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DEVELOPING CORPORATE STRATEGY ON NEW BUSINESSES AT PT. GRAND KARTECH

PENGEMBANGAN STRATEGI BISNIS-BISNIS BARU KORPORASI AT PT. GRAND KARTECH

Master Theses from JBPTITBPP / 2017-09-27 15:30:44
Oleh : ANIS LUKMANANTO (NIM : 29107166); Pembimbing : DR.Ir.Mohamad Toha, S2 - Business Administration
Dibuat : 2009, dengan 7 file

Keyword : Industri manufaktur boiler, pertumbuhan ekonomi domestik
Nomor Panggil (DDC) : ,

Steel and boiler manufacturing industry is heavily related to domestic economic growth where most of demands are initiated from investment for expansion or new ventures. The fluctuation of the industry also depends on new technology with better efficiency and fuel price. In addition the overall industry is also affected by competition. Seemingly those factors all contributes to problems in the company which apparently facing sales cut


down, diminishing income and loosing competitiveness. Overcoming the problems would require a comprehensive corporate strategy which aiming majorly in seeking new


business orientation that comes with new business development. There are three business options that need to be analyzed. With new business becoming new portfolio, it is expected to leverage company’s financial condition in next future.


The methodology used in the paper is divided to two major analyses, first by evaluating internal capability and second by assessing external factors. The internal is evaluated by comparing existing capabilities over expected capabilities of each business options, the comparison shows the capability gap, the smaller the number, the bigger the gap is, consequently, bigger investment to leverage the capability. The external factors are


evaluated based on two aspects: five forces frame work and market analysis. Together all results from internal and external analyses plotted in Industry Attractiveness – Business Strength (IA-BS) matrix to grade the three business options. To recognize the market nature of each business options, market positioning for each business options is used.


The result will be in the form of the choice of one best business portfolio. The result of internal analyses and external factors are plotted in TOWS matrix to generate strategy initiative for corporate level of the best business portfolio. It is highly expected that the


new business will then gain best competitive positions in the market, whilst production quality is managed at high efficiency as the capability match with the business.

Deskripsi Alternatif :

Industri manufaktur boiler sangat dipengaruhi oleh pertumbuhan ekonomi domestik dimana sebagian besar dimulai dari investasi untuk ekspansi ataupun penanaman modal baru. Naik turunya industri ini juga bergantung pada teknologi baru dengan efisiensi yang lebih baik dan tingginya harga bahan bakar minyak. Lebih lanjut industri boiler juga dipengaruhi oleh kompetisi. Semua faktor tersebut telah menyebabkan turunnya penjualan, melorotnya pendapatan dan hilangnya daya saing. Untuk mengatasi masalah tersebut dibutuhkan strategi korporasi yang terpadu dengan tujuan untuk mencari orientasi bisnis baru. Terdapat tiga opsi bisnis baru yang harus di analisa lebih lanjut agar menjadi bisnis portofolio baru yang diharapkan akan memperbaiki kondisi keuangan perusahaan.


Metodologi yang digunakan dalam tesis ini dibagi dalam dua analisa utama, pertama melakukan evaluasi internal kapabilitas dan external faktor. Evaluasi internal


kapabilitas dilakukan dengan membandingkan kapabilitas yang sudah ada dengan kapabilitas yang diperlukan setiap opsi bisnis. Perbandingan ini akan menunjukkan capability gap. Evaluasi external faktor didasarkan terhadap dua aspek: Fife-forces Framework dan analisa market. Hasil analisa dari internal dan external dapat digambarkan dalam matrix Industry Attractivenss – Business Strength (IA-BS) untuk menilai ketiga opsi bisnis. Selanjutnya untuk menganalisa market dari ketiga opsi bisnis digunakan market positioning.


Hasil dari analisa akan didapat pilihan yang terbaik diantara ketiga opsi bisnis. Selanjutnya untuk membuat strategy korporasi maka digunakan TOWS matrix dan


diharapkan bisnis korporasi yang baru akan mendapatkan posisi yang kompetitif di market.

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  • Pembimbing : DR.Ir.Mohamad Toha, Editor: PKL-SMK

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