Evaluasi Strategi Bersaing PT. Pasifik Satelit Nusantara

HERMAWAN, Tommy, Bambang Riyanto LS, Dr., MBA

2008 | Tesis | S2 Magister Manajemen

Pertumbuhan infrastruktur dari industri layanan berbasis selular telah membawa beberapa perubahan terhadap kondisi persaingan dalam industry layanan satelit. Ekspansi dari infrastruktur selular yang dilakukan oleh para operator selular hingga ke pelosok daerah telah membuat permintaan akan layanan telpon berbasis satelit menurun. Sebagai salah satu operator layanan satelit yang memiliki segmen bisnis retail PT Pasifik Satelit Nusantara turut merasakan dampak dari perubahan tersebut. Untuk dapat bertahan di dalam perubahan kondisi persaingan tersebut PT PSN harus mengevaluasi strategi bersaing yang dipergunakannya dengan mempertimbangkan perubahan dari faktor lingkungan eksternal dan internal. Penelitian ini dibuat dengan tujuan untuk melakukan analisis terhadap kondisi lingkungan eksternal dan internal dari PT PSN yang berpengaruh terhadap strategi bersaing dari perusahaan. Dari hasil analisis lingkungan eksternal diketahui bahwa daya tarik terhadap industri layanan satelit adalah sedang, bertambahnya infrastruktur selular ke daerah diluar perkotaan memang membuat tingkat persaingan dalam industry ini meningkat namun masih banyak daerah di Indonesia yang belum terjangkau fasilitas telekomunikasi sehingga pasar dari industry ini masih cukup besar. Kemampuan untuk memberikan dan menjaga layanan yang berkualitas, inovasi dari peroduk dan layanan dan kemampuan membangun partnership merupakan key success factor dalam industry ini. Sedangkan dari analisis lingkungan internal di dapatkan kelebihan dan kelemahan dari perusahaan dengan melihat kemampuan sumberdaya dari perusahaan seperti keuangan, pengalaman dan keahlian, manusia dan merek perusahaan Kesimpulan yang bisa didapatkan dari hasil analisis adalah strategi focused differentiation yang saat ini diterapkan oleh PT PSN sudah tepat dalam menghadapi kondisi persaingan dalam industri layanan satelit. Namun manajemen harus melakukan re-focus strategi dengan mengalihkan fokus dari bisnisnya ke segmen pasar korporasi untuk menghadapi penurunan segmen usaha retail PT PSN. Selain itu perbaikan terhadap kelemahan perusahaan untuk mendukung kemampuan bersaing dari perusahaan sangat diperlukan agar PT PSN dapat meningkatkan kualitas dari layanan satelitnya.

Growth of infrastructure from cellular service industry has brought some changes on competitive condition inside satellite industry service. Expansion which currently be done by cellular operators from main city to suburb has reduced demand of satellite phones in certain area. As one of satellite service operator which own business retail segment that sold satellite based telecommunication product, PT Pasifik Satelit Nusantara also experience the impact of these changes. In order to survive from all of those changes, PSN needs to evaluate their competitive strategy which currently used by considering some changes from external and also internal factors. This research was made with purpose to conduct analysis of external and internal condition from PT PSN which affected to company competitive strategy. From external analysis were known that attractiveness to satellite service industry is moderate, growth from cellular infrastructure to the suburb areas has made competitive level in this industry became more intense, however currently there are a lot of areas in Indonesia which currently hasn't been covered by telecommunication facilities so the market in this industry is still quite big. The key success factors from this industry are capability to give and to maintain service level quality, innovation of product & service and also capability to build partnership. As from internal analysis there are some strength and weakness that could be found by considering capability of company resources such as finance, branding strength, human resource, skill & experience, etc. Conclusion which could be found from this analysis is that focused strategy which has been implemented by PT PSN is correct in order to face the changes in competitive condition and also outside satellite service industry. However management needs to do re-focus strategy by diverting their business focus to corporate segment to deal with PSN retail segment decrease. Beside that some of the weaknesses also need to be revamp in order to support company competitive capability which needed so PT PSN could increase their quality of satellite service

Kata Kunci : Evaluasi strategi bersaing,Five forces modal,Key success factors, Competitive strategy evaluation, Five Forces Model, Key Success Factors