DAFTAR ISI Halaman DAFTAR ISI ................... .................................................................................. i DAFTAR TABEL ...........................................................................................iii DAFTAR GAMBAR ........................................................................................ v DAFTAR LAMPIRAN .............................................................................. .... vi I.
PENDAHULUAN 1.1 Latar Belakang .................................................................................... 1 1.2 Perumusan Masalah ............................................................................ 7 1.3 Tujuan Penelitian ................................................................................ 7 1.4 Manfaat Penelitian .............................................................................. 7 1.5 Ruang Lingkup Penelitian .................................................................. 8 1.5 Ruang Lingkup .................................................................................... 8 II. TINJAUAN PUSTAKA DAN KERANGKA PEMIKIRAN 2.1 Kerangka Teoritis .................................................................................. 9 2.1.1 Manajemen Strategik ................................................................... 9 2.1.2 Kompetensi Organisasi .............................................................. 15 2.1.3 Sumberdaya dan Kapabilitas Perusahaan .................................. 26 2.1.4 Profil Bisnis Multi Level Marketing ......................................... 32 2.1.5 Analytical Hierarchy Process (AHP) ......................................... 38 2.2 Kajian Penelitian Terdahulu................................................................ 40 2.3 Kerangka Pemikiran Penelitian ...................................................... .. 45 III. METODE PENELITIAN 3.1 Lokasi dan Waktu ............................................................................... 48 3.2 Pendekatan Penelitian ......................................................................... 48 3.3 Jenis dan Sumber Data ........................................................................ 48 3.4 Teknik Pengambilan Data ................................................................... 49 3.5 Teknik Pengolahan dan Analisis Data ............................................... 49 3.5.1 Teknik Analytical Hierarchy Process (AHP) ............................ 50 IV. GAMBARAN UMUM PERUSAHAAN 4.1 Inovasi dan Produk PT. Sophie Martin Indonesia .............................. 56 4.2 Konsep Pemasaran PT. Sophie Martin Indonesia ............................... 58 4.3 Program Training PT. Sophie Martin Indonesia ................................. 60 4.4 Straregi Branding PT. Sophie Martin Indonesia ................................. 61 4.5 Struktur Jaringan Bisnis MLM PT. Sophie Martin Indonesia ............ 64 V. HASIL DAN PEMBAHASAN 5.1 Analisis Produk PT. Sophie Martin Indonesia ................................... 65 5.1.1 Produk Tas ................................................................................. 66 5.1.2 Produk Dompet .......................................................................... 68 5.1.3 Produk Garment ........................................................................ 70 5.1.4 Produk Sandal/Sepatu ................................................................ 72 5.1.5 Produk Aksesoris ....................................................................... 73
5.1.6 Produk Kosmetik ....................................................................... 75 5.1.7 Analisis Peramalan Penjualan Produk PT. SMI ........................ 76 5.1.8 Analisis Kontinuitas Produk PT. SMI ....................................... 81 5.2 Analisis Kapabilitas Kunci PT. Sophie Martin Indonesia .................. 85 5.2.1 Analisis Aspek Keuangan PT. Sophie Martin Indonesia .......... 85 5.2.1.1 Sales Growth .................................................................. 86 5.2.1.2 Operating Profit ............................................................. 89 5.2.1.3 Return on Capital Employed ......................................... 90 5.2.2 Analisis Aspek Non Keuangan PT. SMI.................................... 91 5.2.2.1 Customer Satisfaction .................................................... 92 5.2.2.2 Market Share ................................................................. 95 5.2.2.3 New Product Introduction ............................................. 99 5.2.3 Penentuan Kapabilitas Kunci PT. SMI .................................... 100 5.2. 3.1 Penentuan Kapabilitas Kunci Berdasarkan Aspek Keuangan .......................................................... 101 5.2.3.2 Analisis Kapabilitas Kunci Berdasarkan Aspek Non Keuangan ............................................................. 105 5.3 Implikasi Manajerial ......................................................................... 109 VI. KESIMPULAN DAN SARAN 6.1 Kesimpulan ....................................................................................... 115 6.2 Saran.................................................................................................. 116 DAFTAR PUSTAKA .................................................................................. 117 LAMPIRAN .................................................................................................. 121
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DAFTAR TABEL
Nomor
Halaman
1. Persentase Pengeluaran Rata-rata Per Kapita Penduduk Indonesia dalam sebulan Untuk Pakaian, Alas kaki, dan Tutup Kepala Periode 2002-2008 ...................................................................................... 4 2. Pengeluaran Rata-rata Per Kapita Penduduk Bogor dalam Sebulan Untuk Produk Non Makanan Periode 2006-2007 ....................................... 4 3. Matriks Hasil Kombinasi Kriteria untuk Keunggulan Kompetitif yang Berdaya Tahan .................................................................................. 23 4. Daftar Responden Penelitian ..................................................................... 49 5. Matriks Pembandingan Parameter ............................................................ 52 6. Skala Penilaian Matriks Pembandingan .................................................... 52 7. Jenis Produk dan Jumlah Item Produk PT. SMI ...................................... 65 8. Penjualan Produk Tas PT. SMI Periode 2007-2009 Pada BC Bogor ...... 67 9. Penjualan Produk Dompet PT. SMI Periode 2007-2009 Pada BC Bogor ......................................................................................... 69 10. Penjualan Produk Garment PT. SMI Periode 2007-2009 Pada BC Bogor ......................................................................................... 71 11. Penjualan Produk Sandal dan Sepatu PT. SMI Periode 2007-2009 Pada BC Bogor ........................................................................................... 73 12. Penjualan Produk Aksesoris PT. SMI Periode 2007-2009 Pada BC Bogor ........................................................................................ 74 13. Penjualan Produk Kosmetik PT. SMI Periode 2007-2009 Pada BC Bogor ........................................................................................ 76 14. Penjualan Produk PT. SMI Wilayah Bogor Tahun 2007-2009 ............... 77 15. Periode, Penjualan, Centered Moving Average, Percentage of Actual Moving Average, Indeks Musiman Terkoreksi, Trend Penjualan, Dugaan Seasional dan Variasi Siklik BC Bogor Selama 2006-2009 ................................................................... 79
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16. Perhitungan Modified Mean dan Indeks Musiman Terkoreksi ............... 79 17. Hasil Pengolahan Regresi ......................................................................... 79 18. Ramalan Penjualan Tahun 2010 ............................................................. 80 19. Hasil Penilaian Aspek Keuangan PT. SMI
............................................ 86
20. Hasil Penilaian Aspek Non Keuangan PT. SMI ..................................... 92 21. Bobot Aspek-Aspek Kunci yang Mendukung Kinerja Aspek Keuangan 102 22. Bobot Divisi dari Masing-Masing Aspek Non Keuangan
................... 106
23. Hasil Analisis AHP Terhadap Aspek Keuangan dan Non Keuangan
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.. 110
DAFTAR GAMBAR Nomor
Halaman
1. Model Manajemen Strategik ...................................................................... 10 2. Model Proses Manajemen Strategis yang Komprehensif ......................... 12 3. Kombinasi Sumberdaya dan Kapabilitas yang Dikelola Untuk Menciptakan Kompetensi Inti (Keunggulan Kompetitif dan Daya Saing Strategis) .................................................................................. 19 4. Tahapan dalam Menemukan Kompetensi Inti ........................................... 21 5. Tahapan dalam Kerangka Kerja Menentukan Kompetensi Inti ................. 25 6. Upaya Menemukan Kompetensi Inti ......................................................... 30 7. Konsep Penjualan Langsung dan Penjualan Konvensional ....................... 34 8. Arsitektur Core Competencies ................................................................... 44 9. Kerangka Pemikiran Penelitian ................................................................. 47 10. Struktur AHP berdasarkan Aspek Keuangan ............................................. 51 11. Struktur AHP berdasarkan Aspek Non Keuangan ..................................... 51 12. Struktur Jaringan Bisnis MLM PT. SMI .................................................... 64
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DAFTAR LAMPIRAN Nomor
Halaman
1. Kuesioner Kapabilitas Kunci Berdasarkan Aspek Keuangan PT SOPHIE MARTIN INDONESIA....................................................122 2. Kuesioner Kapabilitas Kunci Berdasarkan Aspek Non Keuangan PT SOPHIE MARTIN INDONESIA....................................................127 3. Hasil Regresi..............................................................................................132
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