DAFTAR ISI
HALAMAN JUDUL ................................................................................................i SURAT PERNYATAAN KEASLIAN TA .............................................................ii HALAMAN PENGESAHAN DOSEN PEMBIMBING....................................... iii HALAMAN PENGESAHAN DOSEN PENGUJI…………………………….. iv HALAMAN PERSEMBAHAN .............................................................................. v MOTO .....................................................................................................................vi KATA PENGANTAR ...........................................................................................vii DAFTAR ISI ...........................................................................................................ix DAFTAR GAMBAR ............................................................................................. xv DAFTAR TABEL .................................................................................................xvi DAFTAR SIMBOL .............................................................................................xvii ABSTRAKSI ........................................................................................................xix BAB I
PENDAHULUAN 1.1 Latar Belakang Masalah................................................................ 1 1.2 Rumusan Masalah ......................................................................... 3 1.3 Batasan Masalah ........................................................................... 4 1.4 Tujuan Penelitian .......................................................................... 5 1.5 Manfaat Penelitian ....................................................................... 5 1.6 Sistematika Penulisan ................................................................... 6
BAB II
LANDASAN TEORI 2.1 Penelitian Terdahulu ..................................................................... 8 2.2 Industri Kreatif .............................................................................. 9
2.3 Bambu ......................................................................................... 10 2.4 Pemasaran ................................................................................... 12 2.4.1 Pengertian Pemasaran ........................................................ 12 2.4.2 Unsur-unsur Utama Pemasaran .......................................... 12 2.4.3 Perumusan Strategi Pemasaran .......................................... 15 2.5 Lingkungan Industri .................................................................... 16 2.6 Definisi Perencanaan Strategis................................................... 16 2.7 Konsep Strategis ......................................................................... 17 2.7.1 Distinctive Competence ..................................................... 19 2.7.2 Competitif Competence ..................................................... 20 2.8 Tipe-Tipe Strategi ....................................................................... 21 2.8.1 Strategi Manajemen ........................................................... 21 2.8.2 Strategi Investasi ................................................................ 21 2.8.3 Strategi Bisnis .................................................................... 21 2.9 Manajemen Startegis ................................................................... 22 2.9.1 Komponen Pokok Manajemen Strategis ............................ 22 2.9.2 Manfaat Manajemen Strategis ........................................... 23 2.10 Analisis Matriks Boston Consulting Group (BCG) .................. 24 2.11 Tahap Input Perumusan Strategi ............................................... 28 2.11.1 Matriks Evaluasi Faktor Internal (EFI) ......................... 28 2.11.2 Matriks Evaluasi Faktor Eksternal (EFE) ..................... 29 2.11.3 Matriks Profil Kompetitif ............................................. 31 2.12 Tahap Perumusan atau Formulasi Strategi ............................... 32 2.12.1 Analisis Matriks Strenghts-Weakness-OpportunitiesThreats (SWOT) ......................................................... 32
2.12.2 Strategi Samudra Biru (Blue Ocean Strategy) .............. 36 2.12.3 Hubungan Analisa SWOT dan Strategi Blue Ocean .... 42 2.13 Reliabilitas dan Validitas .......................................................... 42 2.13.1 Reliabilitas .................................................................... 42 2.13.2 Validitas ........................................................................ 43 BAB III
METODE PENELITIAN 3.1 Objek Penelitian .......................................................................... 46 3.2 Ruang Lingkup Penelitian........................................................... 46 3.3 Pembangunan Model .................................................................. 46 3.4 Pengumpulan Data ...................................................................... 49 3.5 Data yang Dibutuhkan ................................................................ 49 3.6 Pengolahan Data dan Analisis Hasil ........................................... 50 3.7 Kesimpulan dan Saran ................................................................ 54 3.8 Bagan Kerangka Pemecahan Masalah ........................................ 55
BAB IV
PENGUMPULAN DAN PENGOLAHAN DATA 4.1 Pengumpulan Data ...................................................................... 56 4.1.1 Faktor Internal .................................................................... 56 A. Sejarah Berdirinya Perusahaan ..................................... 56 B. Visi dan Misi Perusahaan .............................................. 57 C. Lokasi Perusahaan ......................................................... 57 D. Struktur Organisasi ....................................................... 58 E. Produk............................................................................ 64 F. Fasilitas .......................................................................... 67 G. Sumber Daya Manusia .................................................. 69
4.1.2 Faktor Eksternal ................................................................. 69 A. Ekonomi ........................................................................ 69 B. Pemerintah ..................................................................... 69 C. Teknologi ...................................................................... 70 D. Pemasok ........................................................................ 70 E. Konsumen ...................................................................... 70 F. Pesaing ........................................................................... 71 4.1.3 Data Kuisioner ................................................................... 71 4.2 Pengolahan Data ......................................................................... 73 4.2.1 Matriks BCG ...................................................................... 73 4.2.2 Matriks Evaluasi Faktor Internal (EFI) .............................. 76 4.2.3 Matriks Evaluasi Faktor Eksternal (EFE) .......................... 78 4.2.4 Matriks Profil Kompetitif .................................................. 79 4.2.5 Uji Kecukupan Data, Uji Validitas, dan Uji Reliabilitas ... 81 BAB V
PEMBAHASAN 5.1 Analisisi Matriks BCG .............................................................. 100 5.2 Analisis Matriks EFI ................................................................. 100 5.3 Analisis Matriks EFE ................................................................ 101 5.4 Analisa Matriks Profil Kompetitif ............................................ 102 5.5 Analisa Data Hasil Kuisioner.................................................... 102 5.6 Analisis SWOT ......................................................................... 105 5.7 Penerapan Strategi Samudra Biru ............................................. 106 5.7.1 Kanvas Strategi Awal ...................................................... 106 5.7.2 Penerapan Kerangka Kerja Empat Langkah .................... 108 5.7.3 Skema Hapuskan-Kurangi- Tingkatkan-Ciptakan ........... 112
5.7.4 Perbandingan Kanvas Strategi Baru dengan Pesaing ...... 113 5.7.5 Perbandingan Kanvas Strategi Lama dengan Baru .......... 114 5.7.6 Analisa Tiga Faktor Pendukung Strategi Blue Ocean ..... 115
BAB VI
KESIMPULAN DAN SARAN 6.1 Kesimpulan ............................................................................... 117 6.2 Saran ......................................................................................... 119
DAFTAR PUSTAKA LAMPIRAN
DAFTAR GAMBAR
Gambar 2.1. Gambar kekuatan yang mempengaaruhi persaingan industri ........... 16 Gambar 2.2. Matriks BCG ..................................................................................... 25 Gambar 2.3. Matriks SWOT .................................................................................. 35 Gambar 2.4. Skema hapuskan-kurangi-tingkatkan-ciptakan ................................. 38 Gambar 4.1. Struktur organisasi Pasar Seni Gabusan ............................................ 59 Gambar 4.2 Gambar Matriks BCG ........................................................................ 75 Gambar 5.1 Analisis SWOT ............................................................................... 105 Gambar 5.2 Kanvas strategi awal ....................................................................... 107 Gambar 5.3 Skema hapuskan-kurangi-tingkatkan-ciptakan ............................... 112 Gambar 5.4 Perbandingan kanvas strategi baru dengan pesaing ........................ 113 Gambar 5.5 Perbandingan kanvas strategi lama dengan baru ............................ 114
DAFTAR TABEL
Tabel 2.1 Tabel data jenis bambu .......................................................................... 11 Tabel 2.2 Tabel implikasi strategis dari matriks BCG .......................................... 27 Tabel 3.1 Tabel bobot nilai isian kuisioner ............................................................ 52 Tabel 4.1 Tabel produk Turonggo Craft ................................................................ 64 Tabel 4.2 Tabel omset industri bambu cendani di Bantul...................................... 71 Tabel 4.3 Tabel rekap kuisioner ............................................................................. 71 Tabel 4.4 Tabel Matriks EFI .................................................................................. 77 Tabel 4.5 Tabel Matriks EFE ................................................................................. 78 Tabel 4.6 Tabel Matriks Profil Kompetitif ............................................................ 80 Tabel 4.7 Tabel perhitungan variabel 1 ................................................................. 82 Tabel 4.8 Tabel perhitungan variabel 2 ................................................................. 84 Tabel 4.9 Tabel perhitungan variabel 3 ................................................................. 86 Tabel 4.10 Tabel perhitungan variabel 4 ............................................................... 88 Tabel 4.11 Tabel perhitungan variabel 5 ............................................................... 90 Tabel 4.12 Tabel perhitungan variabel 6 ............................................................... 92 Tabel 4.13 Tabel perhitungan variabel 7 ............................................................... 94 Tabel 4.14 Tabel perhitungan variabel 8 ............................................................... 96 Tabel 4.15 Tabel statistik uji dan kesimpulan........................................................ 98 Tabel 4.16 Tabel hasil kuisioner dan perhitungan nilai indeks.............................. 99 Tabel 5.1 Tabel nilai indeks hasil kuisioner ........................................................ 106
TAKARIR
Blue Ocean Strategy
= Strategi Samudra Biru
Performance
= kinerja
Divergensi
= gerak menjauh
Service exelence
= kualitas pelayanan
Cost leadership
= kepemimpinan harga
Market growth rate
= tingkat pertumuhan pasar
Relative market share
= pangsa pasar relatif
Strengths
= kekuatan
Weakness
= kelemahan
Opportunities
= peluang
Threats
= ancaman
Strategic planner
= perencanaan strategis
