Strategi Pengembangan Industri Kecil di Bidang Modifikasi Otomotif

Abstract

Anticipating and optimizing the internal and external factors of the Two-Wheel-Drive Adventure (TWDA) workshop, it was necessary to formulate a strategy that is expected to produce a solution to compete and expand among the same small industries. The objectives of this study are 1) to recognize and study the internal and external factors influencing the TWDA workshop, 2) to determine the strength, weaknesses, opportunities and threat of the workshop, and 3) to formulate the right strategy to develop its business based on the internal and external factors influencing it. The primary and secondary data were collected from January to February 2006. The primary data concerning the company internal data were collected through interview and questionnaires given to the TWDA owner and employees, and the external data were obtained through questionnaires. The data were analyzed by using a descriptive analysis, IFE (Internal Factor Evaluation) Matrix, EFE (External Factor Evaluation) Matrix, IE (Internal External) Matrix, SWOT (Strength-Weakness-Opportunities-Threats) Matrix, and QSPM (Quantitative Strategic Planning Matrix). Established in 1998, TWDA is an auto-repair shop that produces automotive accessories and equipment. The first product was a deflecta air controller. Along with its development, more items have been produced such as snorkels, trail blazers, guard lamps, roof racks, towing, bumpers, front light covers, spare tire racks, roll bars and over fenders. The result of the identification of internal-external factors of TWDA workshop included some formulas of SWOT, which may affect its development. The development strategy was based on the emulation position of this workshop, which was in cell II (build and grow cells) with the total IFE value of 2.595, and EFE value of 3.019. The SWOT analysis resulted in some alternative strategies. New branches were developed in other big cities in Indonesia in order 1) to extend market, 2) to increase quality and develop new products by utilizing technological advances, 3) to improve product promotion through effective advertising, such as brochures, 4) to develop a professional operational system based on technology, 5) to strengthen good relations with customers through better service and more competitive product sales, 6) to obtain raw material from suppliers through guaranteed continuity, quality, quantity, and price, 7) to conduct market research to observe competition and give product guarantee to attract customers and maintain their loyalty. The most interesting strategy chosen by the TWDA owner and his employees was developing new branches in big cities in Indonesia to extend market share, which has the highest score (5.847) in the QSP Matrix.