Wulandari, Yuliana (2020) Reformulasi Strategi Bisnis PT Semen Indonesia (Persero) Tbk Untuk Meningkatkan Keunggulan Bersaing. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perubahan lingkungan internal dan eksternal berlangsung secara dinamis. Kondisi oversuply, banyaknya new entry dalam industri semen, bargaining power of distributor yang cukup tinggi, dan adanya bahan substitusi semen meningkatkan persaingan dalam industri semen. Selain itu kondisi politik Indonesia yang stabil (P), pertumbuhan ekonomi dunia yang melambat (E), peningkatan populasi, tingkat urbanisasi dan golongan menengah keatas (S), perkembangan teknologi proses produksi dan produk serta building material (T), tekanan isu lingkungan (E), kebijakan pembatasan impor semen dan penerapan ODOL (L) menjadi tantangan tersendiri bagi PT Semen Indonesia (Persero) Tbk “PTSI” untuk terus bertumbuh. Perubahan visi perusahaan dan pasca akuisisi perusahaan merupakan perubahan internal yang terjadi di PTSI. Perubahan lingkungan eksternal dan internal tersebut menuntut PTSI untuk melakukan re-formulasi strategi bisnis dalam upaya meningkatkan keunggulan bersaing.
Penelitian ini dilakukan untuk mendapatkan faktor internal dan eksternal yang paling berpengaruh dalam re-formulasi strategi bisnis PTSI dan untuk mendapatkan usulan strategi yang paling sesuai bagi PTSI. Penelitian ini menggunakan framework Fred R. David yang dikombinasikan dengan Analytic Hierarchy Process (AHP). Analisis faktor eksternal dan faktor internal dalam penelitian ini dilakukan dengan metode PESTEL dan Five Forces Porter, pada tahap pencocokan strategi digunakan SWOT Analysis, SPACE Matriks, IE Matriks, BCG dan Grand Strategy serta pada tahap akhir dilakukan pemilihan strategi alternatif dengan menggunakan QSPM.
Hasil penelitian didapatkan faktor eksternal yang paling berpengaruh adalah pertumbuhan ekonomi global dan Indonesia dan kebijakan pembatasan impor semen & terak, sedangkan untuk faktor internal yang paling berpengaruh adalah SDM yang kompeten dan unggul dan budaya perusahaan.Usulan strategi alternatif yang paling sesuai bagi PTSI yaitu pengembangan pasar ekspor dan penjualan semen secara langsung (B2B).
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An internal and external environment is always changing dynamically in an organization. PTSI is facing a changing of internal external environments. It consists of 1) the oversupply condition, 2) the increasing of new entry, 3) the high bargaining power of the distributors, and 4) the substitution product of cement, 5) the stable political situation in Indonesia (P), 6) the slowing growth of the global economy (E), 7) the growing population, the level of urbanization, and the upper-middle-class income (S), 8) the development of process production and building material technology (T), 9) the pressure form environmental issues (E), 10) the import limitation policy for cement and ODOL policy (L). That conditions increase the competition in the cement industry. Moreover, the internal changes are occurring, such as the vision modification of PTSI, and the acquisition. Hence, the business strategy re-formulation of PTSI is required for improving competitive advantage.
The aims of this study were 1) understanding the most critical internal and external factor in the business strategy re-formulation of PTSI, and 2) obtaining the most suitable strategy proposal for PTSI. This study was performed based on the Fred R David framework combining with the Analytic Hierarchy Process (AHP). The analysis of internal and external factor was completed by PESTEL method and Five Forces Porter. The SWOT analysis, SPACE Matrix, and IE Matrix were completed. In the last steps, the alternative strategy was selected using QSPM.
In this study, the most impactful external factor was the growth of global and Indonesian economy, & the policy about import limitation for cement and clinker. Besides, the most critical internal factors were competent human resources and organization’s culture. So, the suitable business strategy for PTSI was development export market and direct sales (B2B)
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Analytic Hierarchy Process, cement industry, Fred R. David framework, framework Fred R. David, industri semen,re-formulasi strategi, strategy business formulation |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management |
| Depositing User: | Yuliana Wulandari |
| Date Deposited: | 03 Sep 2020 13:20 |
| Last Modified: | 11 Jan 2024 06:53 |
| URI: | http://repository.its.ac.id/id/eprint/81759 |
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