3 fungsi bisnis
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TRANSCRIPT
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Kuliah-3-Fungsi Bisnis-Senator Nur Bahagi@
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Business Function
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Business Cycle and Process
BUSINESS CYCLE BUSINESS FUNCTION BUSINESS LEVEL
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Business CycleOpportunity
Feasibility
Engineering Design
Construction
Operation and Maintenance
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BUSINESS FUNCTION
SDMMARKETING PRODUKSI
FINANCE
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Marketing Identification of Need
STP
Deliver product/service to customer
Marketing Mix
Sales Transaction
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Marketing Function Identifikasi Kebutuhan
Jenis Produk/jasa Konsumen Spesifikasi Daya Beli Volume Saluran Distribusi
Penyampaian Produk/jasa Marketing Mix
Product Price Promotion Place
MarketingPlan
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Identifying Customer Needs Gathering Information From
Customers Interview, Focus Group, Customer
Survey, and Customer Complaint Constructing Survey
Instrument Evaluating Customer Needs
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Customer Requirements
Expecters Basic attributes that one would
expect to see in the product
Spokens Specific features that customer
defines the product in terms of these attributes that one would expect to see in the product
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Customer Requirements
Unspokens Specific Features That Customers
Say They Want in the Product.
Exiters Product Features That Make the
Product Unique and Distinguish It From the Competition
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Quality Function Deployment
A Planning and Problem Solving Tool for Translating Customer
Requirements Into the Engineering Characteristics of
Product ( Engineering Parameters)
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5Correlation Matrix
4Engineering Characteristic
6Relationship Matrix
7. Absolute Importance8. Relative Importance
9. Technical Competitive Assessment
10. Technical Difficulty11. Target Value
1CustomerReq’ment
“What?”
2CompetitiveAssessment
3Impor-tance
Rating
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PRODUCTION/OPERATION MENGHASILKAN PRODUK SESUAI
DENGAN PERMINTAAN KONSUMEN
ENGINEERINGMANUFACTURING
PRODUCTION MANAGEMENT
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Manufacturing Function
Marketing Engineering
FabricationProduction
Management
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Produk
Consumer Industrial
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Product Start-up Growth Stable Decline
Volume Low Increasing High DecliningVariety Unique Inc.Standard Emergence High Standard Dom. Design Process Technology Organization Project Small Batch Line flow Line flow Job shop Assembly AssemblyInnovation High Medium Medium LowIntegration Low Medium Medium High
Industry Structure Small Consolidation Few large Survivor competitor and fallout competitor Competitive Flexibility Quality and Price(cost) Price(cost) Priority Flexibility Delivery
Product and ProcessTechnology Life Cycles
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EngineeringDesign Product’s Blue Print
According To Customer’s Demand
Product DesignProcess PlanningProduct Planning
Method Engineering
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Quality ? Fitness for Use
Conform To Specification
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Dimension of Quality for Manufactured Product
Performance Features
Reliability Durability
Serviceability Conformance
Aesthetics Perceived Quality
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Fabrication
Make Product According to the Blue Print From Engineering
Production ControlProcess ControlQuality Control
Facilities Control
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Production ManagementSupport Manufacturing In Order
To Fulfill the Customer’s Demand
Production Planning And Control Inventory Control
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SIKLUS FABRIKASIPemasaran &
PenjualanPerancangan
ProdukPerencanaan
Proses
Pengendalian Persediaan
Perencanaan dan
Pengendalian Produksi
Metoda Kerja, Waktu Standar dan perbaikan Produktivitas
Pembuatan Penerimaan
Pengiriman
Pengiriman
PEMASOK
KONSUMEN
Pengendalian Kualitas
Pengendalian Produksi
Pengendalian Proses
Pengendalian Peralatan
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FINANCEMENGELOLA ALIRAN DANA AGAR
TERJAMIN KETERSEDIAANNYA
FINANCIAL SOURCINGPLANNING AND BUGEDTING
AUDITING AND CONTROLLING
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SDMMENJAMIN KETERSEDIAAN
TENAGA KERJA SESUAI DENGAN KEBUTUHAN
RECRUITMENTTRAINING
PLACEMENTREWARD AND PROMOTION
RETIREMENT
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POSISI PRODUKSI/OPERASI
MARKETING PRODUCTION MARKETING
NEEDS IDENTIFICATION DELIVERY
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BUSINESS LEVELCORPORATE STRATEGY
BUSINESS STRATEGY
FUNCTIONAL STRATEGY
OPERATION MANAGEMENT
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MANAGEMENT LEVEL
CORPORATE/BUSINESS
BUSINESS/FUNCTIONAL
OPERATIONAL
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TIME FRAME
OPERATIONAL FUNCTIONAL BUSINESS CORPORATE
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CORPORATE STRATEGY SCOPE : CORPORATE/ ENTERPRISE OBJECTIVES : GROWTH PERFORMANCE : ROI/RONA/ROE….. FORMULATION :
PENETRATION MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION
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ANSOFF STRATEGY
EXISTING NEW
NEW
EXISTING
PENETRATION PROD. DEV
MARKT. DEV DIVERSIVICATION
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BUSINESS STARTEGY SCOPE : SBU OBJECTIVE : COMPETITIVENESS PERFORMANCE : MARKET
SHARE FORMULATION:
COST LEADERSHIP DIFFERENTIATION FOCUS
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Competitive Model
AmongIndustry Substitute
Buyer
New Entrance
Supplier
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Porter’s Business Strategy
Cost Leadership Differentiation Focus
Cost Differentiation
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FUNCTIONAL STRATEGY
SCOPE : BUSINESS FUNCTION OBJECTIVE : COMPETITIVE
PRIORITY PERFORMANCE :
TARGET COST
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OPERATION STRATEGY SCOPE :
PRODUCTION/OPERATION OBJECTIVE : COMPETITIVE PRIORITY PERFORMANCE :
QUALITY COST DELIVERY FLEXIBILITY SAFETY
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CONTOH TUJUAN OPERASIQUALITY
TAHUN INI 5 TAHUN YAD KOMPETITORKepuasan konsumen 75 % 85 % 75 %Persentase scrapdan reject 15 % 5 % 10 %Biaya garansi ( % penjualan) 1 % 0.5 % 1%
COSTCOGM ( % COGS ) 55 % 45 % 50%ITO 41 x 52 x 50 x
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CONTOH TUJUAN OPERASIDELIVERY
TAHUN INI 5 TAHUN YAD KOMPETITOR
Fill Rate 90% 95% 95%Lead Time (minggu ) 3 1 1
FLEXIBILITYWaktu untuk 10 bulan 6 bulan 8
bulanmengenalkan produk baruWaktu perubahan kapasitas 3 bulan 3 bulan 3
bulan
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OPERATION MANAGEMENT SCOPE : PRODUCTION/OPERATION
OBJECTIVE : EFFICIENCY PERFORMANCE:
QUALITY COST DELIVERY FLEXIBILITY
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FAKTOR PRODUKSI MANUASIA MESIN MATERIAL MANAJEMEN MODAL
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KOMPETENSI
TEKNIKALMANAJERIAL . KERJA SAMA . LEADERSHIP . ADAPTIF . CREATIVE