STRATEGIC DEVELOPMENT USING AN INTEGRATED SWOT AHP METHOD IN A WATER TREATMENT INDUSTRY

• Main Author: Sihotang, Rudyanto
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71682
• Institution: Institut Teknologi Bandung

The parent company's business transformation prompted KTOP to develop new strategies to reduce reliance on the parent company and ensure the future sustainability of the water treatment business. To address this issue, this study conducts a SWOT-AHP analysis to identify key factors of strengths, weaknesses, opportunities, and threats of company based on SWOT factors, measure the priority of each factor and develop formulated strategies for the company based on a TOWS matrix. This study provides a participatory, systematic and comprehensive technique to understand and analyse key drivers for company’s strategic planning. This study also aims to provide practical insight into how we can set possible strategies for enhancing business sustainability of company. According to the findings of questionnaires from company experts and interviews with senior executives from parent companies, there are 16 important internal and external factors that provide the foundation for developing appropriate strategies. Based on the AHP results, one-stop service for water treatment operations and maintenance is the most important factor among the strength sub-factors. In terms of weaknesses, insufficiently qualified personnel in marketing and procurement rank first. Among the opportunities sub-factors, the most important factors are innovative products at competitive prices. Meanwhile, the most significant threat is over-reliance on two major clients (PT.KS and MCCI). Based on the results presented in the TOWS matrix, possible SO, WO, ST and WT strategies were determined. Finally, the best strategies for KTOP business development, based on the AHP method, are SO strategies that leverage strengths and opportunities, and ST strategies that leverage strengths while dealing with threats. The strategy SO2 "Collaborations with industrial estates and regional water drinking companies (PDAM)" have the highest ranking of any of the strategic alternatives. Meanwhile, establishing strategic partnerships with well-known corporations (ST1) is one of the ST strategies that ranks second among all strategic alternatives.