Formulasi Strategi Diferensiasi Produk Dan Layanan Di SPBU Reguler PT Pertamina Patra Niaga
Uki Atma Nagara, B.M Purwanto, Dr., M.B.A.,
2023 | Tesis | S2 MANAJEMEN (MM) JAKARTA
PT
Pertamina Patra Niaga saat ini masih menguasai pangsa pasar BBM retail di
Indonesia, namun di beberapa wilayah yang masuk kategori high-competition
SPBU regular PT Pertamina Patra Niaga telah mulai kalah bersaing dengan SPBU
dari perusahaan kompetitor. Pasar BBM retail di Indonesia merupakan pasar yang
besar dengan konsumsi BBM retail tahun 2022 sebesar 51 Juta KL dan pasarnya
masih terus bertumbuh sehingga PT Pertamina Patra Niaga perlu untuk menyusun
strategi yang sesuai dengan kondisi yang ada untuk dapat memenangkan persaingan
di pasar BBM retail di Indonesia.
Penelitian
ini merupakan penelitian kualitatif dengan menggunakan metode analisis
deskriptif kualitatif dengan tujuan untuk mendapatkan gambaran yang lengkap
tentang kondisi persaingan yang dihadapi PT Pertamina
Patra Niaga dalam pasar BBM retail Indonesia, bagaimana kondisi produk dan layanan yang saat ini
dimiliki oleh SPBU Reguler PT Pertamina Patra Niaga yang selanjutnya akan
dilakukan formulasi strategi diferensiasi produk dan layanan di SPBU Reguler PT
Pertamina Patra Niaga sesuai dengan hasil analisis proses bisnis, analisis Service
Blueprint layanan kepada konsumen di SPBU, analisis Resources Based View
termasuk analisis VRIO dan analisis Five Force’s.
Hasil
penelitian menunjukan bahwa kondisi persaingan yang dihadapi
PT Pertamina Patra Niaga dalam pasar BBM retail Indonesia cukup ketat terutama
di wilayah high competition seperti di kota-kota besar di Provinsi Banten, Jawa
Barat, DKI Jakarta dan Jawa Timur.
Beberapa hal yang perlu diperbaiki dari kondisi produk dan layanan di SPBU PT
Pertamina Patra Niaga adalah Kondisi antrian pembelian BBM, Pelayanan dan keramahan SPBU. PT Pertamina
Patra Niaga perlu menyusun strategi antisipasi yaitu dengan menyiapkan customized
strategy untuk wilayah-wilayah kategori high-competition.
PT Pertamina Patra Niaga currently still dominates the
retail fuel market share in Indonesia, however, in several areas that are
included in the high competition category, PT Pertamina Patra Niaga has
begun to lose out in competition with gas stations from competing companies.
The retail fuel market in Indonesia is a large market with retail fuel
consumption in 2022 of 51 million KL and the market is still growing so PT
Pertamina Patra Niaga needs to develop a strategy that is by existing conditions to be able to win the competition
in the retail fuel market in Indonesia.
This research is a qualitative research using the qualitative descriptive analysis method to get a complete understanding of the competitive conditions faced by PT
Pertamina Patra Niaga in the Indonesian retail fuel market, how are the
conditions of products and services currently owned by PT Pertamina Patra Niaga
Regular Gas Stations which and then followed by formulating product and service differentiation
strategies at PT Pertamina Patra Niaga Regular gas stations by the results of business process analysis, Service
Blueprint analysis of services to consumers at gas stations, Resources Based
View analysis including VRIO analysis and Five Force's analysis.
The results of the study show that the competition
conditions faced by PT Pertamina Patra Niaga in the Indonesian retail fuel
market are quite tight, especially in areas of high competition such as in big
cities in the provinces of Banten, West Java, DKI Jakarta and East Java.
Several things that need to be improved in
the condition of products and services at the PT Pertamina Patra Niaga gas
station are the condition of the queue for purchasing fuel, gas station service
and friendliness. PT Pertamina Patra Niaga needs to develop an anticipatory
strategy by preparing a customized
strategy for high-competition
category areas.
Kata Kunci : Pasar BBM retail, SPBU regular, Proses Bisnis, Service Blueprint, Resources Based View, Analisis VRIO, Analisis Five Force’s