Analisis Keunggulan Kompetitif Pada PT Bikasoga

Yusi Yuliana, Prof. Amin Wibowo, S.E., M.B.A., Ph.D

2024 | Tesis | S2 Manajemen

Pandemi Covid 19 yang dialami dunia selama hampir 2 tahun sangat berdampak pada perekonomian, salah satunya industri di bidang MICE (Meeting, Incentive, Conference, Exibition). PT Bikasoga yang merupakan salah satu perusahaan penyedia jasa penyewaan gedung pertemuan dan sarana olah raga termasuk yang mengalami dampak akibat kondisi tersebut. Namun demikian, perusahaan yang telah berdiri hampir 30 tahun ini mampu bertahan dengan sumber daya dan kapabilitas yang dimiliki,. 

Penelitian ini bertujuan untuk mengidentifikasi sumber daya dan kapabilitas yang mendukung aktivitas-aktivitas dalam rantai nilai PT Bikasoga yang menjadi keunggulan bersaing perusahaan serta mengidentifikasi apakah rantai dari aktivitas yang dilakukan memenuhi tes building blocks of competitive advantage. Pendekatan kualitatif deskriptif digunakan sebagai metode penelitian ini, untuk menjelaskan hasil identifikasi sumber daya dan kapabilitas perusahaan serta rantai nilai pada perusahaan yang merupakan keunggulan kompetitif pada perusahaan. Data yang digunakan adalah data primer yang didapatkan dari hasil wawancara dengan pimpinan, manajemen serta pegawai perusahaan. Data sekunder didapat dari internal perusahaan maupun sumber lainnya antara lain melalui website maupun sumber lainnya diluar perusahaan yang akan mendukung data primer.     

Hasil penelitian menunjukkan bahwa sumber daya dan kapabilitas perusahaan yang mendukung aktivitas-aktivitas dalam rantai nilai perusahaan dan menjadi keunggulan bersaing perusahaan adalah sumber daya fisik, sumber daya organisasi, sumber daya aset manusia, sumber daya citra perusahaan, sumber daya budaya perusahaan, kapabilitas berupa peraturan, prosedur dan layanan, serta kapabilitas perusahaan berupa struktur organisasi, pengambilan keputusan dan pengelolaan SDM. Berdasarkan analisis terhadap rantai nilai dengan menggunakan analisis building blocks of competitive advantage,  diketahui bahwa layanan yang diberikan perusahaan memiliki keunggulan dari sisi kualitas, inovasi dan tanggap terhadap konsumen. Keunggulan kompetitif perusahaan adalah diferensiasi.

The Covid 19 pandemic that world  has experiences for almost 2 years has had a huge impact the economy, one of them is the industry in the field MICE (Meeting, Incentive, Conference, Exibition). PT Bikasoga which is one of the companies providing services for meeting halls and sports facilities, is among those experienceing the impact of those condition. However, this company, which has been around for almost 30 years, is able to survive with the resources and capabilities it has.  

The research is aims to identify the resources and capabilities that support activities in the PT Bikasoga value chain which become company's competitive advantage and identify whether the value chain of activities carried out meets the building blocks of competitive advantage test. A descriptive qualitative approach was used as a research method for this study, to explain the results of identifying company resources and capabilities as well as the company's value chain which constitutes the company's competitive advantage. The data used is primary data obtains from interviews with company leader, management and employees. Secondary data is obtained from internal company data and other sources, including websites and other sources outside the company that will support primary data.

The results of the research show tha the company's resources and capabilities that support activities in the company's value chain and become a company's competitive advantage are physical resources, organizational resources, human asset resources, corporate image resources, corporate cultural resources, capabilities in the form regulations, procedures and services, as well as management capabilities in the form of organizational structure, decision making and HR management. Based on an analysis of the value chain using building blocks of competitive advantages analysis, is known that the services provides by the company have advantages in the term of quality, innovation and costumer responsiveness. The company's competitive advantage is differensiation.

The results of the research show that the company’s resources and capabilities that support activities in the company’s value chain and become a company’s competitive advantage are physical resources, organizational resources, human asset resources, corporate image resources, corporate cultural resources, capabilities in the form regulations, procedures and services, as well as management capabilities in the form of organization structure, decision making and HR management. Based on an analysis of the value chain using building blockas of competitive advantages analysis, is known that the services provides by the company have advantages in terms of quality, innovation and customer responsiveness. The company’s competitive advantage is differentiation.

Kata Kunci : Sumber Daya, Kapabilitas, Rantai Nilai, Keunggulan Kompetitif