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ITS » Master Theses » Manajemen Industri-S2 MMT
Posted by ansi@its.ac.id at 21/02/2014 13:00:46  •  1749 Views


PERUMUSAN STRATEGI PENGEMBANGAN PERUSAHAAN INDUSTRI KIMIA PEWARNA KERAMIK DAN PEWARNA KACA MENGGUNAKAN METODE FRED R. DAVID STUDI KASUS DI PT.ZX

THE FORMULATION FIRM STRATEGY DEVELOPMENT FOR CHEMICAL INDUSTRY CERAMIC DYES AND GLASS DYES WITH FRED R. DAVIDS METHODECASE STUDY IN PT ZX

Author :
ROCHMAN, ARIF SYAFI'UR ( 9111201305 )




ABSTRAK

PT ZX adalah perusahaan manufaktur yang memproduksi pigmen dan zat kimia additive untuk keramik kaca dan enamel porselen untuk pemasaran di indonesia. Saat ini market share produk pewarna kimia di PT ZX untuk pewarna keramik 43 persen dengan rata-rata penjualan 2575 ton per bulan dan pewarna kaca 32 persen dengan rata-rata penjualan 6934 ton per bulan Sumber Manajemen PT ZX. Beberapa tahun terakhir perkembangan perusahaan ini relatif lambat dan melewatkan banyak peluang perusahaan untuk bisa terus berkembang.Formulasi strategi untuk industri kimia pewarna keramik dan pewarna kaca dengan menggunakan model perumusan strategi Fred R. David David 2013. Perumusan strateginya mensyaratkan identifikasi faktor-faktor strategis internal dan eksternal perusahaan secara akurat. Identifikasi faktor-faktor akan dilakukan selain dari study literature juga melalui kuesioner stakeholders perusahaan yang selanjutnya diolah dengan menggunakan metode AHP Analytical Hierarchy Process. Faktor-faktor strategis tersebut kemudian digunakan di dalam tahap inputmemakai IFE EFE CP Matrix dan tahap analisis dengan menggunakan matriks SWOT IE SPACE BCG GS. Hasilnya diolah dengan memakai QSP Matrix sehingga diperoleh strategi-strategi terpilih yang tepat. Hasil dari perumusan strategi dengan menggunakan metode David didapatkan strategi untuk produk pewarna keramik strategi utama market development dengan skor 832 skor EFE 245 dan skor IFE 587 karena perusahaan masih kalah dalam penggunaan teknologi baru daripada kompetitor sehingga harus memperluas daerah pemasaran mencari pasar baru yang masih potensial. Alternatif strategi kedua yakni market penetration dengan nilai TAS sebesar 729skor EFE 284 dan skor IFE 445 hal ini dikarenakan perusahaan berkompetisi pada produk yang memiliki perkembangan teknologi yang cepat sehingga PT ZX harus selalu melakukan pengembangan produk. Sedangkan untuk produk pewarna kaca strategi utama yakni strategi market penetration dengan nilai TAS 554dengan skor EFE 269 dan skor IFE 285 karena dalam pemasarannya produk pewarna kaca untuk jumlah pelanggannya tidak meningkat akan tetapi justru jumlah pesaingnya yang semakin bertambah serta meningkatnya skala ekonomi memberikan keunggulan kompetitif. Alternatif strategi yang kedua adalah market development dengan nilai TAS 548dengan skor EFE 257 dan skor IFE 291 karena perusahaan memiliki kapasitas produksi yang lebih serta masih banyak pasar baru yang berpotensial sehingga bisa memperluas daerah pemasaran.


ABSTRACT

PT ZX is a manufacturing company that produces chemical additives and pigments for ceramics glass and porcelain enamel for marketing in Indonesia. The current market share of products in the chemical dyes for ceramics dyes PT ZX 43 percent with an average sales of 2575 tons per month sales and 32 percent glass dyes with average sales of 6934 tons per monthinformation from resource management PT ZX.Recent years the development of this company is relatively slow and missed a lot of opportunities for the company to grow continue. Formulation of strategies for the chemical industry and the ceramics dye coloring glass using a model of strategy formulation Fred R. David David 2013.Formulation of the strategy requires identifying the internal and external factors strategic accurately. Identification of these factors will be made other than through a literature studies but also questionnaire stakeholders of the company which is further processed by using AHP Analytical Hierarchy Process. Strategic factors are then used in the input stage wearing IFE EFE CP Matrix and phase analysis using the SWOT matrix IE SPACE BCG GS. The results are processed by using QSP Matrix in order to obtain strategies selected are appropriate. Results of strategy formulation by using David obtained ceramic colorant product strategy for major market developrnent strategy with a score of 8.32 because the company is still losing the use of new technologies rather than competitors and should expand the marketing area is still looking for potential new markets. Alternative market penetration strategies with both the TAS value of 729 this is because the companies compete on product with rapid technological developments that PT ZX should always do product development. As for the glass colours products the main strategy of the market penetration strategy with TAS value of 554because the glass colours product in market cant increase the number of customers but the number of competitors is increasing rapidly increasing economies of scale and provide a competitive advantage. The second strategy is market development with TAS value of 548 because the company has a production capacity as well as many new markets that could potentially expand the marketing area.



KeywordsAnalytical Hierarchy Process; formulasi strategi; industri kimia pewarna keramik dan pewarna kaca
 
Subject:  perencanaan strategis
Contributor
  1. Dr. Ir. Buana Ma\'ruf, M.Sc., MM., MRINA
Date Create: 16/08/2013
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-Master-91003140000509
Collection ID: 91003140000509
Call Number: RTMT 658.401 2 Roc p


Source
Master Thesis of Magister Management Technology RTMT 658.401 2 Roc p 2013

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Copyright @2014 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




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  1.  ITS-Master-29892-9111201305-abstract-idpdf.pdf - 386 KB
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  3.  ITS-Master-29892-9111201305-conclusionpdf.pdf - 203 KB




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