ANALISIS STRATEGI PT. TOYOTA MOTOR MANUFACTURING INDONESIA DALAM MENGHADAPI PERSAINGAN BISNIS OTOMOTIF DI INDONESIA

DANANG IKA WIDANA, Ertambang Nahartyo, M.Sc., Ph.D., CMA.

2014 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk menganalisis strategi PT. Toyota Motor Manufacturing Indonesia dalam menghadapi persaingan bisnis otomotif di Indonesia. Pembahasan dalam penelitian ini meliputi: analisis pernyataan misi dan visi perusahaan, analisis lingkungan internal dan eksternal perusahaan, analisis kekuatan, kelemahan, peluang dan ancaman yang dihadapi perusahaan. Data yang dipergunakan dalam penelitian ini bersumber dari pernyataan misi dan visi perusahaan, Focuss Group Discussion yang membahas mengenai strategi bisnis perusahaan, kondisi persaingan perusahaan serta kondisi lingkungan yang mempengaruhi perusahaan. Data lainnya didapatkan dari Bank Indonesia, Badan Pusat Statistik, serta data internal PT. Toyota Motor Manufacturing Indonesia dan data internal PT. Toyota Astra Motor. Data yang diperoleh kemudian dianalisis beradasar 9 komponen misi, 7 komponen visi, analisis lingkungan eksternal berdasar David (2013), analisis lingkungan internal berdasar Resource Based View, Porter’s Five Forces dan SWOT. Hasil yang diperoleh dalam penelitian ini adalah bahwa strategi PT. Toyota Motor Manufacturing Indonesia cukup efektif dalam menghadapi persaingan industri otomotif di Indonesia. Selain itu, dikemukakan pula beberapa masukan yang bisa diimplementasikan oleh PT. Toyota Motor Manufacturing Indonesia guna menghadapi semakin ketatnya persaingan bisnis otomotif di Indonesia.

This study aims to analyze PT. Toyota Motor Manufacturing Indonesia’s strategy to overcome automotive business competition in Indonesia. This study consisting of: mission and vision analysis, assessment of internal and external environment condition and also strength, weakness, opportunity and threat of company analysis. The data used in this study are coming from: company’s mission and vision statement, Focus Group Discussion about company’s business strategy, automotive competition condition in Indonesia also internal and external environment that effect to company’s condition. Another data are got from Bank of Indonesian, Statistical Department of Indonesian also internal data from PT. Toyota Motor Manufacturing Indonesia and PT. Toyota Astra Motor. These data area analyze according 9 components of mission, 7 components of vision, external environment analyze according to David (2013), internal environment analyze according Resource Based View, Porter’s Five Forces and SWOT analyze. The result of study is reveal that the strategy utilized by PT. Toyota Motor Manufacturing Indonesia is effective to overcome competition in Indonesia automotive industry. Additionally, There are some advice regarding strategies that can be implemented by PT. Toyota Motor Manufacturing Indonesia to overcome tight competition in Indonesia automotive business.

Kata Kunci : misi, visi, lingkungan eksternal dan internal, SWOT, Resource Based View, Porter’s Five Forces