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AN ASSESMENT OF VEGETABLES PLANT FACTORY DEVELOPMENT PLAN AT PT PUPUK KUJANG USING VALUE INNOVATION BASED ON DESIGN THINKING PERSPECTIVE

AN ASSESMENT OF VEGETABLES PLANT FACTORY DEVELOPMENT PLAN AT PT PUPUK KUJANG USING VALUE INNOVATION BASED ON DESIGN THINKING PERSPECTIVE

Master Theses from JBPTITBPP / 2018-06-08 12:20:44
Oleh : ARLYZA EKA WIJAYANTI (NIM 29115449), S2 - Business Administration-SBM
Dibuat : 2018-06-08, dengan 1 file

Keyword : Grand Strategy Matrix, Value Innovation, Pabrik Sayuran, Design Thinking, and Bisnis Sayuran Premium

PT Pupuk Kujang merupakan salah satu perusahaan pupuk anggota BUMN PT Pupuk Indonesia yang bertugas memproduksi dan mendistibusikan pupuk bersubsidi di area Jawa Barat dan Banten. Selain itu PT Pupuk Kujang juga memproduksi dan memasarkan produk non subsidi berupa Urea, NPK, Ammonia dan produk pupuk lainnya. Issue perubahan skema subsidi pupuk, harga gas dan kondisi harga Urea internasional yang cenderung turun mempengaruhi keuntungan perusahaan. Meskipun penjualan cenderung naik namun keuntungan perusahaan mengalami tren penurunan (2012 – 2016). Selain diversifikasi dalam bentuk pengembangan pabrik maupun produk pupuk baru, perusahaan mempertimbangkan untuk melakukan diversifikasi produk lainnya yang masih relevan dengan dunia petrokimia dan pertanian untuk meningkatkan pendapatan perusahaan.

Analisa dilakukan dengan menggunakan matriks Grand Strategy untuk memastikan kesesuaikan strategi diversifikasi dan sudut pandang design thinking untuk menentukan value innovation dari rencana pengembangan pabrik sayuran. Berdasarkan analisa kondisi ekternal dan internal perusahaan dapat disimpulkan bahwa perusahaan masih memiliki keunggulan kompetitif di industrinya dan berada di kuadran IV dalam matriks Grand Strategy sehingga pilihan untuk melakukan diversifikasi adalah salah satu pilihan yang tepat bagi perusahaan saat ini.

Pilihan pengembangan pabrik sayuran didasari adanya penawaran teknologi budidaya sayur tanpa tergantung pada kondisi iklim dan peluang pasar sayuran premium di Jabodetabek. Berdasarkan analisa root challenge atas rencana diversifikasi tersebut didapatkan tiga aspek kajian berbasis sudut pandang design thinking untuk mendefinisikan value innovation dari rencana pengembangan pabrik sayuran yaitu aspek human desirability, technology feasibility dan economic viability.

Hasil analisa menunjukkan bahwa value innovation yang dapat ditawarkan oleh perusahaan dari pengembangan pabrik sayuran adalah sayuran segar premium dengan karakteristik bersih, segar, bebas pestisida, dan mulus dengan pilihan sayuran berupa tomat atau sayuran daun tertentu. Sayuran sebaiknya dipasarkan hanya di pasar premium di area Jabodetabek atau pemasaran langsung ke konsumen bisnis tertentu. Teknologi yang sesuai untuk skala ekonomis saat ini adalah teknologi pabrik sayuran dalam ruangan dengan pengendalian kondisi lingkungan dan cahaya matahari penuh. Dalam implementasinya, perusahaan perlu menyiapkan sumberdaya berupa tanah, fasilitas dan bangunan pabrik sayur, modal dan manusia. Meskipun analisis keekonomian pengembangan pabrik sayuran cukup menarik, namun nilai keuntungan yang didapatkan masih sangat kecil dibandingkan dengan keuntungan perusahaan saat ini. Dengan demikian, pengembangan pabrik sayuran belum akan mampu menjadi alternatif pendapatan perusahaan dari bisnis utama saat ini yaitu pupuk.

Deskripsi Alternatif :

PT Pupuk Kujang is a subsidiary of PT Pupuk Indonesia (Persero), a state owned holding company focusing on production and distribution of subsidized fertilizers. The company also produces and markets non-subsidized products such as Urea, NPK, Ammonia and other fertilizers. Issue on subsidy scheme change, natural gas price, and decreasing trend of international Urea price affecting the company’s profit. The company revenue kept increasing but its profit trend was decreasing (2012 – 2016). The company had some development and diversification plan through existing plants replacement project, development of fertilizer product diversification and other development project relevant to chemical and agriculture business.

Grand Strategy matrix analysis was being used to conform the diversification strategy, while the value innovation of the plant factory was determined by examining parameters of design thinking perspective. Based on the company external and internal analysis, it can be concluded that the company still had its competitive advantage in the industry and categorized in Quadrant IV in the Grand Strategy matrix, therefore diversification strategy was suitable for the company.

Plant factory development initiatives was triggered from an offering on the sophisticated vegetables cultivation system independent to climate and weather condition and the opportunity to tap on premium vegetable market segment in Greater Jakarta. Based on the root challenge analysis on the diversification plant, there were three aspects from design thinking perspective that can be used to define the value innovation from the plant factory development plant which are: human desirability, technology feasibility, and economic viability.

Based on the analysis of design thinking perspective, the value innovation of plant factory development offered by the company should be premium vegetables products those are clean, fresh, free-pesticide, and smooth. Tomatoes and some certain leafy vegetables can be applicable. The vegetables products should be available only in premium market in Greater Jakarta and direct sales to certain business consumers. The most viable technology to meet the market needs is the plant factory technology with full solar light and controlled environment system. During the implementation, the company should provide resource needed such as land, plant factory building and facilities, capital, and people. The scale and economic evaluation of the vegetables plant was profitable but still too small compared to existing revenue and profit of the company. Therefore, the vegetables plant factory development was not viable as business substitute to the existing company business in fertilizer production.

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