EVALUASI STRATEGI CREATING SHARED VALUE PADA ASIAN AGRI GRUP

RUSLI, Bambang Riyanto L.S., Prof., Dr., MBA., Ak., CA

2015 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk mengevaluasi kinerja atas penerapan strategi creating shared value (penciptaan nilai bersama) yakni strategi pembinaan petani swadaya yang ditempuh oleh Asian Agri Grup dengan mengaitkan kondisi internal, eksternal perusahaan dan pemetaan dalam kanvas shared value. Rekomendasi strategi penyesuaian juga diberikan untuk meningkatkan daya saing perusahaan. Lingkup penelitian adalah penelitian studi kasus yang bersifat kualitatif pada Asian Agri Grup. Data yang digunakan dalam penelitian ini berasal wawancara, laporan tahunan Asian Agri Grup dan beberapa perusahaan terbuka sebagai pembanding, laporan Foreign Agricultural Service United States of America dan Palm Oil Strategic Policy Institute. Penelitian ini dilakukan dengan 3 pendekatan analisis yakni analisis internal, analisis eksternal dan kanvas shared value. Analisis internal menggunakan analisis kinerja dan progress petani swadaya, analisis kinerja perusahaan, analisis pengembangan human capital, analisis kekuatan pesaing dan analisis sustainability matrix. Analisis eksternal menggunakan analisis Porter�s five forces model of competition, analisis driving forces, analisis key success factors, analisis luas area mapping dan analisis competing value framework. Analisis shared value canvas menganalisa keterkaitan 11 blok dalam kanvas. Hasil penelitian menunjukkan bahwa strategi penciptaan nilai bersama yakni strategi pembinaan petani swadaya yang dijalankan perusahaan memberikan kontribusi positif bagi perusahaan dan masih efektif untuk menghadapi persaingan dalam industri hulu minyak kelapa sawit namun strategi ini belum optimal. Perusahaan memerlukan beberapa strategi penyesuaian agar strategi pembinaan petani swadaya dapat memberikan hasil yang lebih optimal. Strategi penyesuaian pada strategi pembinaan petani swadaya dapat dilakukan dengan cara mempererat engagement dengan petani swadaya, mengelola tim planter, mengembangkan sustainable control know-how, meningkatkan investasi aset dan mendefinisikan kembali keterkaitan blok dalam kanvas shared value.

This study aims to evaluate the performance of implementation of creating shared value strategy - fostering independent smallholder strategy that has been pursued by Asian Agri Grup by linking the internal condition, external condition and mapping in shared value canvas. In addition, strategic recommendations are also given to increase the company's competitiveness. The research scope is qualitative case study on Asian Agri Grup. The data used in this research derived from interview, Asian Agri Grup and some listed companies annual report as benchmark, Foreign Agricultural Service United States of America report and Palm Oil Strategic Policy Institute. This research has performed by using 3 analysis approaches namely internal analysis, external analysis and shared value canvas. Internal analysis consist of analysis of independent smallholder's performance and progress, analysis of company performance, analysis of human capital development, analysis of competitor's strength and analysis of sustainability matrix. External analysis consist of analysis of Porter's five forces model of competition, analysis of driving forces, analysis of key success factors, analysis of areal mapping, and analysis of competing value framework. While shared value canvas analyze the link between 11 blocks in the canvas. The result showed that creating shared value strategy - fostering independent smallholder strategy run by company, are delivering positive contribution to company and still effective to deal with the upstream palm oil industry but this strategy are not optimal yet. The company needs some adjustment in fostering independent smallholder strategy to let this strategy deliver more optimal result. The adjustment in fostering independent smallholder can be perform by way of strengthen company engagement with independent smallholder, manage planter team, develop sustainable control know-how, increase in assets investment and redefine link between block in shared value canvas.

Kata Kunci : Analisis Porter�s five forces model of competition, analisis driving forces, analisis key success factors (KSF), analisis luas area mapping, analisis competing value framework, analisis shared value