The Analysis of Business Development Strategies in Esa Farma Pharmacy

Abstract

Pharmacy is one business service products and services associated with customer satisfaction. Pharmacy Esa Farma is a business in the field of public health services. Esa Farma Pharmacy has undergone turnover from October 2015 to September 2016. Esa Farma needs to develop strategies to improve the business. This involves internal and external factors. This study aims to (1) identify and analyze internal and external factors of Esa Farma Pharmacy, and (2) formulate development strategies for Esa Farma Pharmacy and determine primary strategies that can be implemented. Identifying the strengths and weaknesses was to employ the Internal Factor Evaluation (IFE) matrix; meanwhile, the External Factor Evaluation (EFE) matrix was used to identify opportunities and threats. SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) was used to formulate alternative strategies. Quantitative Strategic Planning Matrix (QSPM) was used to develop primary strategies. Based on the calculation of IFE matrix and EFE matrix, total score of 2.53 and 2.91 were obtained. This showed the focus of strategy was to minimize internal problems in order to seize market opportunities. SWOT analysis was done to generate alternative formulation strategies, covering strength, weakness, opportunity and threat in SWOT Matrix. Having used QSPM get the order of choice (1) Optimizing technology utilization in ordering of drug, (2) Improving the Pharmacy of Esa Farma service, (3) Implement computerized system in the pharmacy management, (4) Developing and implementing Standard Operating Procedure (SOP) of employees, (5) Improving product promotion strategies, and (6) Improving the employee quality.