ANALISIS STRATEGI BERSAING PT. XYZ UNTUK MENCAPAI KEUNGGULAN KOMPETITIF

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

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Industri perunggasan Indonesia menghadapi dinamika signifikan seiring pertumbuhan populasi 281,6 juta jiwa pada 2024 dan meningkatnya konsumsi daging ayam broiler sebagai sumber protein utama masyarakat. Program makan siang gratis pemerintah serta tren urbanisasi mendorong peningkatan permintaan, namun struktur industri masih didominasi oleh dua pemain besar, yakni Charoen Pokphand dan Japfa Comfeed, dengan pangsa lebih dari 68%. PT. XYZ sebagai pelaku domestik mengalami tantangan serius ketika meskipun penjualannya naik 9,11% pada 2023, laba bersih turun 29,7% akibat beban operasional dan kenaikan harga bahan baku. Kondisi ini menuntut strategi adaptif untuk meningkatkan daya saing di pasar yang kompetitif.

Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik observasi, wawancara mendalam, dan studi dokumentasi. Analisis dilakukan melalui pendekatan Porter’s Five Forces, Resource-Based View (RBV), VRIO, dan SWOT untuk mengidentifikasi faktor internal dan eksternal yang memengaruhi daya saing PT. XYZ. Informan penelitian terdiri dari pimpinan puncak, analis data, serta mitra bisnis strategis yang terlibat langsung dalam operasional dan distribusi ayam broiler. Data dianalisis secara deskriptif kualitatif dengan menghubungkan hasil temuan lapangan dengan teori manajemen strategi, keunggulan kompetitif, serta kerangka strategi generik Porter.

Hasil penelitian menunjukkan bahwa PT. XYZ memiliki kekuatan strategis pada fasilitas cold-chain bersertifikat, unit peternakan closed-house, kapabilitas big data analytics, dan budaya adaptif, yang mendukung penerapan strategi Differentiation Leadership. Strategi ini terbukti paling relevan karena didukung oleh kekuatan internal, peluang eksternal, serta kemampuan mengatasi kelemahan dan ancaman melalui inovasi digital, integrasi big data, program loyalitas, dan kolaborasi dengan Horeka serta ritel modern. Rekomendasi strategis difokuskan pada penguatan relasi, percepatan sertifikasi, pengembangan produk ready-to-cook, serta edukasi konsumen berbasis kampanye “Fresh is Quality” untuk membangun keunggulan kompetitif berkelanjutan.

The Indonesian poultry industry faces significant dynamics along with the population growth reaching 281.6 million in 2024 and the increasing consumption of broiler chicken meat as the primary source of protein for society. The government’s free lunch program and urbanization trends have boosted demand, yet the industry structure remains dominated by two major players, Charoen Pokphand and Japfa Comfeed, which together control more than 68% of the market. As a domestic player, PT. XYZ encounters serious challenges, as its sales increased by 9.11% in 2023, while net profit decreased by 29.7% due to rising operational costs and higher raw material prices. This condition demands adaptive strategies to enhance competitiveness in a highly contested market.

This study employs a descriptive qualitative method using observation, in-depth interviews, and document analysis. The analysis is carried out through the frameworks of Porter’s Five Forces, Resource-Based View (RBV), VRIO, and SWOT to identify internal and external factors influencing PT. XYZ’s competitiveness. Research informants consist of top executives, data analysts, and strategic business partners directly involved in the operations and distribution of broiler chicken. Data were analyzed descriptively by linking field findings with theories of strategic management, competitive advantage, and Porter’s generic strategies framework.

The findings reveal that PT. XYZ possesses strategic strengths in certified cold-chain facilities, closed-house poultry farms, big data analytics capabilities, and an adaptive culture, all of which support the adoption of a Differentiation Leadership strategy. This strategy proves to be the most relevant, supported by internal strengths, external opportunities, and the ability to overcome weaknesses and threats through digital innovation, big data integration, loyalty programs, and collaboration with Horeka and modern retail partners. Strategic recommendations focus on strengthening partnerships, accelerating certification, developing ready-to-cook products, and consumer education through the “Fresh is Quality” campaign to build sustainable competitive advantage.

Kata Kunci : Poultry Industry, Broiler Chicken, Differentiation Leadership, VRIO, SWOT, Competitive Strategy