PROPOSED STRATEGY AND ORGANIZATIONAL ALIGNMENT IN STEVEDORING BUSINESS: A CASE STUDY OF PT KUTAI JAYA PUNDINUSA FINAL PROJECT BY: DIMAS HERLY ANDINNA NIM: 29122193 MASTER OF BUSINESS ADMINISTRATION SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TECHNOLOGY BANDUNG JULY 2024 i ABSTRACT PROPOSED STRATEGY AND ORGANIZATIONAL ALIGNMENT IN STEVEDORING BUSINESS: A CASE STUDY OF PT KUTAI JAYA PUNDINUSA By DIMAS HERLY ANDINNA 29122193 (Master of Business Administration Program) PT Kutai Jaya Pundinusa (KJP) operates in the dynamic and competitive stevedoring industry, leveraging on its established brand, skilled workforce, strong operational strategy, and certifications such as ISO. This research explores new competitive dimensions for KJP through thematic analysis, PESTLE, Porter's Five Forces, SWOT and TOWS analysis. Using a qualitative research design, including in-depth interviews with internal and external stakeholders, the research identified opportunities and challenges facing KJP. The proposed vision is to become a leading and innovative stevedoring company by embracing digital transformation and sustainable practices. The key strategies proposed include improving operational efficiency, digital transformation, human resource development, expanding market reach, and strengthening customer relationships. The programmes formulated include process mapping, adoption of new technologies, employee training, market research, strategic partnerships, and customer relationship management (CRM) systems. To achieve the vision and strategy of PT Kutai Jaya Pundinusa (KJP), several targeted programmes and action plans have been formulated. Firstly, improving operational efficiency through process mapping, bottleneck identification, application of lean principles, and KPI setting. Second, digital transformation by conducting technology assessment, digital strategy development, system integration, and training programmes. Third, human resource development through skills gap analysis, training programmes, leadership development, and regular performance reviews. Fourth, expanding market reach through market research, marketing strategies, strategic partnerships, and sales team expansion. Fifth, strengthening customer relationships through customer feedback systems, customer service training, CRM system implementation, and loyalty programme development. The study also emphasised the importance of overcoming internal challenges such as reliance on manual processes, high dependence on key suppliers and customers, and resistance to change among senior employees. Recommendations include investment in advanced digital technologies, exploration of new markets, and promotion of sustainable practices to ensure long-term growth and competitiveness in the stevedoring industry. By aligning strategic objectives with the proposed vision, KJP aims to successfully navigate the competitive landscape and achieve sustainable growth. Keywords: Loading and Unloading, Digital Transformation, Human Resource Development, Operational Efficiency, Marketing Strategy ii ABSTRAK USULAN STRATEGI DAN PENYELARASAN ORGANISASI DALAM BISNIS BONGKAR MUAT PELABUHAN: STUDI KASUS DI PT KUTAI JAYA PUNDINUSA Oleh DIMAS HERLY ANDINNA 29122193 (Program Studi Magister Administrasi Bisnis) PT Kutai Jaya Pundinusa (KJP) beroperasi di industri bongkar muat yang dinamis dan kompetitif, memanfaatkan merek yang telah dikenal luas, tenaga kerja yang terampil, strategi operasional yang kuat, dan sertifikasi seperti ISO. Penelitian ini mengeksplorasi dimensi kompetitif baru untuk KJP melalui analisis tematik, PESTLE, Porter Five Forces, SWOT serta analisis TOWS. Menggunakan desain penelitian kualitatif, termasuk wawancara mendalam dengan pemangku kepentingan internal dan eksternal, penelitian ini mengidentifikasi peluang dan tantangan yang dihadapi KJP. Visi yang diusulkan adalah menjadi perusahaan bongkar muat terkemuka dan inovatif dengan merangkul transformasi digital dan praktik berkelanjutan. Strategi kunci yang diusulkan meliputi peningkatan efisiensi operasional, transformasi digital, pengembangan sumber daya manusia, perluasan jangkauan pasar, dan penguatan hubungan pelanggan. Program-program yang dirumuskan meliputi pemetaan proses, adopsi teknologi baru, pelatihan karyawan, penelitian pasar, kemitraan strategis, dan sistem manajemen hubungan pelanggan (CRM). Untuk mencapai visi dan strategi PT Kutai Jaya Pundinusa (KJP), beberapa program dan rencana aksi yang ditargetkan telah dirumuskan. Pertama, meningkatkan efisiensi operasional melalui pemetaan proses, identifikasi bottleneck, penerapan prinsip-prinsip lean, dan penetapan KPI. Kedua, transformasi digital dengan melakukan asesmen teknologi, pengembangan strategi digital, integrasi sistem, dan program pelatihan. Ketiga, pengembangan sumber daya manusia melalui analisis kesenjangan keterampilan, program pelatihan, pengembangan kepemimpinan, dan tinjauan kinerja secara berkala. Keempat, memperluas jangkauan pasar melalui riset pasar, strategi pemasaran, kemitraan strategis, dan perluasan tim penjualan. Kelima, memperkuat hubungan dengan pelanggan melalui sistem umpan balik pelanggan, pelatihan layanan pelanggan, implementasi sistem CRM, dan pengembangan program loyalitas. Studi ini juga menekankan pentingnya mengatasi tantangan internal seperti ketergantungan pada proses manual, ketergantungan tinggi pada pemasok dan pelanggan utama, serta resistensi terhadap perubahan di kalangan karyawan senior. Rekomendasi termasuk investasi dalam teknologi digital canggih, eksplorasi pasar baru, dan promosi praktik berkelanjutan untuk memastikan pertumbuhan jangka panjang dan daya saing di industri bongkar muat. Dengan menyelaraskan tujuan strategis dengan visi yang diusulkan, KJP bertujuan untuk berhasil menavigasi lanskap kompetitif dan mencapai pertumbuhan berkelanjutan. Kata Kunci: Bongkar Muat, Transformasi Digital, Pengembangan Sumber Daya Manusia, Efisiensi Operasional, Strategi Pemasaran. iii VALIDATION PAGE PROPOSED STRATEGY AND ORGANIZATIONAL ALIGNMENT IN STEVEDORING BUSINESS: A CASE STUDY OF PT KUTAI JAYA PUNDINUSA VALIDN PAGE By Dimas Herly Andinna Student ID: 29122193 Master of Business Administration Program Institut Teknologi Bandung Approved Date, July 30, 2024 Supervisor (Ir. Gatot Yudoko, M.A.SC., Ph.D.) iv DECLARATION OF NON-PLAGIARISM Plagiarism is: Taking, using, and submitting work of another, including an idea, writing or invention, as if it was her or his own. Plagiarism includes (but not limited to): 1. quoting verbatim the work of another without acknowledgment of the source; 2. paraphrasing the work of another without acknowledgment of the source; 3. using the idea of another without acknowledgement of the source; 4. submitting the work of another without identifying cleary who did the work; 5. colluding by submitting the work of another as her or his own with consent from the other. I understand that Plagiarism is wrong, a breach of academic integrity, and against Program, School, and University’s Policy and Regulation. I declarate that all material in this Final Project is original, my own work, and does not involve plagiarism. I have not allowed, and will not allow, another to copy my work with the intention of submitting it as her or his own work. Name: Dimas Herly Andinna Student ID: 29122193 Signed: Date: 11 July 2024 v FINAL PROJECT GUIDANCE Unpublished masters’ final project is registered and available in the Library of Bandung Institut of Technology, and is open for public, provided that the author owns the copyright in accordance with the intellectual property rights that are applicable in the Library of Institut Teknologi Bandung. Bibliographical references are allowed to be use in a limited manner, however the citation and summarization can only be proceed upon the author’s permission and must include the scientific norm of stating this final project as the source. This final project has to be cited as: Andinna, Dimas Herly. (2024): Proposed Strategy and Organizational Alignment in Stevedoring Business: A Case Study of PT Kutai Jaya Pundinusa, Masters’ Final Project, Institut Teknologi Bandung. Reproduction or publication of parts or whole of the final project must be under the consent of the Head of Graduate School, Bandung Institute of Technology. vi ACKNOWLEDGEMENTS To begin, I want to convey my sincere appreciation to Allah SWT for bestowing convenience, good health, and opportunities upon the author, enabling the timely completion of this Final Project without encountering any hindrances in the process. The chance to pursue a Master's Degree Program at my dream campus is indeed a remarkable privilege. Throughout my MBA studies, I garnered numerous valuable lessons and experiences.