Analisis Positioning Laboratorium Klinik dan Radiologi Sumber Medika Cabang Cimareme Bandung Barat

Positioning perusahaan hingga saat ini belum pernah dilakukan pengkajian, yang ditinjau dari faktor internal dan eksternal perusahaan yang berdampak pada strategi perusahaan. Persaingan yang semakin ketat dan tajam mengakibatkan perusahaan membutuhkan antisipasi yang tepat dan akurat sehingga perusahaan dapat memasarkan produknya di pasar.Penelitian ini bertujuan untuk menganalisis strategi posisi peusahaan yang telah ditetapkan, serta memberikan alternative strategi dengan hasil analisis yang akan diperoleh. Indikator yang digunakan yaitu meliputi faktor internal (Aspek budaya kerja, Aspek organisasi, Product, price, place, promotion, people, physical evidence, process) dan indikator eksternal (perkembangan teknologi, kondisi politik dan keamanan, pesaing, kondisi umum).Penulis menggunakan metode deskriptif dan menggunakan teknik penentuan data adalah purposive sampling. Objek penelitian pada Laboratorium Klinik dan Radiologi Sumber Medika Cabang Cimareme Indah Blok C1 No. 13 Padalarang Bandung Barat.Dari hasil penelitian yang telah dilakukan berdasarkan analisis SWOT diketahui nilai posisi Sumber Medika pada diagram SWOT memiliki kekuatan dan peluang (strength-opportunity). Kuadran ini merupakan situasi yang sangat menguntungkan. Di samping itu dari 18 unsur penilaian faktor internal yang diamati, ternyata 11 unsur merupakan unsur kekuatan dan 7 unsur kelemahan. Sedangkan terhadap 18 unsur penilaian faktor eksternal, dihasilkan 9 unsur peluang dan 9 unsur ancaman bagi perusahaan.

Positioning the company has so far not been carried out the assessment, which in terms of internal and external factors affecting the company's corporate strategy. Competition is getting tougher and sharper anticipation led companies require precise and accurate so that companies can market their products on the market.This study aims to analyze the Vendor positioning strategy has been established, as well as provide an alternative strategy to the analysis results to be obtained. Indicators are used which include internal factors (cultural aspect of work, organizational aspects, Product, price, place, promotion, people, physical evidence, process) and external indicators (technological developments, political and security conditions, competitors, general conditions).The author uses descriptive method and using the technique of determining the data is purposive sampling. Object of research in the Clinical Laboratory and Radiology Sumber Medika Branch Cimareme Indah No.13 Blok C1 Padalarang West Bandung.From the research that has been conducted based on the SWOT analysis of known value in the diagram position Medika sources has its strengths and opportunities SWOT (strength-opportunity). This quadrant is a very favorable situation. In addition, of the 18 elements of assessment of internal factors were observed, turns 11 element is an element of strength and weakness 7 elements. While the assessment of the 18 elements of the external factors, the resulting 9 elements 9 elements opportunities and threats for the company.