BASTIAN, MELANIA (2019) INTEGRASI SWOT ANALYSIS, STP STRATEGY DAN BLUE OCEAN STRATEGY PT SINTRA SINARINDO ELEKTRIK DALAM MENGHADAPI PERSAINGAN DI INDUSTRY 4.0 (BUSINESS TO BUSINESS CASE STUDY). S2 thesis, Universitas Mercu Buana.
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Abstract
The objective of this research is to analyze the possibility of implementing SWOT Analysis, STP Strategy and Blue Ocean Strategy integration which is implemented by PT Sintra Sinarindo Elektrik in term of to face today’s industry competition (industry 4.0). This study also highlight the development of management strategies that are constantly adjusted to the company's vision and mission in terms of supporting the government and facing the entry of the industrial revolution 4.0 in Indonesia in 2018. The paradigm used in this study is post-positivism with qualitative approach and descriptive research type. The method used in this study is case study by conducting in-depth interviews with informants with natural settings. The technique of collecting data is done by observation, interviews and literature studies. The data validity checking technique used is by source triangulation and method triangulation. The phenomenology approach is used to conduct in-depth analysis whether PT Sintra Sinarindo Elektrik uses the integration of SWOT Analysis, STP Strategy and Blue Ocean Strategy or not. This study also use Porter's Generic Strategies to find out how this company making a business strategy to face the competition in industry 4.0. The findings of this study are that PT Sintra Sinarindo Elektrik has implemented Cost Leadership and Focus strategy in its business. The results of the observation also show that the integration of SWOT Analysis, STP Strategy and Blue Ocean Strategy is used in compiling corporate strategic planning when companies take steps to participate in competing in the LBS industry as an alternative strategy to face competition in industry 4.0. Keywords: Qualitative, Phenomenology, SWOT Analysis, STP Strategy, Blue Ocean Strategy, Competitive Strategy and Industry 4.0 Penelitian ini bertujuan untuk menganalisa kemungkinan pelaksanaan integrasi SWOT Analysis, STP Strategy dan Blue Ocean Strategy yang di jalankan oleh PT Sintra Sinarindo Elektrik dalam menghadapi persaingan di industry 4.0 sekarang ini. Peneliti juga ingin melihat perkembangan strategi manajemen yang terus disesuaikan dengan visi dan misi perusahaan dalam hal mendukung pemerintah dan menghadapi masuknya revolusi industry 4.0 di Indonesia pada tahun 2018. Paradigma yang digunakan pada penelitian ini adalah post-positivisme dengan pendekatan kualitatif dengan tipe penelitian deskriptif. Metode penelitian yang digunakan adalah studi kasus dengan melakukan wawancara mendalam kepada narasumber dengan setting alamiah. Teknik pengumpulan data dilakukan dengan observasi, wawancara dan studi kepustakaan. Teknik pemeriksaan keabsahan data yang digunakan adalah dengan triangulasi sumber dan triangulasi metode. Pendekatan fenomenologi digunakan untuk melakukan analisa yang mendalam apakah PT Sintra Sinarindo Elektrik menggunakan integrasi SWOT Analysis, STP Strategy dan Blue Ocean Strategy atau tidak. Peneliti juga menggunakan Porter’s Generic Strategies untuk mengetahui bagaimana perusahaan ini membuat strategi bisnis dalam menghadapi persaingan di industry 4.0 sekarang ini. Temuan dari penelitian ini adalah bahwa PT Sintra Sinarindo Elektrik sudah menjalankan strategi Cost Leadership dan Fokus dalam bisnisnya. Hasil pengamatan juga memperlihatkan bahwa integrasi dari SWOT Analysis, STP Strategy dan Blue Ocean Strategy digunakan dalam menyusun perencanaan strategis perusahaan ketika perusahan mengambil langkah untuk turut berkompetisi di industri LBS serta sebagai strategi alternatif untuk menghadapi persaingan di industry 4.0. Kata Kunci: Kualitatif, Fenomenologi, Analisa SWOT, Strategi STP, Blue Ocean Strategy, Strategi Bersaing dan Industry 4.0
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