Perencanaan Strategi Dengan Pendekatan Blue Ocean Pada Pt. Pandu Siwi Sentosa (Pandu Logistics) Malang

Rakhman, Mohammad Arif (2017) Perencanaan Strategi Dengan Pendekatan Blue Ocean Pada Pt. Pandu Siwi Sentosa (Pandu Logistics) Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisa perencanaan strategi dengan pendekatan Blue Ocean Strategy pada jasa pengiriman Pandu Logistics. Dalam penelitian ini mendeskripsikan visi, dan misi, menganalisis lingkungan eksternal maupun internal. Variabel analisa lingkungan eksternal yang dilakukan adalah faktor ekonomi, sosial budaya, dan teknologi, sedangkan analisis lingkungan internal melalui pendekatan fungsional yang melandasi perumusan strategi (Pemasaran, Operasional, dan Sumber Daya Manusia) serta mengetahui bagaimana penerapan strategic planning yang didasarkan pada analisa kerangka kerja empat langkah dan enam prinsip blue ocean strategy pada Pandu Logistics. Penelitian ini dapat diklasifikasikan sebagai penelitian deskriptif eksploratif (explorative descriptive research) dengan pendekatan studi kasus (case study). Data diperoleh melalui teknik triangulasi yakni penggabungan beberapa metode pengumpulan data, yakni wawancara kepada pihak Pandu Logistics (internal), serta dokumentasi beberapa surat kabar, jurnal, buku, dan artikel (eksternal). Teknik analisa yang digunakan adalah analisa kualitatif (naratif). Hasil penelitian menunjukkan bahwa strategic planning dilakukan dengan mengetahui gambaran perusahaan (visi dan misi Pandu Logistics) serta dengan memanfaatkan peluang dan kesempatan yang dimiliki perusahaan, sehingga perusahaan dapat menerapkan inovasi nilai melalui kerangka kerja empat langkah H-K-T-C (hapuskan-kurangitingkatkan- ciptakan). Pandu Logistics menghapus dan mengurangi faktor yang dapat mempengaruhi kinerja karyawan serta kepuasan konsumen. Upaya peningkatan yang dilakukan oleh Pandu Logistics adalah meningkatkan promosi, pelayanan, kualitas SDM, serta fasilitas yang ada. Hasil dari kerangka kerja ini memunculkan metode baru yang dapat meningkatkan loyalitas konsumen terhadap jasa pengiriman Pandu Logistics. Dalam upaya memasuki Blue Ocean Strategy, Pandu Logistics telah menerapkan enam prinsip Blue Ocean Strategy yang mendorong pelaksanaan strategi BOS. yakni: (1) Merekonstruksi batasan pasar, (2) Fokus gambaran besar, bukan pada angka, (3) Menjangkau pasar hingga tingkat non-konsumen, (4) Menjalankan rangkaian strategis secara benar, (5) Mengatasi rintangan organisasi, dan (6) Menjalankan eksekusi strategi. Dijalankannya Strategic Planing dengan pendekatan BOS, diharapkan kedepannya Pandu Logistics dapat semakin berkembang baik di lingkup lokal, maupun global (nasional internasional) sesuai dengan Visi Pandu Logistics.

English Abstract

This research aims to analyze strategic planning with Blue Ocean Strategy approach on Pandu Logistics delivery service. In this study describes the vision, and mission, analyze the external and internal environment. The external environmental analysis variables carried out are economic, socio-cultural, and technological factors, while the internal environment analysis through the functional approach underlying the strategy formulation (Marketing, Operational and Human Resources) and knowing how the implementation of strategic planning based on the analysis of the four framework Steps and six principles of blue ocean strategy in Pandu Logistics This research can be classified as explorative descriptive research with case study approach. The data obtained through triangulation technique that is merging several methods of data collection, namely interviews to the Pandu Logistics (internal), as well as documentation of several newspapers, journals, books, and articles (external). Analytical technique used is qualitative analysis (narrative). The result of the research shows that strategic planning is done by knowing company description (vision and mission of Pandu Logistics) and by exploiting opportunity and opportunity of company, so that company can apply value innovation through four step framework H-K-T-C (eliminate-subtract-create). Pandu Logistics eliminates and reduces factors that may affect employee performance and customer satisfaction. Improvement efforts undertaken by Pandu Logistics is to enhance the promotion, service, quality of human resources, as well as existing facilities. The results of this framework give rise to new methods that can increase consumer loyalty to Pandu Logistics delivery services. In an effort to enter the Blue Ocean Strategy, Pandu Logistics has implemented six Blue Ocean Strategy principles that encourage the implementation of the BOS strategy. Namely: (1) Reconstructing market boundaries, (2) Focusing the big picture, not on numbers, (3) Reaching the market to non-consumer level, (4) Running the strategic sequence correctly, (5) Overcoming the organizational barriers, and (6) ) Runs the execution strategy. The implementation of Strategic Planing with BOS approach, it is expected that Pandu Logistics will be developed in local, global and international scope in accordance with Vision of Pandu Logistics.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/338/051706703
Uncontrolled Keywords: Strategic Planning, Blue Ocean Strategy, Pandu Logistics
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 06 Sep 2017 03:08
Last Modified: 12 Nov 2020 08:11
URI: http://repository.ub.ac.id/id/eprint/2130
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