ANALISIS STRATEGI UNTUK MENINGKATKAN KINERJA PERUSAHAAN LOGISTIK DI KOTA BANDUNG

Abstract

ABSTRACTFreight Company is a delivery service provider from factory to factory. This research purpose is to improve performances of a company which has been established since 2004 and located in Bandung. This research purpose is to evaluate internal and external condition from the company and to formulate strategy which can be implemented so that company performance will increase. This research is based on strategy formulation from Strategic Management Model by Fred. R. David. In this research, descriptive qualitative method research typed case study is used. While the techniques used for data collection are observations, interview, focus group discussion and literature study. The data obtained then analyzed using Matrix IFE, EFE, SWOT, IE and QSPM. To start the research, analysis on financial report is done. Financial report shows declining performance from the company. The result from IFE and EFE matrix shows the condition of the company compare to the environment is quite weak. The result from SWOT and IE analysis show the alternative strategy which can be implemented by the company. The strategy is retrenchment strategy whereas the company have to reduce the cost to improve the financial and non-financial performance. The final result of this study concluded 2 alternative retrenchment strategies which can be used as recommendation for the company. Based on the data analysis using QSPM Matrix the strategy chosen is to make loan in order to increase the number of truck without have to do cooperation with the investor to reduce the maintenance and parts cost.  Keywords: strategic management, SWOT Analysis, Performance, QSPM