25
II.
Analisis lingkungan internal perusahaan merupakan analisis yang
dilakukan dalam upaya mengenali kekuatan serta kelemahan perusahaan, dimana
dengan mengenal kekuatan serta kelemahan perusahaan diharapkan perusahaan
dapat mengetahui keunggulan kompetitifnya sehingga dapat bersaing dengan para
pesaingnya yang mana pada akhirnya diharapkan perusahaan dapat meningkatkan
marketshare
bagi perusahaan. Dibawah ini akan dibahas mengenai beberapa
analisis yang dipakai untuk mengenal internal perusahaan.
Sumber: Ward dan Daniel (2012:30)
Threat incrased by:
Low capital requirements
Easy access to raw materials
and critical resources
Limited learning curve and
economy of scale effects
Easy access to necessary inputs
Limited intellectual property
rights or proprietary knowledge
Threat increased by:
Improved price/performance of
subtitutes
Low switching costs
Low existing client loyalty
Power increased by:
Few large buyers responsible for high
volume or value of purchasing
Low switching cost
Buyers access to full information
Ability to backward integrate
Low item price/total purchases
Power of
Buyer
Power increased by:
High differentiation of inputs
Limited substitute inputs
High supplier concentration
(few, large suppliers)
Threat of forward integration
Goods make up large part of
incumbent costs
Power of
Supplier
Competitiv
e Rivslry
Rivalry incrased by:
Limited industry growth
Limited product differentials
Limited branding
Commodity,
Undifferentiated products
High exit barriers
overcapacity
Threat of
New
Entrant
Threat of
Subtitutes
 |