Matakuliah : J0134/ Manajemen Strategik

Tahun : 2006

ANALISIS LINGKUNGAN INTERNAL

Pertemuan 9

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 The Nature of an Internal Audit

-- Strengths

-- Weaknesses

Basis for Objectives & Strategies

Internal strengths/weaknesses
External opportunities/threats
Clear statement of mission

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 PENDEKATAN FUNGSIONAL

Key Internal Forces

Functional Business Areas:
Vary by organization
Divisions have differing strengths & weaknesses
Distinctive Competencies:
Firms strengths that cannot be easily
matched or imitated by competitors
Building competitive advantage involves
taking advantage of distinctive competencies
Strategies designed to improve on a firms
weaknesses and turn to strengths
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Key to Organizational Success
Coordination & understanding among
managers from all functional areas

Functional Relationships
Number and complexity increases
relative to organization size
Financial Ratio Analysis
Exemplifies complexity of relationships
among functional areas of the business
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Internal Audit
Involvement in performing an internal strategic-
management audit provides vehicle for
understanding nature and effect of decisions in
other functional business areas of the firm

Parallels process of external audit

Information from:
Management
Marketing
Finance/accounting
Production/operations
Research & Development
Management information Systems 5
1. Fungsi Management

Functions of Management

1. Planning
2. Organizing
3. Motivating
4. Staffing
5. Controlling

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 Stage When Most
Function Important
Planning Strategy Formulation

Organizing Strategy Implementation

Motivating Strategy Implementation

Staffing Strategy Implementation

Controlling Strategy Evaluation

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Planning
Beginning of management process
Bridge between present & future
Improves likelihood of attaining desired
results
Forecasting

Establishing objectives
Planning
Devising strategies

Developing policies

Setting goals 8
Organizing
Achieves coordinated effort
Defines task & authority relationships
Departmentalization
Delegation of authority
Organizational design
Job specialization
Job descriptions
Job specifications
Organizing Span of control
Unity of command
Coordination
Job design
Job analysis
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Motivating
Influencing to accomplish specific
objectives
Communication major component

Leadership
Communication
Work groups
Motivating Job enrichment
Job satisfaction
Needs fulfillment
Organizational change
Morale
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Staffing
Personnel management
Human resources management

Wage & salary admin.

Employee benefits
Interviewing
Hiring
Discharging
Staffing
Training
Management development
Affirmative Action
EEO
Labor relations
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Controlling
Establishing performance standards
Ensure actual operations conform to
planned operations
Taking corrective actions

Quality
Financial
Sales
Controlling Inventory
Expense
Analysis of variance
Rewards
Sanctions 12
Management Audit Checklist

Does the firm use strategic management concepts?

Are objectives/goals measurable? Well communicated?
Do managers at all levels plan effectively?
Do managers delegate well?
Is the organizations structure appropriate?
Are job descriptions clear?
Are job specifications clear?
Is employee morale high?
Is employee absenteeism low?
Is employee turnover low?
Are the reward mechanisms effective?
Are the organizations control mechanisms effective?

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 2. Fungsi Marketing
Customer Needs/Wants for Products/Services
1. Defining 3. Creating
2. Anticipating 4. Fulfilling
Marketing Functions
1. Customer analysis: customer survey, consumer info, STP
2. Selling products/services: promotional mix, CRM, sales force management
3. Product&service planning:Test marketing, Brand positioning,atribut produk
4. Pricing:integrasi vertikal, credit term, diskon, biaya, harga/unit, syarat penjualan
5. Distribution:saluran distr., pergudangan, lokasi, persediaan, transportasi, dst.
6. Marketing research:pengumpulan data, input data, analisis data, pendukung
fungsi bisnis

7. Opportunity analysis:penilaian atas biaya, manfaat, risiko, analisis B/C14ratio

Marketing Audit Checklist
1. Are markets segmented effectively?
2. Is the organization positioned well among
competitors?
3. Has the firms market share been increasing?
4. Are the distribution channels reliable & cost
effective?
5. Is the sales force effective?
6. Does the firm conduct market research?
7. Are product quality & customer service good?
8. Are the firms products/services priced
appropriately?
9. Does the firm have effective promotion,
advertising, & publicity strategies?
10. Are the marketing planning & budgeting effective?
11. Do the firms marketing managers have adequate
experience and training?
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3. Fungsi Keuangan/Akuntansi

Determining financial strengths &

weaknesses key to strategy
formation

Finance/Accounting Functions

1. Investment decision (Capital budgeting)

2. Financing decision
3. Dividend decision

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Basic Financial Ratios
Firms ability to meet its
short-term obligations
Liquidity Ratios Ratios
Current ratio
Quick (or acid test) ratio

Extent of debt financing

Ratios
Leverage Ratios Debt-to-total assets
Debt-to-equity
Long-term debt-to-equity
Times-interest earned
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 Effective use of firms
resources
Activity Ratios Ratios
Inventory-turnover
Fixed assets turnover
Total assets turnover
Accounts receivable turnover
Average collection period

Profitability Ratios Effectiveness shown by

returns on sales &
investment
Ratios
Gross profit margin/GPM, OPM,
NPM, ROA, ROE, EPS, PER
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 Firms ability to maintain
economic position
Growth Ratios Ratios
Sales
Net income
Earnings per share
Dividends per share

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Finance/Accounting Audit Checklist

1. Where is the firm strong/weak indicated by financial

ratio analysis?
2. Can the firm raise short-term capital as needed?
3. Can the firm raise long-term capital as needed
through debt and/or equity?
4. Does the firm have sufficient working capital?
5. Are capital budgeting procedures effective?
6. Are dividend payout policies reasonable?
7. Are the firms financial managers experienced & well
trained?

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