Evaluasi strategi bersaing unit bisnis BBM industri dan marine PT Pertamina (Persero) dalam niaga produk bahan bakar minyak (BBM) sektor business to business (B2B)

LISTIJONO, Bambang Pontjo, Fahmi Radhi, Dr., MBA

2009 | Tesis | S2 Magister Manajemen

Tujuan penelitian ini untuk menganalisis efektivitas strategi bersaing yang diterapkan Unit Bisnis Bahan Bakar Minyak (BBM) Industri dan Marine PT PERTAMINA (PERSERO) dalam menghadapi persaingan dalam niaga produk bahan bakar minyak (BBM) sektor business to business (B2B). Unit Bisnis BBM Industri dan Marine PT PERTAMINA (PERSERO) perlu juga mengetahui faktor – faktor kekuatan dan kelemahan yang dimiliki serta peluang dan ancaman yang dihadapi, serta faktor – faktor kunci untuk sukses (key scucces factors) dalam bisnis BBM sektor B2B. Setelah dapat mengidentifikasi ketiga hal tersebut diatas, maka Unit Bisnis BBM Industri dan Marine PT PERTAMINA (PERSERO) perlu menetapkan langkah - langkah strategis yang perlu dilakukan agar dapat mempertahankan dan memperkuat posisinya sebagai pemimpin pasar yang dominan. Analisis dan pembahasan dilakukan secara content analysis yaitu menginterpretasikan isi (content) dari bahan atau data primer dan sekunder yang berhasil dikumpulkan pada tahap pengumpulan data. Analisis dilakukan dengan menggunakan referensi kinerja perusahaan, teori Porter’s five forces, driving forces, SWOT serta teori key succes factors. Hasil penelitian menunjukkan bahwa strategi bersaing yang diterapkan pada saat ini oleh Unit Bisnis BBM Industri dan Marine sudah tidak efektif dalam menghadapi persaingan dalam niaga BBM sektor B2B bidang industri dan transportasi di seluruh wilayah Indonesia. Unit Bisnis BBM Industri dan Marine perlu menetapkan langkah – langkah strategis agar tetap dapat mempertahankan posisinya sebagai pemimpin pasar yang dominan.

Evaluation is made in order to know the effectiveness of the Industry and Marine Fuel Business Unit competitive strategy in trading of fuel products in business to business (B2B) sector, as a result of business environment change. Industry and Marine Fuel Business Unit needs to identify its strengths, weaknesses, opportunities and threats in order to know the company resources and competitive position. Industry and Marine Fuel Business Unit needs also to identify key success factors that describe competitive factors. These competitive factors mostly affect industry members’ ability to prosper in the marketplace. Success in identifying its strengths, weaknesses, opportunities and threats and key success factors would make Industry and Marine Fuel Business Unit able to decide the strategic actions in order to strengthen its position as a dominant market leader in trading of fuel in products in business and business (B2B) sector. Content analysis was used to interpret content of data that has been collected during data collection period. Analysis was made based on Business Unit performance and theories of driving forces, Porter’s five forces, strength, weakness, opportunity and threat (SWOT) and key success factors theory. The result of the analysis concludes that current strategy of Industry and Marine Fuel Business Unit is not effective to face rivalry among competitors in trading of fuel in business to business (B2B) sector. Industry and Marine Fuel Business Unit needs to take strategic actions to maintain its position as a dominant market leader.

Kata Kunci : Strategi bersaing,Key success factors,Pemimpin pasar yang dominan, Competitive strategy, key success factors, dominant market leader