PENERAPAN VALUE DISCIPLINE SEBAGAI STRATEGI PENGEMBANGAN PRODUK PADA PT INTEGRASI LOGISTIK CIPTA SOLUSI

FLORISTI DWI RATNA, Wakhid Slamet Ciptono, MBA., MPM., Ph,D.,

2019 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Dalam upaya mewujudkan keunggulan kompetitif, perusahaan dapat mengikuti prinsip-prinsip value discipline, yaitu product leadership, customer intimacy, dan operational excellence. Penelitian ini menganalisis penerapan masing-masing kaidah value discipline pada proses pengembangan produk di PT Integrasi Logistik Cipta Solusi (ILCS), sebuah perusahaan penyedia produk dan layanan teknologi informasi bagi komunitas logistik. Analisis prinsip product leadership dilakukan dengan meninjau sejauh mana produk memenuhi dimensi Logistic Performance Index (LPI). Sedangkan, analisis prinsip customer intimacy dan operational excellence masing-masing dilakukan dengan bantuan Kano Model dan Shingo Model. Dari pembahasan instrumen penelitian menggunakan Kano Model, diperoleh atribut-atribut unggulan berdasarkan preferensi pelanggan. Hasil analisis proses internal menggunakan Shingo Model, diketahui bahwa PT ILCS belum sepenuhnya memenuhi prinsip operational excellence. Dan dalam area product leadership, keunggulan bersaing PT ILCS berdasarkan dimensi LPI dapat dicapai melalui penerapan penelitian dan pengembangan yang berkelanjutan. Pada akhirnya, hasil analisa ketiga prinsip tersebut dijadikan dasar untuk membahas penerapan value discipline di PT ILCS.

In an effort to achieve competitive advantage, enterprises can follow the principles of value discipline: product leadership, customer intimacy, and operational excellence. This study analyzes the application of each principle of value discipline in the product development process at PT Integrasi Logistik Cipta Solusi (ILCS), a company providing information technology solutions and services to the logistics community. Analysis of the principle of product leadership is done by reviewing the extent to which the product meets the dimensions of the Logistics Performance Index (LPI). Then, the analysis of the principle of customer intimacy and operational excellence are each carried out with the help of Kano Model and Shingo Model, respectively. From the study using Kano Model, high quality attributes are obtained based on customer preferences. Then from the results of interviews with Shingo Model, it is known that PT ILCS has not fully met the principle of operational excellence. And in the area of product leadership, PT ILCS competitive advantage based on the LPI dimensions can be achieved through the application of continuous research and development. Finally, the results of the analysis of the three principles are the basis for discussing the application of value discipline at PT ILCS.

Kata Kunci : value discipline, kano model, shingo model, operational excellence, pengembangan produk, logistik