DINAMIKA BARU PEMILIHAN LOKASI BAGI PERUSAHAAN RITEL DENGAN SISTEM FRANCHISE
Abstract
Lokasi sebuah perusahaan merupakan literatur perencanaan strategis. Pendekatan-pendekatan sering menekankan data kuantitatif seperti biaya transport, angka pertukaran, pajak, angka tenaga kerja, dan variabel-variabel lainnya yang berbasis biaya. Namun, keputusan-keputusan lokasi yang terutama berdasarkan biaya mengabaikan pentingnya faktor-faktor kualitatif yang agaknya lebih memberikan manfaat jangka panjang. Ketika memformulasikan strategi lokasi, perusahaan perlu menekankan faktor-faktor kualitatif yang diperlukan untuk menegaskan bahwa strategi tersebut bisa mendukung strategi bisnis perusahaan. Hanya setelah menetapkan serangkaian pilihan lokasi yang diinginkan, perusahaan perlu meninjau ulang pilihan-pilihan yang menggunakan algoritma biaya. Persaingan global mempengaruhi strategi produksi perusahaan yakni secara dramatis meningkatkan kompleksitas pembuatan keputusan. Pasar-pasar dunia bisa dilayani dengan banyak cara; misal, dengan ekspor, rakitan lokal, atau produksi yang terintegrasi secara penuh.
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