Studi ini mempunyai dua tujuan, yang pertama, bertujuan untuk menentukan skenario pencapaian target penjualan Hydro Coco tahun 2012 dari sisi Supply Chain Management, dengan cara mengidentifikasi ukuran-ukuran kinerja (performance measurements and metrics) yang digunakan dalam setiap tahapan proses supply chain management, yaitu plan, source, make, deliver, return dan menentukan ukuran kinerja yang tepat dan sesuai untuk Hydro Coco. Tujuan kedua adalah menentukan usulan strategi operasional dan inisiatif yang dapat mendukung pencapaian target penjualan Hydro Coco tahun 2012 sebesar Rp 196 Milyar melalui analisis value chain management dari sisi supply chain management produk Hydro Coco. Penelitian untuk menentukan ukuran kinerja melalui alat supply chain management dilakukan dengan mengumpulkan ukuran kinerja dari berbagai referensi teori dan jurnal, verifikasi melalui in-depth interview, dan menentukan KPI (key performance indicators) Hydro Coco berdasarkan referensi dan aktual key performance indicators Hydro Coco tahun 2011. Penelitian dengan alat penelitian value chain management dilakukan dengan menganalisa aktivitas kunci di setiap aktivitas primer dari value chain, mulai dari ketersediaan produk di pasar, kapasitas gudang yang tersedia saat ini, kapasitas produksi, dan ketersediaan bahan baku. Hasil dari penelitian ini adalah 33 key performance indicators yang terpilih untuk mengukur kinerja Hydro Coco, dan 17 key performance indicators belum digunakan PT Kalbe Farma Tbk untuk mengukur kinerja Hydro Coco. Usulan strategi operasional untuk mencapai target penjualan adalah melalui pendekatan Operational Excellence melalui menyediakan produk sesuai jumlah permintaan dari pelanggan, mempercepat layan antar produk ke pelanggan melalui cross-docking dan pengiriman langsung ke cabang, mengoptimalkan frekuensi pengiriman barang dari pabrik ke gudang, meningkatkan kapasitas produksi, dan melakukan strategic sourcing, dan Product Leadership, dengan fokus pada pengembangan inovasi secara terus menerus atas produk Hydro Coco.

This study has two objectives, the first, aimed to determine the achievement of sales targets scenario of Hydro Coco in 2012 from the Supply Chain Management, by identifying performance measures and metrics used in each stage of the supply chain management, namely plan, source, make, deliver, return and determine the appropriate performance measures and appropriate for Hydro Coco. The second objective is to determine the proposed operational strategies and initiatives to support the achievement of sales targets of Hydro Coco in 2012 amounting to Rp 196 billion through the analysis of value chain management of the supply chain management Hydro Coco products. Research is to determine the size of the performance through supply chain management tool by collecting measures of performance of the various theories and journal references, verifications through in-depth interviews, and determine KPIs of Hydro Coco by reference and actual key performance indicators of Hydro Coco in 2011. Research by means of value chain management research was carried out by analyzing the key activities in each of the primary activities of the value chain, ranging from the availability of products on the market, warehouse capacity available today, production capacity, and the availability of raw materials. The results of this study were 33 key performance indicators selected to measure performance of Hydro Coco, and 17 key performance indicators were not used by PT Kalbe Farma Tbk to measure the performance of Hydro Coco. Proposed operational strategies to achieve sales targets is through Operational Excellence approach by providing the appropriate amount of product demand from customers, accelerate product service ability to customers across through cross-docking and direct delivery to the branches, optimize the frequency of delivery of goods from factory to warehouse, production capacity, and conduct strategic sourcing, and Product Leadership, by focusing on continuous improvement in innovation for Hydro Coco products.

Kata Kunci : strategic operations management, operations strategy, supply chain management, value chain management, performance measurements and metrics, key performance indicators