STRATEGI PT. PETROSEA Tbk DALAM FASE DECLINING INDUSTRY

Ranang Hermanto, Amin Wibowo, M.B.A., P.H.D.,

2017 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Kondisi penurunan industri pertambangan batu bara pada tahun 2011 hingga 2015 mengakibatkan pendapatan PT. Petrosea Tbk menurun selama empat tahun terakhir, serta penurunan market share paling tajam dibanding kompetitornya. Perusahaan dituntut untuk mempunyai strategi alternatif yang sesuai dengan kondisi internal perusahaan dan kondisi eksternal di industri pertambangan. Langkah yang dilakukan dalam memformulasikan strategi adalah dengan melakukan analisa industri maturity yang terkait perusahaan yang diteliti dengan stage of industry maturity matrix dan menunjukkan bahwa industri dalam fase penurunan. Melakukan analisa kecepatan penurunan yang dilakukan dengan cara membandingkan prosentase penurunan dan nilai tengah prosentase penurunan, hasil yang didapatkan menunjukkan slow declining. Menentukan posisi bisnis perusahaan yang dapat dilakukan analisa internal perusahaan dalam hal market share thrust, investment requirement, serta profitability and cashflow. Hasil yang didapatkan menunjukkan perusahaan pada posisi tenable. Strategi perusahaan yang sesuai berdasarkan kondisi industry dan internal perushaan adalah strategi prove viability, yaitu dengan melakukan backward integration, excess capacity, market penetration, method and function efficiency serta new product/new market

The declining phase of coal mining industry in 2011 up to 2015 resulted in revenue of PT. Petrosea Tbk decreased over the last four in the year. Likewise decline in market share, Portsea’s market share drop sharpest compared to the competitors. Companies are required to have alternative strategies in accordance with the company’s internal and external factors in the mining industry. The first step in formulating the strategy is by analyzing the industry maturity related to companies’ sector, analyzed using the stage of industrial maturity matrix and shown that the industry in a decline phase. Analyze speed of declining industry; identified by comparing the average percentage of decline vs percentage declining middle value, the results obtained indicate slow declining. Determining the company's business position by internal analysis of the company in terms of market share, investment requirements, and profitability & cash flow. Results showed the company in a tenable position. Recommendation of management strategy based on industry conditions and internal company information is the prove viability strategy, is to perform the backward integration, excess capacity, market penetration, method and function efficiency and new product / new market.

Kata Kunci : Industry maturity matrix, market share thrust, investment requirement, profitability and cash flow, prove viability.