Chapter IV

MENGEVALUASI SUMBERDAYA,
KAPABILITAS, DAN DAYA SAING
PERUSAHAAN

Faiz & Lee

PPA | 2024

Universitas Diponegoro
EVALUATE RESOURCES,
COMPANY CAPABILITY
AND COMPETITIVENESS
z
 z
4.1 Introduction

 Discuss many techniques for evaluating a company's internal

situation, including its resources, capabilities, as well as the
activities carried out by the company based on its value chain.
4.1 Introduction
z

 Six questions :
 1. How well is the company's current strategy working?

 2. What are the company's most important and competitive capabilities and
resources today?

 3. Is the company able to take advantage of market opportunities and overcome

external threats?

 4. Are the company's costs and prices competitive enough when compared to its
main competitors, and does the company have an attractive value proposition for
customers?

 5. Is the company stronger or weaker than its main competitors?

 6. What strategic issues and main problems really require the greatest attention of
managers?
 4.2 Learning Objectives
z

 Expected to be able to:

 1. Study how well the company strategy is implemented.

 2. Understand why a company's capabilities and resources are so important to its

strategic approach, and how to evaluate their potential that can give the company
an advantage over its competitors.

 3. Find a way to analyze the company's strengths and weaknesses amidst market
opportunities and external threats.

 4. Try to understand how the company's value chain activities can influence the
company's cost structure, degree of differentiation and competitive advantage.

 5. Understanding how a holistic evaluation of a company's advantage situation

can guide managers in making critical decisions about their next strategic
actions.
 z

4.3 How Well Is the Company's Current

Strategy Working?

 Evaluating how well a company's current strategy is working

requires examining the company's competitive approach.

 several test questions will be raised such as, what are the
company's recent actions to attract more customers and to improve
its market position
 z
Two key indicators that show how well the
company's strategy is running or functioning,
namely:

 a. Has the company achieved its previously established

financial and strategic goals, and

 b. Does the company have performance above the average of

similar companies?
 z
4.4 What are the Company's Important and Competitive Capabilities
and Resources?

 Four types of testing namely:

 a. Are the resources (or capabilities) the company has competitively valuable?

 b. Is the resource scarce - is it something competitors don't have?

 c. Is the resource difficult to imitate or plagiarize?

 d. Can these resources be replaced with other resources and capabilities -

are there good substitute resources out there?
 5. Apakah Perusahaan mampu Merebut Peluag
Pasar dan Meniadakan Ancama Eksternal?

Alat untuk melakukan pemeriksaan ini secara luas dikenal sebagai analisis SWOT (Strength, Weakness,
Opportunity and Threats).
6. Apakah Biaya dan Harga yang dikeluarkan
Perusahaan cukup Bersaing dibandingkan Para
Pesaingnya, dan Apakah Perusahaan memiliki Proporsi
Nilai yang Menarik Minat para Pelanggan?
Blue and Red
Salah satu tanda yang paling kuat
memberikan indikasi apakah posisi bisnis
sebuah perusahaan berada pada posisi
yang kuat atau lemah dapat diketahui dari
apakah biaya-biaya dan harga yang
dikeluarkan dapat bersaing dengan para
pesaingnya di industri yang sama.
 Theoretical Framework
Red Ocean
Red Ocean menekankan pada keikutsertaan Anda
ke dalam pasar yang yang sudah terbentuk
(existing market). Dalam pasar jenis ini, biasanya
terdapat banyak kompetitor.
Strategi ini mengedepankan perang tarif atau harga
sebagai salah satu pendekatan utama. Langkah ini
dapat membantu bisnis Anda untuk mengalahkan
kompetitor lama.
Blue Ocean
Blue Ocean sangat berlawanan dengan strategi Red
Ocean. Blue Ocean mengedepankan pasar baru yang
belum terbentuk (new market).
Strategi ini biasanya merupakan ekspansi dari pasar
yang sudah ada. Salah satu kunci terpenting dalam
strategi ini, adalah dengan menentukan pasar
potensial, di mana belum banyak kompetisi di pasar
tersebut.
6. Apakah Biaya dan Harga yang dikeluarkan
Perusahaan cukup Bersaing dibandingkan Para
Pesaingnya, dan Apakah Perusahaan memiliki Proporsi
Nilai yang Menarik Minat para Pelanggan?
Implementation
Phase 1 Phase 2

Nilai yang diberikan oleh pelanggan Seberapa baik kebutuhan pelanggan

tergantung pada seberapa baik kebutuhan terpenuhi tergantung pada kualitas
pelanggan terpenuhi untuk harga yang harus memuaskan yang didapat pelanggan dari
produk atau jasa, serta atribut lainnya.
dibayarkan.

Semakin besar jumlah nilai pelanggan, semakin meningkatkan keuntungan yg

lebih baik dibandingkan dengan para pesaingnya. Sedangkan semakin tinggi
Conclusion
biaya-biaya yang dikeluarkan perusahaan, maka daya saingnya menjadi rapuh.
 Case Example

HWA SEUNG INDONESIA

 Situasi Terkini
HWI Innovations is a Large-sized shoe manufacturing company
that has been facing increased competition in the market. While
the company has a reputation for producing quality footwear, it
recognizes the need to reassess and improve its strategies to
maintain and enhance its competitiveness.
Objectives:
• Increase market share in key demographics.
• Improve production efficiency and reduce costs.
• Enhance sustainability practices in response to consumer
demands.
• Innovate in design and materials to stay ahead of trends.
 Evaluation Process:
Market Analysis:
Conduct a comprehensive analysis of the shoe market, including
consumer preferences, trends, and competitor strategies. Identify
target demographics and assess the competitive landscape to spot
1
opportunities for differentiation.

Customer Feedback and Preferences:

Gather feedback from existing customers through surveys,

2 social media, and direct interactions. Analyze this feedback

to understand customer preferences, identify areas for
improvement, and uncover unmet needs in the market.
 Evaluation Process:
Supply Chain Optimization:
Evaluate the efficiency of the supply chain, from sourcing raw
materials to manufacturing and distribution. Identify
opportunities to streamline processes, reduce production costs,
3
and enhance overall operational efficiency.

Sustainability Practices:
Respond to the growing demand for sustainable and eco-

4
friendly products by assessing and improving the company's
environmental impact. Explore options for using recycled
materials, reducing waste, and implementing sustainable
manufacturing practices.
 Evaluation Process:
Technology Integration:
Assess the incorporation of advanced manufacturing technologies such
as 3D printing or automated production lines. Evaluate how technology
can improve production speed, quality control, and customization
5
options.
• Small line

Brand Positioning:
Evaluate the effectiveness of the company's current brand positioning. Assess

6
whether the brand image aligns with consumer expectations and explore
opportunities for rebranding or refining the marketing strategy.
• NIKE 50%
• Adidas 30%
 Evaluation Process:
Product Innovation:
Invest in research and development to introduce new shoe designs,
materials, or features that resonate with current market trends.
Consider collaborations with designers or influencers to create unique
7
and attractive products.

Implementation:
Develop a detailed action plan based on the evaluation findings.

8
Invest in technology upgrades and employee training to optimize production processes.
Implement sustainable practices and communicate these initiatives to consumers.
• Launch marketing campaigns that highlight new product innovations and the improved brand
positioning.
 Evaluation Process:
Outcome:

Increased market share in target demographics.

Improved production efficiency and reduced manufacturing costs.
Enhanced sustainability practices, aligning with consumer values.
Innovative product offerings that appeal to current market trends.
9
 Conclusion
Outcome:

Increased market share in target demographics.

Improved production efficiency and reduced manufacturing costs.
Enhanced sustainability practices, aligning with consumer values.
Innovative product offerings that appeal to current market trends.
9
Conclusion
• Long-Term Strategy:

• Continuously monitor consumer trends and adjust product offerings accordingly.

• Stay agile and responsive to changes in the competitive landscape.
• Explore international expansion opportunities and strategic partnerships.
• Foster a culture of innovation within the organization to maintain a competitive edge in design
and manufacturing. + IT technology
• By systematically evaluating and optimizing its strategies, HWI Innovations can position itself
as a competitive and innovative player in the shoe manufacturing industry while meeting
consumer demands and staying ahead of market trends.