Ibnu Harris, S.Kom., M.M. - Managemen Strategi 1: Analisis Lingkungan Eksternal

Summary

In this video, Ibnu Haris discusses the importance of external environmental analysis in strategic management. He explains the two key steps of this process: macro environmental assessment and industrial environmental analysis. The video covers how factors like economic, social, political, technological, and competitive forces impact businesses. It emphasizes the need for proactive management, understanding market structures, and anticipating changes in the external environment to successfully navigate opportunities and threats. The session concludes with the importance of adaptation to the changing times and the global business landscape.

Takeaways

• 😀 External environmental analysis is crucial for understanding opportunities and threats for a company.
• 😀 The analysis consists of two main steps: macro environmental assessment and industrial environmental analysis.
• 😀 The macro environment is vast, uncontrollable, and often hard for managers to predict or react to in time.
• 😀 Managers need to be proactive in responding to weak signals from the macro environment to avoid potential losses.
• 😀 The industrial environment consists of competing companies within the same market, and understanding it is vital for anticipating opportunities and threats.
• 😀 Different market structures (e.g., perfect competition, monopoly, oligopoly) affect how companies must anticipate and react to competition.
• 😀 Economic forces such as credit availability, interest rates, inflation, and GDP trends must be anticipated to formulate effective strategies.
• 😀 Social, cultural, and demographic factors impact product marketing and targeting, so companies must be aware of cultural differences and customer preferences.
• 😀 Political and legal factors, such as government stability, taxes, and regulations, can present both opportunities and threats for businesses.
• 😀 Technological advancements, particularly the internet, drastically change business opportunities and the production lifecycle, opening up global markets and competition.
• 😀 Competitive forces are critical; companies need to gather detailed information about competitors to create successful strategies and stay competitive.

Q & A

What is the purpose of external environmental analysis in strategic management?

External environmental analysis is the second step in the comprehensive strategic management process. It helps a company identify important variables that can present opportunities and threats, aiding in the formulation of a successful strategy.

What are the two main steps involved in external environmental analysis?

The two main steps are macro environmental assessment and industrial environmental analysis.

What is the macro environment, and why is it difficult for managers to assess?

The macro environment is an uncontrollable, broad environment that includes external factors affecting the company. It is difficult for managers to assess because it often provides weak signals and can be reactive, leading to delayed responses to potential threats.

What is the difference between macro environmental analysis and industrial environmental analysis?

Macro environmental analysis focuses on external, uncontrollable factors like economic, political, social, and technological trends. In contrast, industrial environmental analysis examines the behavior of competing companies within a specific market area and identifies opportunities or threats within that competition.

What factors should a company consider in macro environmental analysis?

A company should assess economic forces like credit availability, interest rates, and inflation; socio-cultural factors like demographic trends and cultural differences; political forces such as government policies and taxes; technological forces like internet development; and competitive forces involving market competition.

Why is it important for managers to understand market structures in industrial environmental analysis?

Understanding market structures, such as perfect competition, monopolies, and oligopolies, helps managers anticipate potential changes in the competitive landscape, including the risk of new competitors entering the market, which allows for better strategic planning.

What economic variables should a company be aware of in external environmental analysis?

Key economic variables include credit availability, income levels, interest rates, inflation rates, money market rates, government budget deficits, GDP trends, and consumer consumption patterns.

How can political factors impact a company’s strategy?

Political factors, like instability in government or regional differences in taxation, can create opportunities or threats for a company. Companies need to assess the political climate to anticipate regulatory changes or risks that may affect operations.

How does technology impact a company's external environment?

Technological advancements, especially the internet, can change market dynamics by shortening product life cycles, opening up new markets regardless of geographical limitations, and increasing competition as other companies can capitalize on these technological advancements.

What is the role of competitive analysis in external environmental analysis?

Competitive analysis helps a company understand its position relative to competitors. By gathering information about competitors' strengths and weaknesses, companies can formulate strategies to maintain or improve their competitive edge.