ANALISIS STRATEGI BERSAING PERUSAHAAN LOGISTIK PT XYZ

GARNETTE, EMIRIA RIEZA (2020) ANALISIS STRATEGI BERSAING PERUSAHAAN LOGISTIK PT XYZ. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to identify the factors that influence PT XYZ in developing its business, analyze strategic factors that affect the internal and external environment in formulating and determining the priority strategies that can be appliedthrough a descriptive analysis approach. The analytical tools used are the IFE (Internal factor Evaluation) and EFE (External Factor Evaluation), SWOT (Strengths, Weaknesses, Opportunities, and Threat) and QSPM (Quantitative Strategic Planning Matrix) and QSPM (Quantitative Strategic Planning Matrix) tests. The data used are primary data (questionnaire results and interview results) and secondary data (journals, books, related documents). This research uses descriptive quantitative method, with a saturatedsample of 5 people. Based on the results of the IFE and EFE obtained weighted valuesrespectively (2.349; 3.102) so that the company's position in the IE matrix isin quadrant II, which is to grow and develop. Based on the results of the SWOT analysis,six alternative strategies were obtained. (1) Penetrating markets through the Sales Campaign Console Product for export shipments via air to Japan at premium prices; (2) Developing markets by opening branches in Semarang, Balikpapan and Bali as planned; (3) Developing products by starting to focus on adding services or services offered to customers; (4) Carrying out the backward integration strategy by increasing the human resources and truck fleet itself so that the company can control all its business activities and without using services or facilities from vendors orthirdparties of the company; (5) Carrying out future integration strategies by using the services of PPJK (Entrepreneur of Customs Services Management) on behalf of PT XYZ; (6) Carry out ahorizontal strategy by merging with local companies that have a strong position Indonesia and can certify employees according to Management's needs for PPJK services. Keywords:Strategy formulation, IFE, EFE, SWOT Matrix, QSPM Penelitian ini bertujuan untuk mengidentifikasikan faktor-faktor yang mempengaruhi PT XYZ dalam mengembangan usahanya, menganalisis faktor-faktor strategis yang mempengaruhi lingkungan internal dan eksternaldan memformulasikan serta menentukan strategi prioritas apa saja yang dapat diterapkanmelalui pendekatan analisis deskriptif. Alat alat analisis yang digunakan, yaitu matrix IFE (Internal factor Evaluation) dan EFE (External Factor Evaluation), SWOT (Strength, Weaknesses, Opportunities, and Threat) danQSPM (Quantitative Strategic Planning Matrix). Data yang digunakan adalah data primer (hasil kuesioner dan hasil wawancara) dan data sekunder (jurnal, buku, dokumen terkait). Penelitian ini menggunakan metode kuantatif deskriptif, dengan sampel jenuh sejumlah 5 orang. Berdasarkan hasil IFE dan EFE diperoleh nilai tertimbang masing masing sebesar (2.349; 3.102) sehingga posisi perusahaan dalam matriks IE berada di kuadran II, yaitu tumbuh dan kembangkan. Berdasarkan hasil analisis SWOT diperoleh enam alternatif strategi.(1) Melakukan penetrasi pasar melalui Sales Campaign Console Product untuk pengiriman eksport via udara ke Jepang dengan harga premium; (2) Melakukan pengembangan pasar dengan cara membuka cabang di Semarang, Balikpapan dan Bali sebagaimanayang sudah direncanakan; (3) Melakukan pengembangan produk dengan cara mulai fokus kepada penambahan jasa atau layanan yang ditawarkan kepada pelanggan; (4) Melakukan strategi integrasi ke belakang dengan cara menambah sumber daya manusia dan armada truksendiri agar perusahaan dapat mengendalikan semua aktivitas bisnis sendiri dan tanpa menggunakan jasa atau fasilitas dari vendor atau pihak luar perusahaan; (5) Melakukan strategi integrasi ke depan dengan cara menggunakan jasa PPJK (Pengusaha Pengurusan Jasa Kepabeanan) atas nama PT XYZ; (6) Melakukan strategi horizontal dengan cara merger dengan perusahaan lokal yang memiliki posisi yang kuatdiIndonesia dan dapat melakukan sertifikasi terhadap karyawan-karyawan sesuai dengan kebutuhan Manajemen atas jasa PPJK. Kata kunci:Perumusan strategi, IFE, EFE, SWOT Matrix, QSPM

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