STRATEGI ALIANSI DALAM MENGHADAPI GLOBALISASI (STUDY PADA ERUSAHAAN FURNITURE DI KABUPATEN JEPARA)

Abstract

ABTRACTION The pronlrm that is faced by furniture entrepreneur at Jepara is limitation of prodution capacity and limitation of design that have had.So produce can't fulfi the buyer demand in at a certain time. This case can be anticipated by make an alliance strategy between several companies, where this solution is main alternative to face the problem This strategy model was proposed by Michael Yoshino and Rosabeth Kanter where alliance strategy can be happen in various form, which in fact it is a base form marketing alliance that, enclose: product or sevice alliance, promotional alliance, logistic alliance and pricing collaborations. This examination intend to give alternative of formulation strategi that will be used by company in make alliance strategy.To reach the purpose in order to get exact strategy formulation is used by analisis tool that are SWOT Matric, BCG Matric, and QSP Matric . With first base by identifying external factor and internal factors. The result of alliance strategy analysis formulation at furniture company according analysis result of SWOT Matric, BCG Matric, and QSP Matric are recommended 4 strategy that is done by each company with step priority application as follow: I Strategic service alliance, II Strategic opportunity alliance, III Strategic pricing collaboration and IV Strategic promotional alliance. ABSTRAKSI Perm alahan yang dihadapi para pengusaha furniture di Kabupaten Jepara adalah keterbatasan lcapasitas produksi dan keterbatasan design yang dimiliki. Sehingga produsen tidak mampu memenuhi permintaan buyer pada waktu tertentu. Hal ini dapat diantisipasi dengan melakukan strategi aliansi antar beberapa perusahaan, dimana solusi ini merupakan altematif mama dalam menghadapi nrasalah. Bentuk strategi aliansi ini dikemukakan oleh Michael Yoshino dan Rosabeth Kan ,er, dimana strategi aliansi dapat tetjadi dalambeberapa bentuk, yang sebenarrtya merupakan bentuk dasar dari suatu aliansi pemasaran yang meliputi: prodUct or service alliance, promotional alliance, logistic alliance and pricing collaborations. Penelitan ini bertujuan untulc memberikan altematif strategi aliansi yang harus diarnbil perusahaan dalam menghadapi globalisasi. Untuk mencapai tujuan agar dapat •memperoleh keputusan strategi yag tepat digunakan alat analisis berupa SWOT Matrik, Beg Matrik, dan QSP Matrik. Dengan didasari terlebih dahulu mengidentifikasikan factor ekstem dan factor interen. Hasil perumusan analisis strategi aliansi pada perusahaan furniture atas dasar basil analisis SWOT Matrik, BCG Matrik, dan QSP Matrik direkomendasilcan 4 strategi yang dilakukan masing — masing perusahaan dengan urutan rioritas penerapan sebagai berikut: I Strategi Service alliance II Strategi Opportunity Alliance, III Strategi Pricing Collaboration, IV Strategi Promotional Alliance.