Evaluasi Strategi Bersaing PT. Mitsubishi Jaya Elevator and Escalator Pada Pasar Alat Transportasi Vertikal Di Indonesia

TETTY CHANDRASARI, Drs. Agus Setiawan, M.Soc.Sc., Ph.D

2015 | Tesis | S2 Manajemen

PT. Mitsubishi Jaya Elevator and Escalator (PT. MJEE) adalah suatu perusahaan multi nasional yang bergerak di bidang usaha alat transportasi vertikal di Indonesia. Dengan semakin berkembang dan majunya industri properti didukung oleh perkembangan perekonomian Indonesia yang cukup baik, mengundang masuknya lagi beberapa perusahaan pesaing lama yang sempat hengkang dari Indonesia, hal ini mengakibatkan makin sengitnya persaingan di industri ini. Penelitian ini bertujuan untuk (1) menganalisa kekuatan dan kelemahan serta ancaman dan peluang PT. MJEE dalam menghadapai persaingan, (2) menganalisa Key Success Factors dalam industri elevator dan escalator di Indonesia dan keunggulan kompetitif yang dimiliki oleh PT. MJEE dan (3) menganalisa strategi diferensiasi yang dilakukan PT. MJEE saat ini masih relevan atau tidak dalam menghadapi persaingan pada industri elevator dan escalator di Indonesia. Dengan menggunakan analisis deskriptif kualitatif yaitu analisis PESTEL, SWOT, matriks TOWS, Porter’s Five Forces dan Key Success Factors didukung oleh hasil interview dengan pihak Manajemen PT. MJEE juga data-data kuantitatif yang diperlukan seperti Customer Satisfaction Survey untuk memperkuat hasil deskripsi atas kondisi yang ada pada perusahaan dan mengevaluasi strategi yang dijalankan oleh perusahaan, diperoleh kesimpulan bahwa strategi diferensiasi focus kepada pasar premium yang selama ini dijalankan PT. MJEE masih relevan namun sebaiknya diadakan beberapa penyesuaian strategi apabila PT. MJEE ingin menjadi market leader seperti memperluas pasar dengan membidik pasar mid-low yang merupakan pasar terbesar di Indonesia.

PT. Mitsubishi Jaya Elevator and Escalator (PT MJEE) is a multi-national company engaged in vertical transportation in Indonesia. With the rapid advancement of the industry and properties supported by the good development of the Indonesian economy, it invites re-entry of some old competitor who had to pull out of Indonesia, which has led to increasingly fierce competition in this industry. This study aims to (1) analyze the strengths and weaknesses and the opportunities and threats of PT. MJEE in the face of competition, (2) analyzing the Key Success Factors in Indonesia elevator and escalator industry and competitive advantages of PT. MJEE and (3) analyzing the differentiation strategy by PT. MJEE that is still relevant or not in the face of competition in the elevator and escalator industry in Indonesia. By using qualitative descriptive analysis namely PESTEL analysis, SWOT, TOWS matrix, Porter 's Five Forces, Key Success Factors and competitive advantage, supported by the results of interviews with the management of PT. MJEE and also quantitative data such as Customer Satisfaction Survey to strengthen the description of the conditions that exist at the company and evaluate the strategy pursued by the company, it is concluded that the differentiation strategy focus to the premium market that is run by PT. MJEE but should be adjusted if PT. MJEE want to be a market leader such as expanding the market by targeting the mid-low market which is the biggest market in Indonesia.

Kata Kunci : strategi bersaing, PESTEL, SWOT, matriks TOWS, Porter’s Five Forces, Key Success Factors