MENCIPTAKAN CORPORAT ADVANTAGE Studi PT Sinarmas

Ugroseno Bagaskoro, Dr. Amin Wibowo, M.B.A., Ph.D.

2013 | Tesis | S2 Magister Manajemen

Corporate parenting framework (Campbell & Goold & Alexander, 1995) dikembangkan untuk menjawab fenomena banyaknya perusahaan tingkat korporat yang mengalami kegagalan dalam mengidentifikasi dua permasalahan krusial menyangkut unit bisnis apa yang seharusnya dimasukkan ke dalam portofolio mereka serta pendekatan apa yang seharusnya digunakan oleh perusahaan agar kinerja seluruh unit bisnis mereka tersebut dapat ditingkatkan. Dengan menggunakan pendekatan analisis terstruktur yang terdiri dari empat langkah, yaitu identifikasi parenting characteristics dari korporat, identifikasi parenting opportunities dan critical success factors dari unit bisnis serta pemetaan kedalam parenting fit matrix yang akan menggambarkan posisi seluruh unit bisnis dalam portofolio korporat ke dalam lima kategori utama, yaitu heartland business, edge- of-heartland business, ballast business, value trap business, serta alien territory business. Posisi setiap unit bisnis Sinarmas dalam matrix tersebut ditempatkan berdasarkan penilaian terhadap tingkat kesesuaian antara parent’s skills dan business need, dimana keduanya bertujuan untuk mewujudkan penciptaan nilai. Hasil Penelitian menunjukkan bahwa keenam unit bisnis Sinarmas yaitu, Financial Services, Asian Pulp and Paper, Agribusiness and Food, Real Estate and Development, Energy and Infrastructure, Telecommunication berada pada kategori heartland business dan edge-of-heartland business. Hasil tersebut membuktikan bahwa posisi keenam unit bisnis Sinarmas memiliki tingkat kesesuaian yang tinggi antara parent’s skills dan business need. Kesesuaian yang tinggi tersebut mewujudkan penciptaan nilai oleh Sinarmas yaitu berupa Brand Sharing Sinarmas. Brand Sharing Sinarmas merupakan corporate advantage serta upaya unit bisnis Sinarmas untuk saling membagi nilai-nilai yang dipegang oleh Sinarmas yaitu, integrity, positive attitude, commitment, continous improvement, inoovation and loyalty.

Corporate parenting framework (Campbell & Goold & Alexander, 1995) was developed to answer the phenomenon of failing corporates in identifying two crucial problems about which business unit should be put in their portfolio and what kind of approach they should perform in expectiation to increase their business units’ performances. Using structured analysis approach consists of four steps to identify parenting characteristic from corporate, identifying parenting opportunities and critical success factors from the business units and also mapping to parenting fit matrix will portray the position of the business units in the corporate’s portfolio to five main category; heartland business, edge-of-heartland business, ballast business, value trap business, and alien territory business. Each Sinarmas business unit’s position in that matrix were placed based on their fit level between parent’s skills and business need, where both intend to create value. The research results show that the six business unit of Sinarmas; Financial Services, Asian Pulp and Paper, Agribusiness and Food, Real Estate and Development, Energy and Infrastructure, Telecommunication are in the heartland and edge-of-heartland business category. This result indicates that all six business units have high fit level between parent’s skills and business need. The high level of fit actualize the value creation in Sinarmas as Brand Sharing Sinarmas. Brand Sharing Sinarmas is a corporate afvantage and Sinarmas’ business unit’ effort to share the values of Sinarmas, such as integrity, positive attitude, commitment, continous improvement, inoovation and loyalty.

Kata Kunci : strategi korporat, parenting fit matrix, corporate advantage