Analisis Strategi Bersaing PT Astra Honda Motor

Zulhidayat, Helmy, Bambang Riyanto LS., Dr., M.B.A.

2008 | Tesis | S2 Magister Management

Sepeda motor merupakan alat transportasi yang paling diminati oleh masyarakat Indonesia. Selain praktis digunakan, harga sepeda motor juga cukup terjangkau bagi masyarakat Indonesia. Densitas sepeda motor di Indonesia satu sepedamotor berbanding sepuluh orang. Sedangkan idealnya seperti negara tetangga Malaysia dan Thailand densitas sepeda motor sekitar lima. Hal ini menggambarkan potensi pasar sepeda motor di Indonesia sangat besar. Penelitian ini bertujuan untuk menganalisis strategi bersaing PT Astra Honda Motor, dimana Honda saat ini masih menjadi pemimpin pasar pada industri sepeda motor di Indonesia. Dalam lima tahun terakhir pangsa pasar Honda terus menurun. Pesaing yang menjadi ancaman terbesar adalah Yamaha yang sudah dapat mengejar angka penjualan Honda pada awal tahun 2007 ini. Analisis internal dan eksternal dilakukan untuk mengetahui gambaran umum perusahaan dan lingkungan industri sepeda motor. Analisis eksternal dilakukan dengan menganalisis karakteristik industri, five forces of competition, driving forces, strategic group map dan key success factors. Analisis internal dilakukan dengan menganalisis kemampuan fungsional perusahaan seperti sumber daya manusia, keuangan, management information system, produk, pemasaran dan penjualan. Setelah itu dilakukan analisis SWOT untuk mengetahui kekuatan, kelemahan, kesempatan dan ancaman yang dihadapi oleh perusahaan. Hasil dari analisis strategi bersaing PT Astra Honda Motor adalah perusahaan menerapkan broad differentiation strategy dengan lebih menekankan keunggulan yang dimiliki oleh Honda yaitu keunggulan kualitas dan irit bahan bakar. Selain itu perlu dikaji lebih mendalam harga jual sepeda motor Honda yang dapat diterima oleh konsumen. Honda juga perlu melakukan terobosan terhadap desain dengan mengikuti selera pasar. Kata Kunci : industri sepeda motor, karakteristik industri, strategic group map, five forces of competition, driving forces, key succes factors, SWOT.

Motorcycles are the most favorite transportation moda in Indonesia. Beside practice to be used, the price of motorcycle is reachable for Indonesian peoples. Density of motorcycles in Indonesia about one motorcycle for every ten peoples. Ideally, it is like Indonesia's neighbor country, Malaysia and Thailand, density of motorcyle about five. It shows that potential market of motorcycles is very big.

This research is to analyze competitive strategy of PT Astra Honda Motor, where Honda nowadays still become market leader in motorcycle industry in Indonesia. In last five years Honda's market share decrease continuously. Yamaha become the biggest competitor for Honda, which has beaten Honda sales in few months of 2007. Internal and external analysis is conducted to know about general information of the company and environment of motorcylecs industry. External analysis is conducted by analyze industry characteristic, five forces of competition, driving forces, strategic group map and key success factors. Internal analysis is conducted by analyze internal capabilities such as human resources, financial, management information system, product, marketing and sales. After analyzed external and internal, SWOT analysis is conducted to know about strength, weakness, opportunity and threat that faced by the company. The result of PT Astra Honda Motor competitive strategy analysis is the company apply broad differentiation strategy by emphasize advantages in quality and lower fuel consumption. Besides that, the company needs to have more study about sales price of motorcycles. Honda also needs to do some innovation in motorcycles design, based on market trend. Key Words : motorcycles industry, karakteristik industri, strategic group map, five forces of competition, driving forces, key succes factors, SWOT.

Kata Kunci : industri sepeda motor, karakteristik industri, strategic group map, five forces of competition, driving forces, key succes factors, SWOT