Path: Top > S2-Theses > Business Administration-SBM > 2017

BUSINESS STRATEGY TO EXPAND MEDICAL DEVICES MARKET (CASE STUDY OF PT ALANG PRIMA ABADI)

BUSINESS STRATEGY TO EXPAND MEDICAL DEVICES MARKET (CASE STUDY OF PT ALANG PRIMA ABADI)

Master Theses from JBPTITBPP / 2017-09-28 09:29:48
Oleh : NUGRAHAENI PUSPITA SARI (NIM 29114034), S2 - Business Administration-SBM
Dibuat : 2017-09-28, dengan 1 file

Keyword : red ocean, blue ocean strategy, re-constructionist view, value innovation, competitive advantages, and medical devices business

PT Alang Prima Abadi merupakan produsen dan distributor alat kesehatan

(alat suntik dan alat bedah) di Indonesia. Kegiatan produksi memberikan

kontribusi terbesar terhadap pendapatan perusahaan. Meningkatnya kesadaran

masyarakat dan dukungan pemerintah terhadap kesehatan mengakibatkan

peningkatan konsumsi alat kesehatan, namun peningkatan tersebut tidak

dirasakan PT Alang Prima Abadi yang justru tidak megalami kenaikan

pendapatan selama empat tahun terakhir (2013 – 2016).

Analisa dilakukan menggunakan root cause analysis dan fishbone diagram

terhadap isu-isu yang dihadapi oleh perusahaan. Isu yang terjadi dikarenakan

ketidakmampuan perusahaan untuk membuat permintaan baru atau

mengembangkan pangsa pasar nya, ketidakmampuan menerapkan diferensiasi

dan cost strategy secara bersamaan, serta tidak dimilikinya competitive

advantages sehingga tidak dapat memenangkan kompetisi yang dihadapi. Ciri

tersebut menunujukan perusahaan dalam kondisi Red Ocean.

Konsep blue ocean dan elemen – elemenya yakni: re-constructionist view,

value innovation, dan competitive advantages dipergunakan untuk

menyelesaikan permasalahan bisnis yang dihadapi. Dalam mendapatkan

alternative solusi blue ocean path analysis digunakan dengan

mempertimbangkan pengalaman dan sumber daya yang dimili perusahaan

saat ini dan diperoleh alternative berikut: mengembangkan pabrik jarum

suntik, mengembangkan pabrik alat bedah, membuat bisnis distribusi dan

penyimpanan vaksin, dan membuat bisnis pengolahan sampah medis.

Berdasarkan analisa alternatif terhadap faktor harga, fitur, kualitas, sertifikasi,

dan merek dari questionnaire yang telah disebarkan kepada sejumlah dokter

dari rumah sakit di wilayah Jabodetabek menggunakan decision matrix

analysis menunjukkan bahwa membuat bisnis pengolahan sampah medis

mendaptkan nilai paling tinggi dan dianggap paling memungkinkan untuk di

implementasikan karena, memiliki sedikit pesaing, harga yang bersaing, dan

networking. Dalam proses implementasinya diperlukan persiapan sumber daya

yaitu teknologi, kelengkapan administrasi berupa sertifikasi, staff ahli, dan

modal bisnis.

Deskripsi Alternatif :

PT Alang Prima Abadi is a medical devices producer and distributor (syringe

and surgical instrument) in Indonesia. Its production gives the biggest contribution

for company’s revenue. The increase of people’s consciousness and government

support towards health has increased medical device consumption, but, this increase

does not affect PT APA, there is no revenue increase during last four years (2013-2014).

Root cause analysis and fishbone diagram is being use to analyze business issues

faced by the company. These issues occur due to company’s inability to generate

new demand or expand its market share, inability to apply differentiation and cost

strategy at the same time, also the absence of competitive advantages, so that the

company could not win the competition. These characteristics show that company is

under Red Ocean situation.

Blue Ocean concept and its elements, namely: re-constructionist view, value

innovation, and competitive advantages are used to solve business issues. In order to

get solution alternative, blue ocean path analysis are used by considering experience

and resources owned by company, and the alternative are as follow: expand syringe

factory, expand surgical instrument factory, creating vaccine distribution and

storage business, and creating medical waste management business. Based on the

analysis alternative towards price, features, quality, license, and brand factors from

the questionnaire that has been distributed to some doct ors in the hospital in

Jabodetabek using decision matrix analysis shows that creating medical waste

management business gets the highest score and is considered to be the most

applicable alternative to be implemented, due to it has not many competitors, it has competitive price, and networking. During the implementation, resource needs to be

prepared, those are technology, administrative completeness such as license and

certification, expert staff, and business capital.

Copyrights : Copyright (c) 2001 by Perpustakaan Digital ITB. Verbatim copying and distribution of this entire article is permitted by author in any medium, provided this notice is preserved.

Beri Komentar ?#(0) | Bookmark

PropertiNilai Properti
ID PublisherJBPTITBPP
OrganisasiS
Nama KontakUPT Perpustakaan ITB
AlamatJl. Ganesha 10
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon62-22-2509118, 2500089
Fax62-22-2500089
E-mail Administratordigilib@lib.itb.ac.id
E-mail CKOinfo@lib.itb.ac.id

Print ...

Kontributor...

  • Pembimbing : Dr. Leo Aldianto MBA, MSAE, Editor: Roosalina Vanina Viyazza

File PDF...