Formulasi strategi bersaing PT Cipta Krida Bahari

MUSTIKA, Doddy, Hani Handoko, Dr., MBA

2009 | Tesis | S2 Magsiter Manajemen

Aktivitas bisnis selalu terkait dengan aktivitas logistik didalamnya, meski sering dianggap sebagai aktivitas pendukung namun kegagalan dalam pengelolaan logistik berakibat langsung kepada perusahaan, seperti harga produk tidak kompetitif, perusahaan terlambat dalam merespon pasar, dan produk pesaing lebih dulu serta lebih banyak membanjiri pasar. Tren aktivitas logistik saat ini adalah outsourcing ke perusahaan logistik agar pebisnis lebih fokus ke bisnis inti atau untuk penanganan yang lebih profesional. PT Cipta Krida Bahari (CKB), perusahaan logistik nasional yang baru mulai bersaing secara terbuka 3 tahun yang lalu, harus menghadapi tantangan bersaing dengan perusahaan logistik besar yang sudah eksis dan juga perusahaan logistik baru yang siap merebut konsumen CKB. CKB perlu merumuskan strategi bersaing yang tepat, dengan menyesuaikan keunggulan kompetitif yang dimiliki dengan key success factors lingkungan industri logistik. Key success factors ditemukan dengan analisis lingkungan makro dan lingkungan kompetitif, sedangkan keunggulan kompetitif ditentukan melalui analisis rantai nilai, membandingkan kekuatan CKB dengan pesaing serta melalui kerangka VRIO. Hasil analisis menunjukkan CKB hanya memiliki keunggulan kompetitif bersifat sementara, dan kesesuaian sebagian dengan Key Success Factor lingkungan logistik. Untuk itu CKB disarankan menjalankan strategi bersaing yang lebih fokus disesuaikan dengan sumber daya dan kemampuannya, menyasar ceruk pasar yang kurang digarap pesaing utama dengan memberikan biaya rendah pada pasar tersebut.

Business activity always relates to logistics activities, even logistics is often considered as supporting activities, mismanaging logistics would affect directly to company, such as the price of product is not competitive, company is late to respond the market, or the market is already fulfilled with competitor’s product. Nowadays many companies tend to outsource their logistics activities to logistics provider, therefore the companies are more focus to their core businesses or in order to have more professional management in logistics. PT Cipta Krida Bahari (CKB), as domestic logistics company which has served the publics for 3 years, must challenge bigger and established logistics companies and defend its market from new logistics companies. CKB needs to formulate an adequate competitive strategy, in consideration with company’s competitive strength and logistics environment’s key success factors. Key Success Factors are determined by macro and competitive environment analysis, competitive strengths are determined by value chain analysis, making comparison among CKB and its competitors, and VRIO framework analysis. The result of analysis shows CKB only has temporary competitive strength and matched partially with its key success factors. Therefore CKB needsto implement competitive strategy which is more focus to niche market which is rarely tapped by major competitors by giving low-cost to the market.

Kata Kunci : Third party logistics,Outsourcing,Customer demand,Focused low,cost, Third party logistics, outsourcing, customer demand, focused low-cost