Evaluasi dan formulasi strategi bersaing PT Zurich Insurance Indonesia

ATMAKA, M. Ismudi, Bambang Riyanto LS., Dr.,MBA

2006 | Tesis | Magister Manajemen

Pertumbuhan industri asuransi nasional selama 5 tahun terakhir cukup tinggi karena mencapai rata-rata di atas 18%, hal ini karena didorong oleh pertumbuhan ekonomi yang cukup bagus paska krisis ekonomi Indonesia . Peluang industri asuransi untuk ke depan masih sangat terbuka lebar.Tesis ini mengevaluasi dan menganalisis strategi bersaing PT. Zurich Insurance Indonesia sebagai obyek penelitian, dalam rangka mengevaluasi setiap perubahan lingkungan industri sebagaimana diuraikan diatas. Sebagai alat analisis lingkungan eksternal, peneliti menggunakan Five Forces Model analysis untuk mengetahui karakteritik lingkungan industri , driving forces analysis yakni yang mempengaruhi industi langsung maupun tidak langsung, Strategy Group Map Analysis untuk mengetahui peta kekuatan bersaing di industri asuransi.Dan untuk melengkapi digunakan key success factors analysis. Dengan berbagai alat analisis tersebut dapat diketahui posisi persaingan, kekuatan kompetitor, dan strategi yang akan ditempuh, sehingga dapat mempertahankan pasar atau lebih kedepannya memenangkan persaingan. Untuk analisis lingkungan internal, peneliti menggunakan analisis kinerja, core capabilities analysis dan Value Chain analysis. Dengan analisis tersebut dapat diketahui kekuatan dan kelemahan sehingga dapat lebih tepat memposisikan di market. Berdasarkan hasil analisis sebagai analisis akhir, dapat disimpulkan bahwa dengan seluruh kekuatan yang dimiliki seperti reputasi perusahaan, aliansi strategis, sumberdaya manusia dapat memanfaatkan peluang dari membaiknya perekenomian, Namun demikian, beberapa kelemahan mendasar, khususnya minimnya modal harus dicarikan solusi untuk mengantisipasi ancaman dari pemberlakuan regulasi yang semakin ketat, terutama ketentuan minimal Risk Based Capital 120% .PT.ZII telah menyusun strategi pengembangan saluran distribusi, produk, IT, Risk Management, dan sumber daya manusia, namun implementasinya tidak akan berarti karena kendala modal yang minim.

Growth of national insurance industry as along 5 years latest achieved the average of 18% each year and this achievement supported by macro economic growth after Indonesian economic crisis in seven ago. The insurance industry business opportunity in Indonesian is big, it caused insurance parameters business growth is measure equal of wealth of nations. The thesis proposed to evaluate and analysis competitive strategy of PT. Zurich Insurance Indonesia as a object analysis of the thesis did to evaluate the appropriation of the surrounding industry changes as stated to the above. To evaluate external behavior analysis, the writer used five forces model analysis to match the industry characteristic, and used driving forces analysis to matche the direct or indirect the insurance industry influence factors, and strategy group map analysis to found the business position map compared to the competitors position in national insurance industry. And the last tool analysis the writer used key success factors to met the direct factors to enhanced success in insurance business. With used many analysis tool above it could found the competitive strength, positioning, and what the strategy will be used to win the competitiveness. In the Internal analysis the writer used capabilities analysis and value chances analysis, with the used these tool it could be met the internal strength and the weakness to positioning in the market. The last tool analysis the writer used comparative strategy between the old and new strategy to found the strength or weakness this company strategy. Based on above analysis, the writer concluded that whereby with the strength competitive own company, company image, strategic alliance, human resources, the company had capabilities to win the business area supported by Indonesian macro economic growth. Although supported in good conditions, the company should pay attention to add the capital from shareholders to meet the minimum risk based on capital as 120% which regulated from Indonesia government in year 2004. The PT.ZII must develop the distribution channel, product innovation, information technology and risk management, human resources. But all program should be supported by capital addition. In the last, PT.ZII must apply the above strategies and had the priority program especially in capital addition, and matching strategic which stated above.

Kata Kunci : Strategi Bersaing, Risk Based Capital, competitive strategy, image company, risk based capital, channel distribution, and product innovation.