Matriks Space Philip Morris

MANAJEMEN STRATEGIK…

NIO TAMARA DYAH D.

SPACE Matrix

Strategic Position & Action Evaluation Matrix

Aggressive

Conservative

Defensive

Competitive

SPACE Matrix

Two Internal Dimensions

Financial Strength (FS)

Competitive Advantage (CA)

SPACE Matrix

Two External Dimensions

Environmental Stability (ES)

Industry Strength (IS)

SPACE FACTORS

Environmental Stability (ES)

Technological changesRate of inflationDemand variabilityPrice range of competing productsBarriers to entryCompetitive pressure

Price elasticity of demandEase of exit from market Risk involved in business

Financial Strength (FS)

Return on investmentLeverageLiquidityWorking capitalCash flow

External Strategic PositionInternal Strategic Position

SPACE FACTORS

Industry Strength (IS)

Growth potentialProfit potentialFinancial stabilityTechnological know-howResource utilizationEase of entry into marketProductivity, capacity utilization

Competitive Advantage CA

Market shareProduct qualityProduct life cycleCustomer loyaltyCompetition’s capacity utilizationTechnological know-howControl over suppliers & distributors

External Strategic PositionInternal Strategic Position

STEPS TO DEVELOPING A SPACE MATRIX

1. Select a set of variables to define FS, CA, ES, & IS

2. Assign a numerical value:1. From +1 to +6 to each FS & IS dimension2. From -1 to -6 to each ES & CA dimension

3. Compute an average score for each FS, CA, ES, & IS

4. Plot the average score on the appropriate axis

5. Add the two scores on the x-axis(CA,IS) and plot the point. Add the two scores on the y-axis(FS,ES) and plot the point. Plot the intersection of the new xy point

6. Draw a directional vector from the origin through the new intersection point.

SPACE MATRIXFS

+6

+1

+5+4+3+2

-6-5-4

-3-2-1-6 -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 +6

ES

CA IS

Conservative Aggressive

Defensive Competitive

MATRIKS SPACE PHILIP MORRIS COMPANIES

Kekuatan Keuangan (FS)

Modal Kerja > $200.000.000 5

Likuiditas “King of Cash” 6 11

=> (11:2 = 5,5)

KEKUATAN INDUSTRI (IS)

Potensi pertumbuhan PM Companis secara keseluruhan 5

Potensi laba memiliki kontribusi yang cukup besar bagi PM Companies dan mengalami peningkatan 5

Utilisasi sumber daya PM Companies secara umum 5

15

=> (15:3 = 5)

STABILITAS LINGKUNGAN (ES)

Tekanan persaingan PM Companies terhadappara pesaing perusahaan lainnyacukup tinggi -4

Hambatan PM Companies dalam memasuki pasar -4

Risiko bisnis yang dihadapi olehPM Companies -4

-12

=> (-12:3 = -4)

KEUNGGULAN COMPETITIVE (CA)

Pangsa pasar PM Companies -2 Kualitas produk PM Companies

di segala sektor -2 Kesetiaan pelanggan produk-produk

PM Companies -2 Pengetahuan teknologi PM Companies -3

-9

=> (-9:4 = -2,25)

•Sumbu X CA + IS = -2,25 + 5 = 2,75

•Sumbu Y ES + FS = -4 + 5,5 = 1,5

FS

ES

CA IS

y

x

1,5

2,75

Agresif

Perusahaan memiliki keuangan yang kuat dan mencapai keunggulan kompetitif yang besar dalam industri yang stabil dan berkembang.

PHILIP MORRIS COMPANIES berdasarkan perhitungan di atas serta diagram SPACE matrix yang dihasilkan, arah vector SPACE Matrixnya masuk di dalam Kuadran Agresif (kuadran kanan atas). Perusahaan berada dalam posisi yang baik untuk menggunakan kekuatan Internalnya, guna:

Memanfaatkan peluang eksternal Mengatasi kelemahan Internal Menghindari ancaman eksternal

Strategi yang dapat diambil: Penetrasi Pasar Pengembangan Pasar Pengembangan Produk Integrasi ke Belakang Integrasi ke Depan Integrasi Horizontal Diversivikasi Konglomerat Diversifikasi Konsentrik Diversifikasi Horizontal

*strategi kombinasi dari semuanya layak digunakan, tergantung kondisi spesifik yang dihadapi perusahaan.