ANALISIS STRATEGI BERSAING PT HM SAMPOERNA TBK PADA INDUSTRI ROKOK DI AREA JAKARTA UTARA DENGAN PARADIGMA STRUCTURE CONDUCT PERFORMANCE

FUAD NUGRAHA, Dr. Rangga Almahendra, ST., MM.

2014 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk menganalisis strategi yang diterapkan oleh PT. HM Sampoerna Tbk (HMS) dalam menghadapi persaingan di industri Rokok khususnya di area Jakarta Utara. Beberapa strategi bersaing untuk meningkatkan kinerja juga diterapkan oleh PT. HM Sampoerna Tbk. Lingkup penelitian adalah penelitian analisis deskriptif kualitatif pada HMS. Data yang digunakan dalam penelitian ini adalah data gabungan antara data primer dan sekunder. Data primer diperoleh dari hasil wawancara langsung dan kuesioner. Sedangkan data sekunder diolah dari lembaga survey AC Nielsen. Penelitian menggunakan pendekatan paradigma Structure Conduct Performance (SCP), yang diuraikan menjadi beberapa bagian yakni analisis struktur pasar industri rokok, analisis Porter’s Five Forces Competition, analisis Customer Perceptual Map, analisis kinerja dengan pendekatan Balanced Score Card yang terurai dari Customer Perspective, Financial Perspective, Learning and Growth Perspective dan Internal Business Process Perspective. Hasil penelitian menunjukkan bahwa, struktur pasar industri rokok di Jakarta Utara adalah persaingan oligopoly dan ancaman kekuatan pendatang baru dan juga ancaman kekuatan pemasok tergolong tinggi tetapi ancaman daya tawar pembeli tergolong rendah. Dalam hal promosi dan inovasi HMS jauh memimpin diatas kompetitornya. Hal ini diyakini bahwa perusahaan akan mampu meningkatkan daya saing dan meningkatkan strategi melalui beberapa cara seperti meningkatkan kualitas produk dan perusahaan juga perlu membuat produk baru untuk mengantisipasi naiknya harga produk HMS dikarenakan terus meningkatnya produksi produk HMS tersebut.

The objective of this research is to analize the strategy which applied by PT. HM Sampoerna, Tbk (HMS) in the face of competition in cigarette industry especially in North Jakarta area. HMS uses some competitive strategy to improve its performance. The research scope is within qualitative descriptive analysis in HMS. It is using combination of primary and secondary data. The primary data is obtained from direct interview and questionnaires, and the secondary data is taken from survey agency AC Nielsen. The research is using of Structure Conduct Performance (SCP) paradigm, which is divided into several sections such as market structure analysis of cigarette industry, Porter's Five Forces Competition analysis, Customer Perceptual Map analysis, and performance analysis with Balanced Score Card approach that divided by Customer Perspective, Financial Perspective, Learning and Growth Perspective, and Internal Business Process Perspective. The results showed that, market structure of cigarette industry in North Jakarta is oligopoly competition. On the other hand, the threats of new player and supplier are high, but need to also consider the bargaining power of buyers which is quite low. In terms of promotion and innovation, HMS lead far above its competitor. It is believed that the company will be able to improve the competitiveness and enhance strategy through several ways such as improving quality of product and also create new product to anticipate price increases due to the increase of production of HMS product.

Kata Kunci : PT. HM Sampoerna Tbk, Industri Rokok, Paradigma Structure Conduct Performance