ANALISIS PENCIPTAAN PARENTING ADVANTAGE PADA PT. GAMA MULTI USAHA MANDIRI

HENDRY SUTRISNO, Rangga Almahendra, Dr., S.T., M.M.

2016 | Tesis | S2 Manajemen

Perubahan lingkungan eksternal dan internal tentu akan sangat mempengaruhi perusahaan dalam menjalankan bisnisnya. Berbagai cara dilakukan perusahaan untuk dapat menghadapi persaingan demi mencapai tujuan. Salah satu caranya adalah melalui strategi diversifikasi. Thompson et al. (2012), menyatakan bahwa tujuan utama suatu perusahaan melakukan strategi diversifikasi adalah untuk menambah nilai tambah bagi pemegang saham. Strategi diversifikasi dapat dikatakan mampu menciptakan nilai tambah bagi pemegang saham jika unit-unit bisnis yang dipilih memiliki kinerja yang lebih baik di bawah pengelolaan korporat (under a single corporate umbrella) daripada berdiri sendiri secara independen dalam operasionalnya (stand-alone business). Namun menurut Goold et al. (1994), pengaruh perusahaan induk justru dapat merusak nilai jika tidak menggunakan pola pengasuhan yang tepat. Dalam konsep keunggulan pengasuhan (parenting), Goold et al. (1994), menyatakan bahwa perusahaan multi bisnis/diversifikasi harus berusaha untuk menjadi pengelola terbaik bagi portofolio bisnisnya. Untuk mencapai keunggulan parenting tersebut, maka parent skills dan business needs harus memiliki tingkat kesesuaian yang tinggi. Untuk menilai tingkat kesesuaian antara parent skills dan business needs maka Campbell et al. (1995a) mengembangkan suatu kerangka yang disebut Corporate Parenting Framework. PT. GMUM merupakan salah satu perusahaan berdiversifikasi yang memiliki delapan unit bisnis. Permasalahan yang dihadapi oleh PT. GMUM saat ini terkait dengan adanya beberapa unit bisnis yang kinerjanya menurun sehingga dibutuhkan penelitian tentang kesesuaian masing-masing unit bisnis dengan perusahaan induk. Penilaian tingkat kesesuaian dilakukan dengan mengidentifikasi variabel critical success factors dan variabel parenting opportunities masing-masing unit bisnis kemudian dicocokan dengan karakter perusahaan induk. Penilaian dilakukan dengan pemberian bobot serta rating terhadap masing-masing variabel yang kemudian dipetakan ke dalam Parenting Fit Matrix yang akan menggambarkan posisi seluruh unit bisnis ke dalam lima kategori utama, yaitu heartland business, edge-of-heartland business, ballast business, value-trap business, serta alien-territory business. Hasil dari analisis menunjukkan bahwa kebanyakan unit bisnis masuk dalam kategori heartland business dan beberapa diantaranya masuk dalam edge-of-heartland business. Dapat disimpulkan bahwa parent skills dan business needs pada PT. GMUM memiliki tingkat kesesuaian yang tinggi.

The changes in external and internal environment will certainly affect the activities of companies. There are various strategies that can be applied by those companies to compete and achieve their goals. One of those is by doing diversification strategy. Thompson, et al. (2012), stated that the main objective of the company in applying diversification strategy is to add value for shareholders. Diversification strategy will add value to the shareholders if only its business units can perform better under a single corporate umbrella than being a stand-alone business. However, according to Goold et al. (1994), the influence of the parent company can destroy value if parent company does the improper parenting. In the concept of parenting advantage, Goold et al. (1994) stated that a multi-business/diversification company has to be the best manager for its business portfolio. In order to achieve the parenting advantage, a company should have a high level of fitness between its parent skills and its business needs. To assess the level of fitness between parent skills and its business needs, then Campbell et al. (1995a) developed a framework called Corporate Parenting Framework. PT. GMUM is a diversified company that has eight business units. The problem that is faced by this company nowadays is that some of its business units are under-performed, and because of it, research is required to identify the fitness of each business unit and the parent company. The level of fitness assessment is started by identifying the variables of critical success factors and the variables of parenting opportunities in each business unit and then assesses their fit with parenting characteristics. The assessment is done by giving weights and rating for each of the variables and then mapping into Parenting Fit Matrix which will describe the position of all business units into five main categories, are heartland business, edge-of- heartland, the ballast business, value trap, and alien-territory business. From the analysis, most of business units are in heartland business and some in edge of heartland business. It can be concluded that PT. GMUM has high level of fitness between its parent skills and its business needs.

Kata Kunci : multi-business company, diversification strategy, corporate parenting framework, parenting fit matrix, parenting advantage.