STRATEGI PENGEMBANGAN USAHA PT SIAGAN BOATS DALAM UPAYA MEMPERTAHANKAN EKSISTENSI BISNIS

• Main Author: WILLIAM JOST (NIM : 29110324); Final ProjectCounselor : Alibasjah Ingriantara, MM, OLIVER
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19109
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> PT Siagan Boats is a family enterprise which engaged in manufacture of boats made from fiberglass, docking, and provide consulting services to the the construction of ships plans based on consumer preferences. The ships that made such a wide variety of fishing vessels, private boats, patrol boats, mobile health clinics, water buses and others. Currently, PT Siagan Boat is the oldest company and a pioneer in the manufacture of boats made of fiberglass in South Sulawesi. There are three business issues faced by the company that is uncertainty of work continuity, not well organized management system and delays in project completion. <br /> <br /> <br /> In facing business issues that required some strategy formulation. The preparation of the strategy requires several approaches like doing scanning external factors and internal factor such as PEST Analysis, Porter's 5 Forces Analysis, resourced Based View, and Sustainaible Competitive Advantage. After that doing SWOT Matrix, followed by weighting the indicators of the SWOT using Analytical Hierarchy Process. Prior to the formulation of the strategy should define the vision, mission, and value of enterprise is the direction in determining the strategy formulation. <br /> <br /> <br /> Based on the results of the strategy formulation, it is known that corporate strategy PT Siagan Boats is growth strategy and supported by business strategy that is cost-leadership strategy is to minimize and reduce costs. After that determined the functional strategy using TOWS Matrix, and further grouped into four functional strategy functions are: Marketing, Finance, HR, and Operations. Based on func-tion grouping, there are four main strategies for PT Siagan Boats like market penetration to increase market share, opening branches in Papua, adding product lines make boats from aluminium, and con-struct a functioning marina for private boat storage. The activies are vision, mission launching, hire marketing staff, making integrated information system, survey place in papua, hiring employee in Pa-pua, build in-door shipyard, hiring professional welder, and partnership with supplier. <br /> <br /> <br /> These four main strategies that will be made an implementation plan based on a specific time period that is short term, medium term and long term. This implementation plan is expected to face the issue of existing businesses so that PT Siagan Boats can expand its business in order to maintain their exist-ence. <br /> <br /> <br /> Keywords : family enterprise, fiberglass boat, growth strategy, cost leadership, market penetra-tion