Path: TopS2-ThesesBusiness Administration-SBM2017

BUSINESS STRATEGY FORMULATION IN IMPROVING SUSTAINABILITY REVENUE FROM LOAD BREAK SWITCH PRODUCT (CASE STUDY OF PT. ARINDO PRATAMA)

Master Theses from JBPTITBPP / 2017-09-27 15:31:19
Oleh : TETUKO MUSTOFA AHYAR (NIM : 29114461), S2 - Business Administration
Dibuat : 2017-09-20, dengan 1 file

Keyword : Ethical Business, Load Break Switch, Strategy

The government has a work plan that is increasing the power of 35000MW in 2019 throughout Indonesia. The increase automatically increases the need for Load Break Switch (LBS). PT. Arindo Prarama as a partner company of PT PLN (Persero) has an opportunity to increase its revenue through the sale of LBS products. PT. Arindo Pratama has LBS innovation product where LBS product can be controlled remotely from a control room. But with the product innovation there are competitors who million participate in this LBS market. Challenges for PT. Arindo Pratama is how the company can take advantage of the opportunity through the 35000MW program resulting in increased revenue of the company


Objective of this research is to identify business problem faced by LBS division in PT. Arindo Pratama, to analyze the business environment condition faced by LBS division at PT. Arindo Pratama and to develop a strategy that can be implemented by LBS division at PT. Arindo Pratama.formulation strategy for PT. Arindo Pratama is done after analyzing the external environment (PEST, Porter's Five Forces and Competitor Profile Matrix), and internal environment (STP analysis, Research based View, and company value chain). The strategies formulated include corporate-level strategies (identified by grand strategy matrix and Ansoff), business-level strategies with Porter's Generic Strategy, and functional strategies through the TOWS matrix.


The result of environmental analysis shows that PT. Arindo Pratama has an attractive and promising market despite the tight competition level. PT. Arindo Pratama is in the "Growing" quadrant of the grand strategy matrix. PT. Arindo Pratama in LBS market is suggested to grow gradually through market penetration by selling product innovation. The result of business strategy analysis, by using generic strategy porter, PT. Arindo Pratama disaarnkan to use low cost strategy. The results of functional strategy analysis suggested that in the field of marketing, prusahaan must focus on increasing sales and brand awareness, for the operation, the company is advised to more efficient business processes, for the finance, the company is advised to be more risk conscious and for personnel, the company is expected to maximize Potential employees.in addition to all strategies, we will implement ethical business practices such as using local resources in LBS remote assembly and the use of local employees in operations in the regions.


Implementation of the strategy is done within a period of up to six months. By implementing the expected strategy of LBS Division at PT. Arindo Pratama increased its revenue.

Deskripsi Alternatif :

Pemerintah mempunyai rencana kerja yaitu peningkatan daya 35000MW pada tahun 2019 di seluruh Indonesia. Peningkatan tersebut secara otomatis meningkatkan kebutuhan atas Load Break Switch (LBS). PT. Arindo Prarama sebagai perusahaan rekanan PT PLN (Persero) mempunyai kesempatan dalam meningkatkan pendapatannya melalui penjualan produk LBS. PT. Arindo Pratama mempunyai produk inovasi LBS dimana produk LBS dapat di kontrol secara remote dari suatu control room. Namun dengan inovasi produk itu terdapat kompetitor yang juta ikut dalam pasar LBS ini. Tantangan bagi PT. Arindo Pratama ialah bagaimana perusahaan dapat memanfaatkan kesempatan melalui program 35000MW sehingga terjadi peningkatan pendapatan perusahan.


Objective dari penelitian ini ialah untuk mengidentifikasi permasalahan bisnis yang dihadapi divisi LBS di PT. Arindo Pratama, untuk menganalisa kondisi lingkungan bisnis yang dihadapi oleh divisi LBS di PT. Arindo Pratama dan untuk menyusun strategy yang dapat di implementasi oleh divisi LBS di PT. Arindo Pratama.formulasi strategi untuk PT. Arindo Pratama dilakukan setelah menganalisis lingkungan eksternal (PEST, Porter’s Five Forces dan Competitor Profile Matrix), dan lingkungan internal (analisis STP, Research based View, serta rantai nilai perusahaan). Strategi yang dirumuskan mencakup strategi tingkat korporat (diidentifikasi dengan matriks grand strategy dan Ansoff), strategi tingkat bisnis dengan Porter’s Generic Strategy, serta strategi fungsional melalui matriks TOWS.


Hasil analisa lingkungan menunjukan bahwa PT. Arindo Pratama memiliki pasar yang menarik dan menjanjikan meskipun tingkat persaingannya ketat. PT. Arindo Pratama berada di kuadran “Tumbuh” pada matriks grand strategy. PT. Arindo Pratama dalam pasar LBS disarankan untuk bertumbuh secara bertahap melalui penetrasi pasar dengan menjual inovasi produk. Hasil analisa strategi bisnis, dengan menggunakan porter generic strategy, PT. Arindo Pratama disaarnkan untuk menggunakan strategy low Cost. Hasil analisa fungsional strategy disarankan bahwa dalam bidang marketing, prusahaan harus berfokus pada peningkatan sales dan brand awareness, untuk bagian operasi, perusahaan disarankan untuk lebih mengefisiensikan proses bisnis, untuk bagian keuangan, perusahaan disarankan untuk lebih sadar risiko dan untuk bagian personalia, perusahaan diharapkan memaksimalkan potensi pegawai. disamping seluruh strategi tersebut di implementasi juga bisnis etik seperti menggunakan sumber daya lokal dalam perakitan remote lBS dan penggunaan pegawai lokal dalam operasi di daerah daerah.


Implementasi strategu dilakukan dalam jangka waktu sampai dengan enam bulan. Dengan implementasi strategy diharapkan Divisi LBS di PT. Arindo Pratama meningkat pendapatannya.

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