Formulasi strategi korporat :: Penerapan Corporate Parenting Framework di PT Garudafood

MASSAHIR, Hary, Agus Setiawan, Dr.,M.Soc.Sc

2007 | Tesis | Magister Manajemen

Strategi korporat yang dikembangkan oleh perusahaan berdiversifikasi akan memiliki kecenderungan tepat jika perusahaan induk memiliki tingkat kecocokan (fits) yang tinggi dengan unit bisnisnya. Menurut Thompson, Strickland and Gamble (2005) strategi diversifikasi dapat dilakukan (justifiable) jika mampu menciptakan nilai bagi pemegang sahamnya, artinya unit bisnis yang dipilih tersebut harus mempunyai kinerja yang lebih baik di bawah pengelolaan manajemen korporat (under single corporate umbrella) daripada jika berdiri sendiri secara independen (stand alone business). Penciptaan nilai tersebut dapat dilakukan jika perusahaan memiliki wawasan penciptaan nilai (value creation insight) serta karakteristik khusus, sehingga dapat membangun proses perencanaan strategi yang efektif. Untuk dapat mewujudkan suatu nilai tambah perusahaan, diperlukan strategi korporat yang efektif, menurut Goold, Campbell and Alexander (1995) perusahaan berdiversifikasi memerlukan suatu strategi pada tingkat korporat yang lebih baik dari strategi yang ada di masing-masing unit bisnis sehingga dapat memberikan nilai tambah bagi pemegang saham. Untuk itu diperlukan suatu kerangka yang disebut dengan Corporate Parenting Framework (Goold, Campbell and Alexander, 1995). Di dalam Corporate Parenting Framework ini, perusahaan di tingkat korporat mengidentifikasikan permasalahan krusial yang menyangkut bisnis apa yang dimasukkan dalam portofolio, pendekatan apa yang seharusnya dilakukan kepada unit bisnis agar kinerjanya menjadi lebih baik dengan disertai model konseptual dan analisis yang dapat dipercaya. Di dalam Corporate Parenting Framework ini menggunakan pendekatan analisis terstruktur (structured analytical approach) yang terdiri dari empat komponen utama yaitu: Critical Success Factor, Parenting Opportunities, Parenting Characteristic dan Parenting Fit Matrix. Hasil penelusuran kesesuaian Critical Success Factor, Parenting Opportunities dan Parenting Characteristic ini akan di petakan ke dalam Parenting Fit Matrix. Parenting Fit Matrix akan mengelompokkan unit bisnis ke dalam lima kategori utama yaitu: Heartland Business, Edge-of Heartland Business, Ballast Business, Alien Territory Business dan Value Trap Business. Posisi masing-masing unit bisnis ini mempunyai implikasi strategi yang berbeda bagi perkembangan korporasi di masa mendatang.

Corporate strategy which developed by company diversify will have precise tendency if parent company have high fits with its business unit. Thompson, Strickland and Gamble (2005) explain that diversification strategy can be justifiable if the chosen business has good performing under a single corporate umbrella than being an independent company. Value creation process can be realized if the parent company has what we call, value creation insight and distinctive parenting characteristics. Those elements would guide them to build an effective strategy planning process and to develop the business that’s a good future prospect in creating value to whole corporate entity. In order to achieve an added value company, the company should implement an effective corporate strategy, according to Goold, Campbell and Alexander (1995), a diversified company needs a good corporate level strategy than in the unit business level strategy to satisfy the stakeholder. Generally the corporate strategy expressed the corporate level advantages, but can not be implemented to the unit business level strategy. These strategies will not work to achieve the effective business decision. This condition makes the corporate cannot achieve an added value to the business unit itself and it will implicated to the failure of stockholder advantages fulfill ness. This case needs a framework that called Corporate Parenting Framework (Goold, Campbell and Alexander, 1995). In this framework, a corporate level company should identify the crucial problems that related to the portfolio group of business type, what kind of approach that suit to the business units in order to maximize the performance and make it better, completed with conceptual models and trusted analysis. The corporate parenting framework using structured analytical approach that consist of prime components such as Critical success factor, parenting opportunities, parenting characteristics and parenting fit matrix. The result of critical success factor, parenting opportunities and parenting characteristics are mapped into the parenting fit matrix. The parenting fit matrix will grouped the business units into prime five categories, such as Heartland business, Edge-of Heartland business, Ballast Business, Alien territory Business, and Value Trap Business. Each of the business unit’s position has implication to the different strategy for the corporate development in the future.

Kata Kunci : Strategi Korporat,Strategi Diversifikasi, Corporate strategy, Diversification strategy, Value creation insight, Corporate parenting framework and Parenting fit matrix