Service-Oriented Business Strategy Design For Underwater Service Provider Company Using Strategy Formulation Analytical Framework

Mulyadanang, Agrio (2025) Service-Oriented Business Strategy Design For Underwater Service Provider Company Using Strategy Formulation Analytical Framework. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5010211134-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk merancang strategi bisnis yang berorientasi pada jasa untuk PT Dewirahmi Jaya Perkasa (PT DJP), sebuah perusahaan penyedia layanan bawah air di Indonesia. Analisis dilakukan berdasarkan pendekatan servitization capability untuk analisis internal yang mencakup delapan kapabilitas: value-based pricing, customer intimacy, value co-creation with customer, close collaboration with partners, service-oriented personnel, service-oriented ICT, service-oriented performance measurement systems, dan product-service culture. Sementara itu, analisis eksternal dilakukan berdasarkan empat dimensi lingkungan bisnis: industry forces, key trends, market forces, dan macroeconomic forces. Penilaian terhadap faktor-faktor internal dan eksternal dilakukan oleh perwakilan top management PT DJP, pembobotan faktor-faktor menggunakan metode Analytical Hierarchy Process (AHP) dan divalidasi oleh Expert internal dan eksternal perusahaan. Hasil penilaian menghasilkan skor IFE sebesar 2.936 dan EFE sebesar 2.775, yang menunjukkan posisi PT DJP berada pada kuadran “Hold and Maintain” dalam matriks IE. Analisis TOWS digunakan untuk mengelaborasi strategi alternatif berdasarkan SWOT Matrix, dan strategi akhir dipilih melalui metode Quantitative Strategic Planning Matrix (QSPM). Strategi “Market Penetration” terpilih sebagai strategi paling menarik dengan Sum Total Attractiveness Score (STAS) sebesar 6.337. Salah satu contoh strategi Market Penetration yang dihasilkan adalah “penguatan hubungan dengan klien jangka panjang dan mitra strategis untuk mengembangkan layanan bundling yang ditargetkan pada pasar khusus seperti industri offshore dan telekomunikasi”. Strategi yang diformulasikan mendukung transformasi PT DJP menuju bisnis yang berorientasi pada jasa.
================================================================================================================================
This research aims to design a service-oriented business strategy for PT Dewirahmi Jaya Perkasa (PT DJP), an underwater service provider company in Indonesia. The analysis is conducted using the servitization capability approach for internal analysis, encompassing eight capabilities: value-based pricing, customer intimacy, value co-creation with customers, close collaboration with partners, service-oriented personnel, service-oriented ICT, service-oriented performance measurement systems, and product-service culture. Meanwhile, external analysis employs four dimensions of the business environment: industry forces, key trends, market forces, and macroeconomic forces. The assessment of internal and external factors was performed by PT DJP's top management representatives, with factor weighting utilizing the Analytical Hierarchy Process (AHP) method and validated by internal and external experts of the company. The Internal Factor Evaluation (IFE) score of 2.936 and an External Factor Evaluation (EFE) score of 2.775, positioning PT DJP within the "Hold and Maintain" quadrant in the Internal-External (IE) matrix. The TOWS analysis was utilized to elaborate alternative strategies based on the SWOT Matrix, and the final strategy selection was conducted using the Quantitative Strategic Planning Matrix (QSPM). The "Market Penetration" strategy was selected as the most attractive strategy, with a Sum Total Attractiveness Score (STAS) of 6.337. One example of the formulated Market Penetration strategy is "strengthening relationships with long-term clients and strategic partners to develop bundled services targeting markets such as the offshore industry and telecommunications." The formulated strategy supports PT DJP's transformation toward becoming a service-oriented business.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategy Formulation Analytical Framework, Servitization, Product-Service System, Strategi Bisnis, Layanan Bawah Air, Strategy Formulation Analytical Framework, Servitization, Product-Service System, Business Strategy, Underwater Services.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Agrio Mulyadanang
Date Deposited:	29 Jul 2025 10:21
Last Modified:	29 Jul 2025 10:21
URI:	http://repository.its.ac.id/id/eprint/122970

Actions (login required)

View Item