ANALISIS SWOT PADA PT. DIAN RAYA CIPTA

Abstrak

Penelitian ini dilakukan untuk mengevaluasi faktor-faktor internal dan eksternal yang memengaruhi kinerja PT. Dian Raya Cipta, perusahaan yang bergerak di bidang stamping, welding, serta pembuatan dies dan tooling. Pendekatan analisis SWOT digunakan guna mengetahui kekuatan, kelemahan, peluang, dan ancaman yang dihadapi perusahaan dalam persaingan industri manufaktur. Berdasarkan hasil analisis, PT. Dian Raya Cipta memiliki sejumlah keunggulan, seperti keahlian teknis yang mumpuni, penggunaan mesin produksi yang cukup modern, serta relasi bisnis dengan beberapa perusahaan otomotif terkemuka. Di sisi lain, tantangan internal yang perlu diperhatikan meliputi ketergantungan pada beberapa klien besar dan keterbatasan dalam kapasitas produksi ketika permintaan meningkat. Peluang ekspansi terbuka lebar seiring pertumbuhan industri otomotif dan elektronik di dalam negeri. Namun demikian, perusahaan juga harus mewaspadai ancaman dari kompetitor, baik lokal maupun internasional, serta naik turunnya harga bahan baku. Hasil dari analisis ini dapat digunakan sebagai dasar dalam penyusunan strategi perusahaan yang lebih kompetitif dan berorientasi jangka panjang.

This study was conducted to evaluate the internal and external factors that affect the performance of PT Dian Raya Cipta, a company engaged in stamping, welding, and manufacturing dies and tooling. The SWOT analysis approach is used to determine the strengths, weaknesses, opportunities, and threats faced by the company in the manufacturing industry competition. Based on the results of the analysis, PT Dian Raya Cipta has a number of advantages, such as qualified technical expertise, the use of fairly modern production machinery, and business relationships with several leading automotive companies. On the other hand, internal challenges that need to be considered include dependence on several large clients and limitations in production capacity when demand increases. Expansion opportunities are wide open as the automotive and electronics industries in the country grow. However, the company must also be aware of threats from competitors, both local and international, as well as fluctuating raw material prices. The results of this analysis can be used as a basis for developing a more competitive and long-term oriented company strategy.