Analisis Sustainable Competitive Advantage Apotek K24 cabang Demangan, Yogyakarta

Fia Trisfikasari Nurjaman, Drs. Wakhid Slamet Ciptono, M.B.A., M.P.M., Ph.D

2012 | Tesis | S2 Magister Manajemen

Riset ini bertujuan untuk menganalisis keunggulan bersaing secara berkelanjutan (sustainable competitive advantage) di Apotik K24 cabang Demangan,Yogyakarta. Apotik K24 merupakan jaringan apotik terbesar yang buka selama 24 jam dan merupakan apotik pertama yang menggunakan sistim franchise di Indonesia. Riset dilakukan di Apotik K24 cabang Demangan, Yogyakarta karena dianggap mampu untuk mewakili potret Apotik K24 secara umum karena merupakan salah satu cabang Apotik K24 terbesar. Strategi yang dipakai oleh apotik K24 adalah inovasi dan diferensiasi. Apotik K24 dituntut untuk mampu mempertahankan keunggulan bersaing perusahaan secara berkelanjutan agar terus menjadi market leader jaringan apotik di Indonesia. Perusahaan dikatakan mencapai sustainable competitive advantage ketika sejumlah pembeli memilih untuk menggunakan produk atau jasa yang ditawarkan oleh perusahaan daripada yang ditawarkan oleh kompetitor, dan juga preferensi dari pembeli berlangsung lama. Analisis keunggulan bersaing dari Apotik K24 cabang Demangan Yogyakarta digunakan metode Importance Performance Analysis (IPA) yang meliputi lima dimensi dari Service Quality yaitu reliability, responsiveness, assurance, emphaty dan tangible. Banyak literatur menyebutkan bahwa IPA telah dipakai dalam berbagai bidang seperti strategi marketing, strategi operasi, evaluasi sumber daya manusia dan evaluasi alokasi sumber daya perusahaan yang lebih baik. Metode ini diperkenalkan sebagai framework untuk mengetahui kepuasan pelanggan sebagai fungsi dari ekspektasi atribut kepentingan (importance) dan penilaian dari kinerja (performance). Hasil analisa strategik dari importance performance analysis menunjukkan bahwa Apotik K24 telah berhasil dalam mengimplementasikan strategi differensiasi. Jaminan kelengkapan obat, harga obat yang sesuai mutu dan kualitas disertai pelayanan yang prima yang terletak dalam Kuadran B merupakan competitive advantage bagi perusahaan. Meskipun saat ini telah banyak kompetitor lain seperti Apotex dan Kimia Farma yang juga buka selama 24 jam, namun sebagai apotik pertama yang buka 24 jam Apotik K24 telah menanamkan preferensi yg kuat dalam benak konsumen.

The aim of this research is to analyze the sustainable competitive advantage of K24 Apothecary Demangan Branch, Yogyakarta. K24 Apothecary is one of the biggest chains of 24-hours operating apothecaries in Indonesia, and the first ones using franchise system. The research is conducted on the Demangan Branch of K24 Apothecary, one of the biggest branch apothecary, which the assumption that it will portray the condition of K24 Apothecaries in general. The strategies that are employed by K24 Apothecaries are innovation and differentiation strategies. K24 Apothecaris are expected to be able to sustain their company’s competitive advantage ahead to their competition and to keep becoming the market leader of Indonesia’s apothecary chains. A company can be labelled reaching sustainable competitive advantage if a number of buyer prefer to use the products or services offered by the company over the competitors, and that preference is going for some time. The analysis used to determine whether K24 Apothecary Demangan Branch Yogyakarta achieved sustainable competitive advantage were Importance Performance Analysis (IPA) which conveys the five dimensions of Service Quality which are Reliability, Responsiveness, Assurance, Empathy, and Tangible. Many literatures stated that IPA has been widely used in many field (of science), such as Marketing Strategy, Operational Strategy, Human Resource Evaluation, and better Company Resource Allocation. This method has been introduced as a framework for understanding customer satisfaction as a function of attribute importance expectancy and evaluation of performance. The results of strategic analysis of Importance Performance Analysis indicate that K24 Apothecary has been succesful in implementing a differentiation strategy. Guarantee of complete availability of medicine, price which is appropriate to the quality of medicine, and premium service is located in the B quadrant is indeed the company’s competitive advantage. Eventhough for now there are many competitor chains such as Apotex and Kimia Farma which also operates 24-hours,as the first chains of 24-hours operating apothecaries, K24 apothecaries has firmly creating strong preference in the consumers’ mind.

Kata Kunci : sustainable competitive advantage, service quality, importance performance analysis, pharmacy