PROPOSED NEW BUSINESS STRATEGY BY USING ANALYTICAL HIERARCHY PROCESS (AHP) IN A NATIONAL SHIPPING COMPANY (CASE: PT CASTBAY MARINE)

• Main Author: Fahreza, Syahrul
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77946
• Institution: Institut Teknologi Bandung

The importance of the shipping industry in Indonesia stems from the multiplier effect it may have on the economy and its ability to serve as a link between regions through enhancing sea transport infrastructure. The shipping industry is a crucial sector that is vital to the nation's economy. Shipping companies are one of the stakeholders that play a vital part in the shipping industry. The shipping businesses studied in this research study are those whose primary business is delivering mining commodities such as coal and nickel using tugboats and barges. As a result, its growth is heavily reliant on the expansion of the mining industry in Indonesia and around the world. Furthermore, the global nickel market has expanded quickly in recent years in tandem with increased production and development of batteries for the expansion of the electric vehicle industry. Indonesia is one of the countries with the world's greatest nickel reserves. Currently, demand for barges has surged significantly as the global price of coal and nickel has risen. Cargo owners typically chartered tugboats and barges using a freight chartered system or a time chartered system. Despite the fact that the COVID-19 outbreak is still present in Indonesia, demand for barges and tugboats has not dropped. As the owner of a fleet of barges and tugboats, PT. Castbay Marine must balance this demand with an effective and efficient strategy in order to continue to increase the number of fleets and profits for the company This research suggested a new business strategy for PT. Castbay Marine is currently experiencing diminishing corporate revenue in 2021. For this study, the author employs the DMAIC method as a framework. DMAIC is an acronym for Define, Measure, Analyze, Improve, and Control The author of Stage Measure employs the 5whys diagram technique to identify the source of the company's difficulties. Furthermore, the authors propose three (3) potential solutions to this problem: (1) Continue with Current Strategy, (2) Service Price Increase, and (3) New Fleet Addition. The writers employ the Analytical Hierarchy Process (AHP) on the analyze stage to assess which solution is better for the firm. Based on the results of the Analytical Hierarchy Process (AHP) calculations, the best alternative for the company is Service Price Rising. The alternative was chosen based on the results of calculations from three respondents in the company. The results of the AHP calculations in this study will be submitted to the company to be used as a new strategy to overcome the problem of decreasing company revenue along with implementation plans and recommendations that can be carried out by the company in the future.