A PROPOSED BUSINESS STRATEGY IN EX MINING RECLAMATION INDUSTRY WITH STRATEGIC MANAGEMENT APPROACH (CASE STUDY: CV MAJU JAYA UTAMA)

• Main Author: DWI WIJAYANTO (NIM: 29109079); Pembimbing: Dwi Larso, Ph.D, REDI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19256
• Institution: Institut Teknologi Bandung

The increasing activities of coal mining in the area of East Kalimantan, which mostly disregard the aspect of environmental protection, cause the amount of degraded land area to increase. Currently, the area of degraded land in East Kalimantan reaches approximately six million hectares with a rate of land degradation amounting to an average of 250,000 hectares per year. Thus because of this, the government has established a regulation specifying mining companies to comply with activities of ex-mining area land reclamation. This condition affected the market demand of the ex-mining area land reclamation to increase and ultimately increase its business opportunity. <br /> <br /> <br /> CV Maju Jaya is a company operating in the business of procuring the needs of mining activities, ensuring a smooth operation. Considering the fairly large opportunity in the ex-mining land reclamation industry, CV Maju Jaya has committed itself to initiate in the industry with the assistance of another firm, CV Lanindo. <br /> <br /> <br /> The difficulty facing CV Maju Jaya Utama today is that it currently has only two clients in the business, namely PT Anugerah Bara Kaltim and PT Sangata Coal Indonesia. To deal with this situation, CV Maju Jaya Utama attempts to develop new strategies to grow and prosper in the ex-mining land reclamation industry. <br /> <br /> <br /> By conducting an analysis of opportunity and threats and through the comparison of results with the analysis of its strengths and weaknesses, CV Maju Jaya Utama has formulated a new strategy to achieve considerable growth. By applying a strategic management approach, CV Maju Jaya Utama formulates a corporate strategy of directional strategy focusing on the strategy of growth. Specifically, the application of concentration growth with horizontal integration is done to widely penetrate the existing market in East Kalimantan. The business strategy applied by the company are a competitive strategy, through the differentiation of the product (fertilizers used as the key component of the reclamation process) and the service (providing application and supervision of the reclamation project), and a cooperative strategy with a joint venture. Meanwhile, the functional strategy will be developed through the functional divisions of the company aligning itself with the overall corporate strategies. <br /> <br /> <br /> The implementation process of the solution conducted through the socialization of changes in the company. The changes are not only on the developing new strategies, but also a restructurization on its organization structure. In this implementation phase, two factors are considered significantly important which include the structure of leadership and the structure of the employees. The structure of leadership functions to communicate the implementation of the strategies clearly into action. Meanwhile, the structure of the employees is aimed how to select the appropriate resources that will support the success of the strategies to be implemented.