ANALISIS SWOT

dalam
PENGEMBANGAN
ORGANISASI
edisi - 2014
Prof Lukman Hakim PhD
Fakultas Farmasi UGM
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Apakah Analisis SWOT ?

Analisis lingkungan internal (institusi):
- Strengths dan Weaknesses

Analisis lingkungan eksternal :

- Opportunities dan Threats
Kajian untuk mengetahui kekuatan dan
kelemahan institusi, serta untuk mengetahui
peluang yang bisa diraih dan ancaman yang
harus diatasi oleh institusi dalam rangka
penyusunan perencanaan ke depan.
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Apa manfaat Analisis

SWOT ?
Untuk pengembangan :
- Karir (pribadi)
- Institusi/perusahaan
- Organisasi (swasta, bisnis, politik etc)
sehingga tercapai kondisi yang diinginkan secara
efisien.
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Analisis SWOT pribadi (1)

Strengths:
What advantages (eg, talency, skills, education or
connections) do you have that others don't have?
What do you do better than anyone else?
What personal resources do you have access to?
What do other people (and your boss in particular) see as
your strengths?

Weaknesses:
What could you improve?
What should you avoid?
What things are the people around you likely to see as
weaknesses?

Analisis SWOT pribadi (2)

Opportunities:
Where are the good opportunities facing you?
What are the interesting trends you are aware of?
Useful opportunities can come from such things as:
Changes in technology, markets and your company on both a
broad and narrow scale;
Changes in government policy related to your field;
Changes in social patterns, population profiles, lifestyle changes,
etc.; or
Local Events
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Analisis SWOT pribadi (3)

Threats:
What obstacles do you face?
What are the people around you doing?
Is your job (or the demand for the things you
do) changing?
Is changing technology threatening your
position?
Could any of your weaknesses seriously
threaten you?
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ANALISIS SWOT
PENGEMBANGAN
ORGANISASI

ANCAMAN

SWOT

ORGANISASI
kekuatan
kelemahan

SWOT

PELUANG

Diagram situasi yang dihadapi organisasi

Strengths
What are strengths ?
resources and capabilities that can be used
as a basis for developing a competitive
advantage.
Examples include :
- managerial skills, staff education, good services
assets, internet, drug patents
strong and well-known brand names (drugs,
hospitals)
good reputation among customers (patients)
cost advantages from proprietary know-how
exclusive access to high grade natural resources
favorable access to distribution networks

Weaknesses
Absence of certain strengths may be viewed as a
weakness.
For example :

lack of skills, knowledge (education), services

lack of drug patent protection, rules protection of MOH
a weak brand name, hospital
poor reputation among customers (patients)
high cost structure, services
lack of access to the best natural resources, internet
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lack of access to key distribution channels

Opportunities
New opportunities for profit and growth
(from external environmental analysis)

Some examples include:

flu seasons, weather changes, life style

unfulfilled (patients) need
arrival of new technologies, instruments
loosening of regulations (deregulations)
removal of international trade barriers (AFTA, MEA)
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Threats
Changes in external environmental also may
present threats to institutions.
Some examples include :
changes in whealthiness of consumers/patients
shifts in consumer tastes away from products
(generic to patented drugs, herbal meds)
emergence of substitute products (new
international hospitals, pharmacies AFTA, MEA)
new regulations on foreign hospitals, pharmacies
increased trade barriers/protection.
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SWOT Analysis
Used in formulating strategies and
policies (from higher to lower levels)
By no means an end in itself
One of many good techniques that may
help build a strong position for moving
the implementation forward (facing the
future)
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Kegunaan Analisis SWOT

Hasil analisis SWOT untuk merumuskan:

Strategi mengoptimalkan kekuatan untuk

memanfaatkan peluang yang ada (S-O).
Strategi menggunakan kekuatan untuk mencegah dan
mengatasi ancaman dari luar (S-T).
Strategi mengurangi kelemahan untuk memanfaatkan
peluang yang ada (W-O).
Strategi mengurangi kelemahan untuk mencegah dan
mengatasi ancaman dari luar (W-T).
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Bagaimana memperoleh data

SWOT ?
Dilakukan survey (interview) untuk mendapatkan
informasi yang akurat dan obyektif tentang :
- Kekuatan dan kelemahan internal (analisis internal).
- Peluang dan ancaman (analisis eksternal).
Quality of analysis will be improved greatly if interviews
are held with stakeholders : employees, suppliers,
customers, strategic partners, etc.
Dari analisis SWOT disusun RENCANA STRATEGIS
Ketidak-tepatan hasil analisis SWOT menyebabkan
kesalahan perencanaan strategi, sehingga institusi
mengalami kerugian atau menghadapi risiko besar.

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Rencana strategis institusi

Adalah rencana sistematik dan
berkesinambungan suatu institusi dengan
memanfaatkan potensi strategis yang dimiliki
untuk menjalankan misi institusi secara efektif
dan efisien dalam rangka mencapai visi.
Potensi strategis : critical success factors.
Organisasi akan berjalan tanpa arah atau
berjalan di tempat, jika tanpa Visi, Misi dan
Renstra.
Renstra mengandung unsur-unsur :
Tujuan, Sasaran, Strategi, Program dan
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Kegiatan.

Renstra diperlukan institusi

untuk mewujudkan visi
Institusi

RENSTRA

Visi

Analisis
SWOT

Organisasi tanpa RENSTRA akan berjalan serabutan

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SWOT Analysis Framework

E n v ir o n m e n ta l S c a n
I n t e r n a l A n a ly s is

E x te r n a l A n a ly s is

S tre n g th s
W eaknesses

O p p o rtu n itie s
T h r e a ts

SWOT Matrix
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Strategic External Analysis

Should anticipate future external
changes, in terms of :
Political, Economical, Societal, and
Technological aspects (PEST analysis)

Customer analysis (now and future):

What they want ?
What they need ?
What kind of customer in the future ?
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Subject under Analysis:-

strengths

www. IT ServiceBlog.com : All Rights reserved.

Management cover, succession?

opportunities
Market developments?
Competitors' vulnerabilities?
Industry or lifestyle trends?
Technology development and innovation?
Global influences?
New markets, vertical, horizontal?
Niche target markets?
Geographical, export, import?
New USP's?
Tactics - surprise, major contracts, etc?
Business and product development?
Information and research?
Partnerships, agencies, distribution?
Volumes, production, economies?
Seasonal, weather, fashion influences?

weaknesses
Disadvantages of proposition?
Gaps in capabilities?
Lack of competitive strength?
Reputation, presence and reach?
Financials?
Own known vulnerabilities?
Timescales, deadlines and pressures?
Cashflow, start-up cash-drain?
Continuity, supply chain robustness?
Effects on core activities, distraction?
Reliability of data, plan predictability?
Morale, commitment, leadership?
Accreditations, etc?
Processes and systems, etc?
Management cover, succession?

threats
Political effects?
Legislative effects?
Environmental effects?
IT and Service developments?
Competitor intentions - various?
Market demand?
New technologies, services, ideas?
Vital contracts and partners?
Sustaining internal capabilities?
Obstacles faced?
Insurmountable weaknesses?
Loss of key staff?
Sustainable financial backing?
Economy - home, abroad?
Seasonality, weather effects?

Sample SWOT Chart for you to customize

2006.

Advantages?
Capabilities?
Competitive advantages?
USP's (unique selling points)?
Resources, Assets, People?
Experience, knowledge, data?
Financial reserves, likely returns?
Marketing - reach, distribution, awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, qualifications, certifications?
Processes, systems, IT, communications?
Cultural, attitudinal, behavioural?

Corporate or Unit

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Getting Started
Be realistic about the strengths and
weaknesses
Be specific. Avoid grey areas.
Keep SWOT short and simple.
Avoid complexity and over analysis
Analysis should distinguish between where
you are today and where you could be in the
future
Focusing on the internal state vs the external
Align internal efforts with external
opportunities
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Simple rules for a successful

SWOT analysis
Establish the objectives : short, medium, long.
Establish the core team
Allocate research and information gathering
tasks to build SWOT matrix
Evaluate listed ideas against Vision, Mission,
Values and Objectives
Build Strategic Plans : long target.
Action Plans : eg. When to start and stop ?
Review the SWOT (for evaluation and feedback)
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Drawbacks of SWOT analysis

Usually reflects an existing position and
viewpoint (Note : future situation is changing)
Fail to correlate internal and external factors
Unaware of strengths or deny of weaknesses
May be subjective
May be too optimistic about opportunity
Fail to anticipate future threats
Use it as a guide, not a prescription
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Lingstra eksternal

Opportunity

Lingstra internal

1
2
3
n

Strength

Strategi Alternatif : Strategi Alternatif :

S1-O1
S1-T1
S1-O2
S1-T2
Sn-On
Sn-Tn

Weakness

Strategi Alternatif : Strategi Alternatif :

W1-O1
W1-T1
W1-O2
W1-T2
Wn-On
Wn-Tn

1
2
3
n

1
2
3
n

1
2
3
n

Threat

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Contoh kasus : Perapotikan

Apotik baru terletak di pinggir kota berpenduduk
padat, memiliki SDM cukup dan berpengalaman,
modal keuangan kuat, dan obat-obatan lengkap.
Banyak dokter praktek di kota, dan banyak
pasien rawat jalan. Pasien membeli obat di
apotik perkotaan.
Belum ada angkot ke daerah pinggir kota.
Sarana telkom baik.
QUEST : Susunlah analisis SWOT dan Renstra
untuk menarik customer (pasien) ke apotik
baru, sehingga omzet apotik meningkat.
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Contoh

Lingstra internal

Lingstra eksternal
Opportunity

Threat

1.
2.
3.

1.
2.

Pasien rawat jalan

Penduduk padat
Banyak dokter di
perkotaan

Belum ada angkot

Pasien beli obat di
apotik kota

Strength
1.
2.
3.

SDM cukup dan

berpengalaman
Modal kuat
Obat lengkap

Weakness
1. Lokasi pinggir kota

Bagaimana
strategi S-O ?

Bagaimana
strategi W-O ?

Bagaimana
strategi S-T ?

Bagaimana
strategi W-T ?
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Contoh

Lingstra eksternal
Opportunity

Threat

1.
2.
3.

Pasien rawat jalan

Penduduk padat
Banyak dokter di
perkotaan

1.
2.

Belum ada angkot

Pasien beli obat di
apotik kota

1.

Harga obat lebih

murah
Kerjasama dengan
dokter

1.

Manfaatkan sarana
telkom, internet
Sediakan antar
jemput obat

Lingstra internal
Strength
1.
2.
3.

SDM cukup dan

berpengalaman
Modal kuat
Obat lengkap

Weakness
1. Lokasi pinggir kota

2.

2.

1.Pelayanan prima untuk 1.

kepuasan pasien
2.Konseling gratis
2.
3.

Tingkatkan
penampilan apotik
Kolaborasi dengan
pemilik angkot
Karaoke gratis30

Beberapa strategi alternatif

1.
2.
3.
4.
5.
6.
7.
8.
9.

Harga obat lebih murah

Kerjasama dengan dokter
Manfaatkan sarana telkom, internet
Sediakan antar jemput obat
Pelayanan prima
Konseling gratis
Tingkatkan penampilan apotik
Kolaborasi dengan pemilik angkot
Karaoke gratis

S-O
S-O
S-T
S-T
W-O
W-O
W-T
W-T
W-T

Pilihlah dari beberapa strategi alternatif, langkah-langkah

strategis dan sistematik yang akan dilakukan.

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Pemilihan strategi alternatif

berdasarkan budaya institusi
Visi dan Misi
Falsafah
Nilai-nilai
STRATEGI ALTERNATIF harus sesuai dengan Visi, Misi, Falsafah, dan Nilainilai yang dianut institusi

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Contoh

Visi
Menjadi apotik terkemuka tahun 2020

Misi
Melakukan pelayanan kesehatan secara profesional
kepada masyarakat.

Falsafah
Konsumen adalah raja
First in First served

Nilai-nilai
Menjunjung tinggi kualitas, kejujuran, dan kehormatan
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profesi apoteker

Pemilihan Critical Success Factors

Strategi
Alternatif

Bbt Visi Misi Fals Nilai Total

Harga lebih murah

Ksama dengan
dokter
Manfaatkan telkom
Antar jemput obat
Pelayanan prima
Penampilan apotik
Kolaborasi angkot
Tiap SA diberi bobot; Tiap SA vs Visi, Misi, etc diberi
Rating

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Critical Success Factors

(menjadi tujuan)
1.
2.
3.
4.

Pelayanan prima
Tingkatkan penampilan apotik
Harga obat lebih murah
Manfaatkan sarana telkom

1. Tiap CSF merupakan TUJUAN (biasanya dicapai > 2 tahun)

2. Kalau akan dicapai < 2 tahun, dinamakan : SASARAN
3. SASARAN : SMART (specific, measurable, achievable, realistic, timebound)
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Sasaran
Pelayanan prima
selama 2 tahun

Strategi

Kegiatan

1. Antar-jemput obat

1. Siapkan 4 motor
2. Kontak 20 pasien

2. Preparasi cepat

1. 10 menit/resep
2. Jika gagal - diskon

3. Beri konsultasi

1. 20 pasien/hari
2. Siapkan 1 ahli

4. Layanan purna-jual

1. Pantau pasien
2. Catat nomer tilpon

1. Putar video, TV
5. Ruang tunggu enak
2. Akses internet
(AC, karpet, bunga)
3. Minum, snack
SASARAN dalam 2 tahun pertama

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Sasaran
Perbaikan
penampilan
apotik (dalam
waktu 6 bulan)

Strategi

Kegiatan

1. Perbaiki eksterior,
logo, tempat parkir, dll

1. Warnai cat menarik

2. Logo, papan nama
3. Parkir gratis

2. Perbaiki counter,
ruang tunggu, tempat
duduk, dll

1. Siapkan video, TV
2. Leaflet, brosur
3. Air minum, snack

3. Perbaiki
penampilan staf, cara
komunikasi, dll

1. Pakai kostum
2. Ramah, menarik
3.

4.

1.
2.
3.
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Sasaran
Harga obat lebih
murah (dalam 2
tahun)

Strategi

Kegiatan

1. Pembelian obat/
alkes partai besar

1. Kolaborasi apotik
2. Kolaborasi PBF
3.

2. Kerja efisien

1. Persingkat prosedur
2. Turunkan cost jasa
3.

3.

1.
2.
3.

4.

1.
2.
3.
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Sasaran
Manfaatkan
sarana telkom
(dalam 2 tahun)

Strategi

Kegiatan

1. Buka website

1. Konsultasi on-line
2.
3.

2. Pasang hot-spot di
ruang tunggu

1. Penunggu ngenet
2.
3.

3. Konsultasi lewat
telepon

1. Kontak pasien
2. Kontak dokter
3.

4.

1.
2.
3.
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Periodisasi pencapaian sasaran

Sasaran

Strategi tahun ke1

1.
2.
3.

Kendala Dana, SDM, Waktu, Situasi Perlu penjadwalan kegiatan

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Feedback control
Untuk sistem monitoring & evaluasi
sasaran dan kegiatan yang tidak tercapai.
Sistem MONEV dilakukan per 6 bulan,
atau per tahun.
Aspek yang diukur :
(Indikator/Parameter)
Finansial
Kepuasan konsumen, pasien
Operasi bisnis internal
Kepuasan staf-karyawan
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Kepuasan stake-holders

Manfaat Monev
Memastikan pelaksana untuk mencapai sasaran
dan melaksanakan kegiatan (tugas & fungsi).
Memberikan reward dan punishment
Sebagai alat komunikasi pimpinan dan karyawan
Memastikan apakah konsumen puas
Memastikan apakah terjadi peningkatan kinerja
Mengungkap permasalahan yang terjadi

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Assignment
Tiap mahasiswa membuat
analisis SWOT dan Renstra
pengembangan institusi masingmasing.
Durasi 2 minggu.
Sebagai pengganti ujian.
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