Designing Business Strategy And Performance Management System For Pt Brilliant Tiga Perkasa Using The Balanced Scorecard Approach (BSC)

Zulfahmi, Aftah Brilliant (2026) Designing Business Strategy And Performance Management System For Pt Brilliant Tiga Perkasa Using The Balanced Scorecard Approach (BSC). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT Brilliant Tiga Perkasa is an Umrah and Hajj travel service provider established in 2016 that officially obtained its Umrah Travel Organizer (PPIU) and Special Hajj Organizer (PIHK) licenses in 2021 and 2024. As a growing company operating in a highly competitive and dynamic Umrah travel industry, PT Brilliant Tiga Perkasa faces several performance managements challenges, including the absence of a structured performance management system, subjective performance evaluation, and the lack of measurable indicators aligned with corporate strategy. Thus, a structured strategy formulation and performance management system is required to support sustainable and directed business growth. The strategic formulation process begins with the identification of internal and external conditions using the McKinsey 7S and PESTEL frameworks. The results are then analyzed through the SWOT Matrix and quantified using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix to determine the company’s strategic position. The calculation results into an IFE score of 3.026 and an EFE score of 2.963, placing PT Brilliant Tiga Perkasa in Quadrant IV (Grow and Build) of the Internal External (IE) Matrix. Based on this position, alternative strategies are formulated using Resultant Strategy and the TOWS Matrix, resulting in 24 alternative strategies grouped into four strategic themes: Market Penetration, Market Development, Product Development, and Diversification. To prioritize the most suitable strategy, the Quantitative Strategic Planning Matrix (QSPM) is used. The results indicate that the Market Penetration strategy is the suitable, with a Sum Total Attractiveness Score (STAS) of 6.794. The selected strategy is then cascaded into strategic objectives using the Balanced Scorecard perspectives. The strategic objective with the highest global weight is revenue growth through trusted brand positioning and competitive value offerings, with a weight of 0.238. Furthermore, a performance management system is developed using the Balanced Scorecard, resulting in 20 Key Performance Indicators (KPIs). The KPI with the highest global weight is the operation expense ratio at 0.238, implying the importance of operational cost efficiency in supporting the company’s strategic implementation.
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PT Brilliant Tiga Perkasa merupakan perusahaan jasa perjalanan Umrah dan Haji yang didirikan pada tahun 2016 dan secara resmi memperoleh izin Penyelenggara Perjalanan Ibadah Umrah (PPIU) dan Penyelenggara Ibadah Haji Khusus (PIHK) pada tahun 2021 dan 2024. Sebagai perusahaan yang masih berkembang dan beroperasi di tengah industri perjalanan Umrah yang sangat kompetitif dan dinamis, PT Brilliant Tiga Perkasa menghadapi beberapa tantangan dalam manajemen kinerja, antara lain belum adanya sistem manajemen kinerja yang terstruktur, evaluasi kinerja yang masih bersifat subjektif, serta belum tersedianya indikator kinerja yang terukur dan selaras dengan strategi perusahaan. Oleh karena itu, diperlukan perumusan strategi dan sistem manajemen kinerja yang terstruktur untuk mendukung pertumbuhan bisnis yang berkelanjutan dan terarah. Proses perumusan strategi diawali dengan identifikasi kondisi internal dan eksternal perusahaan menggunakan kerangka kerja McKinsey 7S dan PESTEL. Hasil identifikasi tersebut kemudian dianalisis melalui Matriks SWOT serta dikuantifikasi menggunakan Matriks Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE) untuk menentukan posisi strategis perusahaan. Hasil perhitungan menunjukkan nilai IFE sebesar 3,026 dan nilai EFE sebesar 2,963, yang menempatkan PT Brilliant Tiga Perkasa pada Kuadran IV (Grow and Build) dalam Matriks Internal-External (IE). Berdasarkan posisi tersebut, dirumuskan alternatif strategi menggunakan Resultant Strategy dan Matriks TOWS yang menghasilkan 24 alternatif strategi, yang dikelompokkan ke dalam empat tema strategis, yaitu Market Penetration, Market Development, Product Development, dan Diversification.Untuk menentukan strategi yang paling sesuai, digunakan metode Quantitative Strategic Planning Matrix (QSPM). Hasil analisis menunjukkan bahwa strategi Market Penetration merupakan strategi yang paling tepat dengan nilai Sum Total Attractiveness Score (STAS) sebesar 6,794. Strategi terpilih kemudian dilakukan teknik penjabaran menjadi sasaran strategis berdasarkan perspektif Balanced Scorecard. Sasaran strategis dengan bobot global tertinggi adalah peningkatan pertumbuhan pendapatan melalui penguatan posisi merek terpercaya dan penawaran nilai yang kompetitif, dengan bobot sebesar 0,238. Selanjutnya, dirumuskan sistem manajemen kinerja berbasis Balanced Scorecard yang menghasilkan 20 Key Performance Indicator (KPI). KPI dengan bobot global tertinggi adalah rasio biaya operasional (Operation Expense Ratio) sebesar 0,238, yang menunjukkan pentingnya efisiensi biaya operasional dalam mendukung implementasi strategi perusahaan.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Balanced Scorecard, Company Performance Measurement, Key Performance Indicator, Performance Measurement System, Performance Management, Qualitative Strategic Planning Matrix ============================================================ Balanced Scorecard, Indikator Kinerja Utama, Manajemen Kinerja, Pengukuran Kinerja Perusahaan, Sistem Pengukuran Kinerja, Qualitative Strategic Planning Matrix
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Aftah Brilliant Zulfahmi
Date Deposited:	03 Feb 2026 07:40
Last Modified:	03 Feb 2026 07:40
URI:	http://repository.its.ac.id/id/eprint/131796

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