ANALISIS STRATEGI INTEGRASI VERTIKAL STUDI PEMBENTUKAN AP SHIPPING PT PERTAMINA (PERSERO)

MEIDI HERU WAHYUDI, Amin Wibowo, M.B.A., Ph.D.

2016 | Tesis | S2 Manajemen

Studi ini bertujuan untuk menganalisis rencana strategi PT Pertamina (Persero) untuk mendirikan sebuah anak perusahaan perkapalan (AP Shipping) yang akan mengambil alih jasa transportasi impor kargo yang selama ini dilayani oleh perusahaan shipping pihak ketiga. Pembentukan AP Shipping ini merupakan strategi integrasi vertikal ke belakang. Strategi ini juga merupakan strategi pertumbuhan (growth) perusahaan, untuk memperoleh peningkatan keuntungan sebagai dampak dari value creation tersebut. Analisis dalam penelitian ini berupaya memberikan gambaran dan kajian yang jelas mengenai struktur pasar, lingkungan strategis, dan kondisi industri oil & gas serta industri shipping jasa transportasi impor kargo minyak mentah, gas dan produk. Sumber data yang digunakan adalah data primer melalui observasi dan wawancara, serta data sekunder dari dokumen (teks) yang dikeluarkan oleh perusahaan. Selain itu dilengkapi juga data dari eksternal yaitu: jurnal ilmiah, buku-buku terkait, materi perkuliahan, kepustakaan, dan internet. Pengolahan data menggunakan MS Excell. Hasil penelitian dengan menggunakan 5 (lima) alat analisis yaitu: Porter's Five Forces Model, Yellow pages Test, When and when not to vertically integrated Framework: Vertical Market Structure Framework, dan Transaction Asset Matrix Framework, serta Net Present Value (NPV), menghasilkan kesimpulan 3 (tiga) alat analisis mendukung, dan 2 (dua) alat analisis tidak mendukung strategi integrasi vertikal pembentukan AP Shipping. Sehingga dalam pengambilan keputusan selanjutnya diperlukan kebijakan, judgement, dan intuisi dari manajemen Pertamina, serta timing yang tepat agar tujuan untuk menangkap potensi revenue dan memperluas market ke internasional, serta mendapatkan benefit dan value creation melalui pembentukan AP Shipping dapat tercapai.

In line with the mission, vision, and transformation program, PT Pertamina (Persero) establishes a strategy to establish a subsidiary shipping (AP Shipping) which will take over the import cargo transportation services that have been serviced by third party shipping company. Establishment AP Shipping is a backward vertical integration strategy, which is aimed at the expansion of the business value chain towards the services Pertamina logistics supply. This strategy is also part of the growth strategy companies, with the aim of obtaining an increase in profits as a result of the value creation. This study uses a mixed method research, a combination of qualitative research is descriptive and quantitative research. The analysis in this activity seeks to provide an overview and a clear assessment of the market structure, the strategic environment, and condition of oil and gas industry to evaluate the formation of vertical integration strategy plan Pertamina AP Shipping. Source data used are primary data through observation and interviews, as well as secondary data from the document (text) issued by the company. Furthermore, equipped with data from external, namely: scientific journals, related books, course materials, literature, and internet. Data processing using MS Excel. The results using 5 (five) tools analysis: Porter's Five Forces Model, Yellow pages Test, When and when not to vertically integrated Framework - Vertical Market Structure Framework, When and when not to vertically integrated - Transaction Asset Matrix Framework, and Net Present Value (NPV), a conclusion that 3 (three) tools analysis supports the vertical integration strategy and 2 (two) tools analysis not support formation AP Shipping. So, in a subsequent decision making necessary policy, judgment, and intuition of Pertamina's management, as well as the exact timing for the purpose to capture the revenue potential and expand into the international market, as well as get the benefit and value creation through the establishment of AP Shipping can be achieved.

Kata Kunci : Perkapalan, Integrasi Vertikal, Model Lima Kekuatan Porter, Tes Yellow Pages, Kerangka Kerja Kapan melakukan Integrasi Vertikal/ Shipping, vertical integration, Porter's Five Forces Model, Yellow Pages Test, "When and when not to vertically integrate