FORMULASI STRATEGI BERSAING PT EXPRESS TRASINDO UTAMA Tbk (EXPRESS GROUP) DALAM MEMENANGKAN PERSAINGAN BISNIS TAKSI DI JAKARTA

ANDRI HASIAN, Dr. Tarsisius Hani Handoko, M.B.A.

2014 | Tesis | S2 Manajemen

Perkembangan industri taksi yang terjadi di Jakarta pada khususnya dan di Indonesia pada umumnya mengalami perkembangan yang signifikan. Ada banyak perusahaan taksi di industri ini. Namun demikian ada dua perusahaan yang sangat dominan dalam persaingan bisnis taksi di Jakarta yaitu PT Express Transindo Utama Tbk (Express Group) dan Blue Bird Group. Express Group menerapkan argo tarif bawah sedangkan Blue Bird Group menerapkan argo tarif atas. Pada penelitian ini dilakukan analisis strategi bisnis pada perusahaan taksi Express Group yang memiliki jumlah armada taksi terbesar kedua setelah Blue Bird Group. Analisis untuk memformulasikan strategi bersaing bisnis taksi menggunakan pendekatan Playing To Win. Ada lima pertanyaan penting yang saling terkait yang harus dijawab dalam menggunakan pendekatan ini yaitu: (1) Apa aspirasi kemenangan perusahaan (What is our winning aspiration?), (2) Di mana perusahaan akan bermain (Where will we play?), (3) Bagaimana kita akan menang? (How will we win?), (4) Apa kapabilitas yang harus dimiliki perusahaan? (What capabilities must be in place?), (5) Apa sistem manajemen yang harus dimiliki perusahaan? (What management systems are required?). Untuk menjawab kelima pertanyaan tersebut maka dilakukan analisis eskternal dan internal. Analisis eksternal dilakukan dengan menganalisis kondisi lingkungan umum dan lingkungan industri menggunakan analisis Porter’s Five Forces. Analisis internal dilakukan dengan menganalisis kondisi internal Express Group menggunakan metode analisis rantai nilai (value chain) terhadap sumber daya dan kapabilitas serta menggunakan analisis VRIO untuk mengidentifikasi keunggulan kompetitif berkelanjutan yang dimiliki oleh Express Group. Dengan menerapkan pendekatan Playing To Win, analisis eksternal dan internal untuk formulasi strategi bisnis Express Group dalam bersaing pada industri taksi maka dihasilkan strategi bisnis yang paling sesuai dengan kondisi Express Group adalah strategi Best Cost Provider. Strategi Best Cost Provider berfokus pada cost leadership dan diferensiasi yang merupakan keunggulan kompetitif berkelanjutan Express Group.

The development of the taxi industry that occurred in Jakarta in particular and Indonesia in general has improved significantly. There are many taxi companies in this industry. However, there are two companies that are very dominant in the taxi business competition in Jakarta, i.e. PT Express Transindo Utama Tbk (Express Group) and Blue Bird Group. Express Group implements the metered of fare low (tarif bawah) while Blue Bird Group implements the metered of fare high (tarif atas). This research analyzes the company's business strategy of Express Group, which has the second largest fleet of taxis after Blue Bird Group. Analysis for formulating competitive strategy taxi businesses is using Playing To Win approach. There are five interrelated questions that must be answered in using this approach are: (1) What is our winning aspiration?, (2) Where will we play?, (3) How will we win?, (4) What capabilities must be in place?, (5) What management systems are required. To answer the five of those questions therefore the external and internal analysis were done. The analysis is done by analyzing the external environment and the general industry environment using Porter's Five Forces analysis. The internal analysis is done by analyzing the internal conditions of the Express Group using value chain method on the resources and capabilities as well as using VRIO analysis to identify a sustainable competitive advantage possessed by the Express Group. By applying the approach of Playing To Win, the external and internal analysis for formulation of business strategies of Express Group to compete in the taxi industry was resulted the business strategy that best suits with the conditions of Express Group is the Best Cost Provider strategy. Best Cost Provider strategy focuses on cost leadership and differentiation as the sustainable competitive advantage of the Express Group.

Kata Kunci : pendekatan Playing To Win, keunggulan kompetitif berkelanjutan, formulasi strategi