Pengembangan Strategi Keunggulan Bersaing Berbasis Better Value Chain Matrix di PT JPR

Amelinda Meta Vania, Prof. Amin Wibowo, S.E., M.B.A., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan untuk merumuskan strategi keunggulan bersaing pada PT JPR, perusahaan jasa logistik dan kepabeanan, melalui pendekatan Better Value Chain Matrix. Latar belakang penelitian didasarkan pada meningkatnya persaingan industri logistik serta adanya permasalahan internal perusahaan, khususnya tingginya tingkat keterlambatan pengiriman (reschedule), keterbatasan armada trucking, dan margin keuntungan yang relatif rendah. Kondisi tersebut menunjukkan bahwa kapabilitas operasional perusahaan belum optimal dalam menciptakan nilai yang unggul bagi pelanggan. Penelitian ini menggunakan metode deskriptif kualitatif dengan pengumpulan data melalui wawancara mendalam kepada pihak internal perusahaan (direktur, manajer operasional, dan supervisor) serta pelanggan, dan didukung oleh data sekunder berupa dokumen perusahaan dan literatur terkait. Analisis dilakukan melalui pemetaan value chain, evaluasi kapabilitas kompetitif yang meliputi quality, cost, delivery, dan service, serta penentuan posisi strategis pada sumbu diferensiasi dan kustomisasi dalam Business Strategy Matrix. Hasil penelitian menunjukkan bahwa kapabilitas utama PT JPR berada pada aspek service dan cost control, namun menghadapi kelemahan signifikan pada delivery reliability akibat ketergantungan pada vendor trucking. Posisi strategis perusahaan berada pada kuadran budget–customized, sehingga strategi dominan yang paling sesuai adalah attentive service. Untuk memperkuat keunggulan bersaing, direkomendasikan beberapa strategi, antara lain penguatan relational advantage melalui account deepening, peningkatan standar operasional (deliver excellent), optimalisasi pengendalian biaya, pengembangan model layanan menuju full outsourcing, serta penguatan kapabilitas sumber daya manusia dan knowledge management. Penelitian ini memberikan kontribusi praktis sebagai dasar perumusan strategi bagi PT JPR dan perusahaan sejenis, serta kontribusi teoritis dalam pengembangan penerapan Better Value Chain Matrix pada industri jasa logistik

This study aims to formulate a competitive advantage strategy for PT JPR, a logistics and customs service company, using the Better Value Chain Matrix approach. The background of this research is driven by increasing competition in the logistics industry and internal company challenges, particularly high delivery delays (rescheduling), limited trucking fleet capacity, and relatively low profit margins. These conditions indicate that the company’s operational capabilities are not yet optimal in creating superior value for customers. This study employs a qualitative descriptive method, with data collected through in-depth interviews with internal stakeholders (director, operations manager, and supervisor) as well as customers, supported by secondary data from company documents and relevant literature. The analysis is conducted through value chain mapping, evaluation of competitive capabilities including quality, cost, delivery, and service (QDSC), and determination of strategic positioning based on differentiation and customization axes within the Business Strategy Matrix. The results show that PT JPR’s main capabilities lie in service and cost control, but the company faces significant weaknesses in delivery reliability due to its dependence on external trucking vendors. The company’s strategic position is in the budget–customized quadrant, making attentive service the most appropriate dominant strategy. To strengthen competitive advantage, several strategic initiatives are recommended, including enhancing relational advantage through account deepening, improving operational standards (deliver excellence), optimizing cost control, developing service models toward full outsourcing, and strengthening human resource capabilities and knowledge management. This study provides practical contributions as a basis for strategic formulation for PT JPR and similar companies, as well as theoretical contributions to the application of the Better Value Chain Matrix in the logistics service industry.

Kata Kunci : Keunggulan Bersaing, Better Value Chain, Kapabilitas Kompetitif, Logistik, Strategi Bisnis