PROPOSED STRATEGY IMPROVEMENT AT PT. PEMBANGKITAN JAWA BALI TO ACHIEVE COMPETITIVE ADVANTAGE IN THE MRO POWER PLANT INDUSTRY

• Main Author: Budi Prasetiyono, Catur
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67745
• Institution: Institut Teknologi Bandung

PT. Pembangkitan Jawa Bali or hereinafter referred to as “PJB” is a subsidiary of PT PLN (Persero) which is engaged in Power Plant which has been operating since 1995. Currently, PJB is experiencing challenges due to the declining market share over the last 10 years. PJB's market share in 2010 was 25% while in 2020 it was only 9%. The decline in market share has an impact on PJB's revenue decline. Since the occurrence of these business problems, PJB has not implemented a new strategy to increase the company's revenue. This study aims to determine and improve PJB's strategy based on the problems that occur and are expected to increase other income from PJB's business. The method used in this study uses qualitative data obtained from interviews with PJB management and employees. Secondary data analysis using the company's annual report and literature. The conceptual framework used in this research begins with an analysis of the external environment using PESTEL analysis, Porter's 5 Forces, customer analysis and competitor analysis and internal analysis through analysis of Resources, Value Chain analysis and Core Competencies. All the results of the analysis are summarized in a SWOT analysis. After the analysis, the main problem lies in the internal organization which has not prepared a new organization to support PJB's new business. The proposed strategy based on the research results is a differentiation integration strategy and cost leadership. In addition, to improve PJB's strategy, it begins with changes in the organizational structure. Researchers provide an overview of the Strategy Map to achieve competitive advantage.