PERENCANAAN STRATEGIS PT TENARIS SPIJ DALAM MENGHADAPI PIPA IMPOR CHINA KE INDONESIA: ANALISIS BALANCED SCORECARD

Ferizal Ardiansyah, Prof. Mudrajad Kuncoro, Ph.D.

2013 | Tesis | S2 Magister Manajemen

Pelaku dalam industri pipa casing dan tubing (OCTG-Oil Country Tubular Goods) semakin banyak, terdapat 8 pabrikan yang bergerak di penguliran pipa casing dan tubing di Indonesia. Tiga pabrikan memiliki fasilitas heat-treatment dan penguliran (threading) dan lima perusahaan hanya memiliki fasilitas penguliran (threading) saja sehingga mereka sangat bergantung kepada pedangang (trader) yang membawa pipa impor setengah jadi dari China ke Indonesia. Pangsa pasar pipa China yang bekerja sama dengan pengulir semakin besar sehingga pangsa pasar PT Tenaris SPIJ semakin tergerus dari tahun ke tahun. Penelitian pada tesis ini bertujuan untuk melakukan pengukuran kinerja perusahaan dengan metode balanced scorecard sehingga didapatkan pengukuran kinerja perusahaan dalam menghadapi pipa impor China ke Indonesia. Penelitian ini dilakukan dengan pendekatan studi kasus pada PT Tenaris SPIJ. Metode balanced scorecard dipilih karena menyediakan kerangka untuk menterjemahkan strategi pilihan ke dalam sasaran strategis yang komprehensif, koheren, terukur dan seimbang, melalui empat perspektif yaitu finansial, pelanggan, proses bisnis internal dan pertumbuhan dan pembelajaran.

Casing and tubing pipe (OCTG-Oil Country Tubular Goods) player has become more and more, there are 8 manufacturers installed in casing and tubing pipe threading in Indonesia. Three manufacturers have heat-treatment and threading facilities and only five companies have threading facilities only just so they are really depends on traders who bring imports of semi-finished pipe from China to Indonesia. Chinese pipe market share in Indonesia which collaborated with local threading has become greater. Market share of PT Tenaris SPIJ eroded from year to year because of them. Objective in this thesis to measure the performance of company with the balanced scorecard method to obtain a measurement of the company's performance in the face of Chinese pipe imports to Indonesia. This thesis was conducted with the case study approach in PT Tenaris SPIJ. Balanced scorecard method chosen because it provides a framework to translate chosen strategy into strategic target that is comprehensive, coherent, measurable and balanced, through four perspectives: financial, customer, internal business process and learning and growth.

Kata Kunci : balanced scorecard, casing dan tubing (OCTG), pipa impor China, pangsa pasar, komprehensif, koheren, perencanaan strategis