FORMULASI STRATEGI BERSAING PADA PT ISTA INDONESIA

GARIN ARIO TETUKO, Amirullah Setya Hardi, S.E., Cand.Oecon., Ph.D.

2022 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

PT ISTA Indonesia merupakan salah satu anak perusahaan PT Samudera Indonesia Tbk (PT SI Tbk) yang salah satunya layanan bisnisnya adalah melayani kebutuhan tour&travel dan MICE (Meeting, Incentives, Convention, Exhibition) dengan segmentasi konsumen korporat. Pandemi Covid 19 yang terjadi di Indonesia dan dunia turut mempengaruhi pendapatan perusahaan. ISTA yang selama ini melayani konsumen internal korporat berupaya meningkatkan kinerja perusahaan dengan mengembangkan pasar eksternal (diluar anak usaha PT SI Tbk). Untuk dapat melakukan penetrasi pasar eksternal, perusahaan harus melihat kondisi eksternal yakni peluang dan ancaman yang ada di industri kemudian melihat kekuatan internal perusahaan saat ini. Tujuan dari penelitian ini adalah merumuskan strategi bersaing berdasarkan kondisi faktor eksternal dan internal perusahaan. Metode penelitian yang dilakukan adalah kualitatif deskriptif. Pengumpulan data secara primer dilakukan dengan observasi, kuesioner dan wawancara. Pengumpulan data sekunder melalui data internal dan artikel yang relevan dengan penelitian. Faktor eskternal dianalisis dengan PESTEL dan Five Forces Porter. Faktor internal dianalisis dengan rantai nilai dan VRIO. Dari hasil analisis faktor eksternal dan internal didapatkan peluang, ancaman, kekuatan dan kelemahan perusahaan yang kemudian peneliti rangkum dalam analisis SWOT. Berdasarkan hasil analisis didapatkan perusahaan sebaiknya menerapkan strategi bersaing generik berbasis diferensiasi terfokus. Adapun usulan strategi peneliti adalah (1) Memaksimalkan sinergisitas di internal grup korporat dengan menawarkan jasa perusahaan ke tiap konsumen anak usaha induk lainnya dan (2) Melakukan segmentasi ke area/scope yang tidak bisa dijangkau oleh kompetitor lain seperti layanan satu pintu pada acara korporat mulai dari mulai dari manajemen acara berupa konsep dan desain, manajemen perjalanan berupa tiket pesawat, hotel dan transportasi darat sampai dengan merchandising yang relevan.

PT ISTA Indonesia is a subsidiary of PT Samudera Indonesia Tbk (PT SI Tbk) which one of its busineess services is serving the needs of tour & travel and MICE (Meeting, Incentives, Convention, Exhibition) with corporate consumer segmentation. The Covid 19 pandemic that occurred in Indonesia and the world also affected the company's revenue. ISTA, which has been serving internal corporate customers, seeks to improve the company's performance by developing external markets (outside the subsidiary PT SI Tbk). To be able to penetrate the external market, companies must look at external conditions, namely the opportunities and threats that exist in the industry and then look at the company's current internal strengths. The purpose of this research is to formulate a competitive strategy based on the condition of the company's external and internal factors. The research method used is descriptive qualitative. Primary data collection was done by observation, questionnaires and interviews. Secondary data collection through internal data and articles relevant to the research. External factors were analyzed by PESTEL and Porter's Five Strengths. Internal factors were analyzed by value chain and VRIO. From the results of the analysis of external and internal factors, the opportunities, threats, strengths and weaknesses of the company were obtained which researchers then summarized in a SWOT analysis. Based on the results of the analysis, the company should implement a generic competitive strategy based on focused differentiation. The proposed research strategy is (1) Maximizing synergies within the company group by offering company services to every consumer of other parent subsidiaries and (2) Segmentation into areas/scopes that other competitors cannot reach, such as one-stop service at corporate events ranging from event management in the form of concepts and designs, travel management in the form of airline tickets, hotels and land transportation to related merchandising.

Kata Kunci : Agen Travel Konvensional,PESTEL,Five Forces,Rantai Nilai,VRIO,SWOT,Strategi Bersaing Generik