Kinasih, Gardhanu (2018) Perancangan Model Bisnis dengan Pendekatan Blue Ocean Strategy pada PT.Herman Jaya Putra. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Meningkatnya pertumbuhan industri pengolahan yang mempergunakan batu tahan api, semen tahan api dan produk pendukung refractory, maka mulai adanya pesaing dalam bidang industri yang menyebabkan penjualan produk perusahaan menjadi tidak stabil dan perusahaan harus merancang model bisnis yang tepat untuk meningkatkan daya saing. Sehingga PT. Herman Jaya Putra perlu melakukan analisis mengenai model bisnis pada perusahaan yang bertujuan untuk mengetahui posisi perusahaan dalam persaingan antar perusahaan sejenis dengan membandingkan dari sisi harga, kualitas produk, layanan dan lokasi pabrik.
Salah satu model bisnis yang tepat untuk PT.Herman Jaya Putra adalah Business Model Canvas dengan pendekatan Blue Ocean Strategy. Adapun metode yang digunakan dalam penelitian ini adalah Business Model Canvas, SWOT Analysis dan Blue Ocean Strategy.
Dari hasil analisis menggunakan metode Business Model Canvas menunjukkan bahwa total tiap elemen model bisnis pada value propositions sebesar 1,024; revenue streams 1,035; cost structures 0,438; key resources 0,511; key activities 0,525; key partnership 0,616; customer segments 0,637; channels 0,642; dan customer relationships 0,409. Sedangkan hasil analisis SWOT menunjukkan hasil bobot IFE sebesar 3,071 dan EFE sebesar 2,766 yang menunjukkan PT.Herman Jaya Putra termasuk dalam kuadran I yang berarti mendukung strategi agresif.
Maka hasil re-desain Business Model Canvas terhadap Blue Ocean Strategy mendapatkan gambaran Future Bussiness Model pada PT. Herman Jaya Putra dalam elemen customer segments termasuk ke dalam tipe segmented dengan menciptakan segmen pasar baru pada segmen retail. Pada elemen value propositions menciptakan produk paving block yang berkualitas. Elemen channel dengan menambah tenaga penjual B2B dan membentuk tenaga penjual retail, dukungan media online serta menambah jumlah distibutor. Elemen customer relationships tetap menjaga model layanan yang sudah ada. Elemen revenue streams mendapatkan pendapatan bersumber lebih dari satu arus pendapatan berasal dari B2B dan retail dengan sistem dan model pembayaran kredit, tunai dan transfer. Elemen key resources memiliki sumber daya terdiri dari sumber daya fisik, sumber daya manusia dan intelektual dalam meningkatkan branding merk produk. Elemen key activities adalah aktivitas produksi, pengadaan, layanan dan menciptakan anak perusahaan dari platform yang sudah ada. Elemen key partnerships memiliki pemasok tetap untuk menjalankan bisnisnya. Elemen cost structure termasuk ke dalam economies of scale dengan biaya pengeluaran terbagi atas fixed cost dan variable cost.
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The increased growth of the processing industry which uses firebrick, cement refractory and refractory products supporting, then start the presence of competitors in the industry which led to the sales of the company's products became unstable and the company should design an appropriate business model to increase competitiveness. So PT. Herman Jaya Putra needs to do analysis on a company's business model aims to find out the company's position in the competition between peers by comparing price, quality of the products, services and the location of the factory.
One of the right business model for PT. Herman Jaya Putra is the Business Model Canvas with Blue Ocean Strategy approach. As for the method used in this research is the Business Model Canvas, SWOT Analysis and Blue Ocean Strategy.
From the results of the analysis using the method of Business Model Canvas indicates that each element's total business model on the value propositions of 1.024; revenue streams 1.035; cost structures 0.438; key resources 0.511; key activities 0.525; key partnership 0.616; customer segments 0.637; 0.642 channels; and customer relationships 0.409. While the results of the SWOT analysis shows amounted to 3.071 IFE weighting results and EFE of 2.766 indicating PT. Herman Jaya Putra belong in quadrant I mean supporting aggressive strategies.
Then the results of re-design Business Model Canvas against the Blue Ocean Strategy of getting an overview of Future Business Model at PT. Herman Jaya Putra in elements of customer segments including into segmented type by creating a new market segment in the segment retail. On the elements of the value propositions of paving products create the block. The elements of the channel by adding salespeople B2B and formed a retail salesperson, support online media as well as increase the number of distibutor. Elements of customer relationships while maintaining existing service model. Elements of the revenue streams get income sourced more than one stream of income comes from retail and B2B with systems and models of payment credits, cash and transfer. Key elements resources have the resources consist of physical resources, human and intellectual resources in boosting branding brand products. Elements of the key activities is the activity of production, procurement, service and create a subsidiary of an existing platform. The element has a fixed supplier partnerships key to run his business. The elements of the cost structure in economies of scale with expenses is divided into fixed cost and variable cost.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.647 Kin p-1 3100018078557 |
| Uncontrolled Keywords: | Business Model Canvas, SWOT Analysis, Blue Ocean Strategy |
| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T56.8 Project Management |
| Divisions: | Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis |
| Depositing User: | Gardhanu Kinasih |
| Date Deposited: | 18 Feb 2019 04:22 |
| Last Modified: | 25 Nov 2020 04:32 |
| URI: | http://repository.its.ac.id/id/eprint/54026 |
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