STRATEGI DAN REVITALISASI MODEL BISNIS MENGGUNAKAN PENDAKATAN SWOT, TOWS & BMC (STUDI KASUS: PT MARITIM MAJU)

• Main Author: Kharisma Aldityo, Tri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79980
• Institution: Institut Teknologi Bandung

The maritime industry, integral to global trade, is currently experiencing significant transformations due to worldwide economic shifts and technological progress. Indonesian maritime companies, especially PT Maritim Maju, are at the forefront of these changes. PT Maritim Maju, a leading entity in Indonesia's maritime sector, is at a pivotal point where adapting to global and local market dynamics is essential for its survival and growth. This study offers an in-depth analysis of PT Maritim Maju's strategic challenges and opportunities, exploring how the company can recalibrate its business strategies to maintain relevance and competitiveness in an industry marked by rapid technological evolution, changing consumer demands, and shifting regulatory landscapes. The resilience of the maritime sector during the pandemic, combined with the unique requirements of the Indonesian archipelago, forms the basis of this research. This investigation goes beyond PT Maritim Maju's survival, focusing on its potential to innovate and lead in new areas of opportunity, thereby setting an industry standard. The research employs a structured, comprehensive approach to echance PT Maritim Maju's business model canvas. It begins with a thorough evaluation of the Business Model Environment. Integral to this process is an internal analysis using the Resource-Based View (RBV) and VRIO Analysis, which leads to a comprehensive SWOT Analysis within the Business Model Canvas (BMC). Data collection includes in-depth interviews with company executives and industry experts, content analysis of relevant industry reports, and discussions with PT Maritim Maju's key stakeholders. This method provides a deep understanding of the company's operational context, influencing the development of a enhanced BMC through the TOWS matrix. The aim is to enhance PT Maritim Maju’s market position and develop innovative strategies based on empirical evidence. The research identifies critical areas in PT Maritim Maju’s business model needing substantial enhancement to boost competitiveness and sustainability. It suggests diversifying beyond traditional maritime services into areas like maritime consulting and logistics technology, aiming to create new revenue streams and reduce dependence on conventional markets. The study also emphasizes the need to integrate advanced technologies in fleet management, recommending investments in AI-driven route optimization and predictive maintenance systems. These upgrades are expected to result in significant cost savings, enhanced fleet reliability, and improved customer service. Furthermore, the study highlights the significance of strategic alliances for service capacity expansion and technological innovation. Collaborating with technology companies and other maritime service providers can enable PT Maritim Maju to quickly scale operations and improve its service offerings. The research suggests reevaluating marketing strategies, iii focusing on digital marketing and brand positioning to attract a global clientele and emphasize PT Maritim Maju's commitment to safety, reliability, and customer service. The research also stresses the importance of ongoing staff training and development, particularly in leadership and maritime technology, to cultivate a culture of innovation and strategic agility. Compliance with international maritime safety and environmental regulations is a priority, along with implementing a dynamic risk management framework to address operational threats. The proposed enhanced BMC for PT Maritim Maju is a comprehensive, phased plan starting in January 2024. It is designed to guide the company through the complexities of the modern maritime market, capitalizing on new growth opportunities and establishing long-term resilience and competitiveness.