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Andy Juniarso

Normal Baru, Peluang Baru, Persaingan Baru

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Oleh Andy Juniarso

Konsultan Manajemen

CEO Quantum Leap Group

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TechnoBusiness Opinion – Ekonomi dunia terdampak sangat besar oleh pandemi virus COVID-19. Tidak terkecuali Indonesia yang semula ekonominya tumbuh 5% drop ke -3% pada pertengahan 2020.

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Meski begitu, ekonomi nasional dan global diyakini bakal kembali membaik seiring mulai ditemukannya vaksin. Vaksinasi yang segera akan mendorong kegiatan ekonomi pulih.

Namun, tidak sebagaimana saat turun yang begitu cepat, perekonomian—yang didorong oleh aktivitas perkantoran, pemasaran, dan produksi—mungkin baru akan normal lagi pada akhir 2021.

Seperti kita ketahui, saat ini sebagian besar usaha mengalami dampak langsung pandemi seperti penurunan omzet dan cash flow yang bahkan hingga 80% atau lebih.

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Analisis SWOT perlu dilakukan secara menyeluruh oleh ahli gabungan di 5 Key Success Factors.

Musababnya adalah pergerakan manusia dibatasi, satu sama lain harus menjaga jarak, dan bila perlu semua (bekerja dan belajar) dilakukan dari rumah.

Akibatnya, industri pariwisata hancur, banyak perusahaan dan pabrik terpaksa mengurangi jumlah karyawannya—yang dirasakan oleh hampir semua sektor di mana pun.

Kalau sudah begitu, tentu diikuti dengan penurunan daya beli karena anggaran belanja masyarakat berkurang. Karena melakukan penghematan, masyarakat cenderung membeli kebutuhan pokok dan menyingkirkan keinginan.

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Andaikan berbelanja pun, trennya sudah beralih ke belanja online—yang jauh lebih murah. Apalagi, di masa pandemi ini, belanja online dirasa lebih aman ketimbang harus ke pasar tradisional atau pusat belanja.

Itu sebabnya, tidak hanya pedang kecil, produsen besar pun sekarang harus menjual produknya melalui online marketplace. Pola dan tantangan timbul seiring dengan pergeseran pola pemasaran tersebut.

Pola dan tantangan itu, misalnya penjualan online mengharuskan penjual memahami bagaimana mempromosikan produk atau jasanya di media internet. Selain harus menampilkan foto produknya sebaik mungkin, harganya juga mesti kompetitif.

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Segera buat rencana alternatif sebagai solusi pengembangan ke depan di akhir tahun ini.

Sekarang saja, dari total 62 juta usaha kecil menengah di Indonesia, baru sekitar 15% yang mempromosikan produknya melalui pasar online. Sebagian besar masih bingung bagaimana caranya.

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Karena itu, ke depan, normal baru menjadi peluang baru, tapi tentu saja sekaligus menghadirkan persaingan baru pula. Siapa pun yang ingin sukses, inovatiflah.

Produk atau jasa yang unik, punya diferensiasi tinggi, yang akan mampu bertahan dari terpaan sengitnya persaingan. Agar tetap terdepan, terus sesuaikan kebutuhan pasar.

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Bagi pebisnis yang masih terjebak dalam penurunan tajam pendapatan dari penjualannya, sebaiknya segera lakukan cut loss atau efesiensi besar-besaran.

Analisis SWOT perlu dilakukan secara menyeluruh oleh ahli gabungan di 5 Key Success Factors, yaitu Marketing, Produksi, SDM, Keuangan, dan Manajemen Strateginya.

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Dengan 5 Key Success Factors itu bisa dipetakan dengan teliti dan benar di mana kekuatan dan kelemahan internal perusahaan, peluang dan ancaman pasar yang perlu diraih, dan hindari risiko-risikonya.

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Kemudian, segera buat rencana alternatif sebagai solusi pengembangan ke depan di akhir tahun ini. Sebab, tahun depan, persaingannya akan lebih sengit dan terbuka.

Apalagi, dalam proses produksi barang, campur tangan teknologi kian dominan dengan hadirnya sistem robotik, big data, artificial intelligence, dan lain sebagainya.

 

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