Setyawan, Ade Wawan (2017) Pemilihan Strategi Persaingan Pasar Pada Produk Transformator Dengan Metode AHP dan QFD (Studi kasus pada Industri Transformator di PT. BCD – Surabaya). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Persaingan pasar transformator di Indonesia semakin atraktif dan dinamis seiring permintaan pasar yang semakin meningkat. Hal ini mendorong produsen transformator untuk meningkatkan daya saing, seperti kualitas, harga, pengiriman tepat waktu, dan layanan. Oleh karena itu perusahaan perlu memahami customer needs dan memilih strategi yang tepat untuk bersaing.
Tantangan kompetisi yang datang dari lima elemen persaingan berupa, rival, ancaman produk baru, serbuan produk pengganti, posisi tawar pemasok, dan daya tawar pelanggan perlu dijawab dengan strategi kompetitif yang sesuai tuntutan pasar. Tujuan penelitian ini untuk mengetahui customer needs dan memilih strategi yang tepat guna menghadapi persaingan. Ada tiga alternative strategi bersaing Porter yang bisa menjadi pilihan strategi, yaitu: cost leadership, diferensiasi, dan fokus.
Desain penelitian ini menggunakan survei dan pengumpulan data melalui kuesioner. Unit analisis adalah ahli teknik dari perusahaan pelanggan BCD mulai level senior engineer hingga menejer. Metode analisis data menggunakan Quality Function Deployment (QFD) dan Analytical Hierarchy Process (AHP) dikombinasikan dengan implementasi Focus Group Discussion (FGD).
Hasil analisis QFD berupa house of quality menunjukkan dua hal besar yaitu: 11 rekomendasi action yang harus dilakukan PT. BCD untuk perbaikan internal dan 14 prioritas contribution value yang akan menjadi input analisis berikutnya dengan metode AHP. Hasil analisis AHP atas prioritas contribution value dalam memilih alternatif strategi menunjukkan bahwa strategi yang paling tepat adalah differentiation, dengan fokus perusahaan pada keunggulan kompetitifnya. Perbaikan pada line produksi dengan effisiensi dan cost reduction tetap dilakukan untuk memangkas operational waste cost namun bukan sebagai strategi utama
Implikasi praktis penelitian ini, bagi pihak manajemen perlu adanya peningkatan produksi melalui effisiensi dan cost reduction untuk memangkas operational waste cost. Penelitian ini mengembangkan teori pengembangan produk dengan menggali prioritas customer needs sebagai salah satu elemen untuk menentukan strategi persaingan perusahaan Transformer.
Kata kunci: Strategi persaingan, QCDS, Transformer, Analytical Hierarchy Process (AHP), Quality Function Deployment (QFD)
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The transformer market competition in Indonesia is getting more attractive and dynamic following the increasing market demand. This encourages transformer manufacturers to improve competitiveness, such as quality, price, timely delivery, and service. Therefore companies need to understand customer needs and choose the right strategy to compete.
The competition challenges that come from the five elements of competition, rivals, threat of new products, substitute product raids, bargaining power of suppliers, and bargaining power of customers need to be answered with competitive strategies that match market demands. The purpose of this research is to understand the customer needs and choose the right strategy to face the competition. There are three alternative strategies to compete, cost leadership, differentiation, and focus.
The design of this study used survey and data collection through questionnaires. The unit of analysis is the technical expert from Senior Enginer level until manager of the BCD’s customer company. Data analysis methods using Quality Function Deployment (QFD) and Analytical Hierarchy Process (AHP) combined with Focus Group Discussion (FGD) implementation.
QFD analysis results in the form of house of quality shows two major things: 11 recommendations action that must be done PT. BCD for internal improvement and 14 priority contribution value which will be the next input analysis with AHP method. The result of AHP analysis on the priority of contribution value in choosing alternative strategy shows that the most appropriate strategy is differentiation, with the company focus on its competitive advantage. Improvements in the production line with efficiency and cost reduction remain to be done to cut operational waste cost but not as the main strategy
Practical implications of this research, for the management need to increase production through efficiency and cost reduction to cut operational waste cost. This research develops product development theory by digging priority customer needs as one of the elements to determine the competition strategy of Transformer company.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Competition Strategy, QCD, Transformer, Quality Function Deployment (QFD), Strategi persaingan, QCDS, Transformer, Analytical Hierarchy Process (AHP) |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation |
| Divisions: | 61101-Magister Management Technology |
| Depositing User: | Ade Wawan Setyawan |
| Date Deposited: | 06 Oct 2017 04:13 |
| Last Modified: | 06 Mar 2019 07:37 |
| URI: | http://repository.its.ac.id/id/eprint/45118 |
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