Analisa lingkungan bisnis :: Country attractiveness untuk ekpansi bisnis retail SPBU

AZHAR, Ahmad, Djoko Susanto, Prof., Dr., MSA

2009 | Tesis | S2 Magister Manajemen

Analisa Lingkungan Bisnis : Country Attractiveness untuk Ekspansi Bisnis Retail SPBU (studi kasus di PT. Pertamina (Persero) ini bertujuan untu k memberikan rekomendasi potensi negara-negara di ASEAN kepada PT. Pertarnina (Persero) sebagai salah satu tujuan ekspansi bisnis retail SPBU di luar negeri, dalam upaya untuk mengkompensasi penurunan market share yang terjadi di Indonesia, akibat deregulasi pasar BBM di Indonesia. Tahapan-tahapan yang dilakukan dalam analisa ini dimulai dari Analisa Lingkungan Bisnis dengan SWOT Analysis, GE 9 cells dan Porter 's Five Forces, untuk mendapatkan situasi bisnis retail SPBU Pertamina di Indonesia, pasca deregulasi pasar tersebut, serta identifikasi permasalahan­ permasalahan , ancaman-ancaman serta potensi yang ada pada bisnis retail SPBU di Indonesia. Hasil analisa tersebut menunjukkan bahwa investasi retail SPBU di Indonesia perl u dilakukan PT. Pertarnina (Persero) secara selektif, yang disebabkan oleh posisi bisnis tersebut yang berada pada kuadran W-T (Weakness - Threat), akibat dari agresivitas kompetitor dalam mengembangkan bisnis mereka di Indonesia, sehingga menimbulkan Threat of New Entrants, Industry Rivalry dan Buyers Power yang tinggi. Untuk menghadapi pengurangan market share domestik tersebut, PT. Pertamina (Persero) perlu melihat peluang untuk melakukan ekspansi bisnis retai l SPBU di negara-negara lain, sehingga volume yang berkurang tersebut dapat diperoleh dari pasar lain di luar negeri. Untuk negara-negara di kawasan ASEAN, dengan menggunakan pendekatan Analytical Hierarchy Process (AHP) yang dilakukan terhadap negara-negara di kawasan ASEAN melalui indikator-indikator ekonomi terpilih , penelitian ini mendapatkan bahwa Thailand, Singapura dan Myanmar merupakan tiga negara yang potensial untuk diekspansi PT. Pertamina (Persero) dalam bisni s retail SPBU tersebut. Ekspansi tersebut dapat dimulai dengan melakukan penelitian yang lebih detail melalui site visit ataupun organisasi khusus di PT. Pertamina (Persero), melakukan kerjasama dengan National Oil Companies di masing-masing negara , serta melakukan kerjasama dengan retailer-retailer lokal Indonesia, untuk bersama-sama melak:ukan ekspansi ke negara-negara tersebut.

The purpose of The Analysis of Business Environment : Country Attractiveness for Retail Gas Station Business Expansion (case study in PT. Pertami na (Persero) is to give recommendation to Pertamina about potential countries within ASEAN region, to be expanded in retail Gas Station business , as an effort to compensate the decrease of Pertamina market share in domestic retail Gas station busin ess, since the market deregulation. There are steps conducted in this thesis, which is started with Analysis of Business Environment with SWOT analysis, GE 9 cells analysis and Porter 's Five Forces Analysis, to have a synthesis of PT. Pertamina (Persero) position in retail gas station busi ness in Indonesia, after the deregulation. This analysis also identified problems, threats and potential areas which lies in retail gas station business in Indonesia. The analysis resulted ini a situation that PT. Pertami na (Persero) need to invest selectively in domestic retail gas station busin ess, caused by its position in W-T (Weakness-Threats) quadrant, as a result of competitors aggresiveness to develop their business in Indonesia, which caused a high position of Threat of New Entrants, Industry Rivalry and Buyers Power in retail gas station business in Indonesia. ln order to overcome the decrease of domestic market share, PT. Pertamina (Persero) need to look for business potential through expansion to other countries, therefore, the decreasing volume of domestic business could be compensated with business from abroad. Within the ASEAN region, analysis conducted with Analytical Hierarcy Process (AHP) with selected economic indicators, this thesis found that Thailand, Singapore and Myanmar , are three potential countries for PT. Pertamina (Persero) to enter in gas station market. The expansion should be started with detailed research of the countries through site visits and special organization withi n the company, bui ld a cooperation wi th National Oil Companies of the three countries and build an alliance with domestic (Indonesian) retailer companies that have same vision to expand their business abroad.

Kata Kunci : Ekspansi bisnis,Retail SPBU,Analisa lingkungan bisnis,ASEAN,National Oil Companies,SWOT,GE 9 cell,Porters Five Forces,Analytical hierarcy process