STRATEGY FORMULATION AND IMPLEMENTATION PLAN ON PT. PERSIB BANDUNG BERMARTABAT – A BUSSINESS ENTITY IN NATIONAL FOOTBALL INDUSTRY

• Main Author: MOHAMAD PRAYOGA (NIM : 29107389); Pembimbing: Dr. Ir. Mohamad Toha, ADI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17775
• Institution: Institut Teknologi Bandung

PT. Persib Bandung Bermartabat (PT. PBB) is a company which currently in a transition state into becoming a professional and independent business entity in the national football industry. In order to achieve its vision to become professional and independent, PT. PBB needs an effective and synergic strategy. This final project research focuses in the strategy formulation of PT. PBB due to the challenges and opportunities exist in its environment, and in the development of an effective implementation plan and schedule. <br /> <br /> <br /> The formulation starts with analyzing the external environment and internal conditions, which followed by a TOWS matrix analysis to formulate the corporate strategies as well as the business strategies for the company, in order to fulfill its purposes. A strategy map and balanced scorecard are then developed to implement the chosen strategies, and to arrange strategic objectives and success measurements. <br /> <br /> <br /> Based on analysis results, the proposed strategy for PT. PBB is: (1) developing sustainable resources for the company by performing brand management which supports company’s other business lines, which is done by arranging social-promotional events with strategic partners, exploiting star-players brand, and also by improving consumers’ service satisfaction rate; (2) vertical growth strategy with strategic alliances, by arranging partnerships to build company’s capacity and capability in the production, distribution of merchandise business, and improve product accessibility by building on-line sales infrastructures and outlet openings; (3) invests in non-football-related business (conglomerate diversification) to cope with sport inconsistency; (4) continuously improve both human resource and organization capability in order to achieve operational effectiveness, especially in the effort to improve service quality of football matches; (5) sport performance improvement, perform by building a strong yet balanced team, consists of high quality star players, high work-rate players, and potential young players, recruitment of a professional high quality coach, implement long-term performance-based reward system, and invest in training infrastructures. <br /> <br /> <br /> The company is recommended to implement these plans as soon as possible or at the start of the 2011-2012 season. Important targets of these strategic plans is the improvement of organizational capability, existence minimal one non-sport-related business as company’s alternative source of revenue on the 2nd year, national football champion in three year period, achieve zero-deficit on operating income on the 5th year, and to own a private training infrastructure as a result of long-term strategic investment.