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Title: | Formulasi Strategi Pengembangan Bisnis pada Apotek Mujarab Farma di Makassar |
Other Titles: | Formulation of Business Development Strategy at Mujarab Farma Pharmacy in Makassar |
Authors: | Suwarsinah, Heny Kuswanti Asnawi, Yudha Heryawan Kalsum, Ummi |
Issue Date: | 2022 |
Publisher: | IPB University |
Abstract: | Pertumbuhan pasar farmasi yang cukup tinggi di Indonesia menjadi salah satu
penyebab meningkatnya persaingan pada industri farmasi, termasuk persaingan di
tingkat sarana penunjang kesehatan seperti apotek. Oleh karena itu, penting bagi
apotek untuk memiliki strategi pengembangan bisnis agar mampu bertahan dan
bersaing. Penelitian ini bertujuan untuk menentukan strategi prioritas dengan tujuan
agar perusahaan mampu meningkatkan pendapatannya dan bersaing diantara
sejumlah apotek sejenisnya. Studi kasus pada penelitian ini adalah Apotek Mujarab
Farma. Metode penelitian ini menggunakan matriks External Factor Evaluation
(EFE), Internal Factor Evaluation (IFE), SWOT (Strengths, Weaknesses,
Opportunities, Threats), Internal-External (IE), dan Quantitative Strategic
Planning Matrix (QSPM). Hasil penelitian menunjukkan bahwa strategi prioritas
yang dapat diimplementasikan pada Apotek Mujarab Farma adalah penyediaan
jenis obat baik resep atau nonresep dari berbagai merek yang berbeda untuk
meminimalisir kehilangan pelanggan akibat kekosongan merek yang dicari serta
memisahkan proses bisnis penjualan obat resep dan nonresep untuk meminimalisir
penyalahgunaan obat dengan Total Attractiveness Score (TAS) 6,075. The high growth of the pharmaceutical market in Indonesia is one of the causes of increased competition in the pharmaceutical industry, including competition at the level of health support facilities such as pharmacies. Therefore, pharmacies must have a business development strategy to survive and compete. This study aims to determine a priority strategy with the aim that the company can increase its income and compete among several similar pharmacies. The case study in this research is Mujarab Farma Pharmacy. This research method uses matrix of External Factor Evaluation (EFE), Internal Factor Evaluation (IFE), SWOT (Strengths, Weaknesses, Opportunities, Threats), Internal-External (IE), and Quantitative Strategic Planning Matrix (QSPM). The results show that the priority strategy that can be implemented at Mujarab Farma Pharmacy is the provision of prescription or non-prescription drugs from different brands to minimize customer loss due to brand vacancies sought and to separate the business processes of selling prescription and non-prescription drugs to reduce drug abuse with Total Attractiveness Score (TAS) 6.075. |
URI: | http://repository.ipb.ac.id/handle/123456789/114810 |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover.pdf Restricted Access | Cover | 2.54 MB | Adobe PDF | View/Open |
K14180041_Ummi Kalsum.pdf Restricted Access | Full Text | 3.01 MB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 2.36 MB | Adobe PDF | View/Open |
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