BUSINESS STRATEGY DEVELOPMENT OF PT DAK (DOK AIR KANTUNG) IN ORDER TO BE A MARKET LEADER IN THE SHIPYARD INDUSTRY

• Main Author: Wibowo (NIM 29111409); Pembimbing: Dr. Ir. Mohammad Hamsal, MSE, MQM, MBA, Ari
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18067
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> <br /> <br /> PT DAK (Dok Air Kantung) is a subsidiary of PT Timah (Persero) Tbk, Which is established in 1996 and engaged in the field of ship building and repair. At the beginning PT DAK is a cost center which is serving the internal work of PT Timah, subsequently converted into a profit center by doing the work order of the external PT Timah. Current conditions, orders from external parties occupy a very small portion of which is about 20% only. As for the internal order is quite large at around 80%. <br /> <br /> <br /> <br /> <br /> Above condition is caused due to the ship’s work service quality that is generated was less than <br /> <br /> <br /> customers expectation, so many customers are moving to another shipyard. Seeing the market opportunities vessels which are operating in Indonesia in accordance with Indonesian Presidential Instruction No. 5 of 2005 which requires ships that is transporting goods in Indonesian waters should be a red white flag then the company should immediately make changes to improve the performance of companies by improving the quality of the work. <br /> <br /> <br /> <br /> <br /> Changes in the company's performance begin with analyzing the external conditions using PEST analysis, Porter's Five Forces and SWOT Analysis especially Opportunities & Threats. Followed by an analysis of the company's internal by using the tools of resources capabilities, value chain and SWOT analysis especially Strength & Weakness that is owned by the company. With this analysis, it can be found the roots of the problems that occurred and the key success factors that must be met by the company to support the business strategy measures that will be <br /> <br /> <br /> used. It is very important in order not to be false in determining the best business solutions. <br /> <br /> <br /> <br /> <br /> After all the analysis are obtained, then immediately do business solution that suits best with the company's internal and external conditions by using the tools of TOWS Matrix models and canvas business models. This business solution determines the business strategy that should be selected by using the cost leadership with consideration that PT DAK is quite experienced in the field of shipbuilding and great financial support from shareholders. Therefor the implementation of the business strategy is doing by recruitment of marketing, production planning, and quality control employees. To support the quality of service which is obtained, then all personnels are <br /> <br /> <br /> given competency training in accordance with their respective fields. <br /> <br /> <br /> <br /> <br /> Keywords: Shipyard, PT DAK, Business Model Canvas, Human Resources