Penyelarasan Strategis Antara Strategi Bisnis dan Strategi Sistem Teknologi Informasi: studi kasus pada Lowe Indonesia

Soetjipto, Adhya Utami Larasati, Dr. Fahmy Radhi, M.B.A.

2008 | Skripsi | S1 Management

Penelitian Penyelarasan Strategis antara Strategi Bisnis dan Strategi Sistem/Teknologi Informasi memilih Lowe Indonesia sebagai obyek studi kasus karena reputasinya sebagai afiliasi Lowe Worldwide, agensi periklanan multinasional yang menciptakan high value idea untuk strategi komunikasi pemasaran bagi produk-produk global yang diproduksi perusahaan-perusahaan multinasional. Selain itu, peneliti memilih Lowe karena prestasinya sebagai The Best E-Corp 2007 dalam industri jasa versi majalah SWA. Penelitian bertujuan untuk mengetahui bagaimana penerapan dua belas komponen alignment pada Lowe Indonesia dan bagaimana perspektif penyelarasan yang dimiliki Lowe Indonesia berdasarkan aspek pemicu (driver), peran manajemen puncak, peran manajemen sistem/teknologi informasi dan kriteria kinerja. Data dikumpulkan melalui metode wawancara semi terstruktur dan telaah dokumen-dokumen perusahaan. Wawancara dilakukan dengan Presiden Direktur, IT Director, Account Director, Group Head of Project Management, dan Office Service Executive. Content analysis dengan metode constant comparative secara manual digunakan untuk menganalisis data. Hasil penelitian mendeskripsikan cakupan bisnis, distinctive competencies, business governance, struktur administratif, proses-proses dan skills organisasional, cakupan teknologi, kompetensi sistemik, IT governance, arsitektur TI, proses-proses dan skills TI di Lowe Indonesia. Dari deskripsi tersebut dapat disimpulkan perspektif penyelarasan strategis berdasarkan dua dimensi waktu yang berbeda. Pada fase pembangunan sistem Lowe-Initiative Media Enterprise Resource Planning (LIONS-ERP), perspektif yang digunakan adalah strategy execution dan saat Departemen IT telah memasuki fase pemeliharaan sistem, perusahaan ini menggunakan perspektif service level. Penelitian ini hanya berfokus pada satu perusahaan agensi komunikasi pemasaran sehingga hasilnya tidak dapat digeneralisasi untuk industri komunikasi pemasaran di Indonesia. Diharapkan perusahaan melanjutkan upayanya dalam mengurangi kesenjangan antara strategi bisnis dan strategi sistem/teknologi informasi terutama dalam meningkatkan komunikasi di antara manajemen level puncak. Kata kunci: Penyelarasan Strategis, Strategi Bisnis, Strategi Sistem/Teknologi Informasi, Lowe Indonesia

The case study of Strategic Alignment between Business Strategy and Information System/Technology Strategy chose Lowe Indonesia because of its high reputation as an affiliation of Lowe Worldwide, a multinational marketing communication agency who creates high value ideas of marketing communication strategy of global products produced by multinational companies. Besides, this company was awarded as The Best E-Corp 2007 from SWA Magazine. This case study aimed to describe the implementation of the twelve strategic alignment components in Lowe Indonesia based on Henderson and Venkatraman's Strategic Alignment Model (1992) and the perspective implemented in this company according to strategy driver, role of top management and IT manager, and performance criteria. Data were collected through semi-structured interviews and company's documents review. President Director, IT Director, Account Director, Group Head of Project Management, and Office Service Executive were interviewed. Content analysis with constant comparative method was done manually to analyze the data. The findings described business scope, distinctive competencies, business governance, administrative structure, organizational processes and skills, technology scope, systemic competencies, IT governance, IT architecture, IT processes and skills of Lowe Indonesia. The desciptions showed strategic alignment perspectives based on two different time frame. During the initial phase of the Lowe-Initiative Media Enterprise Resource Planning (LIONS-ERP) system development project, Lowe's perspective was strategy execution perspective, while during the maintenance phase, the company's perspective changed to service level perspective. This study focused on one marketing communication agency only that the results of this study can not be generalized to marketing communication industry in Indonesia. Lowe Indonesia should continue its strategic alignment efforts to reduce the gap between business strategy and information system/technology strategy, especially in improving the communication in top management level. Keywords: Strategic Alignment, Business Strategy, Information System/Technology Strategy, Lowe Indonesia

Kata Kunci : Strategi Bisnis; Strategi Sistem; Strategi Teknologi Informasi