Strategi Toyota dalam mempertahankan posisi sebagai market leader

ARMADI, Dr. Harsono, M.Sc

2006 | Tesis | Magister Manajemen

Krisis moneter yang terjadi di Indonesia tahun 1997~1998 dan mulai dirasakan kembali diawal tahun 2006 ini telah menyebabkan kondisi perekonomian menjadi tidak pasti. Kondisi perekonomian yang harus mendapat perhatian sangat serius adalah terjadinya penurunan daya beli masyarakat. Turunnya daya beli masyarakat disebabkan oleh meningkatnya harga-harga dan menurunnya penghasilan masyarakat. Sehingga perusahaan perlu menerapkan strategi untuk mempertahankan diri. Didalam dunia industri otomotif di Indonesia tahun 2005, Toyota adalah market leader dengan share sebesar 34,20%, dan Toyota terus berusaha untuk mempertahankan posisinya di nomor 1. Sebagai perusahaan otomotif terbesar di Indonesia, maka Toyota terus-menerus melakukan improvement kebijakankebijakan strategisnya, dengan cara menggali Competitive Ability dan Competitive Advantage, membuat strategi management yang lebih creative, innovative, productive, cepat sehingga dapat memenuhi kebutuhan dan kepuasan pelanggan, dan pada akhirnya dapat memberi keuntungan yang stabil bagi perusahaan. Thesis ini menuliskan aktivitas-aktivitas yang dilakukan Toyota khususnya di wilayah Jawa Tengah dan DIY dalam mempertahankan posisi market leader dipasar, khususnya aktivitas dibidang After Sales Service dengan menggunakan prinsip teori Balance Score Card. Diartikel ini, Action Plan dibidang After Sales Service dianalisa sehingga dapat disimpulkan dalam sebuah arahan yang jelas untuk menunjang penjualan kendaraan baru dengan cara meningkatkan Customer Retention sehingga Toyota mempunyai Customer for Life.

Monetary crisis that happened in Indonesia in 1997~1998 years and had being started again in beginning 2006 year, has already caused economic condition become unstable. Economic condition that must be having more concern is decreasing people power of buy. That is caused by increasing of goods prices and decreasing of people salary, so companies had to need implement right strategies for surviving and winning the competition. In 2005 year Indonesia automotive industry, Toyota is market leader with market share 34.20% and Toyota spends more effort to keep its no.1 market share position. As a biggest automotive company in Indonesia, Toyota keeps to continue improvement of policies strategic by digging of competitive abilities and competitive advantages, make new management strategic that more creative, innovative, productive, and quick in order to meet customer needs and customer satisfaction. And finally its effort can be giving stable profit for company. This thesis contains of Toyota’s activities, especially in Central Java and DIY in order to keep market leader position in automotive industry, especially about after-sales service activities that analyzed by Balance Scorecard. In this thesis, after-sales service action plan had been analyzed one by one, so the result can be concluded in clear and right direction for support new vehicle sales by increasing of customer retention so Toyota has Customer for Life.

Kata Kunci : Strategi Perusahaan,Market Leader,After Sales Service, Strategy, Toyota, Market Leader, After-sales Service, Balance Score Card, Customer, Shareholder Value