ANALISIS STRATEGI HORISONTAL UNTUK PENCIPTAAN SINERGI DI DALAM PERUSAHAAN MULTIBISNIS: STUDI PADA PT BANK MANDIRI (PERSERO), TBK. AREA BALIKPAPAN AHMAD YANI

RICE MUTIARASARI, Ertambang Nahartyo, Dr., M.Sc., CMA., Ak., CA.

2015 | Tesis | S2 Manajemen

PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani adalah salah satu perusahaan multibisnis terdiversifikasi terkait, yang bergerak di industri perbankan dan jasa keuangan area Balikpapan. PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani diberikan wewenang oleh kantor pusat, untuk mengoordinasikan unit-unit bisnis PT Bank Mandiri (Persero), Tbk. yang berada di area Balikpapan. PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani memerlukan perbaikan implementasi strategi, yang dapat memaksimalkan koordinasi unit-unit bisnisnya. Pemaksimalan koordinasi tersebut dapat dicapai oleh PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani, melalui penciptaan sinergi di antara unit-unit bisnisnya. Penelitian ini bertujuan untuk membantu PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani, dalam menciptakan sinergi di antara unit-unit bisnisnya, melalui penerapan strategi horisontal. Strategi horisontal untuk penciptaan sinergi antar-unit bisnis PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani dianalisis oleh peneliti dengan pendekatan the delta model. Analisis tersebut dilakukan oleh peneliti dalam lima langkah, yaitu (1) menganalisis aktivitas rantai nilai dan sumber daya masing-masing unit bisnis; (2) mengeksploitasi hubungan timbal-balik dari aktivitas rantai nilai dan sumber daya seluruh unit bisnis; (3) menginvestigasi potensi sinergi yang tercipta atas hubungan timbal-balik di antara unit-unit bisnis (4) mengevaluasi implikasi keunggulan bersaing atas potensi sinergi yang tercipta di antara unit-unit bisnis; dan (5) menganalisis mekanisme konfigurasi dan koordinasi sinergi. Hasil analisis menunjukkan adanya lima sinergi yang tercipta atas hubungan timbal-balik di antara unit-unit bisnis PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani. Lima sinergi tersebut terdiri atas pengimplementasian teknologi eMAS secara bersama, perancangan account plan bersama, penyusunan bisnis model bersama, perancangan action plan bersama, dan sistem budaya terpadu di antara unit-unit bisnis. Kelima sinergi tersebut dapat memaksimalkan koordinasi dan kinerja antar-unit bisnis, meningkatkan nilai perusahaan secara keseluruhan, serta mencapai keunggulan bersaing yang berkelanjutan bagi PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani di dalam industri perbankan dan jasa keuangan area Balikpapan. Kata kunci: PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani, strategi horisontal, penciptaan sinergi, the delta model, perusahaan multibisnis.

PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani is one of related diversified multi-business company, which engaged in banking and financial services industry in Balikpapan, East Borneo. PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani were given an authority by the headquarter to coordinate their business units in Balikpapan area. PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani need some improvement in their strategy implementation, which can maximize the coordination of their business units. The coordination maximization can be achieve by PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani through synergy creation among their business units. This research aims to help PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani in creating synergy among their business units by using the horizontal strategy. The horizontal strategy was analyzed by researcher, by using the delta model approach to create synergy in PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani. This analysis was done into five steps: (1) analyzing the value chain activities and resources in each business unit;( 2) exploiting interrelationship by identifying potential sharing or transfering value chain activities and resources across business units; (3) investigating the potential synergy that created by the interrelationship among business units; (4) evaluating the competitive advantage implications upon the potential synergy that created among business units; (5) analyzing the configuration and coordination mechanism of the synergy. The result shows five synergies that created by the interrelationships among business units of PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani. Those five synergies consist of joint eMAS technology implementation, joint account planning, joint business modelling, joint action planning, and integrated cultural system among the business units of PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani. Those five synergies can help PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani in maximizing the coordination and performance of their business units, enhancing the company value as a whole, as well as achieving a sustainable competitive advantage in banking and financial services industry in Balikpapan area. Keywords: PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani, horizontal strategy, synergy creation, the delta model, multi-business company.

Kata Kunci : PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani, strategi horisontal, penciptaan sinergi, the delta model, perusahaan multibisnis./ PT Bank Mandiri (Persero), Tbk. Area Balikpapan Ahmad Yani, horizontal strategy, synergy creation, the delta mod