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USULAN STRATEGI BISNIS PADA PRODUK POLYETHYLENE PT CHANDRA ASRI PETROCHEMICAL DI INDONESIA

PROPOSED BUSINESS STRATEGY OF PT CHANDRA ASRI PETROCHEMICAL POLYETHYLENE PRODUCT IN INDONESIA

Master Theses from JBPTITBPP / 2018-06-09 12:07:52
By : ROWAN GOENAWAN (NIM 29316461), S2 - Business Administration-SBM
Created : 2018-06-09, with 1 files

Keyword : Polyethylene, Chandra Asri Petrochemical, Strategi Bisnis, Perumusan Strategi, Iimplementasi Strategi

PT CAP Tbk adalah perusahaan petrokimia publik terbesar di Indonesia. Pabrik Polyolefin menghasilkan Polyetilena (PE) dan Polipropilena (PP). Pada 2017, Indonesia masih menjadi negara net importir untuk PE. Pasokan domestik tidak mencukupi permintaan local yang terus berkembang. Dan ke depan, kondisi ini diperkirakan akan tetap defisit dan semakin sangat tergantung pada impor, selama tidak ada ekspansi pada pabrik domestik di masa yang akan datang. Untuk PE, Indonesia hanya memiliki dua produsen, yaitu PT Chandra Asri Petrochemical Tbk dan PT Lotte Chemical Titan Nusantara Tbk. Tesis ini terdiri dari: analisa internal, analisa eksternal, perumusan strategi bisnis, dan rencana implementasi. Selain itu, rekomendasi strategi bisnis akan diberikan untuk PT CAP Tbk. Tujuan dari penelitian ini adalah untuk memberikan informasi yang mendalam tentang sumber daya yang paling potensial dari perusahaan untuk pengembangan bisnis, serta untuk merumuskan strategi bisnis yang sesuai untuk PT CAP Tbk. Sebagai hasilnya, berdasarkan analisa SWOT, strategi bisnis telah dirumuskan dimana terdiri dari: ekspansi kapasitas produksi, pengembangan pasar, diversifikasi produk baru, kolaborasi riset dan penelitian, pelayanan operasional, efisiensi dan efektivitas biaya, pengembangan sumber daya manusia, dan manajemen distribusi. Rencana implementasi akan dibagi dalam dua tahap, yaitu rencana jangka pendek dan jangka panjang. Untuk rencana jangka pendek, PT CAP Tbk harus mulai mengembangkan dan melaksanakan strategi pemasaran untuk pengembangan dan diversifikasi produk baru. Dan untuk jangka panjang, ekspansi kapasitas layak dilaksanakan untuk meningkatkan pangsa pasar perusahaan di pasar PE Indonesia.

Description Alternative :

PT CAP Tbk is the largest publicly listed petrochemical company in Indonesia. Polyolefins plant produces Polyethylene (PE) and Polypropylene (PP). As of 2017, Indonesia is still a net importer country for PE. Indonesia can be described as the haven of imported materials simply because of stable domestic demand and insufficient domestic supply. And going forward, the condition is expected to remain in deficit and highly dependent on imports as long as there is no domestic plant expansion in the future. For PE, the domestic producers are only have two producers, which are PT Chandra Asri Petrochemical Tbk and PT Lotte Chemical Titan Nusantara Tbk.. The thesis is consisting of: internal analysis, external analysis, business strategy formulation, and implementation plan. In addition, business strategic recommendation would be provided for PT CAP Tbk. The objectives of this study is to provide the insightful information for the most potential resources from the company to grow the business as well as to formulate the best fitted business strategy for PT CAP Tbk in order to capture market opportunities in domestic PE business. As a result, based on SWOT analysis, the business strategies have been formulated, which consists of: production capacity expansion, geo-expansion, new product diversification, R&D collaboration, operational excellence, cost efficiency and effectiveness, human capital development, channel distribution management. The implementation plan would be divided on two phases, short term plan and long term. On short term, PT CAP Tbk should develop and execute marketing strategy for new product development and diversification. And for the long term, the new capacity expansion is worth to be executed in order to capture all the market opportunities in Indonesia PE business.

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