Analisis Strategi Generik Porter Kajian Perusahaan IKEA : Teknik Analisis Tows (Konsep, Teoritik dan Empirik)
DOI:
https://doi.org/10.36982/jiegmk.v9i1.449Abstract
Abstract
The object of this research is the IKEA Company, the company is engaged in a retail business that sells a variety of products both household products and office products. The aim of the research is to find out how to implement the company's business strategy so that it can be successful in various countries. Literature sources are sourced from various articles, newspapers, magazine and electronic media and are sourced from company-specific websites. This type of research is qualitative with descriptive research methods dominated by secondary data. The results of this study indicate that the IKEA company business strategy refers to the porter business generic strategy, namely the differentation strategy, low cost strategy and focus strategy. The use of differentiation strategies for example relates to product design. IKEA products are known for their up to date / contemporary designs. Then place of business. IKEA stores are mostly in the form of beams that are given a large blue color with small windows. The use of low cost strategies specifically for middle to lower consumers who do not have much money to buy household furniture. In this strategy the IKEA company sets a low price for all its products, because the strategy positions IKEA differently from other companies. Besides that IKEA is committed to building good relationships with suppliers, customers and other parties and most importantly for IKEA so that consumers can buy products of good quality, economical design. Then the implementation of the focus strategy. The IKEA company is very focused on the function and usefulness of goods and is suitable to be placed anywhere, convenient and spacious shopping places, and quality and fashionable products.
Keywords: differentiation strategies, low-priced pricing strategies, customer focus strategies, TOWS analysis and generic porter strategies
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Abstrak
Objek penelitian ini adalah Perusahaan IKEA, perusahaan tersebut bergerak dibidang usaha retail yang menjual berbagai produk baik produk rumah tangga maupun produk perkantoran. Tujuan penelitian tersebut ingin mengetahui bagaimana penerapan strategi bisnis perusahaan sehingga dapat sukses diberbagai negara. Sumber kepustakaan bersumber dari berbagai literatur yang berasal dari artikel, surat kabar, majalahdan media elektronik serta bersumber dari website khusus perusahaan. Tipe penelitian ini bersifat kualitatif dengan metode penelitian diskriptif yang di dominasi dengan data sekunder. Hasil penelitian ini menunjukkan bahwa strategi bisnis perusahaan IKEA mengacu pada strategi generic bisnis porter yaitu differentation strategy, low cost strategy and focus strategy.Penggunaan strategi differentiation misalnya berkaitan dengan desain produk. Produk IKEA dikenal dengan desain yang up to date/kekinian dan unik. Kemudian tempat usaha (Toko), toko IKEA kebanyakan berbentuk balok yang diberi warna biru yang besar dengan jendela yang kecil.Penggunaan strategi low cost khusus untuk konsumen menengah ke bawah yang tidak memiliki banyak uang untuk membeli perabot rumah tangga. Pada strategi tersebut perusahaan IKEA menetapkan harga yang murah untuk semua produknya, oleh karena strategi tersebut memposisikan IKEA berbeda dengan perusahaan lain. Di samping itu juga IKEA berkomitmen untuk menjalin hubungan baik dengan pemasok, pelanggan serta pihak lain dan yang terpenting bagi IKEA agar konsumen dapat membeli produk dengan kualitas yang baik, desain ekonomis. Kemudian penerapan strategy fokus. Perusahaan IKEA sangat fokus pada fungsi dan kegunaan barang dan cocok ditempatkan dimana saja, tempat belanja yang nyaman dan luas, dan produk yang bermutu serta bergaya modern.
Kata kunci: Strategi differensiasi, strategi penetapan harga murah, strategi fokus pada pelanggan, analisis TOWS dan Strategi generik porter
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