Strategi Diferensial PT Mustika Ratu Tbk dengan Pendekatan Paradigma Structure Conduct Performance (SCP)

Ine Endaliani, Rangga Almahendra, S.T., M.M., Ph.D.

2013 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk mengevaluasi strategi diferensiasi oleh PT Mustika Ratu Tbk pasca diberlakukannya ACFTA dalam pasar industri kosmetik di Indonesia. Beberapa strategi untuk mengembangkan metode diferensiasi juga diberikan guna meningkatkan kinerja PT Mustika Ratu Tbk. Lingkup penelitian adalah penelitian analisis deskriptif kualitatif pada PT Mustika Ratu Tbk. Data yang digunakan dalam penelitian ini merupakan gabungan antara data primer dan data sekunder. Data primer diperoleh melalui wawancara, dokumentasi dan observasi. Sedangkan data sekunder diolah dari penelitian keperpustakaan (library research) berasal dari jurnal, report dan juga literature lain seperti Indonesian Capital Market Directory (2011). Dalam penggunaan pradigma Structure Conduct Performance (SCP) beberapa tools seperti analisis Karakteristik Ekonomi Industri, analisis Porter’s Five Forces Of Competition, analisisi Strategic Group Map, analisis Perceptual Mapping, analisis Strategi Diferensiasi, analisis Resource Based View, analisis Key Success Factor (KSF), analisis Value Chain, analisis Laporan Keuangan, dan analisis SWOT. Hasil penelitian menunjukkan bahwa secara umum struktur pasar industri kosmetik di Indonesia adalah pasaar oligopoli dengan PT Mustika Ratu Tbk sebagai salah satu dari major playernya. Salah satu diferensiasi utama dari PT Mustika Ratu Tbk adalah lini produk yang sangat lengkap dan bias memenuhi kebutuhan berbagai segmen menurut demographic characteristic seperti usia, jenis kelamin, level of income. Hal ini diyakini bahwa perusahaan akan mampu meningkatkan daya saing dan meningkatkan strategi diferensiasi melalui beberapa cara seperti, meningkatkan kualitas produk dan kemasan, mengurangi ketergantungan pada pemasok tunggal untuk bahan baku, memperluas jaringan internasional, mencoba untuk mengeksploitasi peluang di kegiatan e-commerce dan memanfaatkan peran media social secara efektif sebagai bagian dari saluran komunikasi. Selanjutnya pemantauan terus menerus terhadap kinerja penjualan produk sangat penting dalam rangka meningkatkan efisiensi dan efektivitas melalui lebih fokus pada produk permintaan tinggi dan menghilangkan beberapa produk yang berdiri dalam tahap penurunan siklus hidup produk

This study aimed to evaluate the differentiation strategy by PT Mustika Ratu Tbk in the market after the enactment of the cosmetics industry in Indonesia. Some strategies for developing methods of differentiation are also given to improve the performance of PT Mustika Ratu Tbk. The scope of the research is descriptive qualitative research analysis on PT Mustika Ratu Tbk. The data used in this study is a combination of primary data and secondary data. The primary data obtained through interview, documentation and observation. While secondary data compiled from the research Librarianship (library research) comes from journals, reports and other literatures such as Indonesian Capital Market Directory (2011). In the use of Structure Conduct Performance paradigm (SCP) some tools such as the Analysis of characteristics of Industrial Economics analysis, Porter’s five forces of competition, Strategic Group Map analysis, Perceptual Mapping analysis, Differentiation Strategy analysis, Resource Based View analysis, Key Success Factor (KSF) analysis, Value Chain analysis and Analysis of Financial Statements and SWOT analysis. The results showed that the overall structure of the cosmetics industry market in Indonesia clustered as oligopoly market with PT Mustika Ratu Tbk as one of its major players in this field. One of the major differentiations of the PT Mustika Ratu Tbk is wider and deeper product line compare to its competitor. In addition,it is able to meet with wide variety of segment’s needs by demographic characteristic such as age. gender, level of income. It is believed that the company will be able to increase its competitiveness and improve the differentiation strategy through several ways such as, improve the quality of product and package, reduce reliance on single suppliers for raw materials, expanding international network, try to exploit opportunity in ecommerce activity and utilize the role of social media effectively as part of communication channel. Furthermore continuous monitoring on product sales performance is essential in order to enhance efficiency and effectiveness through focus more on high demand product and eliminate several products which stands in the declining stages of product life cycle.

Kata Kunci : PT Mustika Ratu Tbk, Industri Kosmetik, Pradigma Structure Conduct Performance, Strategi Diferensiasi, Analisis SWOT