Manajemen Stratejik

BAB I

Pengertian Manajemen Strategik

Manajemen strategis merupakan proses atau rangkaian kegiatan pengambilan keputusan yang bersifat mendasar dan menyeluruh, disertai penetapan cara melaksanakannya, yang dibuat oleh pimpinan dan diimplementasikan oleh seluruh jajaran di dalam suatu organisasi, untuk mencapai tujuan.

PT Unilever Indonesia Tbk

PT Unilever Indonesia Tbk (perusahaan) didirikan pada 5 Desember 1933. Unilever Indonesia merupakan salah satu anak perusahaan raksasa produk konsumen Unilever yang patut dibanggakan. Secara finansial hingga 2004, Unilever Indonesia berhasil mempertahankan tingkat pertumbuhan dua digit selama 6 tahun berturut-turut. Angka penjualan tumbuh sebesar 10,6% menjadi Rp 8,985 triliun; laba usaha tumbuh 14,8% menjadi Rp 2,039 triliun; laba bersih tumbuh sebesar 13,2% menjadi Rp 1,468 triliun. Dengan kurs sekitar Rp 9.000 per dolar Amerika, maka Unilever Indonesia bisa dikatakan perusahaan satu miliar dolar.

Visi dan Misi Perusahaan :

Visi yang dimiliki oleh sebuah perusahaan merupakan suatu cita-cita tentang keadaan di masa datang yang diinginkan untuk terwujud oleh seluruh personel perusahaan, mulai dari jenjang yang paling atas sampai yang paling bawah, bahkan pesuruh sekalipun. Misi adalah penjabaran secara tertulis mengenai visi agar visi menjadi mudah dimengerti atau jelas bagi seluruh staf perusahaan.

Visi Unilever adalah “To become the first choice of consumer, costumer and community”

Misi Unilever adalah :

  • Menjadi yang pertama dan terbaik di kelasnya dalam memenuhi kebutuhan dan      aspirasi konsumen
  • Menjadi rekan yang utama bagi pelanggan, konsumen dan komunitas.
  • Menghilangkan kegiatan yang tak bernilai tambah dari segala proses.
  • Menjadi perusahaan terpilih bagi orang-orang dengan kinerja yang tinggi.

Bertujuan meningkatkan target pertumbuhan yang menguntungkan dan memberikan imbalan di atas rata-rata karyawan dan pemegang saham.

  1. Maksud dan Tujuan
  • Menjadi yang pertama dan terbaik di kelasnya dalam memenuhi kebutuhan dan aspirasi konsumen
  • Menjadi rekan yang utama bagi pelanggan, konsumen dan komunitas.
  • Menghilangkan kegiatan yang tak bernilai tambah dari segala proses.
  • Menjadi perusahaan terpilih bagi orang-orang dengan kinerja yang tinggi.
  • Bertujuan meningkatkan target pertumbuhan yang menguntungkan dan memberikan imbalan di atas rata-rata karyawan dan pemegang saham.
  • Mendapatkan kehormatan karena integritas tinggi, peduli kepada masyarakat dan lingkungan hidup.

Strategi

  1. Strategi  dalam memasarkan produk

Di dalam menghadapi persaingan antar perusahan, PT. UNILEVER,tbk memiliki strategi-strategi dalam menghadapi persaingan-persaingan antar perusahaan, strategi itu antara lain:

  1. Kepemimpinan Harga Rendah

Dengan menjaga harga yang rendah dan rak-rak diisi dengan baik menggunakan sistim pengisian kembali persediaan yang melegenda, wal-mart menjadi pemimpin bisnis eceran di amerika serikat. Sistem mili wal-mart mengirimkan pesanan atas barang dagang baru secara langsung kepada pemasok ketika pelanggan membayar pembelian mereka pada kasir.terminal titik pejualan mencatat kode barang setiap barang yang melewati kasir dan mengirimkan transaksi pembelian langsung kepada komputer pusat wal-mart. Komputer mengumpulkan pesanan dari semua toko wai-mart dan mengirimkannya ke pemasok. Pemasok juga dapat mengakses daa penjualan dan persediaan wal-mart menggunakan teknologi web. Sistem ini mampu membuat wal-mart mempertahankan biaya rendah sembari menyesuaikan persediaannya untuk memenuhi permintaan pelanggan.

  1. Diferensiasi Produk

Produk Unilever terus memperkenalkan kemasan-kemasan yang terbaru, tetapi Unilever tetap mempertahankan kualitas produknya. Baik itu kemasan yang botol kaca, sachet, botol kecil dan masih banyak lagi kemasannya.

  1. Berfokus Pada Peluang Pasar

Produk Unilever menggunakan sistem informasi pelanggan yang beda dengan yang lain, produk masuk kedalam pasar dengan cara mempromosikan barang-barangnya dengan cara terjun langsung ke masyarakat dengan bukti-bukti kualitas secara real, misalnya dengan diadakannya perlombaan-perlombaan kepada masyarakat perbandingan antara produk Unilever dengan produk-produk pesaing lainnya.

  1. Menguatkan Keakraban Pelanggan dan Pemasok

Menggunakan sistem informasi untuk memfasilitasi akses langsung dari pemasok terhadap jadwal produksi.dan bahkan mengizinkan pemasok untuk memutuskan bagaimana dan kapan mengirim pasokan kepada pemasok. Selain itu Unilever juga melakukan Tanya jawab kepada para konsumen dan membuat suara konsumen tempat para konsumen mengeluh.

  1. Strategi Promosi
  • Periklanan → semua bentuk penyajian nonpersonal dan promosi ide, barang atau jasa yang dibayar oleh suatu sponsor tertentu.
  • Promosi Penjualan → Berbagai insentif jangka pendek untuk mendorong keinginan  mencoba atau membeli suatu produk atau jasa.
  • Hubungan Masyarakat dan Publisitas → berbagai program untuk mempromosikan dan atau melindungi citra perusahaan atau produk individualnya.
  • Penjualan Secara Pribadi → interaksi langsung dengan satu calon pembeli atau lebih untuk melakukan presentasi, menjawab pertanyaan, dan menerima pesan
  • Pemasaran Langsung → penggunaan surat, telepon, faksimili, e-mail, dan alat penghubung non personal lain untuk berkomunikasi secara langsung dengan atau mendapatkan tanggapan langsung dari pelanggan tertentu dan calon pelanggan.
  • Taktik

 

Fokus terhadap konsumen, pelanggan, dan masyarakat.

  • Kerja sama

Mengakui adanya ketergantungan satu sama lain dan kita bekerja bersama-sama guna mencapai tujuan yang sama, dengan semangat untuk menang, dan saling percaya.

  • Integritas

Bersikap jujur, berpegang teguh pada prinsip, konsisten, dan terpercaya dalam semua transaksi yang kita lakukan. percaya diri dalam mempertahankan keyakinan, bahkan dalam situasi sulit. melaksanakan apa yang dikatakan.

  • Membuat sesuatu terjadi

Bersikap positif dalam mengambil keputusan yang cepat berdasarkan fakta yang ada dan dalam membuat sesuatu terjadi. mengadopsi semangat perusahaan kecil sehingga dapat memberikan fleksibilitas, ketangkasan dan imajinasi yang perlukan agar berhasil.

  • Berbagi kegembiraan

Harus berhasil bersama-sama. Semangat yang melimpah menandakan bahwa kberbagi penghargaan atas hasil kerja keras. melaksanakan tugas dengan gembira sehingga mendapatkan energi dan membantu meraih sukses.

BAB II

Analisa SWOT

Bobot setiap faktor dari Strenght, Weakness, Opportunity dan Threat diberi nilai = 1,00, sedangkan untuk Rating setiap faktor diberi kriteria :

Rating 1                       :  Pengaruhnya kurang sekali

Rating 2                       :  Pengaruhnya kurang

Rating 3                       :  Pengaruhnya sedang

Rating 4                       :  Pengaruhnya kuat

Rating 5                       :  Pengaruhnya kuat sekali

FAKTOR INTERNAL PERUSAHAAN

NO

STRENGHT

NILAI

BOBOT

RATING

SCORE

1

Strategi pemasaran produk sangat baik (melalui media electronic,cetak,dan terjun langsung kepada masyarakat)

4

0,22

4

0,88

2

Diferensiasi produk (selalu memperkenalkan kemasan terbaru dan produk inovatif kepada masyarakat)

3

0,16

4

0,64

3

Jadwal produksi yang mudah diakses melalui system informasi

3

0,16

3

0,48

4

Pendekatan dan promosi penjualan yang baik karena menggunakan pola regionalisasi

4

0,22

4

0,88

5

Harga pokok terjangkau

4

0,22

4

0,88

JUMLAH

18

0,98

19

3,76

NO

WEAKNES

NILAI

BOBOT

RATING

SCORE

1

Kemasan mudah ditiru oleh oknum yang tidak bertanggung jawab

4

0,22

4

0,88

2

Diferensiasi produk (selalu memperkenalkan kemasan terbaru dan produk inovatif kepada masyarakat)

3

0,16

4

0,64

3

Jadwal produksi yang mudah diakses melalui system informasi

3

0,16

3

0,48

4

Pendekatan dan promosi penjualan yang baik karena menggunakan pola regionalisasi

4

0,22

4

0,88

5

Harga pokok terjangkau

4

0,22

4

0,88

JUMLAH

18

0,98

19

3,76

FAKTOR EKSTERNAL PERUSAHAAN

Faktor Strategi

Rating

Rating 1   : Sedikit mengancam

Rating 2   : Agak mengancam

Rating 3   : Mengancam

Rating 4   : Sangat mengancam

  THREAT NILAI BOBOT RATING SCORE

1

Tidak stabilnya nilai tukar rupiah terhadap mata uang asing

3

0,2

3

0,6

2

Maraknya pemalsuan dan penyelundupan produk dari cina

3

0,2

3

0,6

3

Produk pesaing dengan harga lebih rendah

3

0,2

3

0,6

4

Rendahnya infrastruktur yang memadai berupa jalan yang menyebabkan tingginya biaya pemasaran produk.

3

0,2

3

0,6

5

Adanya penghapusan subsidi BBM bagi industri

2

0,1

4

0,4

TOTAL

14

0,9

16

2,8

N

OPPORTUNITY

NILAI

BOBOT

RATING

SCORE

1

Tingginya kepuasan konsumen terlihat dari predikat prima indeks kepuasan konsumen

3

0,2

4

0,8

2

Tinggi dan stabilnya tingkat kesetiaan masyarakat atas produk consumer goods 83 %.

3

0,2

3

0,6

3

Rekomendasi investasi pada saham dengan level beta dibawah 1

3

0,2

3

0,6

4

Banyaknya pemain pasar nasional yang belum memiliki cara produksi kosmetik yang baik.

3

0,2

3

 

0,6

5

Tingginya tingkat ketergantungan masyarakat akan jenis produk consumer goods

3

0,2

4

0,8

TOTAL

15

0,8

17

3,4

Kesimpulan :

Berdasarkan hasil nilai yang di dapat dari penelitian pada klom di atas sebagai berikut :

  • Total kekuatan : 3,34
  • Total kelemahan :3,4
  • Total Ancaman : 2,8
  • Total peluang : 3,4

 

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UTS MANAJEMEN KARIR

1.  Ruang Lingkup Manajemen Karir
Secara luas, manajemen karir meliputi seluruh kegiatan yang berkenaan dengan pekerjaan pegawai. Kegiatan ini di mulai dari proses penarikan (rekrutmen) pegawai, penempatan pegawai, pengembangan pegawai, dan berakhir pada pemberhentian pegawai. Walker (1980) misalnya, membuat sederetan issue dalam manajemen karir. Ia mengkaitkannya dengan berbagai kegiatan perencanaan ketenagakerjaan. Berikut adalah tabel Walker (sesuai penyesuaian seperlunya oleh penulis).

2. Perencanaan karir adalah proses menentukan tujuan karir dan jalur untuk mencapai tujuan tersebut.

Organisasi : Perusahaan harus memberi para karyawannya peluang-peluang untuk mempelajari dan mengerjakan hal-hal yang berbeda. Mengerjakan tugas yang sama atau mirip dari waktu ke waktu hanya memberikan perkembangan yang kecil.
Individual : perencanaan karir individual terfokus pada individu yang meliputi latihan diagnostic dan membantu individu tsb menentukan “siapa saya” dari segi potensi dan kemampuannya

3. Faktor yang mempengaruhi pengembangan karir

  1. Kemampuan manajerial
  2. Kemampuan teknis
  3. Keamanan
  4. Krativitas
  5. Kebebasan

4. Yang dimaksud Jalur karir, Manajemen Karir,dan Konseling Karir
Jalur karir adalah urutan jabatan atau pekerjaan yang membentuk karir seseorang.
Manajemen karir adalah proses pengelolaan karir pegawai yang meliputi tahapan
kegiatan perencanaan karir, pengembangan dan konseling karir, serta pengambilan keputusan karir. Manajemen karir melibatkan semua pihak termasuk pegawai yang bersangkutan dengan unit tempat si pegawai bekerja, dan organisasi secara keseluruhan. Oleh karena itu manajemen karir mencakup area kegiatan yang sangat luas
Konseling Karir adalah bimbingan karir pegawai yang untuk memahami berbagai informasi tentang karir mereka .

5. Peran organisasi dalam pengembangan karir

  1. Menyediakan Employee Assessment dan Career Planning Workshops
  2. Mengadakan Career Coaching Workshops
  3. Mendirikan Employee Career Centers
  4. Mengurus Internal Job dan Talent Banks.
  5. Career Partnership Center

6. Dialog,  Bimbingan, Keterlibatan individual, Umpan balik, Mekanisme perencanaan karir.

  1. Dialog :Melalui dialog inilah diharapkan timbul saling pengertian antara pegawai dan organisasi tentang prospek masa depan si pegawai.
  2. Bimbingan :Melalui bimbingan inilah pegawai dituntun untuk memahami berbagai informasi tentang karir mereka
  3. Keterlibatan individual :Setiap individu pegawai seharusnya dilibatkan dalam proses perencanaan karir
  4. Umpan balik :Jika dipromosikan, mereka berhak tahu mengapa mereka dipromosikan. Bila tidak terjadi perubahan karir dalam waktu yang cukup lama, mereka juga berhak tahu mengapa hal ini terjadi.

7. Manfaat yang saya dapatkan  dalam mengikuti matakuliah ini adalah saya dapat mengetahui apa yang dimaksud dengan manajemen karir dan saya dapat mengetahui jalur karir saya yang sesuai untuk ke depan . 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Manajemen karir

Makalah Jenjang Karir Sales Promotion Girl Toyota Otomotif

KATA PENGANTAR

Segala puji bagi Allah yang telah melimpahkan karunia dan nikmat bagi penulis, sehingga makalah ini dapat terselesaikan tepat pada waktunya.

Makalah ini disusun untuk memenuhi salah satu tugas mata kuliah Manajemen Karir Jenjang Karir Sales Promotion Girl Toyota Otomotif, karena terbatasnya ilmu yang dimiliki oleh penulis maka makalah ini masih jauh dari sempurna untuk itu saran dan kritik yang membangun sangat penulis harapkan.

Tidak lupa penulis sampaikan rasa terima kasih kepada semua pihak yang telah turut membantu dalam penyusunan makalah ini. Semoga bantuan dan bimbingan yang telah diberikan kepada kami mendapat balasan yang setimpal dari Allah SWT. Amin

Akhirnya penulis berharap semoga makalah ini bermanfaat khususnya bagi penulis dan umumnya bagi pembaca.

 

SURABAYA,     April 2012

 

Penulis

BAB I

PENDAHULUAN

1.1  Latar Belakang

Pemasaran suatu produk memerlukan beberapa aktivitas yang melibatkan berbagai sumber daya. Sebagai fenomena yang berkembang saat ini, dalam pemasaran terdapat suatu bagian yang memiliki keterkaitan langsung dengan konsumen, yaitu pada bagian sales product. Bagian ini terdiri dari beberapa divisi, terutama yang berkaitan dengan sistem pemasaran yang dilakukan suatu perusahaan.
Sebagai tenaga sales product, saat ini terdapat bagian pemasaran langsung yang menawarkan produk maupun sample product. Bagian ini biasanya dikenal sebagai sales promotion girl.

Pengertian sales promotion girls dapat dilihat dari berbagai aspek. Secara penggunaan bahasa,

Menurut Poerwodarminto (1987:198), sales promotion girl merupakan suatu profesi yang bergerak dalam pemasaran atau promosi suatu produk. Profesi ini selalu menggunakan wanita yang mempunyai karakter fisik yang menarik sebagai usaha untuk menarik perhatian konsumen.

Menurut Carter (1999:37), kebutuhan perusahaan terhadap tenaga sales promotion girls disesuaikan dengan karakteristik suatu produk yang akan dipasarkan. Promosi produk untuk kebutuhan sehari-hari biasanya menggunakan tenaga sales promotion girls dengan kriteria yang dimungkinkan lebih rendah dibandingkan dengan sales promotion girls untuk produk otomotif. Dengan demikian, pemilihan penggunaan tenaga sales promotion girl dapat dilakukan berdasarkan pertimbangan produk yang akan dipromosikan. Kesesuaian antara produk yang dipromosikan dengan kualifikasi sales promotion girls memungkinkan akan meningkatkan daya tarik konsumen pada produk yang dipromosikan. Keberadaan karakter fisik seorang sales promotion girl tersebut, secara fungsional dapat mengangkat citra produk, terutama produk konsumsi langsung.

Pengertian sales promotion girl ditinjau dari sistem pemasaran, Nitisemito (2001:53) berpendapat bahwa sebagai salah satu pendukung pemasaran suatu produk maka diperlukan tenaga promosi suatu produk sehingga mampu menarik konsumen. Selanjutnya,dengan kemampuan berpromosi yang dimiliki seorang sales promotion girl akan mampu memberikan berbagai informasi yang berkaitan dengan produk.

Retnasih (2001:23) menyatakan: “Sales promotion girl adalah seorang perempuan yang direkrut oleh perusahaan untuk mempromosikan produk.” Pendapat ini melihat keberadaan sales promotion girls dari fungsinya yaitu sebagai pihak presenter dari suatu produk. Lebih lanjut pendapat ini mengilustrasikan bahwa tugas utama dari sales promotion girls adalah promosi produk, pada umumnya status sales promotion girls adalah karyawan kontrakan. Mereka dikontrak dalam kurun waktu tertentu untuk mempromosikan produk.

Sebagian wanita menganggap bahwa profesi sebagai sales promotion girl memiliki jenjang karir yang bagus untuk masa depan mereka padahal definisi karir sendiri yakni  suatu kondisi yang menunjukkan adanya peningkatan status kepegawaian seseorang dalam suatu organisasi sesuai dengan jalur karir yang telah ditetapkan. Dalam hal ini pekerjaan sales promotion girl dinilai tidak menunjukan adanya perkembangan status individu dan peningkatan status kepegawaian dalam suatu perusahaan.

 

1.2   Pokok Permasalahan

Perempuan dianggap memiliki daya tarik tersendiri dalam dunia bisnis. Untuk itulah keberadaan Sales Promotion Girl atau yang biasa disebut SPG memiliki peranan penting. Dalam perusahaan, kecantikan para wanita ini dijadikan ujung tombak untuk mempromosikan produk yang dipasarkan. Dengan berpenampilan menarik, para SPG juga dituntut untuk menguasai materi produk. Tetapi sebagian orang menganggap bahwa pekerjaan SPG di nilai sebelah mata atau tidak penting, seperti halnya tidak memiliki jenjang karir yang baik.

 

1.3  Identifikasi masalah

  1. Bagaimana pandangan SPG tentang jenjang karir mereka
  2. Mengapa mereka memilih bekerja sebagai seorang SPG

 

1.4  Tujuan Penulisan

Tujuan dalam penelitian dan penulisan makalah ini adalah:

  1. Untuk menambah pengetahuan bagi penulis tentang program studi manajemen karir.
  2. Bagi pembaca, makalah ini akan bermanfaat sebagai sumber data mereka dalam mengetahui program studi manajemen karir dan mnegetahui jenjang karir seorang SPG

BAB II

PEMBAHASAN

Dalam bab ini akan membahas mengenai pengertian manajemen karir dan sales promotion girl

2.1  Definisi manajemen karir

Manajemen karir adalah proses pengelolaan karir pegawai yang meliputi tahapan kegiatan perencanaan karir, pengembangan dan konseling karir, serta pengambilan keputusan karir. Manajemen karir melibatkan semua pihak termasuk pegawai yang bersangkutan dengan unit tempat si pegawai bekerja, dan organisasi secara keseluruhan. Oleh karena itu manajemen karir mencakup area kegiatan yang sangat luas.

2.2  Definisi Sales Promotion Girl

Menurut Carter (1999:37), kebutuhan perusahaan terhadap tenaga sales promotion girls disesuaikan dengan karakteristik suatu produk yang akan dipasarkan. Promosi produk untuk kebutuhan sehari-hari biasanya menggunakan tenaga sales promotion girls dengan kriteria yang dimungkinkan lebih rendah dibandingkan dengan sales promotion girls untuk produk semisal produk lux seperti halnya otomotif. Dengan demikian, pemilihan penggunaan tenaga sales promotion girl dapat dilakukan berdasarkan pertimbangan produk yang akan dipromosikan. Kesesuaian antara produk yang dipromosikan dengan kualifikasi sales promotion girls memungkinkan akan meningkatkan daya tarik konsumen pada produk yang dipromosikan. Keberadaan karakter fisik seorang sales promotion girl tersebut, secara fungsional dapat mengangkat citra produk, terutama produk konsumsi langsung.

Kuesioner

1. Siapa yang menginspirasi anda bekerja sebagai seorang SPG?

a. Keinginan sendiri

b. Teman

c. Saudara

d. Lain-lain

2. Sudah berapa lamakah anda menjadi seorang SPG?

a. < 1 tahun

b. > 3 tahu

c. Di atas 5 tahun

d. Lain- lain …

3. Apa yang membuat anda tertarik bekerja sebagai SPG?

a. Gaji dan komisi yang tinggi

b. Waktu yang fleksibel

c. Menambah relasi

d. Lain-lain ….

4. Berapa besar gaji & komisi yang anda terima setiap bulannya?

a. Di bawahUMR

b. UMR

c. Di atas UMR

d. Lain-lain …

5. Apa yang sudah anda dapat selama bekerja menjadi SPG?

a. Hanya mencukupi biaya hidup bulanan

b. Bisa mencukupi biaya hidup secara pribadi dan keluarga

c. Kebutuhan sekunder dan tersier tercukupi

d. Lain-lain …

6. Bagaimana status kepegawaian anda saat ini di perusahaan?

a. Pegawai kontrak

b. Pegawai tetap

c. Pegawai event

d. Lain-lain ..

7. Bagaimana cara mempromosikan produk anda jual?

a. Menawarkan produk anda melalui media elktronik (telpon,sms,BBM)

b. Langsung bertemu dengan calon pelanggan

c. Mengikuti pameran yang di selenggarakan oleh perusahaan

d. Lain-lain…

8. Apa yang anda harapkan dari profesi pekerjaan anda saat ini?

a. Uang

b. Jabatan

c. Prestige

9. Banyak orang yang mengganggap pekerjaan SPG sebelah mata, bagaimana menurut anda?

a. Tidak peduli pandangan orang lain

b. Setuju dengan pendapat orang lain

c. Biasa – biasa saja

d. Lain- lain …

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Manajemen Karir

CURRICULUM VITAE

Name                                      : Didit Ariyanto

Place & date of birth              : Surabaya / 01 january 1989

Age                                         : 23 Years old

Address                                   : Jl. Bratang Wetan  Surabaya

Religion                                  : Islam

Status                                      : Single

Heigth                                     : 173 cm

Weight                                    : 64 kg

No. HP                                    : +62857xxxxxx

 

Education

  • Narotama University 2009- until now
  • SMA IPIEM Surabaya 2007
  • SMPN 39 Surabaya 2004
  • SDN Ngagel Rejo X Surabaya 2001

Work Experience

  • Sales Promotion Boy  PT. Daina Karya Jaya di SOGO 3 years
  • Sales Promotion Boy Mall Metro Surabaya

Job Description :

  • sell product
  • serving customers

 

 

 

 

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