Analisis Strategi dan Daya Saing Urea PT Pupuk Indonesia (Persero) Memasuki Pangsa Pasar Australia

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

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan untuk mengidentifikasi faktor keunggulan bersaing dan kapabilitas kunci PT Pupuk Indonesia (Persero) dalam persaingan head-to-head di pasar urea Australia, sekaligus merumuskan strategi ekspor yang efektif untuk mengoptimalkan profitabilitas dan pangsa pasar berkelanjutan. Menggunakan desain studi kasus tunggal dengan pendekatan deskriptif-eksplanatori yang bersifat kualitatif-dominan, penelitian ini mengintegrasikan data primer dari wawancara mendalam bersama informan kunci serta data sekunder statistik industri. Analisis strategis dilakukan melalui kerangka kerja PESTEL, Porter’s five forces, key success factors, competitive profile matrix, VRIO, dan value chain, yang disintesis menggunakan matriks SWOT/TOWS untuk menghasilkan rekomendasi strategi yang operasional.
Hasil penelitian menunjukkan bahwa daya saing PT Pupuk Indonesia (Persero) di pasar Australia tidak ditentukan oleh kualitas produk semata, tetapi oleh kemampuan menghadirkan kepastian volume, keandalan pengiriman, fleksibilitas kontrak, dan daya saing harga terkirim secara simultan. Oleh karena itu, strategi yang paling relevan adalah menempatkan Australia sebagai selective priority market melalui focused best-cost strategy dengan reliability-led differentiation, yang didukung penguatan alokasi ekspor, model kontrak transisional untuk membangun hubungan pelanggan jangka panjang yang lebih stabil, dan perbaikan shipment reliability.

This study aims to identify the sources of competitive advantage and the key capabilities that shape PT Pupuk Indonesia (Persero)’s head-to-head performance in the Australian urea market, and to formulate an export strategy that enhances profitability and supports sustainable market share growth. The research adopts a single-case study design with a descriptive-explanatory orientation and a qualitative-dominant approach. It combines primary data from in-depth interviews with key informants and secondary data from industry statistics and relevant documents. The strategic analysis employs the PESTEL framework, Porter’s five forces, key success factors, competitive profile matrix, VRIO, and value chain analysis, which are subsequently integrated through the SWOT/TOWS matrix to generate actionable strategic recommendations.
The findings reveal that PT Pupuk Indonesia (Persero)’s competitiveness in the Australian market is shaped not only by product quality but also by its ability to provide volume certainty, reliable shipment performance, contractual flexibility, and competitive delivered pricing. Accordingly, the most suitable strategic direction is to position Australia as a selective priority market through a focused best-cost strategy supported by reliability-led differentiation. This approach should be reinforced by stronger export allocation, transitional contract arrangements to foster more stable long-term customer relationships, and improvements in shipment reliability.

Kata Kunci : Daya Saing, Strategi Ekspor, Urea, Pasar Australia