Bab 4: Lingkungan Eksternal - Manajemen Strategi

Summary

This video discusses the concept of the external environment surrounding an organization, emphasizing its relevance to the organization's operations. It covers both specific and general environmental factors, such as consumers, suppliers, competitors, and interest groups. The video also explores the broader social, legal, economic, political, technological, and cultural factors that impact organizations. Key points include how organizations adapt to changes in these external factors to stay competitive and ensure long-term success. The importance of understanding market demands, consumer behavior, and technological innovations is highlighted as essential for organizational growth.

Takeaways

• 😀 External environment refers to factors outside an organization that affect its operations.
• 😀 The external environment is divided into specific and general environments.
• 😀 Specific environment includes consumers, suppliers, competitors, and interest groups.
• 😀 Consumers exchange money for products or services provided by organizations.
• 😀 Suppliers provide resources such as raw materials, labor, energy, etc., crucial for production.
• 😀 Competitors create a need for organizations to strategize to gain market share and stay ahead.
• 😀 Interest groups, like professional associations, influence organizations through pressure and advocacy.
• 😀 General environment includes broader factors like social, cultural, legal, economic, political, and technological factors.
• 😀 Social and cultural factors, including demographics and values, shape the demand for products and services.
• 😀 Technological advancements drive change in how businesses operate and can lead to new opportunities or challenges.
• 😀 Organizations must stay alert to both micro and macro environmental factors to succeed in a competitive market.

Q & A

What is the external environment in the context of an organization?

The external environment refers to all the elements outside an organization that are relevant to its operations. These include factors such as suppliers, consumers, competitors, and social-cultural, legal, economic, and technological factors that affect the organization.

How does the external environment impact an organization’s ability to operate?

The external environment impacts an organization by providing resources like raw materials, labor, and energy, which are necessary for producing goods or services. It also influences an organization’s market competition and potential for growth.

What are the two main categories of the external environment?

The external environment is divided into two main categories: the specific environment and the general environment.

What factors are included in the specific environment?

The specific environment includes four key factors: consumers (customers), suppliers, competitors, and pressure groups (interest groups). These directly affect the organization’s operations and strategy.

Why is understanding consumer behavior important for an organization?

Understanding consumer behavior is crucial because consumers exchange their resources, such as money, for the organization’s products or services. Analyzing consumer preferences helps organizations align their offerings with market demand.

What role do competitors play in shaping organizational strategy?

Competitors affect organizational strategy by influencing market share. Organizations need to monitor competitors’ movements and adjust their strategies to either attract more customers or outperform rivals in the market.

What is the role of technology in the external environment?

Technology plays a significant role by enabling rapid innovation in products and processes. It can create new opportunities for organizations to improve productivity or develop new offerings, but it also poses challenges, such as the risk of technological misuse.

How does the general environment affect an organization?

The general environment encompasses broader forces like social-cultural, economic, legal, political, and technological factors. Changes in these areas can have long-term effects on an organization’s operations and strategic direction.

Why must an organization monitor both the micro and macro environments?

Organizations need to monitor both micro (internal) and macro (external) environments to identify opportunities, threats, and trends that may impact their strategy. This allows them to adapt quickly to market changes and achieve sustained success.

What is the significance of understanding cultural and societal influences in the external environment?

Cultural and societal influences affect consumer behavior, product acceptance, and market dynamics. Understanding these factors helps organizations tailor their products and marketing strategies to align with local customs, values, and preferences.