Perencanaan Strategi Pemasaran Galangan Kapal PT. XYZ Di Madura Untuk Meningkatkan Daya Saing Dalam Industri Perkapalan

Mulyono, Ikhsaniyah Putri (2026) Perencanaan Strategi Pemasaran Galangan Kapal PT. XYZ Di Madura Untuk Meningkatkan Daya Saing Dalam Industri Perkapalan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang efektif bagi PT.XYZ dalam meningkatkan daya saing, tingkat okupansi galangan,dan perolehan proyek pembangunan kapal baru (new building). Penelitian dilakukan dengan menganalisis faktor internal dan eksternal perusahaan menggunakan matriks Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), analisis SWOT, serta Quantitative Strategic Planning Matrix (QSPM). Hasil analisis IFAS menunjukkan skor rata-rata sebesar 2,625 yang mengindikasikan bahwa PT XYZ memiliki kekuatan internal yang relatif baik pada aspek teknis, meliputi fasilitas produksi, kompetensi sumber daya manusia, rekam jejak pembangunan kapal, dan reputasi perusahaan. Namun demikian, perusahaan masih menghadapi kelemahan pada aspek pemasaran, antara lain keterbatasan promosi, belum adanya unit pemasaran khusus new building, ketiadaan sistem market intelligence, serta proses follow-up pelanggan yang belum sistematis. Analisis EFAS menghasilkan skor rata-rata sebesar 2,69 yang menunjukkan adanya peluang eksternal berupa meningkatnya permintaan kapal baru dan dukungan kebijakan pemerintah, disertai ancaman berupa persaingan harga, ketergantungan pada tender, fluktuasi biaya material, dan keunggulan lead time galangan pesaing. Berdasarkan formulasi SWOT, dihasilkan delapan alternatif strategi yang kemudian diprioritaskan menggunakan metode QSPM. Hasil QSPM menunjukkan bahwa strategi prioritas utama adalah transformasi pendekatan tender menjadi kemitraan jangka panjang berbasis framework agreement. Meskipun demikian, penelitian ini menegaskan bahwa implementasi strategi tersebut perlu dilakukan secara bertahap dengan mendahulukan penguatan struktur organisasi dan fungsi pemasaran, khususnya melalui pembentukan unit pemasaran new building. Temuan penelitian menunjukkan bahwa peningkatan daya saing PT XYZ tidak cukup hanya mengandalkan kapabilitas teknis, tetapi memerlukan penguatan strategi pemasaran, struktur organisasi, dan model kolaborasi bisnis secara terintegrasi dan realistis untuk mendukung keberlanjutan pertumbuhan perusahaan pada segmen new building.
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This study aims to formulate an effective marketing strategy for PT XYZ to enhance competitiveness, shipyard occupancy, and the acquisition of new building projects. The research analyzes the company’s internal and external factors using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM). The IFAS analysis produces an average score of 2.625, indicating that PT.XYZ possesses relatively strong internal technical capabilities, including production facilities, human resource competencies, shipbuilding track records, and corporate reputation. However, weaknesses remain in the marketing function, such as limited promotional activities, the absence of a dedicated new building marketing unit, the lack of a market intelligence system, and unsystematic customer follow-up processes. The EFAS analysis yields an average score of 2.69, reflecting significant external opportunities in the form of increasing demand for new vessels and supportive government policies, alongside threats including intense price competition, reliance on tender-based procurement, material cost volatility, and competitors’superior lead times. Based on the SWOT formulation, eight strategic alternatives are identified and subsequently prioritized using the QSPM method. The QSPM results indicate that the highest-priority strategy is transforming the conventional tender-based approach into long-term partnerships through framework agreements. Nevertheless, this study emphasizes that the implementation of such a strategy should be conducted gradually by first strengthening organizational structure and marketing capabilities, particularly through the establishment of a dedicated new building marketing unit. The findings demonstrate that improving PT XYZ’s competitiveness cannot rely solely on existing technical capabilities. Instead, it requires the reinforcement of marketing strategy, organizational structure, and business collaboration models in an integrated and realistic manner to ensure sustainable growth in the new building segment.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Galangan Kapal, QSPM, Strategi Pemasaran, SWOT Marketing Strategy, QSPM, Shipyard, SWOT
Subjects:	V Naval Science > VM Naval architecture. Shipbuilding. Marine engineering > VM298.5 Shipbuilding industri. Shipyards
Divisions:	Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User:	Ikhsaniyah Putri Mulyono
Date Deposited:	29 Jan 2026 03:16
Last Modified:	29 Jan 2026 03:16
URI:	http://repository.its.ac.id/id/eprint/130901

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