PROPOSED STRATEGY AND ORGANIZATIONAL ALIGNMENT IN STEVEDORING BUSINESS: A CASE STUDY OF PT KUTAI JAYA PUNDINUSA

• Main Author: Herly Andinna M, Dimas
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83054
• Institution: Institut Teknologi Bandung

PT Kutai Jaya Pundinusa (KJP) operates in the dynamic and competitive stevedoring industry, leveraging on its established brand, skilled workforce, strong operational strategy, and certifications such as ISO. This research explores new competitive dimensions for KJP through thematic analysis, PESTLE, Porter's Five Forces, SWOT and TOWS analysis. Using a qualitative research design, including in-depth interviews with internal and external stakeholders, the research identified opportunities and challenges facing KJP. The proposed vision is to become a leading and innovative stevedoring company by embracing digital transformation and sustainable practices. The key strategies proposed include improving operational efficiency, digital transformation, human resource development, expanding market reach, and strengthening customer relationships. The programmes formulated include process mapping, adoption of new technologies, employee training, market research, strategic partnerships, and customer relationship management (CRM) systems. To achieve the vision and strategy of PT Kutai Jaya Pundinusa (KJP), several targeted programmes and action plans have been formulated. Firstly, improving operational efficiency through process mapping, bottleneck identification, application of lean principles, and KPI setting. Second, digital transformation by conducting technology assessment, digital strategy development, system integration, and training programmes. Third, human resource development through skills gap analysis, training programmes, leadership development, and regular performance reviews. Fourth, expanding market reach through market research, marketing strategies, strategic partnerships, and sales team expansion. Fifth, strengthening customer relationships through customer feedback systems, customer service training, CRM system implementation, and loyalty programme development. The study also emphasised the importance of overcoming internal challenges such as reliance on manual processes, high dependence on key suppliers and customers, and resistance to change among senior employees. Recommendations include investment in advanced digital technologies, exploration of new markets, and promotion of sustainable practices to ensure long-term growth and competitiveness in the stevedoring industry. By aligning strategic objectives with the proposed vision, KJP aims to successfully navigate the competitive landscape and achieve sustainable growth.