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IDENTIFIKASI CRITICAL SUCCESS FACTORS SEBAGAI PENDUKUNG DALAM MENCAPAI KEUNGGULAN BERSAING PADA PT IKHWAN BERKAH SEJAHTERA SURABAYA
The purpose of this research is to identify and analyze the critical success factors in order to achieve competitive advantage at PT Ikhwan Berkah Sejahtera Surabaya. Research method is using qualitative method which is explained in descriptive way to find out and analyze the critical success factors to achieve competitive advantage.
Critical success factors are an important factor for the company as the support to achieve successfulness. In order to identify it an analysis to the SWOT is required. Strengths factors include service at payments system, deployment of representative units, given facility and service quality, human resources, marketing which has been done. Weaknesses factors include technology and location. Opportunities factor include creating customers’ trust, opening market share. Threats factor include the emergence of new competitors among Hajj and Umrah organizers, price competition among Hajj and Umrah organizers, customers’ expectation is getting high, and the decreasing of Hajj enthusiasts. The performances indicator which can be measured consist of financial perspectives include participants who are using credit system, income growth. Customers’ perspectives include the amounts of representative units, the numbers of complains at the service time, publication which has been done. Internal business perspective include innovation in each of given service as well as learning growth perspective include education and human resource positions adjustment, trainings which have been followed.
Based on the result of data analysis it can be concluded that by conducting SWOT analysis, companies can find out their strengths, weaknesses, opportunities and threats which are encountered by them so they can make strategy for their good in the future in order to achieve competitive advantage. Besides, the SWOT analysis can be used as performance appraisal instruments both financial and operational. The SWOT analysis is conducted in certain period for example at the end of the year, in order to be able to perform continuous improvement.
Keywords: Critical Success Factors, SWOT Analysis, Competitive Advantage.
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