doing the 3 stages, obtained 2 alternative strategies with the highest Total Attractive Score (TAS), namely improving and developing a company management system with a TAS of 5.37 and expanding cooperation with shipping companies (shipping), so that it becomes a priority as a partner by way of participated in various logistical events held in each region with a TAS of 5.14
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | 3100020085388 RTMT 658.401 2 Mah a-1 |
| Uncontrolled Keywords: | Strategi pemasaran, matriks SWOT, matriks IFE, matriks EFE, freight forwarding |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HE Transportation and Communications H Social Sciences > HE Transportation and Communications > HE566.F7 Freighters. Cargo ships |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis |
| Depositing User: | Lucky Lucky |
| Date Deposited: | 02 Jan 2023 05:48 |
| Last Modified: | 02 Jan 2023 05:48 |
| URI: | http://repository.its.ac.id/id/eprint/73612 |
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