Analisis Persekitaran Dalaman

Langkah yang boleh diambil oleh

syarikat
“What a firm can do”
 “Resource-Based Approach”
 Untuk mengenalpasti kekuatan dan kelemahan
(strength & weaknesses) syarikat
 Resource (Sumber)
– Aset, kelebihan, proses, kemahiran, pengetahuan :
dikawal oleh syarikat
 Faktor Strategik
– Kelainan yang signifikan berbanding sejarah syarikat,
pesaing utama, ‘industri average’
 Contoh Sumber : Jenama : McDonalds, Coca-Cola
 Rantaian Nilai
 Porter: “Perbezaan antara rantaian nilai pesaing
adalah satu punca daya saing”

 Rantaian aktiviti-aktiviti yang mewujudkan nilai

bermula dari ‘raw materials’ hinggalah produk
berada di pihak pengguna
– Rantaian Nilai Industri - Luaran
– Rantaian Nilai Korporat – Dalaman

 Rantaian Nilai Korporat

– Aktiviti Primari dan Sokongan
Industrial Value Chain

Supplier

Manufacturer

Distributor

Customer
kadzrinakadir
Corporate Value Chain

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 Kepentingan Rantaian Nilai
 Supaya syarikat memahami bahagian
operasi yang mewujudkan nilai dan
bahagian yang tidak.
 Syarikat hanya mendapat ‘above-average
returns’ apabila nilai yang wujud melebihi
kos utk mewujudkan nilai tersebut
 Contoh: UPS dan Fender International
– Mengendali logistik utk Eropah, T Tgh, Afrika
 Membina Kelebihan Daya Saing
Sumber
(Resources) Kelebihan Daya Saing
Mapan (Sustainable
Competitive Advantage

Penggunaan
Sumber
Kelebihan Daya Saing
(Capability)
(Competitive Advantage)

4 kriteria ‘Core Competencies’

VRIO
 Evaluating Key Resources
VRIO Framework
 Value: Does it provide competitive
advantage?

 Rareness: Do other competitors possess it?

 Imitability: Is it costly for others to imitate?

 Organization: Is the firm organized to

exploit the resource?

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 Bidang Fungsian
Analisa mengikut bidang Fungsian syarikat utk kelemahan /
kekuatan
 Struktur
 Pemasaran
R & D
 Operasi
 Sumber Manusia
 Teknologi Maklumat
 Kewangan
 Budaya Korporat ( Corporate Culture )
 Analisis 7s +
kewangan+budaya+kepercayaan
 Objective
 Strukture
 System
 Skill
 Style
 Staff
 Strategy
 Financial
 Culture
 Beliefs
 Internal Factor Analysis Summary (IFAS)

Weighted
Internal Factors Weight Rating Score Comments
1 2 3 4 5
Strengths

Weaknesses

Total Weighted Score 1.00

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 Internal Factor Analysis Summary (IFAS):
Maytag as Example

Internal
Weighted
Factors
Weight Rating Score Comments
Strengths
• Quality Maytag culture 1 2 3 4 5
• Experienced top management .15 5 .75 Quality key to success
• Vertical integration .05 4 .20 Know appliances
• Employee relations .10 4 .40 Dedicated factories
• Hoover’s international orientation .05 3 .15 Good, but deteriorating
.15 3 .45 Hoover name in cleaners
Weaknesses
• Process-oriented R&D
• Distribution channels .05 2 .10 Slow on new products
.05 2 .10 Superstores replacing
• Financial position small dealers
• Global positioning .15 2 .30 High debt load
.20 2 .40 Hoover weak outside the
United Kingdom and
• Manufacturing facilities Australia
.05 4 .20 Investing now
Total Weighted Score
1.00 3.05

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