Analisis Strategi Bisnis PT Bakrie Swasakti Utama Dalam Industri Apartemen di Indonesia

Ferdinand Luther, Dr. Willy Abdillah, M.Sc

2024 | Tesis | S2 MANAJEMEN (MM) JAKARTA

ABSTRAK

ANALISIS STRATEGI BISNIS PT BAKRIE SWASAKTI UTAMA 

DALAM INDUSTRI APARTEMEN DI INDONESIA

Ferdinand Luther (21/486768/PEK/27913)

PT. Bakrie Swasakti Utama (BSU) adalah perusahaan yang bergerak dalam bisnis 

apartemen di Indonesia, khususnya di Jakarta. PT BSU berlokasi di kawasan segitiga 

emas Jakarta, yaitu di Rasuna Epicentrum Kuningan, Jakarta Selatan.

Industri apartemen yang sangat kompetitif di Indonesia, khususnya di Jakarta, 

mengakibatkan PT BSU harus merumuskan strategi yang tepat untuk mampu survive dan 

memenangkan persaingan dalam industri apartemen di Indonesia.

Penelitian ini bertujuan mengidentifikasi lingkungan eksternal PT BSU 

menggunakan analisis PESTLE dan Key Success Factor, dan lingkungan internal PT BSU 

menggunakan pendekatan RBV yang didetilkan lagi dengan VRIO framework untuk 

menilai keunggulan bersaing yang dimiliki PT BSU. Metode selanjutnya adalah 

merumuskan strategi bersaing yang tepat bagi PT BSU.

Hasil penelitian memperlihatkan bahwa strategi yang paling tepat bagi PT BSU 

dalam menghadapi persaingan bisnis apartemen di Indonesia adalah focused 

differentiation strategy.

Kata kunci : strategi, apartemen, PESTLE, key success factor, RBV, VRIO, Porter’s 

Five Generic Competitive Strategies, Focused Differentiation Strategy

ABSTRACT

BUSINESS STRATEGY ANALYSIS OF PT BAKRIE SWASAKTI UTAMA 

IN THE APARTMENT INDUSTRY IN INDONESIA

Ferdinand Luther (21/486768/PEK/27913)

PT. Bakrie Swasakti Utama (BSU) is a company engaged in the apartment 

business in Indonesia, especially in Jakarta. PT BSU is located in the Golden Triangle 

area of Jakarta, namely at Rasuna Epicentrum Kuningan, South Jakarta.

The very competitive apartment industry in Indonesia, especially in Jakarta, 

has resulted in PT BSU having to formulate the right strategy to be able to survive and 

win competition in the apartment industry in Indonesia.

This research aims to identify PT BSU's external environment using PESTLE 

and Key Success Factor analysis, and PT BSU's internal environment using the RBV 

approach which is further detailed with the VRIO framework to assess PT BSU's 

competitive advantage(s). The next method is to formulate an appropriate competitive 

strategy for PT BSU.

The research results show that the most appropriate strategy for PT BSU in 

facing competition in the apartment business in Indonesia is a focused differentiation 

strategy.

Keywords: strategy, apartment, PESTLE, key success factor, RBV, VRIO, Porter’s Five 

Generic Competitive Strategy, Focused Differentiation Strategy

Kata Kunci : strategi, apartemen, PESTLE, key success factor, RBV, VRIO, Porter’s Five Generic Competitive Strategies, Focused Differentiation Strategy