Puspitorini, Shanti (2018) STRATEGI PENGEMBANGAN USAHA KLINIK PRATAMA ”BANGUN MEDIKA” DAN APOTIK ”BANGUN MEDIKA” SEMARANG BERDASAR ANALISIS SWOT. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

“BangunMedika” Pratama Clinic and Bangun Medika” Pharmacy Semarang is a privately owned medical service provider which is located at Jl. Bangunharjo I/12A,Banyumanik, Semarang. Based on data provided by observation, its income has been declining during the past three years especially the last year, which is most probably caused by the lack of BPJS capitation. Currecently, the capitation stands at around 1.700 people, while the minimum target is set at 3.000 people. Due to the need for improvement, this research is done for the purpose of finding out the strategy needed to improve “Bangun Medika” Pratama Clinic and “Bangun Medika” Pharmacy Semarang’s current status by using SWOT analysis. This research is done using both qualitative and quantitative methods. The introductory survey was performed on a doctor-in-charge, a general practitioner, a dentist, 3 nurses, a pharmacist, and 3 pharmacy staff. Meanwhile, the management interview was performed on the owner who is also a doctor, a doctor-in-charge, and 2 relatives of the owner who also work as doctors themselves. Additionally, the SWOT questionnaire for the staffwas performed on all 9 employees and doctors, while the SWOT questionnaire for the customers was performed on 10% of the customers who visited in a month / around 30 customers.Lastly, competitor interviews were done on the marketing manager of Satmoko Pratama Clinic at Sampangan, the doctor-in-charge of Gracia Pratama Clinic at Ungaran, as well as a pharmacist from Kimia Farma Pharmacy Banyumanik and another pharmacist from Duta Farma Pharmacy Banyumanik. The method used for the quantitative research isa descriptive review of statistics, while the method used for the qualitative research is a combination of interview, questionnaire and observation. Based on internal factor evaluation (IFE), it was found that the strengths of “Bangun Medika” Pratama Clinic and “Bangun Medika” Pharmacy Semarang are the quality of its medical service, the infrastructural/ facilities as well as medical equipment, as well as its pricing scheme and organisational order. On the other hand, its weaknesses lie in its geographical location, lack of achievements, as well as problems with their human resources (employees) as well as the aforementioned financial status. On the other hand, based on external factor evaluation (EFE) “Bangun Medika” Pratama Clinic and “Bangun Medika” Pharmacy Semarang's opportunities come from the infrastructure/ facilities sector, the networking sector, demography, as well as public relations, while its threats come from public facilities, its financial condition, other competitors, as well as government policies. Thus, the best strategy to develop Bangun Medika” Pratama Clinic and “Bangun Medika” Pharmacy Semarang according to the SWOT matrix is the S-O, S-T, W-O and W-T strategy, while the choice of strategy according to the IE matrix lies in the growthoriented strategy in the 4th quadrant /grow and build, with intensive strategies (market penetration, market development, and product development) as the best course of action. Keywords: Strategy, Business Development, IFE, EFE, IE Matrix, SWOT Matrix

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