RatnaSari, Juwita (2016) Analisis Rantai Nilai untuk Mencapai Keunggulan Kompetitif PT. Euro East Bridge Divisi Agronic Farm, Kecamatan Cikidang, Kabupaten Sukabumi, Provinsi Jawa Barat. Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan unit usaha dan rumah tangga subsektor hortikultura yang berbanding terbalik dengan peningkatan kebutuhan menciptakan peluang pengembangan usaha pemenuhan sayur.Para produsen yang memilih mempertahankan usaha sayurnya berpeluang besar untuk mengembangkan usaha dan memperluas pasar.Hal tersebut berimbas pada meningkatnya persaingan bisnis bagi para pelaku usaha dalam bidang pemenuhan kebutuhan sayur di tanah air.Agronic Farm merupakan salah satu unit usaha subsektor hortikultura yang bergerak di bidang pemenuhan kebutuhan sayur dan beroperasi di wilayah Provinsi Jawa Barat.Agronic Farm memasarkan sayuran dengan membidik para pemilik usaha pengolahan makanan dan konsumen akhir yang berada di wilayah Provinsi DKI Jakarta.Berkaitan dengan adanya persaingan usaha di bidang pemenuhan kebutuhan sayur, maka Agronic Farm harus mampu menentukan strategi bertahan dan unggul di dalam persaingan. Langkah yang dapat dilakukan oleh Agronic Farm yaitu dengan mempertahankan keunggulan usaha yang dimiliki.Keunggulan kompetitif dapat diperoleh dengan menerapkan beberapa strategi diantaranya kepemimpinan biaya, strategi diferensiasi, atau strategi fokus.Salah satu cara yang dapat dilakuan untuk mengetahui atau menciptakan keunggulan kompetitif yaitu dengan melakukan analisis rantai nilai (value chain).Agronic Farm dapat menerapkan strategi diferensiasi pelayanan agar dapat menambah dan mempertahankan konsumen.Hal tersebut mempertimbangkan sasaran pemasaran perusahaan yang langsung kepada konsumen akhir, sehingga pelayanan yang diberikan dapat memengaruhi keputusan konsumen dalam melakukan pembelian.Penelitian ini bertujuan untuk menganalisis aktivitas lingkungan internal, peta rantai nilai, kepuasan pelanggan dan pengembangan strategi keunggulan kompetitif di Agronic Farm. Metode analisis data yang digunakan yaitu analisis kualitatif dengan menggunakan analisis rantai nilai (value chain analysis) dan kepuasan konsumen. Tahapan pada analisis rantai nilai yang digunakan yaitu the point of entry for value chain analysis, mapping value chains, kemudian critical sucess factor’s in final market. Kepuasan pelanggan Agronic Farm dianalisis dengan menggunakan kepuasan terhadap 30 orang konsumen yang menjadi responden, selanjutnya pengembangan strategi keunggulan kompetitif didapatkan dengan mengombinasikan hasil critical sucess factor’s in final market dan kepuasan konsumen. Hasil penelitian yang dilakukan antara lain aktivitas lingkungan internal Departemen Penjualan dan pemasaran di Agronic Farm terdiri dari aktivitas utama dan aktivitas pendukung. Aktivitas utama terbagi menjadi lima kategori yatu logistik kedalam (penanganan sayur dan persediaan sayur), operasi (proses produksi), logistik keluar (penanganan sayur kemas dan pendistribusain sayur), penjualan dan pemasaran (promosi, usaha penjualan, dan penentuan harga) dan pelayanan (pemesanan, pengiriman pesanan, saran dan keluhan). Aktivitas pendukung meliputi infrastruktur perusahaan (keuangan dan perencanaan penjualan), MSDM (rekrutmen, pelatihan, dan pemberian reward dan punishment), pengembangan teknologi (pengepakkan dan pelaporan), dan pengadaan barang (pembelian sayur dan perlengkapan kantor). Lembaga atau pihak-pihak yang bekerja sama dengan Agronic Farm yaitu petani atau warga di sekitar kebun perusahaan, pemasok bahan baku industri pengolahan makanan, kantor pemasaran Agronic Farm dan pemasok kemasan.Kerja sama yang dilakukan bertujuan untuk mengurangi kendala yang mungkin terjadi pada kegiatan pemenuhan kebutuhan sayur. Critical sucess factor’s in final market di Agronic Farm yaitu terletak pada urutan variabel bukti fisik (tangible), keandalan (reliability), jaminan (assurance), daya tanggap (responsiveness) dan yang terakhir yaitu variabel empati (empathy). Berdasarkan hasil analisis tingkat kepentingan, maka Agronic Farm dapat melakukan pengembangan sesuai dengan prioritas variabel menurut konsumen.Hasil analisis kepuasan konsumen terhadap 16 atribut menunjukkan bahwa terdapat 5 atribut yang termasuk ke dalam tingkat kepuasan rendah.kelima atribut tersebut yaitu (1) kerapian karyawan pada variabel bukti fisik, (2) kesesuaian kualitas pada variabel keandalan. (3) Kemampuan memenuhi kebutuhan konsumen pada variabel keandalan, (4) kecepatan menanggapi keluhan dan (5) upaya memahami kebutuhan konsumen. Penerapan strategi pengembangan pelayanan untuk meningkatkan kepuasan konsumen dan mempertahankan pelanggan dilakukan dengan mengkombinasikan hasil perhitungan tingkat kepentingan dan tingkat kepuasan konsumen.Perbaikan yang dapat dilakukan yaitu (1) kerapian karyawan menyesuaikan standar konsumen yaitu mengenakan kemeja, celana bahan, tidak kusut dan bersepatu pantofel. (2) Mengirimkan sayuran yang tidak layu atau busuk dan semua bagian sayuran yang diinginkan dapat dimanfaatkan. (3) Memenuhi semua kebutuhan konsumen dengan meningkatkan produksi dari kebun budidaya, (4) menanggapi keluhan konsumen secara cepat dengan membentuk divisi customer care. (5) Upaya memahami kebutuhan konsumen dapat dilakukan dengan menerapkan sistem atau mesin kasir yang dapat membaca ID pelanggan dan melakukan scanning terhadap barcode sayuran, sehingga identitas konsumen danjenis sayuran yang paling sering diminta masuk dalam database perusahaan.
English Abstract
The growth of business units and households subsector horticulture which is inversely with an increase in needs create an opportunity the business development of the fulfillment of vegetables.The producers who choose to maintain its vegetable business has a great opportunity to develop business and expand the market. It has impacts on increasing business competition for business players in the field of the fulfillment the needs of vegetable in the country. Agronic Farm is one of the horticulture business unit engaged in the fulfillment of vegetables and operates in the area of West Java Province. Agronic Farm vegetable market by targeting business owners and end consumers of food processing in the area of Jakarta. In connection with the competition in the field of meeting the needs of vegetable, then Agronic Farm should be able to determine a strategy to survive and remain competitive. Steps can be taken by Agronic Farm retains the advantages owned businesses. Competitive advantage can be gained by implementing a number of strategies such as cost leadership, differentiation strategy, or strategy focus. One way which in to find or create a competitive advantage by performing value chain analysis. Agronic Farm can implement differentiation strategies services in order to increase and retain consumers. It is considered the target company marketing directly to the final consumer, so that the service provided can influence the consumers decision to purchase. This study aimed to analyze the activity of the internal environment, map the value chain, customer satisfaction and competitive advantage in the development of strategies Agronic Farm. The data analysis method used is qualitative analysis by using the value chain analysis and consumer satisfaction. Stages in the value chain analysis used is the point of entry for value chain analysis, mapping value chains, and critical success factors in the final market. Customer satisfaction were analyzed using of satisfaction with thirty people consumers who were respondents, further development of strategic competitive advantage is obtained by combining the results of critical success factors in the final market and consumer. The results of research conducted, among others, internal environmental activities Sales and marketing department in Agronic Farm consists of core activities and support activities. Its main activity is divided into five categories namelyinbound logistics (handling vegetables and supplies vegetable), operations (production), outbound logistics (handling vegetable containers and vegetable distribution), sales and marketing (promotion, business sales, and pricing) and services ( ordering, shipping orders, suggestions and complaints). Support activities including Firm infrastructure (financial and sales planning), HRM (recruitment, training, and reward and punishment), technological development (flapping and reporting), and procurement (purchasing vegetables and office supplies). Institutions or parties cooperate with Agronic Farm ie farmers or residents in the surrounding garden companies, raw material suppliers of food processing industry, marketing offices Agronic Farm and packaging suppliers. Conducted cooperation aimed at reducing the obstacles that may occur on the activities of the fulfillment of vegetables. Critical success factors in the final market in AGRONIC Farm is located in the variable sequence of tangible, reliability, assurance, responsiveness and empathy. Based on the results of the analysis of the level of interest, then Agronic Farm can perform in accordance with the development priorities of variables according to the consumer. The results of the analysis of customer satisfaction with sixteen attributes indicate that there are five attributes that belong to the low satisfaction levels. The five attributes, namely (1) the neatness of employees on variable physical evidence, (2) the suitability of variable quality on reliability. (3) The ability to meet the needs of consumers in the variable reliability, (4) the speed of response to complaints and (5) an effort to understand the needs of consumers. Implementation of the strategy development services to enhance customer satisfaction and retain customers is done by combining the results of the calculation of the level of interest and the level of customer satisfaction. Improvements that can be done that (1) the standard of neatness employees adapt consumer is wearing a shirt, pants or skirt material, does not wrinkle and shoes loafers. (2) Sending vegetables that are not wilted or rotten, and all parts of the desired vegetables can be utilized. (3) It meets all the needs of consumers by increasing the production of orchard farming, (4) respond to consumer complaints quickly by establishing a customer care division. (5) Efforts to understand the consumer needs to do to implement the system or cash register that can read the customer ID and scanning the barcode of vegetables, so that the consumers identity and vegetables are most often asked to log into the company database.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2016/799/051610678 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Sugiantoro |
| Date Deposited: | 24 Feb 2017 09:19 |
| Last Modified: | 19 Oct 2021 13:27 |
| URI: | http://repository.ub.ac.id/id/eprint/131798 |
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