Analisis Strategi Bisnis PT.Z Menggunakan QSPM dan Implementasi Usulan Pemasaran dengan Marketing Mix

Baredwan, Abdullah Husin (2025) Analisis Strategi Bisnis PT.Z Menggunakan QSPM dan Implementasi Usulan Pemasaran dengan Marketing Mix. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan industri teknologi informasi komunikasi di Indonesia mendorong kebutuhan akan infrastruktur elektrikal yang andal. Namun, PT Z sebagai distributor eksklusif kabel Commscope mengalami penurunan kinerja signifikan, ditandai dengan penurunan penjualan hingga 73% dan penurunan pangsa pasar menjadi 0,06% pada 2019. Tantangan utama mencakup terbatasnya produk dengan TKDN tinggi, distribusi yang terpusat di Jabodetabek, rendahnya aktivitas digital, dan tekanan persaingan harga. Penelitian ini bertujuan merumuskan strategi peningkatan daya saing PT Z melalui analisis menyeluruh terhadap faktor internal dan eksternal perusahaan. Metode yang digunakan adalah studi kasus dengan pendekatan mixed-methods. Data diperoleh melalui FGD dengan manajemen internal serta kuesioner kepada pelanggan utama. Analisis dilakukan dengan kerangka Porter’s Five Forces, SWOT, IFE–EFE, IE Matrix, TOWS, serta pemeringkatan alternatif strategi menggunakan QSPM. Aspek pemasaran dianalisis melalui Importance-Performance Analysis, STP, dan bauran pemasaran 4P + 4C, dengan validitas dijaga melalui triangulasi dan reliabilitas diuji dengan Cronbach’s Alpha. Hasil analisis menunjukkan posisi PT Z berada pada kuadran strategi WO dan perlu menerapkan strategi Grow and Build. Strategi prioritas meliputi pengembangan kabel dengan TKDN ≥60%, ekspansi distribusi ke Semarang dan Balikpapan, serta diversifikasi ke proyek listrik menengah-tinggi. Penelitian ini menyarankan repositioning merek menjadi “Reliable Power & Connectivity, Delivered Fast” dan implementasi tujuh program strategis yang diproyeksikan mendorong peningkatan pangsa pasar sebesar 2,5% dan pertumbuhan pendapatan tahunan sebesar 15%.
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The growth of the information and communication technology (ICT) industry in Indonesia has driven increasing demand for reliable electrical infrastructure. However, PT Z, as the exclusive distributor of Commscope cables, has experienced a significant performance decline, marked by a 73% drop in sales and a reduction in market share to just 0.06% by 2019. Key challenges include limited availability of high-TKDN (local content) products, distribution concentrated in the Jabodetabek area, weak digital presence, and intense price competition. This study aims to formulate a competitiveness enhancement strategy for PT Z through a comprehensive analysis of the company’s internal and external factors. This research adopts a case study approach using mixed methods. Data were collected through focus group discussions with internal management and structured questionnaires distributed to key customers. Strategic analysis frameworks applied include Porter’s Five Forces, SWOT, IFE–EFE Matrix, IE Matrix, TOWS, and strategy prioritization using the Quantitative Strategic Planning Matrix (QSPM). Marketing aspects were examined through Importance-Performance Analysis, STP, and the 4P + 4C marketing mix. Data validity was ensured through triangulation, while instrument reliability was confirmed using Cronbach’s Alpha. The analysis indicates that PT Z is positioned in the WO (weakness–opportunity) quadrant and should adopt a Grow and Build strategy. Priority strategies include developing entry-level cables with TKDN ≥60%, expanding regional distribution hubs to Semarang and Balikpapan, and diversifying into medium- to high-voltage electrical projects. The study proposes a brand repositioning to “Reliable Power & Connectivity, Delivered Fast” and recommends the implementation of seven strategic programs projected to increase market share by 2.5% and generate annual revenue growth of 15%.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing, Positioning, Electrical Industry, QSPM
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Abdullah Husin Baredwan
Date Deposited:	03 Aug 2025 01:46
Last Modified:	03 Aug 2025 01:46
URI:	http://repository.its.ac.id/id/eprint/126523

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