Pemetaan strategi berdasarkan rerangka Balanced Scorecard :: Studi pada PT MSA Kargo Cabang Denpasar

YASA, Ketut Suryana, Dr. Hani Handoko, MBA

2005 | Tesis | Magister Manajemen

When the industrial transition happened to the mature phase, company need reinvent the strategy that was implemented to retain company competitive advantage in industry. Company needs the strategy mapping that describing and communicating clearly the change of strategy to every organizational member. The strategy mapping base on balanced scorecard framework represent the tools which are used to describe how objectives, measurements, targets and initiatives in internal process perspective integrate and own cause-effect relationship to objectives, measurements, targets and initiatives in customer perspectives, financial perspectives, and learning and growth perspectives. As a research object, PT MSA Cargo Denpasar branch is used by author to mapping the change of strategy so that PT MSA Cargo has competitive advantage of logistic and freight forwarding industry in Indonesian. The author uses analytic qualitative method as a analysis method. Combination of PT MSA Cargo activity system which are consist of activity system of low cost strategy and activity system of customer solution strategy into strategy mapping base on balanced scorecard framework will support PT MSA cargo to build competitive advantage through emphasize on objectives, measurements, targets and initiatives in customer solution strategy. The strategy mapping of customer solution is conducted to complement the low cost strategy of objectives, measurements, targets and initiatives. Each of strategic objectives on strategy mapping are conducted step by step in PT MSA cargo value chain.

Kata Kunci : Strategi Perusahaan,Pemetaan,Balanced Scorecard, Strategy mapping, Balanced scorecard framework, low cost strategy, customer solution strategy, activity system, value chain