Optimalisasi Strategi Perusahaan Kontraktor Pameran dengan Balanced Scorecard

Risvan Risvan, Adhitya Nugraha, Sela Ardianti, Rahman Rahman

Abstract


Penelitian ini bertujuan untuk merumuskan dan mengoptimalkan strategi perusahaan kontraktor pameran melalui penerapan metode Balanced Scorecard (BSC). Persaingan industri pameran yang semakin ketat menuntut perusahaan memiliki sistem manajemen strategis yang mampu mengintegrasikan kinerja keuangan dan nonkeuangan. Penelitian ini dilakukan dengan pendekatan studi kasus pada sebuah perusahaan kontraktor pameran di Jakarta. Metode penelitian menggunakan analisis lingkungan internal dan eksternal dengan alat manajemen strategis seperti matriks EFE, IFE, TOWS, IE, SPACE, dan QSPM yang selanjutnya diterjemahkan ke dalam kerangka Balanced Scorecard. Hasil penelitian menunjukkan bahwa penerapan Balanced Scorecard mampu menghasilkan perumusan tujuan strategis, indikator kinerja utama, target, dan inisiatif strategis yang terstruktur dalam empat perspektif, yaitu keuangan, pelanggan, proses bisnis internal, serta pembelajaran dan pertumbuhan. Berdasarkan hasil analisis, strategi pengembangan pasar dan pengembangan produk merupakan strategi yang paling sesuai untuk meningkatkan daya saing dan kinerja perusahaan secara berkelanjutan.

Keywords


optimalisasi strategi; balanced scorecard; manajemen strategis; kontraktor pameran

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