Analisis Pengembangan Bisnis Penanganan Volatile Organic Compound Pada Limbah Drilling Cutting Dengan Ansoff Matrix

Mauludin, Rengga Atmaja (2026) Analisis Pengembangan Bisnis Penanganan Volatile Organic Compound Pada Limbah Drilling Cutting Dengan Ansoff Matrix. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri pengolahan limbah drilling cutting di Indonesia masih menghadapi tantangan signifikan dalam penanganan kandungan Volatile Organic Compound (VOC), sehingga diperlukan strategi bisnis yang lebih kuat, terstruktur, dan berkelanjutan. Penelitian ini bertujuan untuk merumuskan strategi pengembangan bisnis PT GPS melalui pendekatan analitis terintegrasi yang mengombinasikan Business Model Canvas, SWOT–TOWS Matrix, Analytic Network Process, dan Ansoff Matrix. Model bisnis existing dianalisis untuk mengidentifikasi kesenjangan struktural, kemudian dirumuskan alternatif strategi melalui SWOT–TOWS dan ditentukan prioritasnya menggunakan ANP berbasis expert judgement. Hasil analisis menunjukkan bahwa strategi mempertahankan pelanggan utama (ST1) dan mengedepankan reputasi serta kualitas layanan (ST2) merupakan prioritas utama dengan bobot ANP tertinggi. Kedua strategi tersebut diklasifikasikan dalam kuadran Market Penetration pada Ansoff Matrix dan direkomendasikan untuk diimplementasikan secara bertahap, dimulai dari penguatan hubungan pelanggan dan peningkatan kualitas layanan melalui digitalisasi sistem operasional. Selanjutnya, strategi adopsi teknologi ramah lingkungan (SO2) ditempatkan pada kuadran Product Development karena berfokus pada pengembangan kapabilitas dan layanan baru pada pasar existing, dengan mempertimbangkan kesiapan sumber daya manusia, kapasitas operasional, dan ketersediaan anggaran investasi. Model bisnis usulan dikembangkan dengan mengintegrasikan strategi prioritas ke dalam elemen value proposition, key activities, dan revenue streams. Kelayakan strategi dievaluasi melalui analisis kelayakan ekonomi yang menunjukkan nilai NPV, IRR, dan B/C Ratio yang positif pada tiga skenario, sehingga menegaskan bahwa strategi yang dirumuskan layak secara finansial. Pendekatan penelitian ini menghasilkan rekomendasi strategis yang aplikatif, disusun dari perspektif independen peneliti, serta relevan untuk meningkatkan daya saing dan keberlanjutan bisnis PT GPS dalam jangka panjang
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The drilling cuttings waste processing industry in Indonesia still faces significant challenges in handling Volatile Organic Compound (VOC) content, thus requiring a stronger, more structured, and sustainable business strategy. This study aims to formulate a business development strategy for PT GPS through an integrated analytical approach that combines the Business Model Canvas, SWOT–TOWS Matrix, Analytic Network Process, and Ansoff Matrix. The existing business model is analyzed to identify structural gaps, then alternative strategies are formulated through SWOT–TOWS and prioritized using ANP based on expert judgment. The analysis results show that the strategy of retaining key customers (ST1) and prioritizing reputation and service quality (ST2) are the main priorities with the highest ANP weights. Both strategies are classified in the Market Penetration quadrant of the Ansoff Matrix and are recommended to be implemented in stages, starting with strengthening customer relationships and improving service quality through digitalization of operational systems. Furthermore, the strategy of adopting environmentally friendly technologies (SO2) is placed in the Product Development quadrant because it focuses on developing new capabilities and services in existing markets, taking into account human resource readiness, operational capacity, and investment budget availability. The proposed business model was developed by integrating priority strategies into the value proposition, key activities, and revenue streams. The feasibility of the strategy was evaluated through an economic feasibility analysis, which demonstrated positive NPV, IRR, and B/C ratio values across three scenarios, confirming the financial viability of the formulated strategy. This research approach yielded applicable strategic recommendations, developed from the researcher's independent perspective, and relevant to improving the competitiveness and long-term sustainability of PT GPS's business

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Business Model Canvas, TOWS, ANP, Ansoff Matrix, kelayakan ekonomi.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD69.S8 Strategic alliances (Business)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Rengga Atmaja Mauludin
Date Deposited:	08 Jan 2026 04:14
Last Modified:	08 Jan 2026 04:14
URI:	http://repository.its.ac.id/id/eprint/129374

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