Strategi bisnis Satelit Palapa C2 PT Indosat Tbk

HAZAN, Benny, Bambang Riyanto LS., Dr.,MBA

2005 | Tesis | Magister Manajemen

Industri Komunikasi Broadband Satelit yang terdiri dari bisnis pabrikan satelit, bisnis peluncuran, operator satelit, provider satelit dan perangkat stasiun bumi (ground segment) secara global tampaknya saat ini berada di persimpangan jalan. Berdasarkan data dari Satellite Industry Association menunjukkan bahwa pertumbuhan revenue industri satelit dunia dengan prosentase pertumbuhan 22.1% di tahun 2000 menjadi 5,7% di tahun 2003. Penurunan tersebut terutama diakibatkan oleh semakin berkembangnya teknologi dan daerah penyebaran jaringan telekomunikasi teresstrial terutama jaringan kabel serat optik, dimana teknologi tersebut sebagai teknologi alternatif telekomunikasi selain penggunaan telekomunikasi satelit. Meningkatnya biaya asuransi peluncuran dan operasional satelit juga membawa dampak pula pada industri telekomunikasi satelit. Penurunan pertumbuhan industri telekomunikasi secara global dan ditambah dengan terjadinya krisis moneter tentu membawa dampak pula yang sangat besar pada industri telekomunikasi satelit di Indonesia, terbukti dengan banyaknya broadcaster internasional yang tidak lagi menggunakan transponder satelit di Palapa C2 antara lain CNN, HBO, MTV dll. Dalam tesis ini penulis melakukan kajian di PT Indosat dengan cara menganalisa pencapaian keunggulan bersaing dalam strategi bisnis PT Indosat dan mengkaji kesesuaian strategi bisnis tersebut dengan lingkungan bisnis satelite. Analisis eksternal dilakukan dengan alat bantu Five Forces Model, Key Success Factor dan Driving Forces pada bisnis satelit. Analis Internal dilakukan dengan cara mengkaji visi dan misi perusahaan, laporan pendapatan PT Indosat dan SDM PT Indosat. Hasil dari analisa tersebut kemudian akan dirangkum secara keseluruhan dalam Value Chain PT Indosat untuk menghasilkan strategi bisnis PT Indosat tbk. di bidang telekomunikasi.

Satellite Communication Broadband Industry, which content of Satellite Manufacture Business, Satellite Launching Business, Satellite Operator Business, Satellite Provider Business, and Ground Segment Satellite Station Equipment Business currently stands at a crossroad. Base on Satellite Industry Association (SIA) data indicate that percentage of revenue growth world industry broadband satellite in the year of 2000 is 22.1% and became 5.7% in 2003. Declination of revenue growth of satellite industry mainly because of rapidly developing, innovation and coverage area of terrestrial network mostly fiber optic communication network, terrestrial network is alternative communication technology except of satellite communication. Increasing of launcher and operation insurance cost has contribution to declining of revenue broadband satellite industry. Globally decline of Satellite Communication Industry growth because of competition with terrestrial network and monetary crisis at the end of 1997 have an big effect to Satellite operator and provider business in Indonesia, that indicated by the famous international broadcaster like CNN, HBO, MTV, etc not to extend contract to lease transponder satellite Palapa C2. In that reason, the author decide to choose PT. Indosat as an object for research and analyze Indosat formulate the business strategy to achieve the competitive advantages, and learn how far that strategy to deal or match with satellite business environment. To analyze that the author will use Five Forces Model, Key Success Factor and Driving Forces as a tool for external analyze and for internal analyze the author will explore company vision and mission, PT Indosat revenue report and human resources. The result for analyze will be resume at PT Indosat Value Chain to formulated on competitive strategy business strategy in telecommunication industry

Kata Kunci : Strategi Bisnis,PT Indosat Tbk,Satelit Palapa C2,Keunggulan Bersaing,Strategi Bisnis,Key Succes Factor,Five Forces Model, Key Success Factor, Driving Forces, Value Chain Analyze, Competitive advantage strategy