Analisis Strategi Bersaing PT Hissan Trading Indonesia Dalam Persaingan Bisnis Di Industri Kimia Konstruksi

Dzuhri Ananda Dewantara, Prof. Nurul Indarti, Sivilokonom., Cand.Merc., Ph.D,

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini dilakukan di PT Hissan Trading Indonesia (PT HTI), sebuah perusahaan yang baru memasuki industri kimia konstruksi di Indonesia, sebuah sektor yang berkembang pesat seiring dengan percepatan pembangunan infrastruktur oleh pemerintah. Penelitian ini bertujuan untuk mengidentifikasi ancaman dan peluang eksternal serta kekuatan dan kelemahan internal PT HTI, dan merumuskan strategi bersaing yang tepat agar perusahaan dapat memenangkan persaingan di pasar kimia konstruksi Indonesia. Pendekatan kualitatif digunakan dalam penelitian ini dengan pengumpulan data melalui wawancara. Analisis faktor eksternal dilakukan menggunakan model Five Forces Porter, sementara analisis sumber daya dan kapabilitas digunakan untuk mengevaluasi faktor internal perusahaan. Berdasarkan hasil analisis tersebut, TOWS Matrix digunakan untuk merumuskan strategi bersaing yang optimal. Hasil penelitian menunjukkan bahwa meskipun persaingan sangat ketat, PT HTI memiliki peluang signifikan di pasar segmen niche yang belum banyak
dimanfaatkan oleh pesaing. Direkomendasikan agar PT HTI menerapkan strategi bersaing diferensiasi terfokus untuk menargetkan segmen pasar dengan kebutuhan khusus yang belum terlayani oleh pesaing. Dengan strategi ini, PT HTI dapat memanfaatkan kekuatan internalnya untuk menciptakan keunggulan kompetitif di industri kimia kontruksi.

This research was conducted at PT Hissan Trading Indonesia (PT HTI), a company that has recently entered the chemical construction industry in Indonesia, a sector that is rapidly growing along with the accelerated infrastructure development by the government. The aim of this research is to identify the external threats and opportunities, as well as the internal strengths and weaknesses of PT HTI, and to formulate an appropriate competitive strategy to help the company succeed in the chemical construction market in Indonesia. A qualitative approach is employed in this research, with data collected through interviews. External factors are analyzed using Porter's Five Forces model, while internal factors are evaluated using a resource and capability analysis. Based on these analyses, the TOWS Matrix is used to formulate an optimal competitive strategy. The research findings indicate that, despite the intense competition, PT HTI has significant opportunities in the niche market segments that have not been fully exploited by competitors. It is recommended that PT HTI adopt a focused differentiation strategy to target market segments with specific needs that are underserved by competitors. Through this strategy, PT HTI can leverage its internal strengths to create a competitive advantage in the chemical construction industry.

Kata Kunci : Competitive Strategy, Porter's Five Forces, Resources and Capabilities, TOWS Matrix, Construction Chemicals.