Formulasi strategi bersaing PT Goodyear-Indonesia Tbk

NUGROHO, Widianto, Bambang Riyanto LS., Dr.,MBA

2006 | Tesis | Magister Manajemen

PT Goodyear Indonesia Tbk (GDYR) adalah sebuah perusahaan produsen ban kendaraan bermotor di Indonesia yang berbagai jenis ban radial penumpang untuk kendaraan sedan, minibus & MPV, jip & SUV dan untuk kendaraan berat seperti bus atau truk. Perusahaan juga memproduksi jenis ban untuk Off the road (OTR). Industri ban nasional adalah kegiatan produksi, pendistribusian, pemasaran serta import dan eksport ban kendaraan. Strategi perusahaan yang di jalankan selama ini lebih konsentrasi pada kemampuan manufaktur serta usahanya untuk melakukan perluasan jaringan distribusi serta mengembangkan pemasaran. Untuk memformulasikan strategi bersaing, perlu dilakukan analisis seperti analisis eksternal yang terdiri dari analisis karakteristik industri, kekuatan bersaing, kekuatan penentu, faktor kunci sukses, dan peta grup stategi. Analisis internal terdiri dari analisis kapabilitas fungsional, rantai nilai, dan posisi relatif. Perusahaan tetap perlu secara kontinyu mengevaluasi strategi yang selama ini sudah di jalankan guna mempertahankan dan mengembangkan bisnisnya. Agar perusahaan bisa mendapatkan pangsa pasar lebih besar serta tetap dapat survive di dalam industri ban nasional maka beberapa alternatif strategi dapat mulai di jalankan seperti dapat mengimplementasikan strategi untuk fokus terhadap penjualan ban mobil terutama untuk produk O.E.M. Strategi lainnya yang dapat diimplementasikan adalah lebih agresif dan memperkuat advertising produk melalui media audio dan media visual untuk meningkatkan image produk.

PT Goodyear Indonesia of Tbk (GDYR) is a company of motor vehicle tire producer in Indonesia which is produce various type of radial passenger tire for the vehicle of sedan minibus & MPV, general purpose & SUV and for heavy vehicle like truck or bus. Company also produces tire type for the Off the Road. Tire national industry is an activity of production, distribution, marketing, also import, and export vehicle tires. Company strategy that is running during the time is more concentrates at the ability of manufacture and its effort to conduct extension of distribution network and develop marketing process. To formulated the compete strategy, it require some analysis like analysis of external environment which consist of industrial characteristic analysis, five forces, driving forces, key success factor, and strategic group maps. Internal analysis consists of analysis of functional capabilities, value chain, and relative position. Constantly company has to require an evaluation of strategy, which was running during the time to utilize, to maintain and to develop its business. So that company can get bigger market compartment and remain survive in national tire industry, hence some strategy alternative can be start running, like strategy implementation to focus on selling of car tire especially for the product of O.E.M tires. Other Strategy that can be implementing is firm must more aggressive and strengthens product advertising through audio media and visual media to increase product image.

Kata Kunci : Strategi Bersaing,PT Goodyear,Indonesia Tbk,Key Success Factor,Peta Grup Strategi, industrial characteristic, five forces, driving forces, key success factors, strategic group maps, functional capabilities, value chain, relative position