Strategi PT Ecolab International Indonesia Dalam Meningkatkan Profit Margin di Fase Re-opening Setelah Pandemi

Eka Marlina, Dr. Willy Abdillah, M.Sc.

2023 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan mengidentifikasi strategi yang diambil oleh Perusahaan pasca terjadinya penurunan kinerja keuangan yang dikarenakan pandemi Covid-19. Sampel penelitian ini adalah PT Ecolab International Indonesia. Penelitian ini bersifat deskriptif kualitatif yang menggunakan kerangka konseptual turnaround strategy yang dikembangkan oleh Hoffman, R.C. (1989) untuk menganalisis kondisi penurunan kinerja perusahaan dan strategi turnaround yang tepat. Analisis dilakukan terhadap faktor eksternal dan internal perusahaan untuk mengetahui penyebab penurunan kinerja juga ancaman maupun peluang dalam industri kimia khususnya di Indonesia. Selanjutnya, dilakukan analisis generic turnaround strategy preposition untuk mengidentifikasi tindakan strategis dan operasional yang telah dilakukan untuk mengatasi penurunan kinerja.

Penelitian ini berdasarkan publikasi laporan keuangan selama periode 2018 sampai 2022, sebelum saat pandemik sampai masa pandemik berakhir yang mana terjadinya penurunan kinerja perusahaan dan industri disebabkan faktor eksternal, terutama adanya pandemic Covid-19 yang menyebabkan penurunan ekonomi secara global. Menelaah lebih dalam strategi Perusahaan untuk mengembalikan profit berdasarkan kekuatan internal dan dukungan faktor eksternal dengan menggunakan konsep turnaround strategy dimana terbagi menjadi 4 fokus utama yaitu pengurangan biaya, reorganisasi, penerapan teknologi dan produk baru.

This study is to identify which strategy that company can use to improve profit margin after getting hit by pandemic that caused financial performance to drop quite significantly. PT Ecolab International Indonesia is a sample of this study. A qualitative descriptive method is being used in this study, using a conceptual framework of turnaround strategy developed by Hoffman, R. in 1989 to analyse the condition of declining company performance and define an appropriate turnaround strategy. Analysis being conducted internally that company has to know which part is causing company to have decreased performance as well as opportunities and threats from external factors in chemical specialty industry specifically in Indonesia. Furthermore, analysis is being conducted using a generic turnaround strategy concept to identify which is best to apply to gain back profit margin.

The study uses company publications especially annual financial reports for the period of 2018 to 2023 where the researcher study prior pandemic financial trends up to after pandemic to identify which factors both internally and externally affected decreased company performance. Then in detail to analyse which strategy that company being made is impactful to improve profit margin based on what it has internally and externally using the turnaround strategy concept that has 4 focuses which are cost cutting, organization re-structurization, new technology implementation, and new product launch.

Kata Kunci : turnaround strategy, bahan kimia khusus, analisis rantai nilai, analisis faktor eksternal PESTEL, analisis faktor eksternal five forces