Upload
ines-marianne
View
217
Download
0
Embed Size (px)
Citation preview
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 1/16
MANAJEMEN STRATEGI
BOSTON CONSULTING GROUP MATRIX
ANYLISIS
Kelompok 5 :
Debby Zulaika
Ines MaianneMu!iaa Ri"ka A#$a%
R& Ra!na Nin'!iyas
UNIVERSITAS RESPATI INDONESIA
JAKARTA
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 2/16
BAB I
PENDA(ULUAN
1.1 Latar Belakan
Dalam !"at" per"!a#aan ter$apat %er%aa& ma'am p&l&#an alat "nt"k menanal&!&!
kon$&!& per"!a#aan ter!e%"t.$alam perkem%anann(a per"!a#aan #ar"! $apat meren'anakan
!trate&n(a) (an mer"pakan %a&an (an terpent&n $alam ke&atan per"!a#aan men'ar&
ke!e!"a&an antara !&t"a!& &nternal *kek"atan $an kelema#an+ $enan !&t"a!& ek!ternal *pel"an
$an an'aman+ per"!a#aan $alam meman,aatkan pel"an pa!ar. Sepan-an "m"r pro$"k)
per"!a#aan !et&ap kal& #ar"! men(e!"a&kan kem%al& !trate& pema!aran "nt"k men&k"t&
!&t"a!& (an !elal" %er"%a#. Ban(ak ,aktor (an %&!a men(e%a%kan per"!a#aan #ar"!
mena$akan per"%a#an %e!ar%e!aran !trate& pema!aran $alam !"at" per"!a#aan
memp"n(a& penar"# (an !anat l"a! $an k"at ter#a$ap kelan'aran ar"! %aran $an -a!a
(an $&m"la& $ar& pro$"!en !ampa& ke kon!"men ak#&r (an $apat men'&ptakan perm&ntaan
(an %e&t" e,ekt&,.
Per"!a#aan (an %er#a!&l !elal" %er"!a#a menenal& pe!a&nn(a !e%a&k m"nk&n
!epert& (an $&lak"kann(a ter#a$ap para kon!"men. Anal&!&! $an !&t"a!& per!a&nan akan
mem%ant" mana-emen "nt"k mem"t"!kan $&mana akan %er!a&n $an %aa&mana menent"kan
po!&!& mena#a$ap& pe!a&nn(a pa$a !et&ap pa!ar !a!aran. Unt"k memper!&apkan !trate&
pema!aran e,ekt&,) per"!a#aan #ar"! mempela-ar& pe!a&n akt"al $an poten!&aln(a.Per"!a#aan
perl" men&$ent&,&ka!& !trate&) t"-"an) kek"atan) kelema#an) $an pola reak!& pe!a&n.
A$a %e%erapa !trate& (an akan $&"nakan ole# per"!a#aan pa$a kon$&!& (an
%er%e$a. Ban(ak man,aat (an $apat $&pet&k $ar& !trate&!trate& &n& (an $&$a!arkan pa$a
per&lak" mereka $alam &n$"!tr&) (a&t" apaka# mereka mem&mp&n) menantan) men&k"t& ata"
#an(a menam%&l !e%a&an ke'&l $ar& !el"r"# pa!ar.Unt"k memak!&m"mkan n&la& per"!a#aan$an men'apa& #a!&l ker-a (an mak!&mal %a& per"!a#aan) maka p&#ak mana-emen
per"!a#aan perl" meneta#"& ,aktor,aktor (an men-a$& ke"n"lan !ekal&"! kelema#an
$enan menam%&l a'"an kepa$a pe!a&nn(a. /aktor (an !"$a# "n"l tetap $&perta#ankan
$an $apat le%&# $&t&nkatkan "nt"k ter'&ptan(a pert"m%"#an pa!ar (an t&n& $an
men&nkatn(a pan!a pa!ar) $an !e%al&kn(a ,aktor (an ma!&# ren$a# perl" mempela-ar&
ke%er#a!&lan per"!a#aan la&n aar k&ner-an(a le%&# %a&k la&. Dan "nt"k men'apa& t"-"an $ar&
per"!a#aan ter!e%"t) maka p&#ak mana-emen $&#ar"!kan menerapkan kon!ep !trate&
pema!aran %er$a!arkan 0atr&k B2 *Bo!ton on!"lt&n 2ro"p+. 0atr&k B2 a$ala# matr&k
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 3/16
&nternal e3ternal *IE+ (an $&%ent"k !e'ara k#"!"! $alam ranka men&nkatkan "!a#a"!a#a
per"!a#aan (an mem&l&k& m"lt&$&4&!& $enan mer"m"!kan !trate& (an pal&n 'o'ok.
)&* Ru$usan Masala#
Dar& "la!an latar %elakan &n&) kam& menem"kan r"m"!an ma!ala# (an antaran(a:
1. Apa (an $&mak!"$ $enan B2 *Bo!ton on!"lt&n 2ro"p+
6. Baa&mana !e-ara# tentan Bo!ton on!"lt&n 2ro"p
7. Apa (an $&mak!"$ $enan 0atr&k! Bo!ton on!"lt&n 2ro"p
8. Apa T"-"an $ar& 0atr&k! on!"lt&n 2ro"p
5. Baa&mana apl&ka!&n(a pa$a Per"!a#aan m"lt&$&4&!& * SBU +
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 4/16
BAB II
PEMBA(ASAN
Analisis BCG + B,s!,n C,nsul!in' G,u- .
*&) BCG +B,s!,n C,nsul!in' G,u-.
0er"pakan per"!a#aan kon!"ltan mana-emen !9a!ta (an %er%a!&! $& Bo!ton) &n&
mer"pakan pert"m%"#an pan!ar pa!ar (an $&kem%ankan $an $&pop"lerkan ole# !eoran
mana-emen kon!"ltan terkem"ka. Bo!ton on!"lt&n 2ro"p *B2+ a$ala# kon!"ltan
mana-emen per"!a#aan %eren!& (an $&$&r&kan pa$a ta#"n 1;7 ole# Br"'e <en$er!on)
!eoran al"mn"! <ar4ar$ B"!&ne!! S'#ool. B2 %&a!an(a mempeker-akan "nt"k A!!o'&ate
ata" po!&!& Kon!"ltan. B2 &n& a$ala# per"!a#aan kon!"ltan mana-emen 2lo%al (an
mem&l&k& ; kantor $& 8= neara) $an EO !ekaran a$ala# <an!Pa"l B&&rkner.
*&* Se/aa# B,s!,n C,nsul!in' Gu- %an Ma!iks BCG
Pa$a a9al ta#"n 1>=) B2 $&tem"kan ole# Br"'e D. <en$er!on !e%aa& $&4&!&
manaement $an kon!"lta!& $ar& Bo!ton Sa,e Depo!&t an$ Tr"!t ompan( (an mana
mer"pakan anak 'a%an $ar& per"!a#aan %o!ton. Seoran mantan pen-"al alk&ta%) <en$er!on
!"$a# men-a$& !ar-ana tekn&k $& Un&4er!&ta! Van$er%< !e%el"m %erk"n-"n ke !ekola# %&!n&!
<ar4ar$. Bel&a" men&nalkan <BS = #ar& !e%el"m kel"l"!ann(a "nt"k %eker-a $&
per"!a#aan ?e!t&n#o"!e) tempat $&mana &a men-a$& 9ak&l pre!&$en term"$a !epan-an
!e-ara# per"!a#aan ter!e%"t. D&a akan men&nalkan ?e!t&n#o"!e "nt"k mem&mp&n Un&t
mana-emen pela(anan !e%el"m mener&ma tantanan (an m"!ta#&l $ar& p&mp&nan Bo!ton
Sa,e Depo!&t an$ Tr"!t ompan( "nt"k mem"la& pela(anan kon!"lta!& "nt"k %ank.
*&0 Ma!iks B,s!,n C,nsul!in' G,u-
Dalam Anal&!&! &n& ter$apat 0eto$e anal&!&! B2 *Bo!ton on!"lt&n 2ro"p+
mer"pakan meto$e $&"nakan $alam men("!"n !"at" peren'anaan "n&t %&!n&! !trate&' *SBU+
$enan melak"kan penkla!&,&ka!&an ter#a$ap poten!& ke"nt"nan per"!a#aan. 0eto$e &n&
$&!e%"t T#e B2 2ro9t#S#are 0atr&3 a$ala# empat!el *6 $ar& 6+ matr&k! $&"nakan "nt"k
melak"kan anal&!&! porto,ol&o %&!n&! !e%aa& lanka# $alam peren'anaan !trate&! (an
$&$e!a&n !e'ara !pe!&,&k "nt"k men$oron "!a#a per"!a#aan m"lt&$&4&!& $alam mer"m"!kan
!trate& ter!e%"t. 0o$el (an $&kem%ankan ole# Br"'e <en$er!on &n& $&$a!arkan pa$a
penamatan %a#9a "n&t %&!n&! per"!a#aan $apat $&kla!&,&ka!&kan ke $alam empat kateor&
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 5/16
%er$a!arkan kom%&na!& $ar& pert"m%"#an pa!ar $an pan!a pa!ar relat&, ter#a$ap pe!a&n
ter%e!ar) !e%aa& $"a ,aktor penent" pent&n "nt"k meneta#"& po!&!& "n&t %&!n&! ter!e%"t.
*&1 Tu/uan Ma!iks B,s!,n C,nsul!in' Gu- +BCG.
T"-"an "tama 0atr&k! Bo!ton on!"lt&n 2r"p *B2+ a$ala# "nt"k meneta#"& pro$"k
manaka# (an la(ak men$apat per#at&an $an $"k"nan $ana aar pro$"k ter!e%"t %&!a
%erta#an $an men-a$& kontr&%"tor ter#a$ap k&ner-a per"!a#aan $alam -anka pan-an. Set&ap
pro$"k mem&l&k& !&kl"! #&$"p pro$"k) $an !et&ap ta#ap $alam !&kl"! #&$"p pro$"k me9ak&l&
pro,&l r&!&ko (an %er%e$a.Se'ara "m"m) per"!a#aan #ar"! men-aa porto,ol&o (an
!e&m%an $ar& pro$"k (an $&pa!arkan.Porto,ol&o ter!e%"t %&!a $alam rentan pro$"k $enan
pert"m%"#an t&n& ma"p"n pert"m%"#an ren$a#. Se%"a# pro$"k $enan pert"m%"#an t&n&
mem%"t"#kan %e%erapa "pa(a $an !"m%er $a(a "nt"k mema!arkann(a) "nt"k mem%an"n
!al"ran $&!tr&%"!&) $an "nt"k mem%an"n &n,ra!tr"kt"r pen-"alan) $enan #arapan pro$"k
ter!e%"t $apat mem%a9a ke"nt"nan $& ma!a $epan.
*&2 3e'unaan Ma!iks B,s!,n C,nsul!in' Gu- +BCG.
0atr&k! Bo!ton on!"lt&n 2ro"p $&"nakan "nt"k mema#am& pa!ar) opt&ma!&
porto,ol&o $an aloka!& !"m%er $a(a (an e,ekt&,. Unt"k mema#am& matr&k! B2) k&ta perl"
mema#am& %aa&mana pan!a pa!ar $an pert"m%"#an pa!ar !al&n %er#"%"nan. Pan!a
pa!ar a$ala# per!enta!e $ar& total pa!ar (an !e$an $&la(an& ole# per"!a#aan) %a&k $alam #al
pen$apatan ata" $alam !at"an 4ol"me. Semak&n t&n& pan!a pa!ar) !emak&n t&n& propo!&
pa!ar (an akan $&kontrol.
0atr&k! B2 -"a %&!a $&"nakan !e%aa& alat !e$er#ana "nt"k mel&#at porto,ol&o %&!n&!)
$an %&!a %er,"n!& !e%aa& t&t&k a9al "nt"k mem%a#a! aloka!& !"m%er $a(a antara "n&t"n&t
%&!n&! !trate&!. -&ka k&ta men&kmat& pan!a pa!ar (an t&n&) maka k&ta akan men#a!&lkan
"an. Pert"m%"#an pa!ar $&"nakan !e%aa& "k"ran $ar& $a(a tar&k pa!ar. J&ka pa!ar
menalam& pert"m%"#an pa!ar t&n& $ar& total perkem%anan pa!ar) maka akan relat&,
m"$a# %a& %&!n&! "nt"k menam%a# ke"nt"nan mereka) %a#kan -&ka pan!a pa!ar mereka
tetap !ta%&l. Se%al&kn(a kon$&!& pan!a pa!ar (an ren$a# t&$ak menam%a# ke"nt"nan)
nam"n kon$&!& pan!a pa!ar (an t&n& %el"m tent" -"a men"nt"nkan -&ka t&$ak a$a
"pa(a mem%er&kan $&!kon !e'ara are!&,.
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 6/16
*&4 Asu$si %asa Dala$ Analisis Ma!iks BCG + B,s!,n C,nsul!in' G,u- .
a+ Ba#9a pen&nkatan pan!a pa!ar relat&, akan men#a!&lkan pen&nkatan enera!& ka!.
A!"m!& &n& !er&n %enar karena k"r4a penalaman ) pan!a pa!ar relat&, men&nkat
men"n-"kkan %a#9a per"!a#aan %ererak ma-" pa$a k"r4a penalaman relat&,
ter#a$ap pe!a&nn(a) $enan $em&k&an menem%ankan ke"n"lan %&a(a.
%+ A!"m!& ke$"a a$ala# %a#9a pa!ar (an %erkem%an mem%"t"#kan &n4e!ta!& $alam
akt&4a "nt"k men&nkatkan kapa!&ta! $an $em&k&an #a!&l $alam kon!"m!& ka!. Denan
$em&k&an po!&!& %&!n&! pa$a !a#ampert"m%"#an matr&k! mem%er&kan &n$&ka!&
enera!& ka! $an kon!"m!& ka!.
<en$er!on -"a %erala!an %a#9a "an (an $&perl"kan ole# %&!n&! "n&t (an %erkem%an
pe!at $apat $&perole# $ar& "n&t la&n per"!a#aan %&!n&! (an pa$a ta#ap le%&# $e9a!a $an
men#a!&lkan ka! (an !&n&,&kan. Denan &n4e!ta!& "nt"k men-a$& pem&mp&n pan!a pa!ar
$& pa!ar (an %erkem%an pe!at) "n&t %&!n&! %&!a %ererak !epan-an k"r4a penalaman $an
menem%ankan ke"n"lan %&a(a.Dar& ala!an &n&) B2 2ro9t#S#are 0atr&3 la#&r.
Dalam #al &n& S"m%" matr&k! B2 a$ala# Market Share *Pan!a Pa!ar+ $an Market
Growth *Pert"m%"#an pa!ar+.
@
0atr&k! B2 ter$apat 8 k"a$ran (an menam%arkan po!&!& !"at" "n&t %&!n&! $&pan$an
$ar& !e& pert"m%"#an pa!ar !erta pan!a pa!arn(a) keempat k"a$ran ata" kateor& ter!e%"t
a$ala# :
6.;.1 Do *An-&n+
Kateor& An-&n mem&l&k& pan!a pa!ar (an ren$a# $an t&nkat pert"m%"#an (an
ren$a# $an $enan $em&k&an t&$ak men#a!&lkan ata" menkon!"m!& "an $alam -"mla#
%e!ar. Un&t &n& %&a!an(a &mpa!) men#a!&lkan !e$&k&t "an "nt"k memperta#ankan pan!a pa!ar %&!n&!. Pa$a po!&!& an-&n) pro$"k %era$a pa$a pan!a pa!ar ren$a# $an kon$&!& pa!ar
(an t"m%"# !anat !e$&k&t. Po!&!& &n& memerl"kan %e%erapa &n4e!ta!&) karena !"m%er $a(a
man"!&a $an !"m%er "ann(a !anaat ren$a#.Karena po!&!& &nternal $an ek!ternaln(a lema#)
%&!n&! &n& !er&n kal& $&l&k"&$a!&) $&4e!ta!&) ata" $&panka! $enan retren'#ment. Ket&ka
!e%"a# $&4&!& men-a$& an-&n) retren'#ment $apat men-a$& !trate& (an ter%a&k (an $apat
$&-alankan karena %an(ak an-&n (an men'"at kem%al&) !etela# pemanka!an %&a(a $an a!et
%e!ar%e!aran) men-a$& %&!n&! (an mamp" %erta#an $an men"nt"nkan&
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 7/16
6.;.6 "e!t&on 0ark *Pertan(aan 0ark+
Kateor& &n& mem&l&k& po!&!& pan!a pa!ar relat&, (an ren$a#) tetap& mereka %er!a&n
$alam &n$"!tr& (an %ert"m%"# pe!at.B&a!an(a ke%"t"#an ka! per"!a#aan &n& t&n& $an
pen$apatan ka!n(a ren$a#. B&!n&! &n& $&!e%"t tan$a Tan(a karena oran&!a!& #ar"!
mem"t"!kan apaka# akan memperk"at $&4&!& &n& $enan men-alankan !trate& &nten!&,
ata"men-"aln(a. Un&t %&!n&! &n& memerl"kan %an(ak "an "nt"k memperta#ankan pan!an(a)
apala& men&nkatkann(a. 0ana-emen #ar"! %erp&k&r kera! tentan tan$a tan(a mana (an
#ar"! $&'o%a "nt"k $&%an"n men-a$& %&ntan $an mana (an #ar"! $&%"an.
6.;.7 Star *B&ntan+
Kateor& &n& mem&l&k& pel"an -anka pan-an ter%a&k "nt"k pert"m%"#an $an
pro,&ta%&l&ta! %a& oran&!a!&.D&4&!& $enan pan!a pa!ar relat&4e (an t&n& $an t&nkat
pert"m%"#an &n$"!tr& (an t&n& !e#ar"!n(a mener&ma &n4e!ta!& (an %e!ar "nt"k
memperta#ankan $an memperk"at po!&!& $om&nan mereka. Kateor& &n& a$ala# pem&mp&n
pa!ar nam"n %"kan %erart& akan mem%er&kan ar"! ka! po!&t&, %a& per"!a#aan) karena #ar"!
menel"arkan %an(ak "an "nt"k memenankan pa!ar $an menant&!&pa!& para pe!a&nn(a.
6.;.8 a!# o9 *Ka! !ap&+CSap& Pera#
Kateor& &n& mem&l&k& pan!a pa!ar relat&, (an t&n& tetap& %er!a&n $alam &n$"!tr&
(an pert"m%"#ann(a lam%at.D&!e%"t !ap& pera# karena men#a!&lkan ka! (an le%&# $ar&
(an $&%"t"#kann(a) mereka !er&n kal& $&pera#.mem&l&k& pan!a pa!ar relat&, (an t&n&
tetap& %er!a&n $alam &n$"!tr& (an pert"m%"#ann(a lam%at. Ban(ak !ap& pera# !aat &n&
a$ala# %&ntan $& ma!a lal") $&4&!& !ap& pera# #ar"! $&kelola "n"k memperta#ankan po!&!&
k"atn(a !elama m"nk&n.SBU (an terkenal $an %er#a!&l &n& memerl"kan &n4e!ta!& (an
le%&# ke'&l "nt"k memperta#kankan pan!a pa!arn(a. SBU &n& men#a!&lkan %an(ak "an
(an $&"nakan per"!a#aan "nt"k mem%a(ar ta&#ann(a $an "nt"k men$"k"n SBU la&n
(an memerl"kan &n4e!ta!&
*&5 Un!uk lebi# /elas %ai $asin'6$asin' $a!iks a%ala# seba'ai beiku!7
6.>.1 Tan$a tan(a *a!k&n+)
"n&t "!a#a (an %ererak $alam pa!ar $enan pert"m%"#an t&n&) nam"n pan!a pa!ar
relat&, ren$a#. Pa$a %a&an &n& per"!a#aan #ar"! %eker-a kera! "nt"k menent"kan apaka#
akan tetap memperta#ankan "!a#a &n& ata" t&$ak .
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 8/16
6.>.6 B&ntan )
-&ka "!a#a $& kateor& tan$a tan(a %er#a!&l) maka "!a#a ter!e%"t akan men-a$& kateor&
%&ntan. Kateor& &n& a$ala# pem&mp&n pa!ar (an %era$a $alam pa!ar (an t"m%"# $enan
'epat. Tap& %"kan %erart& akan mem%er&kan ar"! ka! po!&t&, %a& per"!a#aan) karena #ar"!
menel"arkan %an(ak "an "nt"k memenankan pa!ar $an ant&!&pa!& para pe!a&nn(a. J&ka
%&ntan t&$ak $apat memperta#ankan pan!a pa!ar (an %e!ar) &a akan men-a$& !ap& ka!
ket&ka pen"r"nan t&nkat pert"m%"#an pa!ar. Porto,ol&o per"!a#aan ter$&4er!&,&ka!& #ar"!
!elal" mem&l&k& %&ntan (an akan men-a$& !ap& pera# enera!& %er&k"tn(a $an mema!t&kan
ka! ma!a $epan.
6.>.7 Sap& pera#
Kateor& &n& ter-a$& %&lamana pert"m%"#an pa!ar ta#"nan men"r"n.San %&ntan %&!a !a-a
men-a$& !ap& pera#an -&ka ma!&# ma!&# mem&l&k& pan!a pa!ar relat&, %e!ar !e#&na ma!&#
men#a!&lkan %an(ak ka!.B&a!an(a per"!a#aan kateor& &n& $&"nakan "nt"k mem%&a(a& -en&!
"!a#a "nt"k kateor& la&nn(a.
6.>.8 An-&n *$o+)
Pa$a kateor& &n& per"!a#aan %era$a $alam pan!a pa!ar (an ren$a# $an pert"m%"#an pa!ar
(an lam%at.Per"!a#aan %&!a !a-a men#a!&lkan la%a (an ren$a# ata" %a#kan m"nk&n
menalam& ker"&an. an-&n a$ala# ka! perankap karena "an $&&kat $alam %&!n&! (an
k"ran poten!&al."!a#a ter!e%"t a$ala# kan$&$at "nt"k $&4e!ta!&.
*&8 Dala$ analisis BCG Ma!iks ini a%a-un 3elebi#an %an 3ele$a#annya9 seba'ai beiku!7
6..1 Kele%&#an 0atr&k! B2
0atr&k! B2 a$ala# !ala# !at" alat pem%"at kep"t"!an (an pal&n m"$a#. <an(a $enan
mem%a'a ra,&kn(a) oran akan $apat $enan m"$a# mel&#at $& po!&!& manaka# per"!a#aan
mereka %era$a. 0atr&k! &n& mem"!atkan per#at&an pa$a ar"! ka!) karakter&!t&k &n4e!ta!&) $an
ke%"t"#an %er%aa& $&4&!& oran&!a!&. D&4&!& $apat %er"%a# $ar& 9akt" ke 9akt": an-&n
men-a$& tan$a tan(a) tan$a tan(a men-a$& %&ntan) %&ntan men-a$& !ap& pera#) $an !ap& pera#
men-a$& an-&n. Nam"n (an -aran ter-a$& a$ala# per"%a#an (an !eara# -ar"m -am.
6..6 Kelema#an 0atr&k! B2
@ T&nkat pert"m%"#an pa!ar a$ala# #an(a !ala# !at" ,aktor $alam $a(a tar&k &n$"!tr&) $an
pan!a pa!ar relat&, #an(a !at" ,aktor $alam ke"n"lan kompet&t&,. Pert"m%"#an!a#am
matr&k! mena%a&kan ,aktor la&n $& ke$"a ,aktor penent" pent&n $ar& pro,&ta%&l&ta!.Keranka
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 9/16
ker-a &n& mena!"m!&kan %a#9a !et&ap "n&t %&!n&! &n$epen$en $ar& (an la&n. Dalam %e%erapa
ka!"!) !e%"a# "n&t %&!n&! (an mer"pakan an-&n $apat mem%ant" "n&t "!a#a la&n
men$apatkan ke"nt"nan kompet&t&,.0atr&k! !anat %erant"n pa$a l"a!n(a $e,&n&!&
pa!ar.Se%"a# "n&t "!a#a $apat men$om&na!& 'er"k ke'&l) tetap& mem&l&k& pan!a pa!ar (an
!anat ren$a# $alam &n$"!tr& !e'ara ke!el"r"#an.Dalam ka!"! !epert& &t") $e,&n&!& pa!ar $apat
mem%"at per%e$aan antara an-&n $an !ap& ka!.
*&: 3ean'ka 3,nse-!ual %an 3ean'ka O-easi,nal Ma!iks B,s!,n C,nsul!in' Gu-
+BCG.
6..1 Keranka Kon!ept"al 0art&k! Bo!ton on!"lt&n 2r"p *B2+
a+ T&nkat pert"m%"#an pa!ar *0arket 2ro9t#+
Pert"m%"#an pa!ar $&9ak&l& ole# !"m%" 4ert&kal. Pert"m%"#an pa!ar a$ala# pro(ek!&
t&nkat pen-"alan "nt"k pa!ar (an akan $&la(an&. B&a!an(a $&"k"r $enan pen&nkatan
per!enta!e $alam n&la& ata" 4ol"me pen-"alan $"a ta#"n terak#&r S"m%" $&%a& men-a$& $"a
%a&an: le%&# $an k"ran $ar& 1= per!en pert"m%"#an per ta#"n. Pa!ar pert"m%"#an $& ata!
1= per!en $&anap t&n& karena &t" 4ar&a%el &n& melam%ankan $a(a tar&k pa!ar.S"m%" (
menam%arkan t&nkat pert"m%"#an &n$"!tr& $alam pen-"alan (an $&"k"r $alam %ent"k
per!enta!e. Per!enta!e t&nkat pert"m%"#an pa$a !"m%" ( $apat %erk&!ar antara 6= #&na
6= per!en) $enan =)= !e%aa& t&t&k tena#. Anka k&!aran &n& pa$a !"m%" 3 $an ( !er&nkal&
$&"nakan) tetap& anka la&nn(a $apat $&%"at %&la $&anap !e!"a& "nt"k oran&!a!& tertent".
Pert"m%"#an pa!ar menam%arkan -anka"an oran&!a!& ata" men"n-"kkan
perekem%anan oran&!a!&. Teor& $& %al&k matr&k! mena!"m!&kan) ole# karena &t") &n$&ka!&
t&nkat pert"m%"#an (an le%&# t&n& $&!erta& t"nt"tan pa$a &n4e!ta!&.T&nkat pert"m%"#an
pa!ar menatakan le%&# tentan po!&!& merek $ar&pa$a #an(a $enan ar"! ka!. It" a$ala#
&n$&kator (an %a&k $ar& kek"atan pa!ar &t") $enan poten!& ma!a $epan "nt"k men#a$ap&
!&kl"! #&$"p pa!ar $enan $a(a tar&k orana&!a!& "nt"k ma!a $epan pe!a&n. <al &n& -"a
$apat $&"nakan $alam anal&!&! pert"m%"#an.
%+ Pan!a pa!ar relat&, *0arket 2ro9t# Rate+
Pan!a pa!ar relat&, a$ala# %a&an pen-"alan &n$"!tr& total !e%"a# per"!a#aan $&
!e%"a# pa!ar tertent". Pan!a pa!ar relat&, $&9ak&l& ole# !"m%" #or&!ontal.In& a$ala# pan!a
pa!ar per"!a#aan $&%a& $enan pan!a pe!a&n ter%e!ar.Pan!a pa!ar relat&, %er,"n!&
!e%aa& "k"ran kek"atan per"!a#aan $& !emen pa!ar (an rele4an.
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 10/16
Po!&!& pan!a pa!ar relat&, *relat&4e market !#are+ $&$e,&n&!&kan !e%aa& ra!&o $ar& pan!a
pa!ar !at" $&4&!& tertent" ter#a$ap pan!a pa!ar (an $&m&l&k& ole# pe!a&n ter%e!ar $alam
&n$"!tr& ter!e%"t. Pan!a pa!ar relat&, $apat $&tent"kan men"nakan r"m"! %er&k"t:
Semak&n t&n& n&la& pan!a pa!ar !"at" per"!a#aan) !emak&n %e!ar propor!& pa!ar (an
$&ken$al&kann(a.Po!&!& pan!a pa!ar relat&, $&%er&kan pa$a !"m%" 3 $ar& matr&k! B2. T&t&k
tena# $ar& !"m%" 3 %&a!an(a $&%"at =)5= ata" !ama $enan $&4&!& (an mem&l&k& !epar"#
pan!a pa!ar $ar& per"!a#aan pem&mp&n $alam &n$"!tr&.0atr&k! B2 !e'ara ra,&!
men"n-"kkan per%e$aan $& antara %er%aa& $&4&!& $alam po!&!& pan!a pa!ar relat&, $an
t&nkat pert"m%"#an &n$"!tr&. 0atr&k! B2 mem"nk&nkan oran&!a!& m"lt&$&4&!& "nt"k
menelola porto,ol&o %&!n&!n(a $enan mempert&m%ankan po!&!& pan!a pa!ar relat&, $an
t&nkat pert"m%"#an &n$"!tr& $ar& ma!&nma!&n $&4&!& relat&, ter#a$ap $&4&!& la&n $alam
oran&!a!&.
6..6 Keranka Kon!ept"al Opera!&onal Bo!ton on!"lt&n 2r"p *B2+
a+ 0en&$ent&,&ka!& $an mem%a& per"!a#aan $alam SBU *!trate&' %"!&ne!! "n&t!+.
%+ 0en&la& $an mem%an$&nkan pro!pek t&ap SBU %er$a!arkan $"a &n$"!tr( (a&t" pan!a
pa!ar relat&,n(a $an t&nkat pert"m%"#an n$"!tr( SBU ter!e%"t.
'+ 0enkla!&,&ka!&kan SBU pa$a matr&k! B2.
$+ 0enem%ankan !trate& "nt"k t&ap SBU.
*&); Ru$us B,s!,n C,nsul!in' G,u- + BCG .
6.1=.1 Se'ara !e$er#ana) t&nkat pert"m%"#an pa!ar * 0arket 2ro9t# Rate + $alam !"at"
4ert&'al $apat $&#&t"n $enan r"m"! !e%aa& %er&k"t:
<,lu$e Pen/ualan = <,lu$e Pen/ualan
Tin'ka! Pe!u$bu#an Pasa > In%us!i !a#un N In%us!i !a#un N6) ? );;@
( Market Growth Rate . <,lu$e Pen/ualan In%us!i !a#un N6)
6.1=.6 Dan "nt"k pan!a pa!ar relat&4e * relat&4e market !#are +) !e'ara !e$er#ana $apat
$&#&t"n $enan r"m"! !e%aa& %er&k"t:
<,lu$e Pen/ualan -eusa#aan !a#un N
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 11/16
Pan'sa Pasa Rela!i > X
+ Rela!i Make! S#ae. ,lu$e a!a a!a -en/ualan -eusa#aan -esain' !a#un N
*&))& C,n!,# A-likasi BCG
Ber$a!arkan $ata (an tela# $&ola# $an $&#&t"n men"nakan R"m"! $&ata! pa$a PT. Ba(er
a$ala# !e%aa& %er&k"t :PT. Ba(er a$ala# per"!a#aan lo%al $enan kompeten!& &nt& $& %&$an
ke!e#atan) &F& $an mater&al %erteknolo& t&n&. per"!a#aan pro$"k $an -a!a (an $&ran'an
"nt"k men"nt"nkan oran $an men&nkatkan k"al&ta! #&$"p mereka. Pa$a !aat (an !ama
Ba(er men'&ptakan n&la& melal"& &no4a!&) pert"m%"#an $an $a(a pen#a!&lan t&n&. PT.
Ba(er) T%k. mem&l&k& $&4&!& (a&t" %a(er #ealt#'are) %a(er 'rop!'&en'e) %a(er mater&al!'&en'e.
Ber$a!arkan Bo!ton on!"lt&n 2ro"p *B2+ 0atr&3) D&4&!& %a(er #ealt#'are mem&l&k&
kontr&%"!& ter%e!ar $alam per!enta!e pen-"alan (a&t" 51)7G ) $enan ro9t# rate ata" rata
rata !e%e!ar 65G !e$ankan $e4&!& 'rop!'&en'e mem&l&k& per!enta!& $alam pen-"alan (a&t"
6=) G $an ro9t# rate !e%e!ar 1G. D&4&!& %a(er mater&al!'&en'e mem&l&k& per!enta!&
pen-"alan (a&t" 68)1 G $an ro9t# rate !e%e!ar 15G .
Se!"a& $&aram B2 0atr&3)
Diisi baye #eal!#ae %an baye ,-siene $&anap !e%aa& s!as karena
mem&l&k& kontr&%"!& pert"m%"#an pen-"alan (an %e!ar $enan pan!a pa!ar (an relat&,
%e!ar -"a.
Diisi $a!eialsiene $&anap !e%aa& Cas# ,s karena t&nkat pert"m%"#an
pen-"alann(a le%&# ren$a# tap& memp"n(a& pan!a pa!ar (an relat&, t&n&.
Denan po!&!& Star &n& ) PT. Ba(er )T%k. $apat mem&l&# "nt"k melak"kan !trate&
!epert& "nt"k menel&t&) menem%ankan) mempro$"k!& $an mema!arkan pro$"kpro$"k
&no4at&, (an men&nkatkan ke!e#atan man"!&a $an #e9an $& !el"r"# $"n&a) menempatkan
%&!n&! kam& men-a$& t&a !"%kelompok (an %eropera!& #amp&r !e'ara &n$epen$en $an
!epen"#n(a $&!e!"a&kan $enan ma!&nma!&n market! $an !elal" $&$"k"n ole# per"!a#aan
-a!a (an kompeten. $& po!&!& a!# o9!) $apat men'o%a melak"kan !trate& pen-"alan (an
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 12/16
le%&# %a&k la& aar $apat memperta#ankan pan!a pa!arn(a $an melak"kan $&4er!&,&ka!&
kon!entr&k.
2.12 S,lusi %ala$ $enea-kan s!a!e'i -a%a $asin'6$asin' Diisi
Sol"!& $alam matr&k! B2 a$ala# penam%&lan !tate& (an !e!"a& $enan po!&!&
per"!a#aan ata" %a$an "!a#a.S"at" per"!a#aan ata" %a$an "!a#a #ar"! mem"t"!kan apa
t"-"an) !trate& $an anaran #ar"! $&tetapkan ke !et&ap SBU. Strate& #ar"! !eera $&am%&l
!e!"a& $enan #a!&l anal&!&! $an po!&!&n(a $alam matr&k! B2. <al &n& $&lak"kan
memperta#ankan ata" memper%a&k& kon$&!& per"!a#aan ata" %a$an "!a#a. !trate& (an $apat
$&terapkan a$a 6 (a&t") !e!"a& $enan t&ap k"a$ran mat&k! B2 $an !trate& (an $&am%&l
!e'ara "m"m.
a+ Strate& (an $apat $&am%&l $ar& t&ap k"a$ran mat&k! B2 :
K"$ran po!&!& Tan$a Tan(a) oran&!a!& #ar"! mem"t"!kan apaka# akan memperk"at
$&4&!& &n& $enan men-alankan !trate& &nten!&, *penetra!& pa!ar) penem%anan pa!ar) ata"
penem%anan pro$"k+ ata" tetap men-"al pro$"kn(a. Pa$a k"a$ran B&ntan) !trate& (an
$apat $&lak"kan a$ala# mener&ma &n4e!ta!& (an %e!ar "nt"k memperta#ankan $an
memperk"at po!&!& $om&nan. <al &n& $&lak"kan karena D&4&!& $enan pan!a pa!ar relat&4e
(an t&n& $an t&nkat pert"m%"#an &n$"!tr& (an t&n&. Strate& (an $&kem%ankan
a$ala#H Intera!& ke $epan) ke %elakan) $an #or&Fontal) penetra!& pa!ar) penem%anan
pa!ar) penem%anan pro$"k) $an -o&nt 4ent"re. po!&!& &n& mem&l&k& pel"an -anka
pan-an ter%a&k "nt"k pert"m%"#an $an pro,&ta%&l&ta! %a& oran&!a!&.
K"a$ran Sap& Pera# !trate& (an $&kem%ankan "nt"k !ap& pera# (an k"at a$ala#
penem%anan pro$"k ata" $&4er!&,&ka!& kon!entr&k. Pa$a k"a$ran An-&n a$ala# po!&!& (an
!anaat lema#) karena %era$a $alam pert"m%"#an$an pan!a pa!ar (an lema#. Karena
po!&!& &nternal $an ek!ternaln(a lema#) %&!n&! &n& !er&n kal& $&l&k"&$a!&) $&4e!ta!&) ata"
$&panka! $enan retren'#ment.
%+ Strate& "m"m (an $apat $&terapkan pa$a matr&k! B2
1. Pert"m%"#an *B"&l$+ :
Pa$a po!&!& tan$a tan(a %e%erapa per"!a#aan $apat men"nakan !trate&
pert"m%"#an(an $&%&a(a& ole# !ap& pera# %a&an $ar& !ap& pera# pen$apatan akan
memperk"at po!&!& tan$a tan(a (an mem&l&k& poten!& "nt"k men-a$& %&ntan.
Dalam #al &n&) !e%"a# per"!a#aan men&nkatkan pan!a pa!arn(a !e'ara
!"%!tan!&al.
6. 0emperta#ankan po!&!& *tert"n$a+
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 13/16
ara &n& !e!"a& $enan po!&!& %&ntan%&ntan $an !ap& pera#.Dalam #al &n&)
pemel&#araan !trate& $apat le%&# men-an-&kan.
7. Panen ata" !"!" "tama
T"-"an $ar& !trate& &n& a$ala# na&k ar"! ka! -anka pen$ek me!k&p"n kon!ek"en!&
-anka pan-an. Panen men(&ratkan kep"t"!an "nt"k kel"ar $ar& %&!n&! $enan
menek!ek"!& proram kon!tan pemotonan %&a(a. Per"!a#aan men"nakan
!trate& &n& ket&ka mereka %er#arap "nt"k men"ran& %&a(a mereka pa$a t&nkat
(an le%&# 'epat $ar&pa$a poten!& pen"r"nan pen-"alan. Strate& &n& 'o'ok "nt"k
lema# !ap& t"na&) tan$a tan(a $an an-&n. Rekomen$a!& "nt"k an-&n a$ala# !"!"
mereka $an men#ap"! mereka $ar& pa!ar.
8. L&k"&$a!& *<ent&kan) D&4e!t+
J&ka !e%"a# per"!a#aan men-alankan %&!n&! lema#) ar"! mempert&m%ankan '"a'a
"nt"k panen ata" melepa!kan "n&t %&!n&!n(a. Kep"t"!an l&k"&$a!& per"!a#aan
mem%er&kan ke!empatan "nt"k men&n4e!ta!&kan kem%al& !"m%er $a(a $alam
%&!n&! le%&# makm"r. Strate& &n& tepat "nt"k an-&n $an !&!a tan$a tan(a) (an
t&$ak $&$ana& ole# !ap& t"na&.
*&)0 Elab,asi Pen'a-likasian Ma!iks BCG
Do) "e!t&on 0ark) Star $an a!# o9 mer"pakan empat %a&an (an a$a $alam
matr&k! B2 $an $&%a& %er$arakan kr&ter&a pan!a pa!ar $an pert"m%"#an pa!ar. Denan
men"nakan kon!ep &nternal $an ek!tenal *$"a ,aktor "tama (an $&%a#a! $& ata! (a&t":
Pe!a&n $an poten!& pa!ar+) akan le%&# -ela! $alam mel&#at kon!ep B2. Ba& per"!a#aan
(an !"$a# %erma&n lama $alam !"at" 9&la(a# tertent" $an $alam 9&la(a# ter!e%"t mem&l&k&
%e%erapa pema&n (an ma!&# $& toler&r) $enan perkem%anan pa!ar (an '"k"p %a&k
perkem%anann(a maka pro$"k $ar& per"!a#aan ter!e%"t ma!"k $alam kateor& "e!t&on
mark ata" -"a %&!a ma!"k $alam kateor& !tar. Kenapa $em&k&an karena per"!a#aan (an
%era$a $alam pa!ar (an ma!&# !ta%&l menalam& perkem%anan $an -"mla# pema&n (an
%era$a $alam 9&la(a# ter!e%"t ma!&# !e!"a& $enan ra!&o pa!ar (an a$a maka per"!a#aan
ter!e%"t pa!t& tela# ma!"k $alam kon$&!& "e!t&on mark. K"n'& $ar& kon!ep matr&k! B2
a$ala# menar"# per#at&an le%&# pa$a pe!a&n $an poten!& pa!ar. Ke$"a kom%&na!& &n&
mer"pakan ,aktor,aktor (an !anat pent&n $an kr"!&al %a&k $alam praktek ma"p"n teor&
"nt"k mema#am& kon!ep matr&k! B2. Ket&ka pa!ar !"$a# !tanan maka &n& mer"pakan
k"n'& "tama $alam mempert&m%ankan lanka# (an $apat $&temp"# ole# !et&ap per"!a#aan)
karena $enan !tanann(a pert"m%"#an pa!ar) maka &n& mer"pakan &n$&ka!& a9al %a#9a
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 14/16
per"!a#aan tela# kem"nk&nan $apat %era$a $alam kon$&!& kr&!&!. Pa!ar (an !tanan %&!a
$&!e%a%akn ole# pe!a&n (an terlal" %an(ak ata" -"a pa!ar (an $alam #al &n& kon!"men
(an !"$a# #omoen $&mana !em"a 'er"k pa!ar (an a$a tela# $&akomo$a!&) $ampak %a&
per"!a#aan a$ala# kem%al& mel&#at kon$&!& $&$alam per"!a#aan !en$&r&) -&ka per"!a#aan
ma!&# mem&l&k& pan!a pa!ra (an %a&k maka per"!a#aan ma!"k $alam kateor& a!# o9)
tetap& -&ka !e%al&kn(a maka per"!a#aan %era$a $alam kon$&!& kr&t&! Do.
Set&ap le4el $an kateor& $alam matr&k! B2 mem%"t"#kan per#at&an $an perlak"an (an
%er%e$a%e$a. T&$ak $apat %e&t" !a-a men&nkatkan &n4e!ta!& pa$a !aat menkalk"la!&kan
per"!a#aan %era$a $alam le4el !tar) karena %"kan t&$ak m"nk&n pert"m%"#an pa!ar (an
!ta%&l akan men"n$an %an(ak pema&n %ar" ke pa!ar (an a$a ata" ket&ka %era$a $alam
kon$&!& (an $&kateor&kan k"a$ran $o) per"!a#aan lan!"n men"t"p !em"a pro$"k!&
(an a$a pa$a pro$"k (an %er!ank"tan tetap& %&!a melak"kan &no4a!& ata" per"%a#an taret
pa!ar $enan meman,aatkan 'er"k pa!ar (an %el"m terarap. Dem&k&an p"la ket&ka %era$a
$& po!&!& 'a!# 'o9 ma"p"n "e!t&on mark) karena (an #ar"! $&per#at&kan a$ala# %an(ak
,aktor (an !al&n %erka&tan $an ma!&nma!&n %er"%a# !e!"a& $enan moment"m (an a$a
$an !anat !"l&t $&pre$&k!&.
BAB III
PENUTUP
3ESIMPULAN
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 15/16
1. B2 *Bo!ton on!"lt&n 2ro"p. a$ala# per"!a#aan kon!"ltan mana-emen !9a!ta (an
%e%a!&! $& Bo!ton) &n& mer"pakan pert"m%"#an pan!ar pa!ar (an $&kem%ankan $an Pa$a
a9al ta#"n 1>=) B2 $&tem"kan $an $&pop"lerkan ole# !eoran mana-emen kon!"ltan
terkem"ka ole# Br"'e D. <en$er!on !e%aa& $&4&!& manaement $an kon!"lta!& $ar& Bo!ton
Sa,e Depo!&t an$ Tr"!t ompan( (an mana mer"pakan anak 'a%an $ar& per"!a#aan
%o!ton.
6. 0atr&k! Bo!ton on!"lt&n 2ro"p mer"pakan !"at" meto$e anal&!&! "nt"k men("!"n !"at"
peren'anaan "n&t %&!n&! !trate&' *SBU+ $enan melak"kan penkla!&,&ka!&an ter#a$ap
poten!& ke"nt"nan per"!a#an. Dan $alam #al &n& ter$apat k"a$ran "nt"k menent"kan Po!&!&
!et&ap SBU (an ter$&r& $ar& H
a+ Do (a&t" pa$a kateor& &n& per"!a#aan %era$a $alam pan!a pa!ar (an ren$a# $an
pert"m%"#an pa!ar (an lam%at.
%+ a!# o9 (a&t" Kateor& &n& mem&l&k& pan!a pa!ar relat&, (an t&n& tetap& %er!a&n
$alam &n$"!tr& (an pert"m%"#ann(a lam%at
'+ Star (a&t" D&4&!& $enan pan!a pa!ar relat&4e (an t&n& $an t&nkat pert"m%"#an
&n$"!tr& (an t&n&.
$+ "e!t&on 0ark (a&t" Kateor& &n& mem&l&k& po!&!& pan!a pa!ar relat&, (an ren$a#) tetap&
mereka %er!a&n $alam &n$"!tr& (an %ert"m%"# pe!at B&a!an(a ke%"t"#an ka!
per"!a#aan &n& t&n& $an pen$apatan ka!n(a ren$a#.
7. T"-"ann(a a$ala# "nt"k meneta#"& pro$"k manaka# (an la(ak men$apat per#at&an $an
$"k"nan $ana aar pro$"k ter!e%"t %&!a %erta#an $an men-a$& kontr&%"tor ter#a$ap k&ner-a
per"!a#aan $alam -anka pan-an.
SARAN
1. Dalam #al &n& !et&ap per"!a#aan #ar"! $apat mem&l&# anal&!&! (an tepat "nt"k menam%&l
!"at" kep"t"!an !trate& apa (an #ar"! $&"nakan $em& ke%erlan!"nan "!a#an(a.
7/23/2019 Tugas Manajemen Strategi ( Bcg)
http://slidepdf.com/reader/full/tugas-manajemen-strategi-bcg 16/16
6. Dan "nt"k per"!a#aan 0"lt&$&4&!& aar mamp" menerpakan !trate& Un&t B&!n&! $enan
meneta#"& Po!&!& Un&t %&!&n&!n(a ter$a#"l" melal"& penerapan anal&!&! 0atr&k! Bo!ton
on!"lt&n 2ro"p $enan $em&k&an per"!a#aan m"lt&$&4&!& (an mem&l&k& "n&t %&!&n&! $apat
mem&l&# !trate& $an t&$akan (an tepat "nt"k pro$"k "!a#an(a aar $apat %er!a&n $enan
pe!a&n $an men-a$& market lea$er pert"m%"#an pa!ar (an t&n& $an pan!a pa!ar (an
t&n&