Analisis Strategi Generik Porter Kajian Perusahaan IKEA : Teknik Analisis Tows (Konsep, Teoritik dan Empirik)

Penulis

  • Muhammad Wadud Universitas Indo Global Mandiri

DOI:

https://doi.org/10.36982/jiegmk.v9i1.449

Abstrak

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

 

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

Biografi Penulis

Muhammad Wadud, Universitas Indo Global Mandiri

Program Studi Manajemen Fakultas Ekonomi

Referensi

Barney, J. B. 1986. Strategic Factor Markets : Expectations, Luck, and Business Strategy. Management Science, 32(10), 1231–1241.

Bonnafous-Boucher, M., & Dahl Rendtor, J. 2016. Stakeholder Theory A Model for Strategic Management. Springer Briefs in Ethics. Retrieved from https://link.springer.com/content/pdf/10.1007%2F978-3-319-44356-0.pdf

Culp, M. 2012. Strategic Management. In Orange Apple (First Edit, pp. 1–103). Ansari Road, Darya Ganj, Delhi - 110002.

David, Fred R. and David, F. R. 2015. Strategic management: concepts & cases. Pearson. Retrieved from www.pearsonglobaleditions.com

David, F. R. 2011. Strategic Management : Concepts and Cases. In S. Yagan (Ed.), Pearson Education. Inc (Thirteenth, pp. 1–686).

David, F. R., & David, F. R. 2017. Strategic Management A Competitive Advantage Approach Concepts and cases. (S. Wall, Ed.), Always Learning Pearson (Sixteenth). Person Education Limited.

Frank T. Rothaermel. 2017. Strategic Management. McGraw-Hill Education (Third Edit).

Heywood, C., & Kenley, R. (2008). The sustainable competitive advantage model for corporate real estate. Journal of Corporate Real Estate, 10(2), 85–109.

Hill, C. W. ., & Jones, G. R. 2012. Essentials of Strategic Management. In south Western Cengage Learning (3rd ed., pp. 1–421).

Hill, C. W. ., Jones, G. R., & Schilling, M. A. 2015. Strategic Management Theory. Cengage Learning (11TH editi). 200 First Stamford Place, 4th Floor Stamford, CT USA 06902: Cengage Learning products are represented in Canada by Nelson Education, Ltd.

Hill, C. W. L., & Jones, G. R. 2009. Essentials of Strategic Management. In south Western Cengage Learning (pp. 1–246).

Hill, C. W. L., & Jones, G. R. 2013. Strategic Management an Integrated Approach. In south Western Cengage Learning (10th editi, pp. 1–965).

Hitt, M. A., & Tyler, B. B. 1991. Strategic decision models: Integrating different perspectives. Strategic Management Journal, 12(5), 327–351. https://doi.org/10.1002/smj.4250120502

Hitt, M., Ireland., A. R. D., & Robert, H. 2011. Concepts Strategic Management : Competitiveness & Globalization. south Western Cengage Learning.

Moschieri, C., & Mair, J. 2016. Corporate Entrepreneurship : Partial Divestitures as a Real Option. European Management Review, 1–16. https://doi.org/10.1111/emre.12099

Peteraf, M. A. 1993. The corner stones of competitive advantage : A Resources-Based View. Strateigic Management Journal, 14, 179–191. https://doi.org/0143-20951931030179-13

Pollanen, R., Abdel-maksoud, A., Elbanna, S., & Mahama, H. 2016. Relationships between strategic performance measures , strategic decision-making , and organizational performance : empirical evidence from Canadian public organizations. Public Management Review, 9037(July), 0–22. https://doi.org/10.1080/14719037.2016.1203013

Porter, M. E. 1985. Competitive Advantage - Creating and Sustaining Superior Performance. New York: FreePress (First Free). New York: The Free Press. https://doi.org/10.1182/blood-2005-11-4354

Raduan, C. R., Jegak, U., Haslinda, A., & Alimin, I. 2009. Management, strategic management theories and the linkage with organizational competitive advantage from the resource-based view. European Journal of Social Sciences, 11(3), 402–417. Retrieved from http://psasir.upm.edu.my/7481/

Rothaermel, F. T. 2015. Strategic Management. In McGraw Hill (Second edi, pp. 1–527). McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Retrieved from www.McGrawHillCreate.com/Rothaermel

Stacey, R. D. 2011. Strategic Management and Organisational Dynamics: The Challenge of Complexity. Pearson Education Limited (Sixth Edit). Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and. https://doi.org/10.1016/0024-6301(94)90218-6

Stacey, R. D., & Mowles, C. 2016. Strategic Management and Organisational Dynamics. Pearson Education Limited (Seventh Ed). https://doi.org/10.1017/CBO9781107415324.004

Thomas L. Wheelen. 2014. Strategic Management And Business Policy. (S. Wall, Ed.), Pearson (Fourteenth). Retrieved from http://books.google.com/books?id=J8YGhhK5keUC&pgis=1

Zheng, S., & Wang, Q. 2017. Mitigating hidden costs in service offshoring: A strategic management perspective. Industrial Management & Data Systems, 117(6), 1–35. https://doi.org/10.1108/IMDS-05-2016-0187

Diterbitkan

2018-08-09

Cara Mengutip

Wadud, M. (2018). Analisis Strategi Generik Porter Kajian Perusahaan IKEA : Teknik Analisis Tows (Konsep, Teoritik dan Empirik). Jurnal Ilmiah Ekonomi Global Masa Kini, 9(1), 56–60. https://doi.org/10.36982/jiegmk.v9i1.449

Terbitan

Bagian

Articles