TYPE, FORM AND IMPLEMENTATION

1. S T R A T E G I C M A N A G E M E N T
“ T Y P E , F O R M A N D I M P L E M E T A T I O N S T R A T E G Y ”
D I S U S U N O L E H
N U R U L I H S A N I ( 5 5 1 1 7 1 2 0 1 1 1 )
D O S E N P E N G A M P U
P r o f . D r . H a p z i, M M
F a k u lt a s P a s c a s a r ja n a
P r o g r a m S t u d i M a g is t e r M a n a je m e n
U n iv e r s it a s M e r c u B u a n a
J a k a r t a
2 0 1 8

2. S T R A T E G I G E N E R I K P O R T E R
D a la m a n a l is a n y a t e n t a n g s t r a t e g i b e r s a in g ( c o m p e t it iv e s t r a t e g y a t a u
d is e b u t ju g a P o r t e r ’s F iv e F o r c e s ) s u a t u p e r u s a h a a n , M ic h a e l A . P o r t e r
m e n g in t r o d u s ir 3 je n is s t r a t e g i g e n e r i k , y a it u : K e u n g g u la n B ia y a ( C o s t L e a d e r s h ip ) ,
P e m b e d a a n P r o d u k ( D i f f e r e n t ia t io n ) , d a n F o c u s . ( L ih a t G a m b a r 1 ) .
P o r t e r G e n e r ic S t r a t e g i e s
1 . S t r a t e g i B i a y a R e n d a h ( c o s t l e a d e r s h i p )
S t r a t e g i B ia y a R e n d a h ( c o s t le a d e r s h i p ) m e n e k a n k a n p a d a u p a y a
m e m p r o d u k s i p r o d u k s t a n d a r ( s a m a d a la m s e g a la a s p e k ) d e n g a n b ia y a p e r u n it
y a n g s a n g a t r e n d a h . P r o d u k in i ( b a r a n g m a u p u n ja s a ) b i a s a n y a d it u ju k a n k e p a d a
k o n s u m e n y a n g r e la t if m u d a h t e r p e n g a r u h o le h p e r g e s e r a n h a r g a ( p r ic e s e n s it iv e )
a t a u m e n g g u n a k a n h a r g a s e b a g a i f a k t o r p e n e n t u k e p u t u s a n . D a r i s i s i p e r il a k u
p e la n g g a n , s t r a t e g i je n is i n i a m a t s e s u a i d e n g a n k e b u t u h a n p e la n g g a n y a n g
t e r m a s u k d a la m k a t e g o r i p e r il a k u lo w - in v o lv e m e n t , k e t ik a k o n s u m e n t id a k ( t e r l a lu )
p e d u li t e r h a d a p p e r b e d a a n m e r e k , ( r e la t if ) t id a k m e m b u t u h k a n p e m b e d a a n p r o d u k ,

3. a t a u jik a t e r d a p a t s e ju m l a h b e s a r k o n s u m e n m e m ilik i k e k u a t a n t a w a r - m e n a w a r y a n g
s ig n if ik a n .
T e r u t a m a d a la m p a s a r k o m o d it i, s t r a t e g i in i t id a k h a n y a m e m b u a t
p e r u s a h a a n m a m p u b e r t a h a n t e r h a d a p p e r s a in g a n h a r g a y a n g t e r j a d i t e t a p i j u g a
d a p a t m e n j a d i p e m i m p in p a s a r ( m a r k e t le a d e r ) d a la m m e n e n t u k a n h a r g a d a n
m e m a s t ik a n t in g k a t k e u n t u n g a n p a s a r y a n g t in g g i ( d i a t a s r a t a - r a t a ) d a n s t a b il
m e la lu i c a r a - c a r a y a n g a g r e s if d a la m e f i s ie n s i d a n k e f e k t if a n b ia y a . S u m b e r d a r i
k e e f e k t if a n b ia y a ( c o s t e f f e c t iv e n e s s ) in i b e r v a r ia s i. T e r m a s u k d i d a la m n y a a d a la h
p e m a n f a a t a n s k a la e k o n o m i ( e c o n o m ie s o f s c a l e ) , in v e s t a s i d a la m t e k n o lo g i y a n g
t e r b a ik , s h a r in g b ia y a d a n p e n g e t a h u a n d a la m in t e r n a l o r g a n is a s i, d a m p a k k u r v a
p e m b e la j a r a n d a n p e n g a la m a n ( le a r n i n g a n d e x p e r ie n c e c u r v e ) , o p t im a s i k a p a s it a s
u t ilit a s , d a n a k s e s y a n g b a i k t e r h a d a p b a h a n b a k u a t a u s a lu r a n d is t r ib u s i. P a d a
p r in s ip n y a , a l a s a n u t a m a p e l a k s a n a a n s t r a t e g i in t e g r a s i k e h u lu ( b a c k w a r d
in t e g r a t io n ) , k e h ilir ( f o r w a r d i n t e g r a t i o n ) , m a u p u n k e s a m p in g ( h o r iz o n t a l i n t e g r a t i o n )
a d a la h u n t u k m e m p e r o le h b e r b a g a i k e u n t u n g a n d a r i s t r a t e g i b ia y a r e n d a h in i.
B ia s a n y a s t r a t e g i in i d ija la n k a n b e r ir in g a n d e n g a n s t r a t e g i d if e r e n s ia s i. ( L ih a t D a v id ,
1 9 9 8 ; F o u r n ie r d a n D e i g h t o n , 1 9 9 7 ; P a s s d a n L o w e s , 1 9 9 7 ; P o r t e r , 1 9 8 0 d a n 1 9 8 5 ) .
U n t u k d a p a t m e n ja l a n k a n s t r a t e g i b ia y a r e n d a h , s e b u a h p e r u s a h a a n h a r u s
m a m p u m e m e n u h i p e r s y a r a t a n d i d u a b id a n g , y a i t u : s u m b e r d a y a ( r e s o u r c e s ) d a n
o r g a n is a s i. S t r a t e g i in i h a n y a m u n g k in d ij a la n k a n jik a d im ilik i b e b e r a p a k e u n g g u la n
d i b id a n g s u m b e r d a y a p e r u s a h a a n , y a it u : k u a t a k a n m o d a l, t r a m p il p a d a r e k a y a s a
p r o s e s ( p r o c e s s e n g in e e r i n g ) , p e n g a w a s a n y a n g k e t a t , m u d a h d ip r o d u k s i, s e r t a
b ia y a d is t r ib u s i d a n p r o m o s i r e n d a h . S e d a n g k a n d a r i b id a n g o r g a n i s a s i ,
p e r u s a h a a n h a r u s m e m ilik i : k e m a m p u a n m e n g e n d a lik a n b ia y a d e n g a n k e t a t ,
in f o r m a s i p e n g e n d a lia n y a n g b a i k , in s e n t if b e r d a s a r k a n t a r g e t ( a lo k a s i in s e n t if
b e r b a s is h a s il) . ( U m a r , 1 9 9 9 ) .
2 . S t r a t e g i P e m b e d a a n P r o d u k ( d i f f e r e n t i a t i o n )

4. S t r a t e g i P e m b e d a a n P r o d u k ( d if f e r e n t ia t i o n ) , m e n d o r o n g p e r u s a h a a n u n t u k
s a n g g u p m e n e m u k a n k e u n ik a n t e r s e n d ir i d a la m p a s a r y a n g ja d i s a s a r a n n y a .
K e u n ik a n p r o d u k ( b a r a n g a t a u ja s a ) y a n g d ik e d e p a n k a n in i m e m u n g k in k a n s u a t u
p e r u s a h a a n u n t u k m e n a r ik m in a t s e b e s a r - b e s a r n y a d a r i k o n s u m e n p o t e n s ia l n y a .
C a r a p e m b e d a a n p r o d u k b e r v a r ia s i d a r i p a s a r k e p a s a r , t e t a p i b e r k a i t a n d e n g a n
s if a t d a n a t r ib u t f is i k s u a t u p r o d u k a t a u p e n g a la m a n k e p u a s a n ( s e c a r a n y a t a
m a u p u n p s ik o lo g is ) y a n g d id a p a t o le h k o n s u m e n d a r i p r o d u k t e r s e b u t . B e r b a g a i
k e m u d a h a n p e m e lih a r a a n , f e a t u r e s t a m b a h a n , f le k s ib ilit a s , k e n y a m a n a n d a n
b e r b a g a i h a l la i n n y a y a n g s u li t d it ir u la w a n m e r u p a k a n s e d ik it c o n t o h d a r i
d if e r e n s ia s i. S t r a t e g i je n is in i b i a s a d it u ju k a n k e p a d a p a r a k o n s u m e n p o t e n s ia l y a n g
r e la t if t id a k m e n g u t a m a k a n h a r g a d a la m p e n g a m b ila n k e p u t u s a n n y a ( p r ic e
in s e n s it iv e ) .
P e r lu d i p e r h a t i k a n b a h w a t e r d a p a t b e r b a g a i t in g k a t a n d i f e r e n s i a s i.
D if e r e n s i a s i t id a k m e m b e r ik a n ja m i n a n t e r h a d a p k e u n g g u la n k o m p e t it if , t e r u t a m a
jik a p r o d u k - p r o d u k s t a n d a r y a n g b e r e d a r t e la h ( r e l a t if ) m e m e n u h i k e b u t u h a n
k o n s u m e n a t a u jik a k o m p e t it o r / p e s a in g d a p a t m e l a k u k a n p e n ir u a n d e n g a n c e p a t .
C o n t o h p e n g g u n a a n s t r a t e g i in i s e c a r a t e p a t a d a la h p a d a p r o d u k b a r a n g y a n g
b e r s if a t t a h a n la m a ( d u r a b le ) d a n s u l it d it ir u o le h p e s a in g .
R e s ik o la in n y a d a r i s t r a t e g i in i a d a la h jik a p e r b e d a a n a t a u k e u n ik a n y a n g
d it a w a r k a n p r o d u k t e r s e b u t t e r n y a t a t id a k d ih a r g a i ( d ia n g g a p b i a s a ) o le h k o n s u m e n .
J ik a h a l in i t e r ja d i , m a k a p e s a in g y a n g m e n a w a r k a n p r o d u k s t a n d a r d e n g a n s t r a t e g i
b ia y a r e n d a h a k a n s a n g a t m u d a h m e r e b u t p a s a r . O le h k a r e n a n y a , d a l a m s t r a t e g i
je n is in i, k e k u a t a n d e p a r t e m e n P e n e lit ia n d a n P e n g e m b a n g a n s a n g a t la h b e r p e r a n .
P a d a u m u m n y a s t r a t e g i b ia y a r e n d a h d a n p e m b e d a a n p r o d u k d it e r a p k a n
p e r u s a h a a n d a la m r a n g k a m e n c a p a i k e u n g g u la n b e r s a i n g ( c o m p e t i t iv e a d v a n t a g e )
t e r h a d a p p a r a p e s a in g n y a p a d a s e m u a p a s a r . ( L ih a t D a v id , 1 9 9 8 ; F o u r n i e r d a n
D e ig h t o n , 1 9 9 7 ; P a s s d a n L o w e s , 1 9 9 7 ; P o r t e r , 1 9 8 0 d a n 1 9 8 5 ) .

5. S e c a r a u m u m , t e r d a p a t d u a b id a n g s y a r a t y a n g h a r u s d ip e n u h i k e t ik a
p e r u s a h a a n m e m u t u s k a n u n t u k m e m a n f a a t k a n s t r a t e g i in i, y a it u : b i d a n g s u m b e r
d a y a ( r e s o u r c e s ) d a n b id a n g o r g a n is a s i. D a r i s i s i s u m b e r d a y a p e r u s a h a a n , m a k a
u n t u k m e n e r a p k a n s t r a t e g i in i d i b u t u h k a n k e k u a t a n - k e k u a t a n y a n g t i n g g i d a la m h a l:
p e m a s a r a n p r o d u k , k r e a t iv it a s d a n b a k a t , p e r e k a y a s a a n p r o d u k ( p r o d u c t
e n g in e e r i n g ) , r i s e t p a s a r , r e p u t a s i p e r u s a h a a n , d is t r i b u s i, d a n k e t r a m p i la n k e r ja .
S e d a n g k a n d a r i s is i o r g a n i s a s i , p e r u s a h a a n h a r u s k u a t d a n m a m p u u n t u k
m e la k u k a n : k o o r d in a s i a n t a r f u n g s i m a n a je m e n y a n g t e r k a it , m e r e k r u t t e n a g a y a n g
b e r k e m a m p u a n t i n g g i, d a n m e n g u k u r in s e n t if y a n g s u b y e k t if d i s a m p in g y a n g
o b y e k t if . ( U m a r , 1 9 9 9 )
3 . S t r a t e g i F o k u s ( f o c u s )
S t r a t e g i f o k u s d ig u n a k a n u n t u k m e m b a n g u n k e u n g g u la n b e r s a in g d a la m
s u a t u s e g m e n p a s a r y a n g le b ih s e m p it . S t r a t e g i je n is in i d it u ju k a n u n t u k m e la y a n i
k e b u t u h a n k o n s u m e n y a n g ju m la h n y a r e la t i f k e c il d a n d a l a m p e n g a m b ila n
k e p u t u s a n n y a u n t u k m e m b e li r e la t if t id a k d ip e n g a r u h i o le h h a r g a . D a la m
p e la k s a n a a n n y a – t e r u t a m a p a d a p e r u s a h a a n s k a la m e n e n g a h d a n b e s a r – , s t r a t e g i
f o k u s d iin t e g r a s ik a n d e n g a n s a la h s a t u d a r i d u a s t r a t e g i g e n e r ik la in n y a : s t r a t e g i
b ia y a r e n d a h a t a u s t r a t e g i p e m b e d a a n k a r a k t e r is t ik p r o d u k . S t r a t e g i in i b i a s a
d ig u n a k a n o le h p e m a s o k “ n ic h e m a r k e t ” ( s e g m e n k h u s u s / k h a s d a l a m s u a t u p a s a r
t e r t e n t u ; d is e b u t p u l a s e b a g a i c e r u k p a s a r ) u n t u k m e m e n u h i k e b u t u h a n s u a t u
p r o d u k — b a r a n g d a n j a s a — k h u s u s .
S y a r a t b a g i p e n e r a p a n s t r a t e g i in i a d a la h a d a n y a b e s a r a n p a s a r y a n g c u k u p
( m a r k e t s i z e ) , t e r d a p a t p o t e n s i p e r t u m b u h a n y a n g b a ik , d a n t i d a k t e r la lu d i p e r h a t i k a n
o le h p e s a in g d a la m r a n g k a m e n c a p a i k e b e r h a s ila n n y a ( p e s a in g t id a k t e r t a r ik u n t u k
b e r g e r a k p a d a c e r u k t e r s e b u t ) . S t r a t e g i in i a k a n m e n ja d i le b ih e f e k t if jik a k o n s u m e n
m e m b u t u h k a n s u a t u k e k h a s a n t e r t e n t u y a n g t id a k d im i n a t i o l e h p e r u s a h a a n
p e s a in g . B ia s a n y a p e r u s a h a a n y a n g b e r g e r a k d e n g a n s t r a t e g i in i le b ih
b e r k o n s e n t r a s i p a d a s u a t u k e lo m p o k p a s a r t e r t e n t u ( n i c h e m a r k e t ) , w ila y a h
g e o g r a f is t e r t e n t u , a t a u p r o d u k — b a r a n g a t a u j a s a — t e r t e n t u d e n g a n k e m a m p u a n

6. m e m e n u h i k e b u t u h a n k o n s u m e n s e c a r a b a ik , e x c e lle n t d e liv e r y . ( L i h a t D a v id , 1 9 9 8 ;
F o u r n ie r d a n D e i g h t o n , 1 9 9 7 ; P a s s d a n L o w e s , 1 9 9 7 ; P o r t e r , 1 9 8 0 d a n 1 9 8 5 ) .
S T R A T E G I G E N E R I K G L U E C K
G lu e c k m e y a k in i b a h w a s t r a t e g i p e r u s a h a a n p a d a d a s a r n y a d a p a t
d ik a t e g o r i k a n k e d a la m e m p a t s t r a t e g i g e n e r ik , y a it u : s t r a t e g i s t a b ilit a s ( s t a b il it y ) ,
e k s p a n s i ( e x p a n s io n ) , p e n c iu t a n ( r e t r e n c h m e n t ) , d a n k o m b in a s i ( c o m b i n a t io n ) d a r i
k e t ig a n y a . ( U m a r , 1 9 9 9 ) .
1 . S t r a t e g i S t a b i l i t a s ( s t a b i l i t y )
P a d a p r in s i p n y a , s t r a t e g i in i m e n e k a n k a n p a d a t id a k b e r t a m b a h n y a p r o d u k ,
p a s a r d a n f u n g s i - f u n g s i p e r u s a h a a n k a r e n a b e r u s a h a u n t u k m e n in g k a t k a n e f is i e n s i
d i s e g a la b id a n g d a l a m r a n g k a m e n i n g k a t k a n k in e r j a d a n k e u n t u n g a n . S t r a t e g i in i
r e la t if r e n d a h r e s ik o d a n b ia s a n y a d il a k u k a n u n t u k p r o d u k y a n g t e n g a h b e r a d a p a d a
p o s is i m a t a n g / d e w a s a ( m a t u r i t y ) .
2 . S t r a t e g i E k s p a n s i ( e x p a n s i o n )
S t r a t e g i e k s p a n s i m e n e k a n k a n p a d a p e n a m b a h a n a t a u p e r lu a s a n p r o d u k , p a s a r
d a n f u n g s i d a la m p e r u s a h a a n s e h in g g a a k t iv it a s p e r u s a h a a n m e n in g k a t . T e t a p i
s e la in k e u n t u n g a n y a n g in g in d i r a ih le b ih b e s a r , s t r a t e g i in i ju g a m e n g a n d u n g r e s ik o
k e g a g a la n y a n g t id a k k e c il.
3 . S t r a t e g i P e n c i u t a n ( r e t r e n c h m e n t )
S t r a t e g i p e n c i u t a n d im a k s u d k a n u n t u k m e l a k u k a n p e n g u r a n g a n a t a s p a s a r
m a u p u n f u n g s i - f u n g s i d a l a m p e r u s a h a a n y a n g m e m i lik i a l ir a n k e u a n g a n ( c a s h - f l o w )
n e g a t if . B ia s a n y a s t r a t e g i in i d it e r a p k a n p a d a p e r u s a h a a n y a n g b e r a d a p a d a t a h a p
m e n u r u n ( d e c lin e ) .
4 . S t r a t e g i K o m b i n a s i ( c o m b i n a t i o n )

7. O le h k a r e n a b e r b a g a i p e r u b a h a n e k s t e r n a l s e r in g k a li h a d ir s e c a r a t id a k s e r a g a m
( d a n b a h k a n t e r k a d a n g s u lit d i d u g a ) t e r h a d a p b e r b a g a i lin i p r o d u k ( p r o d u c t li n e )
y a n g d ih a s ilk a n s u a t u p e r u s a h a a n s e p e r t i d a u r h id u p p r o d u k ( p r o d u c t lif e c y c le )
y a n g t i d a k s e r a g a m , m a k a p e r u s a h a a n t e r s e b u t d a p a t s a ja m e la k u k a n k o m b i n a s i
a t a s k e t ig a je n is s t r a t e g i d i a t a s s e c a r a b e r s a m a .
S T R A T E G I U T A M A
S e c a r a g a r is b e s a r , t e r d a p a t 4 k e lo m p o k s t r a t e g i u t a m a d e n g a n 1 4 t ip e
t u r u n a n n y a . K e e m p a t b e la s t ip e s t r a t e g i t e r s e b u t a d a la h s e b a g a i b e r ik u t ( L i h a t D a v id ,
1 9 9 8 ; P o r t e r 1 9 8 0 d a n 1 9 8 5 ) :
1 . I n t e g r a t i o n S t r a t e g i e s
T ig a je n is s t r a t e g i, y a it u f o r w a r d , b a c k w a r d , d a n h o r iz o n t a l s e r in g k a li d is e b u t s e b a g a i
s t r a t e g i - s t r a t e g i v e r t i c a l i n t e g r a t i o n . N a m u n , t id a k ja r a n g y a n g m e m a k s u d k a n
in t e g r a s i v e r t ik a l s e b a g a i h a n y a in t e g r a s i f o r w a r d d a n b a c k w a r d s a ja .
a . F o r w a r d I n t e g r a t i o n
I n t e g r a s i k e h ilir m e lib a t k a n u p a y a u n t u k m e m p e r o l e h k e p e m ili k a n ( s a h a m
p e r u s a h a a n ) le b i h b e s a r a t a u m e n in g k a t k a n k o n t r o l t e r h a d a p p a r a d is t r ib u t o r d a n
p e r it e l. S a la h s a t u b e n t u k / c a r a e f e k t if u n t u k m e l a k u k a n s t r a t e g i in i a d a la h
w a r a la b a ( f r a n c h is in g ) . B e g it u b a n y a k p e r u s a h a a n b e r m in a t d i b id a n g in i s e b a g a i
u p a y a u n t u k m e n d is t r i b u s ik a n p r o d u k n y a ( b a r a n g m a u p u n ja s a ) . S a la h s a t u
a la s a n t e r b e s a r h a d ir n y a b e n t u k w a r a l a b a in i a d a la h r e a lit a b a h w a m o d e l in i
s e b e t u ln y a m e r u p a k a n u p a y a u n t u k m e m b a g i b ia y a d a n p e lu a n g k e p a d a b a n y a k
p ih a k . P e r h a t ik a n g e ja la b e r m u n c u l a n n y a f a c t o r y o u t le t y a n g m e r u p a k a n s a la h
s a t u b e n t u k s t r a t e g i i n i. C o n t o h la in a d a l a h p e r u s a h a a n f a r m a s i K im ia F a r m a
d e n g a n A p o t i k K i m ia F a r m a - n y a d a n p e r u s a h a a n s e p a t u B A T A d e n g a n t o k o
B A T A - n y a . P e r h a t ik a n p u l a C o c a C o la d e n g a n p e r u s a h a a n p e m b o t o l a n d i
b e r b a g a i n e g a r a s e r t a k e p u t u s a n u n t u k m e m b e li p e r u s a h a a n f a s t f o o d .

8. b . B a c k w a r d I n t e g r a t i o n
I n t e g r a s i k e h u lu m e r u p a k a n s u a t u s t r a t e g i y a n g m e n g u p a y a k a n k e p e m ilik a n
a t a u m e n in g k a t k a n k o n t r o l t e r h a d a p p e r u s a h a a n p e m a s o k . H a l in i d ib u t u h k a n
k a r e n a b a ik p r o d u s e n m a u p u n p e r it e l s e la lu m e m b e li b a h a n b a k u d a r i
p e r u s a h a a n p e m a s o k . S t r a t e g i in i m e n ja d i m e n a r ik t e r u t a m a k e t ik a p e r u s a h a a n
p e m a s o k y a n g s a a t in i a d a t e r n y a t a t id a k d a p a t d ia n d a lk a n ( u n r e li a b le ) , t e r la lu
m a h a l, a t a u t i d a k d a p a t m e m e n u h i k e b u t u h a n p e r u s a h a a n . L a n g k a h in i d a p a t
d is e b u t s e b a g a i u p a y a “ m e n g a m a n k a n ” j a lu r p a s o k a n p e r u s a h a a n t e r h a d a p
k e b u t u h a n d a la m r a n g k a p r o s e s p r o d u k s i n y a . C o n t o h y a n g m e n a r ik a d a la h
H a r ia n J a w a P o s y a n g m e n d i r ik a n p a b r ik k e r t a s u n t u k m e n ja m in k e t e r s e d ia a n
p a s o k a n k e b u t u h a n b a h a n b a k u n y a . P e r h a t ik a n p u la G u d a n g g a r a m y a n g
m e m ilik i p a b r ik k e r t a s r o k o k d i A f r ik a .
N a m u n d e m ik ia n , p e r lu p u la d ic e r m a t i m u n c u ln y a k e c e n d e r u n g a n b a h w a
b e r b a g a i in d u s t r i b e s a r m u la i m e la k u k a n a k t i v it a s d e - in t e g r a s i ( d e in t e g r a t io n ) ,
y a it u m e le p a s b e r b a g a i a k t iv it a s y a n g “ s e h a r u s n y a ” m e n ja d i b a g i a n d a r i a k t iv it a s
p e r u s a h a a n p e m a s o k . T id a k t e r t u t u p k e m u n g k in a n , s a m p a i p a d a le v e l t e r t e n t u ,
t e r n y a t a p e r u s a h a a n m e n e m u k a n b a h w a in t e g r a s i k e h u lu b u k a n la g i s o l u s i t e p a t
u n t u k u n g g u l d a l a m p e r s a in g a n , k a r e n a m e n j a d i s e m a k in m e m b e b a n i k e u a n g a n
p e r u s a h a a n . O l e h k a r e n a n y a , k e c e n d e r u n g a n p e r u s a h a a n u n t u k m e l a k u k a n
o u t s o u r c i n g k e m u d ia n m e n j a d i b e r k e m b a n g p e s a t . P e r h a t ik a n k e b ija k a n
S a m p o e r n a k e t ik a m e la k u k a n o u t s o u r c in g p r o d u k s i r o k o k k r e t e k t a n g a n k e p a d a
b e r b a g a i k o p e r a s i d i J a w a T e n g a h .
c . H o r i z o n t a l I n t e g r a t i o n
S t r a t e g i in t e g r a s i k e s a m p in g m e r u p a k a n s t r a t e g i y a n g d il a k u k a n d a la m
b e n t u k m e m b e li a t a u m e n in g k a t k a n k o n t r o l t e r h a d a p p e r u s a h a a n p e s a in g . S a la h
s a t u k e c e n d e r u n g a n p a lin g s ig n if ik a n d a la m k o m p e t is i p e r u s a h a a n s a a t in i a d a la h
m e n in g k a t n y a u p a y a u n t u k m e la k u k a n in t e g r a s i k e s a m p in g s e b a g a i s u a t u
s t r a t e g i p e r t u m b u h a n . M e r je r , a k u s is i, d a n p e n g a m b ila lih a n p e r u s a h a a n y a n g

9. s e d a n g b e r s a in g m e m b e r ik a n p e l u a n g t e r ja d in y a s k a l a e k o n o m i ( e c o n o m ie s o f
s c a le ) s e r t a m e n d o r o n g t e r ja d in y a t r a n s f e r s u m b e r d a y a d a n k o m p e t e n s i
p e r u s a h a a n . D a la m a r t ik e ln y a , K e n n e t h D a v id s o n ( D a v id s o n , 1 9 8 7 ) m e n g u n g k a p
b a h w a m e r je r d i a n t a r a p e r u s a h a a n y a n g t id a k b e r g e r a k d i b id a n g y a n g s a m a
m e r u p a k a n s u a t u k e s a la h a n . T e t a p i m e r je r y a n g t e r ja d i p a d a p e r u s a h a a n y a n g
s e d a n g b e r s a i n g la n g s u n g ( d ir e c t c o m p e t it o r s ) m e m b e r ik a n p e lu a n g y a n g b e s a r
u n t u k m e n y a t u k a n p o t e n s i a g a r m e n ja d i le b ih e f e k t if , e f is i e n , d a n k o m p e t it if .
C o n t o h p e la k s a n a a n s t r a t e g i in t e g r a s i h o r i s o n t a l a d a la h k e t ik a t o k o o b a t G u a r d ia n
m e m b e li S h o p - in a t a u I n d o f o o d m e m b e li S u p e r M ie , d a n k e t i k a b e b e r a p a b a n k
m e m b e n t u k B a n k M a n d ir i.
2 . I n t e n s i v e S t r a t e g i e s
K e lo m p o k s t r a t e g i in i d i s e b u t s e b a g a i in t e n s iv e s t r a t e g ie s , k a r e n a m e n s y a r a t k a n
b e r b a g a i u p a y a y a n g i n t e n s if u n t u k m e n in g k a t k a n p o s is i k o m p e t it if p e r u s a h a a n
d e n g a n p r o d u k y a n g a d a . K e l o m p o k s t r a t e g i in i m e lip u t i t ig a s t r a t e g i, y a it u :
a . M a r k e t P e n e t r a t i o n
S t r a t e g i p e n e t r a s i p a s a r b e r u s a h a u n t u k m e n in g k a t k a n p a n g s a p a s a r u n t u k
p r o d u k a t a u la y a n a n y a n g a d a s a a t in i d i d a la m p a s a r y a n g a d a s a a t i n i m e la lu i
u p a y a - u p a y a p e m a s a r a n y a n g le b ih b e s a r . S t r a t e g i in i u m u m d it e r a p k a n b a ik
s e n d ir i m a u p u n s e b a g a i k o m b i n a s i d e n g a n s t r a t e g i la in n y a . T e r m a s u k d i d a la m
p e n e t r a s i p a s a r a d a la h m e n in g k a t a n ju m la h t e n a g a p e n ju a la n , p e n in g k a t a n
p e m b e la n ja a n ik la n , p e n a w a r a n b a r a n g - b a r a n g p r o m o s i s e c a r a e k s t e n s if ( b e s a r -
b e s a r a n ) , a t a u p e n i n g k a t a n u p a y a - u p a y a p u b lis it a s . A k t iv it a s p e m a s a r a n d a n
p r o m o s i y a n g i n t e n s if d a r i A - M ild S a m p o e r n a d a n b e r b a g a i p e r u s a h a a n r o k o k
la in n y a m e r u p a k a n c o n t o h y a n g m e n a r i k . D e m ik ia n ju g a d e n g a n u p a y a M c D o n a ld
u n t u k m e m b e r ik a n b e r b a g a i c in d e r a m a t a m e n a r ik m a u p u n b e b e r a p a p a b r ik
f a r m a s i y a n g m e n in g k a t k a n ju m la h d e t a ile r o b a t - n y a .
b . M a r k e t D e v e l o p m e n t

10. P e n g e m b a n g a n p a s a r m e li b a t k a n u p a y a - u p a y a u n t u k m e n g e n a lk a n p r o d u k
a t a u la y a n a n y a n g a d a s a a t in i k e p a d a b e r b a g a i w ila y a h g e o g r a f is b a r u .
G lo b a lis a s i d a n i k lim p e r k e m b a n g a n p a s a r in t e r n a s i o n a l s e m a k in k o n d u s if u n t u k
s t r a t e g i i n i. H a l in i d ib u t u h k a n k a r e n a t id a k ja r a n g p e r s a in g a n y a n g d e m ik ia n k e t a t
p a d a s u a t u p a s a r t e r t e n t u m e n y e b a b k a n p e n g a li h a n p e r h a t ia n k e p a d a p a s a r y a n g
b a r u m e r u p a k a n s o lu s i a g a r p e r u s a h a a n t i d a k t e r s in g k ir d a r i a r e n a b is n is n y a .
N a m u n d e m ik ia n , p e r lu d ic e r m a t i b a h w a p a d a w ila y a h - w i la y a h t e r t e n t u
m a s u k n y a p e m a in b a r u y a n g b e s a r a k a n m e n i m b u lk a n p e r g e s a r a n e q u ilib r iu m
p e r s a in g a n b is n is y a n g a d a . O le h k a r e n a n y a , t id a k j a r a n g p a r a p e m a in b e s a r
a k a n m e n g a la m i t a n t a n g a n d a r i p a r a p e m a in lo k a l s e h i n g g a t e r p a k s a h a r u s
m e la k u k a n b e r b a g a i k o n s e s i y a n g d a p a t d it e r im a . B e r b a g a i p e r u s a h a a n r it e l y a n g
b e r g e r a k p a d a s k a la g r o s i r d a n h y p e r m a r k e t , s e r i n g m e n g a la m i t a n t a n g a n
t e r s e b u t . M a k r o , A lf a , H o lla n d B a k e r y , M a t a h a r i d a n b e r b a g a i p e r u s a h a a n
la in n y a , m e m b u k a g e r a i b a r u d i b e r b a g a i lo k a s i m e r u p a k a n c o n t o h p e n e r a p a n
s t r a t e g i in i.
c . P r o d u c t D e v e l o p m e n t
P e n g e m b a n g a n p r o d u k y a n g b e r u s a h a m e n in g k a t k a n p e n ju a la n m e la lu i
p e r b a ik a n a t a u m o d if ik a s i p r o d u k a t a u la y a n a n y a n g a d a s a a t in i. B i a s a n y a
s t r a t e g i p e n g e m b a n g a n p r o d u k t e r c e r m in p a d a b ia y a p e n e lit a n d a n
p e n g e m b a n g a n ( R e s e a r c h a n d D e v e lo p m e n t ) y a n g b e s a r . B e b e r a p a in d u s t r i y a n g
s a n g a t d i d o m in a s i o le h a k t iv it a s R & D a d a la h o t o m o t if , k o m p u t e r , d a n f a r m a s i.
P a d a in d u s t r i y a n g b e r b a s is R & D s e p e r t i i n i, s e t ia p k e t e r la m b a t a n u n t u k
m e lu n c u r k a n s e s u a t u y a n g b a r u a k a n b e r a r t i p e r u s a h a a n t e r s e b u t b e r p e lu a n g
k e h ila n g a n p o s is i k o m p e t it if n y a . D a n o le h k a r e n a n y a , a k t iv it a s R & D m e n ja d i t id a k
p e r n a h b e r h e n t i u n t u k m e n g h a s il k a n s u a t u p e r b a ik a n y a n g t e r u s - m e n e r u s
( c o n t in u o u s im p r o v e m e n t ) . R i n s o d e n g a n b e r b a g a i v a r ia n n y a s e r t a P e p s o d e n t
d e n g a n b e r b a g a i v a r ia n n y a m e r u p a k a n c o n t o h d a r i s t r a t e g i in i. J u g a m u n c u ln y a
b e r b a g a i f e a t u r e s b a r u p a d a p r o d u k H a n d p h o n e , k o m p u t e r , d a n p e r u s a h a a n ja s a
s e p e r t i T e lk o m d e n g a n T e lk o m M e m o - n y a m e r u p a k a n c o n t o h y a n g m e n a r ik .

11. 3 . D i v e r s i f i c a t i o n S t r a t e g i e s
D a r i w a k t u k e w a k t u s e m a k in s e d ik i t p e r u s a h a a n y a n g m e la k u k a n d iv e r s if i k a s i
u s a h a , ju s t r u k a r e n a k o m p l e k s it a s p e r s o a la n y a n g d im u n c u lk a n o le h s t r a t e g i in i.
S u a t u k e l o m p o k u s a h a y a n g b e r g e r a k p a d a s e k t o r y a n g b e r a g a m t e n t u n y a
s a n g a t la h s u lit d ik e lo la . P a d a d e k a d e 1 9 6 0 - a n d a n 1 9 7 0 - a n , s t r a t e g i d iv e r s if i k a s i
m e n ja d i p o p u l e r k a r e n a s e t ia p p e r u s a h a a n b e r u s a h a s e m a k s im a l m u n g k in a g a r
t id a k t e r g a n t u n g h a n y a p a d a s a t u je n is u s a h a s a ja . T e t a p i k o n s e p p e m ik i r a n
t e r s e b u t m u la i s u r u t s e ja k d e k a d e 1 9 8 0 - a n . P a d a p r i n s ip n y a k e c e n d e r u n g a n b a r u
t e r s e b u t d im o t o r i o le h k e in g i n a n u n t u k m e n ja d i le b ih b a ik d a n t id a k b e r g e r a k t e r la lu
ja u h d a r i b a s is k o m p e t e n s i u t a m a ( c o r e c o m p e t e n c e ) s e t i a p p e r u s a h a a n .
N a m u n d e m ik ia n , h a l t e r s e b u t b u k a n b e r a r t i s t r a t e g i d iv e r s if ik a s i s u d a h b e n a r - b e n a r
h ila n g . M a s ih c u k u p b a n y a k p u la p e r u s a h a a n y a n g b e r h a s il d e n g a n s t r a t e g i in i,
t e r u t a m a b a g i p e r u s a h a a n y a n g b e r g e r a k d i w ila y a h b is n i s y a n g m e n g a l a m i
k e c e n d e r u n g a n m e n u r u n ( d e c lin e ) , s e p e r t i k e t ik a P h ilip M o r r is , s e b u a h p r o d u s e n
r o k o k m e m b e li K r a f t G e n e r a l F o o d , s e b u a h p e r u s a h a a n m a k a n a n d a la m k e lo m p o k
N e s t le . H a l in i d ila k u k a n k a r e n a k o n s u m s i r o k o k s e m a k in m e n u r u n a k ib a t
p e n in g k a t a n k e s a d a a r a n k o n s u m e n a t a s k e s e h a t a n d a n b a h a y a r o k o k .
a . C o n c e n t r i c D i v e r s i f i c a t i o n
D iv e r s if ik a s i t e r k o n s e n t r a s i m e r u p a k a n s u a t u s t r a t e g i y a n g m e n g h a s ilk a n p r o d u k
a t a u la y a n a n b a r u t e t a p i b e r h u b u n g a n / t e r k a it d e n g a n y a n g t e la h a d a . C o n t o h d a r i
s t r a t e g i in i a d a la h H a r ia n K o m p a s y a n g m e m u n c u lk a n b e r b a g a i s u r a t k a b a r ,
t a b lo id , d a n m a j a l a h b a r u .
b . H o r i z o n t a l D i v e r s i f i c a t i o n
J ik a s u a t u p e r u s a h a a n m e n e r a p k a n s t r a t e g i y a n g m e n a m b a h p r o d u k a t a u
la y a n a n b a r u y a n g t id a k b e r h u b u n g a n / t e r k a it d e n g a n y a n g t e la h a d a , t e t a p i
d it u ju k a n k e p a d a p a s a r / k o n s u m e n y a n g t e la h a d a d is e b u t s e b a g a i d iv e r s if ik a s i

12. h o r iz o n t a l . P e r h a t ik a n G a r u d a I n d o n e s ia A ir w a y s y a n g m e m ili k i b e b e r a p a j a r in g a n
h o t e l d i I n d o n e s i a .
c . C o n g l o m e r a t e D i v e r s i f i c a t i o n
K e t ik a s u a t u p e r u s a h a a n m e n a m b a h s u a t u p r o d u k a t a u la y a n a n b a r u y a n g t id a k
t e r k a it / b e r h u b u n g a n d e n g a n y a n g s e k a r a n g a d a , m a k a s t r a t e g i t e r s e b u t d is e b u t
s e b a g a i d iv e r s if ik a s i k o n g lo m e r a t . P a d a b e b e r a p a k a s u s t e r ja d i b a h w a s t r a t e g i in i
d ila k u k a n d e n g a n t u ju a n u n t u k m e m p e r o l e h k e u n t u n g a n m e la lu i a k t iv it a s
m e m e c a h p e r u s a h a a n y a n g t e l a h d ib e li a t a u m e n ju a l k e m b a li s a la h s a t u a t a u
le b ih d e v is in y a . K e t ik a L ip p o b a n k m e m u t u s k a n u n t u k b e r g e r a k d i s e k t o r p r o p e r t i
a t a u k e t ik a B im a n t a r a m e m a s u k i s e k t o r t e le v is i m e r u p a k a n d u a c o n t o h s t r a t e g i
k o n g lo m e r a s i. D e m ik ia n p u la M a s p io n d e n g a n M a s p io n B a n k - n y a .
4 . D e f e n s i v e S t r a t e g i e s
P a d a p r i n s ip n y a , s t r a t e g i d e f e n s if d it u ju k a n u n t u k m e m p e r t a h a n k a n e k s is t e n s i
p e r u s a h a a n d a r i s e m a k in k e t a t n y a p e r s a in g a n b is n i s d a n b e r b a g a i k e t i d a k p a s t ia n
e k s t e r n a l y a n g s u lit ( t e r k a d a n g t id a k m u n g k in ) d ik o n t r o l d a n d ip r e d ik s i. S t r a t e g i
d e f e n s if s e r in g p u la d ik e n a l s e b a g a i s u r v i v a l s t r a t e g y , y a n g c e n d e r u n g t e r j a d i d a la m
s u a s a n a k r is is e k o n o m i .
a . J o i n t V e n t u r e
J o in t V e n t u r e , b ia s a d i s in g k a t J V , m e r u p a k a n s t r a t e g i y a n g s a n g a t p o p u le r .
S t r a t e g i i n i m u n c u l k e t i k a d u a a t a u l e b ih p e r u s a h a a n m e m b e n t u k s u a t u k e r j a s a m a
a t a u k o n s o r s iu m d a la m r a n g k a m e m a n f a a t k a n p e lu a n g y a n g a d a s e c a r a
b e r s a m a - s a m a . S t r a t e g i in i m a s u k d a l a m k a t e g o r i s t r a t e g i d e f e n s if k a r e n a
p e r u s a h a a n y a n g m e la k u k a n J V t id a k b e r m in a t u n t u k b e k e r ja / m e n g a m b il r e s ik o
s e n d ir i. T id a k ja r a n g , p i h a k - p ih a k y a n g b e r m a k s u d m e la k u k a n k e r ja s a m a t e r s e b u t
m e m b e n t u k s u a t u p e r u s a h a a n b a r u d e n g a n t u ju a n m e n ja la n k a n k e r ja s a m a y a n g
d im a k s u d . J V b is a t e r ja d i d a la m b e r b a g a i b e n t u k s e p e r t i R & D , ja r i n g a n d a n

13. s is t e m d i s t r ib u s i, k e s e p a k a t a n lin s e n s i, k e s e p a k a t a n p r o d u k s i, ju g a u p a y a u n t u k
m e n g a ju k a n p e n a w a r a n b e r s a m a a g a r d a p a t m e m e n a n g k a n s u a t u t e n d e r .
J V d a n k e s e p a k a t a n k e r ja s a m a b a n y a k d ig u n a k a n s e c a r a lu a s k a r e n a
k e m a m p u a n n y a u n t u k m e n in g k a t k a n k o m u n ik a s i d a n ja r i n g a n k e r ja , u n t u k
m e la k u k a n o p e r a s i s e c a r a g l o b a l, s e r t a u n t u k m e n u r u n k a n r e s ik o . B a h k a n
k e s e p a k a t a n k e r ja s a m a a n t a r p e r u s a h a a n y a n g s e d a n g b e r s a in g s e c a r a
la n g s u n g ju g a t e r ja d i. B ia s a n y a k e s e p a k a t a n k e r ja s a m a in i m e r u p a k a n je m b a t a n
u n t u k m e n s i n e r g ik a n k e u n g g u la n k e m p e t it if d i b id a n g m a s i n g - m a s in g , b a ik it u
t e k n o lo g i, d is t r ib u s i, r is e t d a s a r , m a u p u n k a p a s it a s p r o d u k s i.
S t r a t e g i in i b e g i t u p o p u le r d i k e lo m p o k in d u s t r i y a n g b e r s if a t p a d a t m o d a l
( in t e n s iv e c a p it a l ) d a n p e n u h r e s ik o , s e p e r t i in d u s t r i f a r m a s i d a n k o m p u t e r .
B e r b a g a i k is a h d i b a lik s t r a t e g i M ic r o s o f t m e m a s u k i p a s a r C in a m e r u p a k a n
c o n t o h p e n e r a p a n s t r a t e g i J V . D i b id a n g m e d i a a d a la h h a d ir n y a H a r ia n S u r y a d i
S u r a b a y a s e b a g a i h a s i l J V a n t a r a K o m p a s d a n P o s K o t a .
b . R e t r e n c h m e n t
S t r a t e g i p e n c iu t a n d il a k u k a n k e t ik a o r g a n is a s i m e n g e lo m p o k k e m b a li m e la lu i
r e d u k s i b ia y a d a n a s e t d a la m u p a y a m e m b a lik k a n p r o s e s p e n u r u n a n p e n ju a la n
d a n la b a p e r u s a h a a n . S t r a t e g i i n i t e r k a d a n g d ik e n a l s e b a g a i s t r a t e g i t u r n a r o u n d
a t a u r e o r g a n i z a t i o n a l . T u ju a n d a r i s t r a t e g i in i a d a l a h u n t u k m e m p e r k o k o h
k e u n g g u l a n y a n g m e m b e d a k a n ( d is t in c t iv e c o m p e t e n c e s ) y a n g d im ilik i
p e r u s a h a a n . P a d a m a s a s t r a t e g i in i d ija la n k a n , o p e r a s i p e r u s a h a a n b e r ja la n
d e n g a n s u m b e r d a y a ( t e r u t a m a d a n a ) y a n g t e r b a t a s d a n a k a n b e r a d a p a d a
k o n d is i p e n u h t e k a n a n d a r i b e r b a g a i p ih a k s e p e r t i p e m ilik s a h a m , p e g a w a i, d a n
m e d ia .
S t r a t e g i p e n c iu t a n d a p a t b e r b e n t u k p e n ju a l a n a s e t u n t u k m e m p e r o l e h d a n a t u n a i,
p e m a n g k a s a n lin i p r o d u k ( p r o d u c t lin e ) , m e n u t u p b is n is y a n g k u r a n g
m e n g u n t u n g k a n a t a u y a n g t id a k t e r m a s u k c o r e c o m p e t e n c e p e r u s a h a a n , o t o m a s i

14. p r o s e s , p e n g u r a n g a n ju m l a h p e g a w a i , d a n p e n e r a p a n s is t e m k o n t r o l p e n g e lu a r a n
b ia y a . P e n g u r a n g a n k a p a s it a s p r o d u k s i b e r b a g a i p e r u s a h a a n s e la m a k r is is
m o n e t e r d i I n d o n e s ia d a p a t d ia n g k a t s e b a g a i c o n t o h . D e m ik i a n p u la d e n g a n
k e b ija k a n P H K m a u p u n p e m u la n g a n t e n a g a k e r ja a s i n g d e m i m e n ja g a
k e b e r la n g s u n g a n b is n i s s e la m a k r is i s .
Y a n g p e r lu d ip e r h a t ik a n a d a l a h k e p u t u s a n u n t u k m e m b a n g k r u t k a n d ir i b is a ju g a
h a d ir s e b a g a i s a la h s a t u b e n t u k p e n e r a p a n s t r a t e g i p e n c iu t a n in i . O le h k a r e n a n y a
p e r lu d ic e r m a t i h u b u n g a n a n t a r p e r u s a h a a n d a l a m s a t u k e l o m p o k u s a h a d a n
k e s e h a t a n k e u a n g a n k e s e lu r u h a n k e lo m p o k u s a h a t e r s e b u t d a la m k a it a n d e n g a n
s t r a t e g i p e m b a n g k r u t a n d ir i in i .
c . D i v e s t i t u r e
M e n ju a l s e b u a h d iv is i u s a h a a t a u b a g ia n d a r i o r g a n is a s i p e r u s a h a a n d is e b u t
s e b a g a i s t r a t e g i d iv e s t a s i. S e r in g k a li s t r a t e g i d i v e s t a s i d ila k u k a n d a la m r a n g k a
m e m p e r o l e h d a n a s e g a r b a g i k e p e n t in g a n in v e s t a s i a t a u a k u is is i s t r a t e g ik l e b ih
la n ju t a t a u d i b id a n g l a in y a n g le b ih p r o s p e k t if . D iv e s t a s i b i s a p u la m e r u p a k a n
b a g ia n d a r i k e s e lu r u h a n s t r a t e g i p e n c iu t a n u n t u k m e m b e r s ih k a n / m e n y in g k ir k a n
b e r b a g a i b is n i s y a n g t id a k m e n g u n t u n g k a n , y a n g m e m b u t u h k a n t e r la l u b a n y a k
m o d a l, a t a u b a g ia n y a n g t id a k s e p e n u h n y a s e s u a i d e n g a n a k t i v it a s p e r u s a h a a n .
S t r a t e g i d iv e s t a s i m e n ja d i p o p u le r k e t ik a p e r u s a h a a n b e r u p a y a u n t u k k e m b a li
d a la m c o r e c o m p e t e n c e - n y a s e r t a m e n g u r a n g i k o m le k s i t a s d i v e r s if i k a s in y a a g a r
le b ih t e r k e lo la d e n g a n b a i k . K e p u t u s a n P T H M S a m p o e r n a u n t u k m e le p a s
b e r b a g a i b is n is n y a s e p e r t i p e r b a n k a n , p r o p e r t i, d a n t r a n s p o r t a s i ( d a la m r a n g k a
k e m b a li k e in t i u s a h a n y a , r o k o k ) s e b e lu m k r i s is m e l a n d a I n d o n e s ia m e r u p a k a n
s u a t u c o n t o h s t r a t e g i in i.
d . L i q u i d a t i o n
S t r a t e g i lik u id a s i d a p a t d iid e n t i f ik a s i k e t ik a p e r u s a h a a n m e la k u k a n p e n ju a la n
s e lu r u h a s e t n y a s e c a r a b a g ia n p e r b a g ia n u n t u k m e n g h a s i lk a n d a n a t u n a i.

15. L ik u id a s i b ia s a n y a d ip a h a m i s e b a g a i p e n g a k u a n a t a s k e k a la h a n d a n c e n d e r u n g
— s e c a r a e m o s i o n a l — s u lit d ija l a n i. N a m u n d e m ik ia n , b is a d im e n g e r t i b a h w a
le b ih b a ik m e n g h e n t ik a n o p e r a s i d a r ip a d a m e n g a l a m i k e r u g ia n y a n g l e b ih b e s a r .
L ik u id a s i b e r b a g a i b a n k d i I n d o n e s ia m e r u p a k a n c o n t o h .
e . C o m b i n a t i o n
S t r a t e g i k o m b in a s i a d a la h p e r p a d u a n a n t a r a d u a a t a u le b ih s t r a t e g i y a n g d ija la n k a n
s e c a r a s im u lt a n . N a m u n d e m i k ia n , p e r l u d ip e r h a t ik a n b a h w a s t r a t e g i k o m b i n a s i
h a r u s d io p e r a s ik a n s e c a r a s a n g a t h a t i - h a t i k a r e n a jik a t e r la lu d a la m d a la m
m e m b a w a r e s ik o y a n g le b ih b e s a r . T i d a k a d a p e r u s a h a a n y a n g d a p a t m e n e r a p k a n
s e m u a s t r a t e g i s e c a r a b e r s a m a a n m e s k ip u n s e m u a n y a d it u ju k a n u t n u k m e m b e r i k a n
k e u n t u n g a n p a d a p e r u s a h a a n . O le h k a r e n a n y a , d i t e n g a h s u lit n y a p e n e n t u a n y a n g
d ia m b il, s k a l a p r io r it a s y a n g b a ik d a n t e p a t p e r l u d ib a n g u n . H a l in i d ib u t u h k a n
k a r e n a s u m b e r d a y a y a n g d im ili k i p e r u s a h a a n t e n t u n y a m e m il ik i k e t e r b a t a s a n
t e r t e n t u . P r io r it a s s a n g a t d ib u t u h k a n , k a r e n a d a la m p e n e r a p a n s t r a t e g i k o m b i n a s i
a k a n b e r a r t i p u la t e r ja d i n y a p e n y e b a r a n s u m b e r d a y a d a n k e m a m p u a n y a n g
m u n g k in a k a n t e r b a c a o le h k o m p e t i t o r s e h in g g a m e r e k a d a p a t m e n g a m b il la n g k a h -
la n g k a h y a n g ju s t r u m e m b a h a y a k a n p o s is i p e r u s a h a a n .
D a la m s u a t u p e r u s a h a a n y a n g s a n g a t t e r d iv e r s if ik a s i , s t r a t e g i k o m b in a s i
s e r in g k a li d it e r a p k a n k e t i k a d iv is i - d iv is i y a n g a d a m e n e r a p k a n s t r a t e g i b e r b e d a .
D e m ik ia n ju g a p e r u s a h a a n y a n g s e d a n g b e r u s a h a u n t u k m e m p e r t a h a n k a n
o p e r a s in y a ( s t r u g g le f o r s u r v i v a l ) b ia s a n y a m e n e r a p k a n s t r a t e g i k o m b in a s i d a r i
b e b e r a p a s t r a t e g i d e f e n s if s e c a r a s i m u lt a n .
M e r g e r d a n L e v e r a g e d B u y o u t s ( L B O )
A k u is is i d a n m e r je r m e r u p a k a n d u a c a r a y a n g s e c a r a u m u m d i g u n a k a n u n t u k
m e n ja la n k a n s t r a t e g i. S u a t u a k u i s is i t e r ja d i k e t ik a s e b u a h p e r u s a h a a n b e s a r
m e m b e li s u a t u p e r u s a h a a n y a n g ( b ia s a n y a ) le b ih k e c il. S u a t u m e r je r a d a la h

16. t in d a k a n k e t ik a d u a b u a h a t a u le b i h p e r u s a h a a n y a n g r e la t if b e r u k u r a n s a m a
m e n y a t u k a n d ir i d a n m e m b e n t u k p e r u s a h a a n b a r u . K e t ik a a k u i s is i a t a u m e r je r t i d a k
d ih a r a p k a n k e d u a b e la h p i h a k , m a k a t in d a k a n t e r s e b u t d is e b u t s e b a g a i
p e n g a m b i la lih a n ( t a k e o v e r ) a t a u p e n g a m b ila lih a n p a k s a ( h o s t i l e t a k e o v e r ) .
B e r b a g a i t i n d a k a n m e r je r , a k u is is i, d a n p e n g a m b ila li h a n s e r in g p u la d ija la n k a n
s e b a g a i s t r a t e g i u n t u k m e n j a d i y a n g p a lin g b e s a r d a n t a n g g u h . L a n g k a h in i b a n y a k
d ila k u k a n d i b e r b a g a i in d u s t r i s e p e r t i p e r b a n k a n , a s u r a n s i, p e r t a h a n a n , k e s e h a t a n ,
f a r m a s i, m a k a n a n , p e n e r b a n g a n , p e n e r b it a n , k o m p u t e r , r it e l , k e u a n g a n ,
b io t e k n o l o g i, d a n s e b a g a in y a . B e b e r a p a a la s a n t e n t a n g p e r lu n y a m e r je r a d a la h :
u n t u k m e m p e r b a ik i k a p a s it a s u t ilis a s i; u n t u k m e m a k s im a lk a n p e m a n f a a t a n k e k u a t a n
p e n ju a la n ; m e n g u r a n g i s t a f m a n a je r i a l; m e m p e r o le h s k a l a e k o n o m i ( e c o n o m ie s o f
s c a le ) ; u n t u k m e m p e r k e c il p e n g a r u h t r e n d m u s i m a n d a la m p e n ju a l a n ; u n t u k
m e m p e r o l e h a k s e s b a r u k e p a d a p e m a s o k , d is t r i b u t o r , k a s t e m e r , p r o d u k , d a n
k r e d it o r ; u n t u k m e m p e r o le h t e k n o lo g i b a r u ; d a n u n t u k s t r a t e g i p e m b a y a r a n p a ja k .
S e m e n t a r a it u , L B O a d a la h s u a t u k e a d a a n d i m a n a p a r a s e l u r u h s a h a m
p e r u s a h a a n d i b e li o le h p ih a k m a n a je m e n p e r u s a h a a n a t a u o l e h i n v e s t o r la in d e n g a n
m e m a n f a a t k a n d a n a p i n ja m a n . S e la i n u n t u k m e n g h in d a r i p e n g a m b ila li h a n p a k s a ,
t in d a k a n in i d i la k u k a n k a r e n a b e r b a g a i k e p u t u s a n m a n a je m e n u n it u s a h a t e r t e n t u
t id a k s e s u a i d e n g a n k e s e lu r u h a n s t r a t e g i k o r p o r a s i a t a u u n it t e r s e b u t h e n d a k d iju a l
u n t u k m e m p e r o l e h d a n a t u n a i, a t a u u n it b is n is t e r s e b u t s e d a n g m e m p e r o le h t a w a r a n
h a r g a y a n g a t r a k t if . S e b u a h L B O m e n g u b a h p e r u s a h a a n m e n ja d i p r ib a d i ( p r iv a t e ,
t id a k p u b li k ) . P a d a s a a t in i a k t iv it a s L B O m e n ja d i b is n is y a n g m e n a r ik k a r e n a
p e r u s a h a a n y a n g t e la h d ib e li t e r s e b u t ( b ia s a n y a s e t e la h d is e h a t k a n ) d a p a t d i ju a l
k e m b a li b a g ia n p e r b a g ia n u n t u k m e m p e r o le h k e u n t u n g a n y a n g le b ih b e s a r , b a h k a n
t e r k a d a n g d e n g a n h a r g a p r e m iu m . B a n k y a n g b e r g e r a k d i s e k t o r in i b ia s a d is e b u t
s e b a g a i m e r c h a n t b a n k i n g .
N a m u n d e m ik ia n , p e r lu d ic e r m a t i b a h w a p e r u s a h a a n y a n g d ib e li in v e s t o r s e c a r a
L B O h a r u s le b i h h a t i- h a t i. K e h a t i - h a t ia n t e r s e b u t e r a t k a it a n n y a d e n g a n p e lu a n g
m e n ju a l k e m b a l i p e r u s a h a a n t e r s e b u t d e n g a n h a r g a p r e m iu m a t a u m e n ja d i k a n

17. p e r u s a h a a n t e r s e b u t s e b a g a i “ s a p i p e r a h a n ” u n t u k m e m b a y a r k e m b a li u t a n g y a n g
d ig u n a k a n u n t u k L B O a t a u u n t u k m e m b ia y a i k e b u t u h a n d a n a s e g a r d i b id a n g
la in n y a .
E F E K T I V I T A S I N D U S T R I v s P O S I S I K O M P E T I T I F
B e g it u b a n y a k a k t iv it a s d ila k u k a n u n t u k m e m b u a t , m e m p r o d u k s i, m e n ju a l, d a n
m e n y a m p a ik a n ( d e liv e r y ) s e b u a h p r o d u k a t a u la y a n a n m e r u p a k a n u n it d a s a r d a r i
k e u n g g u l a n k o m p e t it if . E f e k t iv it a s o p e r a s io n a l ( o p e r a t i o n a l e f f e c t i v e n e s s ) b e r a r t i
m e n ja la n k a n b e r b a g a i a k t iv i t a s t e r s e b u t d e n g a n le b ih b a i k – y a it u l e b ih c e p a t a t a u
d e n g a n i n p u t a t a u k e r u s a k a n y a n g l e b ih r e d a h – d a r ip a d a p e r u s a h a a n p e s a i n g .
P e r u s a h a a n d a p a t m e r a ih b e r a g a m k e u n g g u la n d a r i e f e k t iv it a s o p e r a s io n a l,
s e b a g a im a a n d it u n ju k k a n o l e h p e r u s a h a a n - p e r u s a h a a n J e p a n g p a d a d e k a d e 1 9 7 0 –
a n d a n 1 9 8 0 - a n m e la lu i c a r a - c a r a T Q M d a n p e r b a ik a n t e r u s - m e n e r u s . T e t a p i, d a r i
s u d u t p a n d a n g k o m p e t it if , p e r s o a la n y a n g d ih a d a p i o le h e f e k t i v it a s o p e r a s i o n a l
a d a la h k e b i a s a a n - k e b ia s a n b a ik s a n g a t la h m u d a h d is a m a i d a n b a h k a n d iu n g g u li.
S e b a g a i m a n a s e t ia p k o m p e t it o r d a la m in d u s t r i t e r s e b u t m e n g a d o p s in y a , t a p a l b a t a s
p r o d u k t iv i t a s ( p r o d u c t i v i t y f r o n t i e r ) – y a it u n ila i m a k s i m u m y a n g b is a d is a m p a i k a n
o le h p e r u s a h a a n p a d a s u a t u b ia y a t e r t e n t u , d e n g a n t e k n o lo g i, k e t r a m p ila n , d a n
t e k n ik m a n a je m e n t e r b a i k y a n g t e r s e d ia – b e r g e s e r k e l u a r m e n u r u n k a n b ia y a d a n
m e n in g k a t k a n n ila i p a d a s a a t y a n g s a m a . K o m p e t is i s e p e r t i i t u m e n g h a s il k a n
p e r b a ik a n y a n g a b s o lu t d a la m e f e k t iv it a s o p e r a s io n a l, t e t a p i r e la t i f t id a k m e m b e r i k a n
p e n in g k a t a n k e p a d a s ia p a p u n . D a n s e m a k in b a n y a k b e n c h m a r k y a n g d ila k u k a n
p e r u s a h a a n , m a k a s e m a k in b a n y a k t it ik t e m u k o m p e t it i f ( c o m p e t i t i v e c o n v e r g e n c e )
y a n g t e r ja d i. A r t in y a , s e m a k in s u lit m e m b e d a k a n a n t a r a s a t u p e r u s a h a a n d e n g a n
y a n g la in n y a .
P e m p o s is ia n s t r a t e g ik ( s t r a t e g i c p o s i t i o n i n g ) b e r u s a h a u n t u k m e n c a p a i
k e u n g g u l a n k o m p e t it if y a n g b e r k e la n j u t a n d e n g a n c a r a m e m p e r t a h a n k a n a p a y a n g
k h a s d a r i p e r u s a h a a n t e r s e b u t . A r t in y a , m e n j a la n k a n a k t iv i t a s y a n g b e r b e d a
d ib a n d in g p a r a p e s a i n g a t a u m e n ja la n k a n a k t i v it a s y a n g s a m a m e la lu i c a r a - c a r a

18. y a n g b e r b e d a . P o s is i s t r a t e g i k d a p a t b e r b a s is p a d a k e b u t u h a n k a s t e m e r ,
a k s e s ib ilit a s k a s t e m e r , a t a u k e r a g a m a n p r o d u k a t a u la y a n a n p e r u s a h a a n . M ic h a e l
A . P o r t e r ( P o r t e r , 1 9 9 6 ) m e n g id e n t if ik a s i a d a n y a t ig a p r i n s ip d a s a r y a n g m e la n d a s i
s t r a t e g ic p o s it io n in g , y a it u :
1 . S t r a t e g i m e r u p a k a n s e b u a h k a r y a d a r i s u a t u p o s is i y a n g u n ik d a n b e r h a r g a
s e r t a m e li b a t k a n s e p e r a n g k a t a k t iv it a s y a n g b e r b e d a .
P a d a p r in s ip n y a , p o s is i s t r a t e g ik m u n c u l d a r i t ig a s u m b e r d a y a y a n g
m e m b e d a k a n , y a it u :
a . M e la y a n i s e d i k it k e b u t u h a n d a r i b a n y a k k a s t e m e r .
b . M e la y a n i b a n y a k k e b u t u h a n d a r i s e d ik it k a s t e m e r .
c . M e la y a n i b a n y a k k e b u t u h a n d a r i b a n y a k k a s t e m e r d a la m s u a t u p a s a r
y a n g s e m p it .
2 . S t r a t e g i m e n s y a r a t k a n t e r ja d in y a p e r t u k a r a n ( t r a d e - o f f ) d a la m b e r k o m p e t is i,
y a it u u n t u k m e m ilih a p a y a n g t id a k a k a n d il a k u k a n .
B e b e r a p a b e n t u k k e g ia t a n k o m p e t it if t id a k d a p a t d ip a d u k a n d e n g a n la in n y a
( in c o m p a t ib le ) , s e h in g g a k e b e r h a s ila n d i s u a t u w ila y a h h a n y a d a p a t d ic a p a i
jik a t e r ja d i p e n g o r b a n a n / p e n g e lu a r a n d i w ila y a h y a n g la in . T r a d e - o f f s a d a la h
s a n g a t p e n t i n g b a g i s t r a t e g i, k a r e n a m e n c ip t a k a n k e b u t u h a n u n t u k m e m ilih
( m e m u t u s k a n ) d a n s e c a r a s e n g a ja m e m b a t a s i a p a y a n g d a p a t d it a w a r k a n
o le h p e r u s a h a a n . S e b a g a i c o n t o h , s a b u n N e u t r o g e n a d ip o s is ik a n s e b a g a i
p r o d u k k e s e h a t a n d a r i p a d a s e b a g a i s a b u n c u c i t a n g a n . P e r u s a h a a n
m e n g a t a k a n “ t id a k ” p a d a p e n ju a la n b e r b a s is z a t p e w a n g i, m e l e p a s v o l u m e
( p e n ju a la n ) b e s a r , d a n m e n g o r b a n k a n e f is ie n s i p r o d u k s i. S e b a lik n y a ,
k e p u t u s a n M a y t a g u n t u k m e m p e r lu a s li n i p r o d u k n y a d a n m e m b e li m e r e k la in
m e n u n ju k k a n c o n t o h k e g a g a la n u n t u k m e la k u k a n p e r t u k a r a n ( t r a d e - o f f s ) .

19. A k ib a t n y a k e b e r h a s ila n d i b id a n g p e m a s u k a n h a n y a la h h a s il d a r i
p e n g o r b a n a n r e t u r n o n s a le s .
3 . S t r a t e g i m e lib a t k a n p e n c ip t a a n k e s e s u a ia n ( f i t ) d i t e n g a h b e r b a g a i a k t iv it a s
p e r u s a h a a n .
F it m e r u p a k a n s e s u a t u y a n g b e r k a it a n d e n g a n c a r a a k t iv it a s - a k t iv it a s
p e r u s a h a a n b e r i n t e r a k s i d a n s a lin g m e m p e r k u a t s a t u d e n g a n la in n y a .
M is a ln y a , V a n g u a r d G r o u p m e n g k a it k a n s e lu r u h a k t iv it a s n y a d e n g a n s t r a t e g i
b ia y a r e n d a h ; p e r u s a h a a n in i m e n d is t r ib u s ik a n d a n a la n g s u n g k e p a d a p a r a
k o n s u m e n d a n m e m in i m a lk a n t u r n o v e r p o r t f o lio . F it m e n d o r o n g k e d u a n y a ,
b a ik k e u n g g u la n k o m p e t it if m a u p u n k e b e r la n j u t a n . A r t in y a , k e t ik a b e r b a g a i
a k t iv it a s s e c a r a m u t u a lis m e s a lin g m e m p e r k o k o h s a t u d e n g a n la in n y a , p a r a
p e s a in g t i d a k s e c a r a m u d a h b is a m e n ir u n y a . J ik a p u n m e n ir u m a k a h a r u s
d it ir u s e c a r a k e s e lu r u h a n s is t e m . K e t ik a C o n t in e n t a l L it e m e n c o b a u n t u k
m e m a d u k a n a k t iv it a s n y a d e n g a n b e b e r a p a ( t e t a p i t i d a k s e lu r u h s is t e m y a n g
s a lin g m e n g u n c i) a k t iv it a s S o u t h w e s t A ir lin e s , h a s il y a n g d ip e r o le h a d a la h
k e h a n c u r a n .
B e r d a s a r k a n k e t ig a p r i n s ip d a s a r d i a t a s , d a p a t d ije la s k a n b a h w a p a r a
p e g a w a i m e m b u t u h k a n p a n d u a n t e n t a n g b a g a i m a n a m e m p e r d a la m
( m e n g g a li le b ih d a la m ) p o s is i s t r a t e g ik d a r i p a d a m e m p e r lu a s a t a u
m e n g k o m p r o m ik a n n y a . T e n t a n g b a g a im a n a m e m p e r l u a s k e u n i k a n
p e r u s a h a a n s a m b il m e m p e r k u a t k e s e s u a ia n ( f it ) d i t e n g a h b e r b a g a i
a k t iv it a s n y a . P e k e r ja a n u n t u k m e n e n t u k a n k e lo m p o k s a s a r a n ( t a r g e t g r o u p )
s e r t a k e b u t u h a n y a n g m a n a y a n g a k a n d ila y a n i m e n s y a r a t k a n a d a n y a
d is ip lin , k e m a m p u a n u n t u k m e n e t a p k a n b a t a s a n , d a n k o m u n ik a s i s e c a r a
t e r b u k a / t r a n s p a r a n . M a n a je m e n U m u m l e b ih d a r i s e k a d a r p e la y a n a n
( s t e w a r d s h ip ) f u n g s i - f u n g s i in d i v id u a l; d a n in t i s e b e n a r n y a a d a la h
m e n d e f in i s ik a n s e r t a m e n g k o m u n ik a s ik a n k e u n ik a n p o s is i p e r u s a h a a n ,
m e m b u a t t r a d e - o f f s , d a n m e n e m p a f it d a la m b e r b a g a i a k t iv it a s n y a . J e la s

20. s e k a li b a h w a s t r a t e g i d a n k e p e m i m p i n a n m e r u p a k a n s u a t u r a n g k a ia n y a n g
t id a k d a p a t d ip is a h k a n .
I M P L E M E N T A S I S T R A T E G I
T ip e S t r a t e g i
1 . in t e g r a t io n S t r a t e g ie s
a . F o r w a r d I n t e g r a t io n G a r u d a I n d o n e s ia t i d a k m e la k u k a n f o r w a r d
in t e g r a t io n , m e l a in k a n h a n y a m e la k u k a n b a c k w a r d in t e g r a t io n d e n g a n
m e n d ir ik a n a n a k p e r u s a h a a n y a n g b e r g e r a k p a d a b id a n g p e r b a i k a n d a n
p e r a w a t a n p e s a w a t t e r b a n g d a n h o r iz o n t a l 2 5 in t e g r a t io n d e n g a n m e n d ir i k a n
p e r u s a h a a n m a s k a p a i la in n a m u n d e n g a n m e n y a s a r p a s a r y a n g b e r b e d a
( L o w C o s t C a r r ie r ) .
b . B a c k w a r d I n t e g r a t io n P a d a t a n g g a l 2 6 A p r il 2 0 0 2 , G a r u d a I n d o n e s ia
m e n d ir ik a n P T . G a r u d a M a in t e n a n c e F a c ilit y A e r o A s ia . P T . G a r u d a
M a in t e n a n c e F a c ilit y A e r o A s ia b e r g e r a k d a la m b id a n g u s a h a ja s a p e r b a i k a n
d a n p e r a w a t a n p e s a w a t t e r b a n g t e r m a s u k m e s in d a n k o m p o n e n n y a . G a r u d a
I n d o n e s ia b e r m a k s u d m e m p e r o l e h k e u n t u n g a n y a n g le b ih d e n g a n m e m ilik i
p e n y e le n g g a r a ja s a p e r b a ik a n d a n p e r a w a t a n p e s a w a t t e r b a n g t e r m a s u k
m e s in d a n k o m p o n e n n y a s e n d ir i.
c . H o r iz o n t a l I n t e g r a t i o n G a r u d a I n d o n e s ia m e la k u k a n H o r iz o n t a l I n t e g r a t io n
d e n g a n m e n d ir ik a n P T C it i lin k I n d o n e s ia p a d a t a n g g a l 6 J a n u a r i 2 0 0 9 .
T u ju a n G a r u d a I n d o n e s ia a d a l a h d e n g a n m e n d ir i k a n n y a C it ilin k d ih a r a p
d a p a t m e n ja n g k a u k o n s u m e n y a n g m e n c a r i p e n e r b a n g a n b e r b i a y a m u r a h
( lo w c o s t ) d i m a n a G a r u d a I n d o n e s i a s e n d ir i m e n y e d ia k a n p e n e r b a n g a n
p r e m iu m y a n g m e n g u t a m a k a n k e n y a m a n a n d e n g a n b ia y a s e b a n d in g d e n g a n
k e n y a m a n a n p r e m iu m y a n g d i b e r ik a n .

21. 2 . I n t e n s i v e s S t r a t e g ie s
I n t e n s i v e s S t r a t e g i e s E x i s t i n g
B u s i n e s s
N e w B u s i n e s s
E x i s t i n g M a r k e t M a r k e t P e n e t r a t i o n
A n g g o t a d a r i A li a n s i
G lo b a l S k y T e a m
P r o d u c t
D e v e l o p m e n t
P T G a r u d a
M a in t e n a n c e F a c ilit y
A e r o A s ia ( G M F A A )
N e w M a r k e t M a r k e t D e v e l o p m e n t
P T C it ilin k I n d o n e s ia
D i v e r s i f i c a t i o n
P T A e r o W is a t a
( A e r o w is a t a )
P T A b a c u s D is t r i b u t io n
S y s t e m s I n d o n e s ia
( A b a c u s D S I )
P T A e r o S y s t e m s
I n d o n e s ia ( A s y s t )
a . M a r k e t P e n e t r a t io n G a r u d a t e l a h m e la k u k a n p e n e t a r a s i t e r h a d a p p a s a r –
p a s a r d o m e s t ik d a n in t e n a s io n a l u n t u k m e m p e r lu a s p a s a r y a n g t e la h d i
t a r g e t k a n . S e b a g a i c o n t o h :
• M e m p e r t a h a n k a n c it r a G a r u d a s e b a g a i m a s k a p a i f u ll s e r v ic e c a r r ie r d i
I n d o n e s ia D i p a s a r d o m e s t ik G a r u d a m e n c a n a n g k a n u n t u k t e r u s t u m b u h d a n
m e n d o m i n a s i p a s a r f u ll s e r v ic e s c a r r ie r d i I n d o n e s ia . P e r u s a h a a n s a a t in i
m e r u p a k a n s a t u - s a t u n y a m a s k a p a i p e n e r b a n g a n k e la s p r e m iu m d i p a s a r
d o m e s t ik . S t r a t e g i y a n g d ia m b i l a d a la h m e m p e r k u a t p o s is i d i k e la s p r e m iu m
in i m e la lu i p e n in g k a t a n k u a li t a s la y a n a n . D i s is i la in , m e n g in g a t p a s a r
d o m e s t ik s a a t in i s a n g a t d ik u a s a i o le h p e s a in g L o w C o s t C a r r ie r ( L C C ) ,
m a k a h a l t e r s e b u t m e n g h a r u s k a n G a r u d a I n d o n e s ia j u g a m e m p e r b e s a r
p a s a r . D a la m h a l in i, s t r a t e g i y a n g d i a m b il a d a la h m e l a lu i p e n g e m b a n g a n
P e n e r b a n g a n S u b - 1 0 0 S e a t e r y a n g k h u s u s m e n g g u n a k a n p e s a w a t r e g i o n a l
je t .
• M a s u k n y a G a r u d a s e b a g a i a n g g o t a d a r i A lia n s i G lo b a l S k y T e a m D i p a s a r
I n t e r n a s io n a l G a r u d a m e m ilik i p o t e n s i p e n in g k a t a n y a n g b e s a r . P e r u s a h a a n

22. t e la h m e m b u k t ik a n k e m a m p u a n n y a u n t u k b e r s a i n g d e n g a n m a s k a p a i
p e n e r b a n g a n la in n y a . P o t e n s i d i p a s a r in t e r n a t io n a l ju g a a k a n s e m a k in k u a t
d e n g a n b e r g a b u n g n y a P e r u s a h a a n k e a lia n s i g lo b a l.
b . M a r k e t D e v e lo p m e n t
G a r u d a t e la h m e la k u k a n m a r k e t d e v e lo p m e n t . I n i t e r b u k t i d a r i p a d a t a h u n 2 0 1 2 ,
P e r u s a h a a n m e r e n c a n a k a n p e n g e m b a n g a n u s a h a d e n g a n m e m f o k u s k a n
p e m e n u h a n k e a n g g o t a a n G a r u d a I n d o n e s i a s e b a g a i a n g g o t a A lia n s i G lo b a l . H a l in i
d ila k u k a n u n t u k m e n in g k a t k a n p a s a r s e r t a m e n ja w a b t a n t a n g a n t e r h a d a p
k e c e n d e r u n g a n h a r g a b a h a n b a k a r y a n g a k a n t e t a p t in g g i, d a n s e m a k in
m e n in g k a t n y a p e r s a in g a n d a l a m in d u s t r i p e n e r b a n g a n . S e h in g g a d e n g a n h a l in i
G a r u d a m e n c o b a m e n g m b a n g k a n p a s a r m e n ja d i l e b ih lu a s la g i . S e la i n it u u n t u k
m e m e n u h i p a s a r lo w c o s t c a r r ie r , G a r u d a a k a n m e n g is i p a s a r in i m e la l u i p e r u s a h a a n
a n a k C it ili n k .
c . P r o d u c t D e v e l o p m e n t
D a la m p e n g im p l e m e n t a s ia n s t r a t e g i in i G a r u d a t e l a h m e l a k u k a n p e n g e m b a n g a n
a r m a d a b e r d a s a r k a n p e r t u m b u h a n d a n p o t e n s i p a s a r in t e r n a s i o n a l d a n d o m e s t ik ,
s e k a lig u s m e r e m a ja k a n d a n m e n y e d e r h a n a k a n t i p e p e s a w a t t e r b a n g y a n g
d ig u n a k a n . S t r a t e g i G a r u d a I n d o n e s ia d a la m p e n g e m b a n g a n a r m a d a a d a la h
m e n y e im b a n g k a n a n t a r a ju m l a h a r m a d a d e n g a n k e b u t u h a n a r m a d a y a n g b e r a g a m ,
s e h in g g a d a p a t m e n d u k u n g p e r t u m b u h a n b is n is P e r u s a h a a n . D e n g a n d e m i k ia n ,
a k a n t e r c a p a i k e t e r s e d i a a n a r m a d a y a n g d a p a t d i o p e r a s ik a n s e c a r a e f is ie n d a n
f le k s ib e l u n t u k m e m e n u h i k e b u t u h a n ja r in g a n r u t e G a r u d a I n d o n e s ia y a n g b e r a g a m .
P a d a t a n g g a l 2 6 A p r il 2 0 0 2 , G a r u d a I n d o n e s ia ju g a m e n d ir ik a n P T . G a r u d a
M a in t e n a n c e F a c ilit y A e r o A s i a y a n g b e r g e r a k d a l a m b id a n g u s a h a ja s a p e r b a ik a n
d a n p e r a w a t a n p e s a w a t t e r b a n g t e r m a s u k m e s in d a n k o m p o n e n n y a .
3 . D iv e r s if ic a t io n S t r a t e g ie s
S t r a t e g i d iv e r s if i k a s i d il a k u k a n G a r u d a d e n g a n m e m b u k a 5 E n t i t a s a n a k p e r u s a h a a n
y a n g b e r f o k u s p a d a p r o d u k / ja s a p e n d u k u n g b is n i s P e r u s h a a n i n d u k y a it u , P T A e r o

23. W is a t a , P T A b a c u s D is t r ib u t io n S y s t e m s I n d o n e s i a , P T G a r u d a M a in t e n a n c e F a c ilit y
A e r o A s ia , P T A e r o S y s t e m s I n d o n e s ia d a n P T C it ilin k I n d o n e s i a .
a . R e la t e d S t r a t e g ie s
• P T C it i lin k I n d o n e s i a
P T C it ilin k I n d o n e s ia d i d ir ik a n b e r d a s a r k a n a k t a N o . 0 1 t a n g g a l 6 J a n u a r i 2 0 0 9 d a r i
A r ik a n t i N a t a k u s u m a h S . H . , n o t a r is d i J a k a r t a , B id a n g U s a h a : C it ilin k m e n ja la n k a n
u s a h a d ib id a n g j a s a a n g k u t a n u d a r a n ia g a b e r b ia y a m u r a h ( lo w c o s t ) d a n
o p t im a lis a s i p e m a n f a a t a n s u m b e r d a y a y a n g d im il ik i ( G a r u d a ) u n t u k m e n g h a s ilk a n
b a r a n g d a n ja s a . C it ilin k in i m e n d a p a t in v e s t a s i 5 u n it p e s a w a t B o e in g 7 3 7 - 3 0 0 d a n
a s e t - a s e t la in n y a d a r i G a r u d a I n d o n e s ia . D i s a m p i n g it u a d a n y a p e s a w a t A ir b u s
A 3 2 0 - 2 0 0 y a n g d is e w a G a r u d a I n d o n e s ia d ila k u k a n s u b - le a s e k e C it ili n k . I n v e s t a s i
y a n g b e s a r p a d a C it ilin k in i a k a n m e m b u a t p e r u s a h a a n i n i le b ih s ia p b e r s a in g d a n
m e m b e r ik a n la n d a s a n y a n g k u a t u n t u k p e n g e m b a n g a n u s a h a d im a s a m e n d a t a n g .
• P T G a r u d a M a in t e n a n c e F a c ilit y A e r o A s ia ( G M F A A )
P e r u s a h a a n in i d id ir ik a n p a d a t a n g g a l 2 6 A p r il 2 0 0 2 . B id a n g U s a h a , b e r g e r a k d a la m
b id a n g u s a h a ja s a p e r b a ik a n d a n p e r a w a t a n p e s a w a t t e r b a n g t e r m a s u k m e s in d a n
k o m p o n e n n y a . T u ju a n n y a d e m i m e m u p u k k e u n t u n g a n b a g i G a r u d a I n d o n e s i a
d e n g a n m e y e le n g g a r a k a n ja s a p e r b a ik a n d a n p e r a w a t a n p e s a w a t t e r b a n g t e r m a s u k
m e s in d a n k o m p o n e n n y a t e r s e b u t .
b . U n r e la t e d S t r a t e g ie s
• P T A e r o W is a t a ( A e r o w is a t a )
P T A e r o W is a t a d id ir ik a n d i J a k a r t a p a d a t a n g g a l 3 0 J u n i 1 9 7 3 . B id a n g U s a h a ,
b e r g e r a k p a d a b id a n g u s a h a j a s a in d u s t r i p a r iw is a t a d a n h o s p it a lit y , a n t a r a l a in ,
p e r h o t e la n , ja s a b o g a , t r a n s p o r t a s i, d a r a t d a n k e a g e n a n s e r t a t o u r s & t r a v e l.
• P T A b a c u s D is t r ib u t io n S y s t e m s I n d o n e s ia ( A b a c u s D S I )
P e r u s a h a a n in i b e r g e r a k d i p e n y e d i a a n ja s a t e k n o lo g i in f o r m a s i d a n k o m u n ik a s i.
R u a n g lin g k u p k e g ia t a n m e lip u t i b id a n g ja s a s is t e m k o m u n ik a s i r e s e r v a s i,
m e n y e w a k a n p e r a n g k a t k o m p u t e r k e p a d a b ir o - b ir o p e r j a la n a n d a n m e n y e d i a k a n
f a s ilit a s p e la t ih a n k e p a d a k a r y a w a n b ir o p e r ja la n a n d a n m e n y e d ia k a n p e t u g a s y a n g
d a p a t m e m b a n t u m e n g a t a s i m a s a la h y a n g d ih a d a p i o le h b ir o p e r ja la n a n d a l a m

24. m e n g o p e r a s ik a n C o m p u t e r iz e d R e s e r v a t io n S y s t e m s ( C R S ) .
• P T A e r o S y s t e m s I n d o n e s i a ( A s y s t )
P T A e r o S y s t e m s I n d o n e s ia , s e b e lu m n y a d i k e n a l d e n g a n P T L u f t h a n s a S y s t e m s
I n d o n e s ia , b e r d i r i s e ja k t a h u n 2 0 0 5 . P e r a k h ir D e s e m b e r 2 0 1 0 , G a r u d a I n d o n e s ia
m e m ilik i 5 1 % k e p e m ilik a n d i p e r u s a h a a n in i , s e m e n t a r a s is a n y a s e b e s a r 4 9 %
d im ilik i o l e h P T A e r o W i s a t a . P e r u s a h a a n i n i b e r g e r a k d i b id a n g ja s a k o n s u lt a s i d a n
r e k a y a s a s is t e m
t e k n o lo g i s e r t a j a s a p e m e lih a r a h a n b a g i p e r u s a h a a n p e n e r b a n g a n m a u p u n i n d u s t r i
la in .
D A F T A R P U S T A K A
1 . H a p z i a l i , 2 0 1 8 .
h t t p s : / / e l e a r n i n g . m e r c u b u a n a . a c . i d / p l u g i n f i l e . p h p ? f i l e = % 2 F 1 6 8 2 4 3 3 % 2 F m o
d _ r e s o u r c e % 2 F c o n t e n t % 2 F 1 % 2 F 5 . % 2 0 H a p z i % 2 0 A l i % 2 C % 2 0 M o d u l % 2 0 5 %
2 0 S M % 2 C % 2 0 T y p e % 2 C % 2 0 F o r m % 2 0 a n d % 2 0 I m p l e m e n t a t i o n % 2 0 S t r a t e g y .
p d f ( 6 o k t 2 0 1 8 , 0 8 . 3 0 )
2 . R o n i M u s t a m u , 2 0 0 9 . h t t p s : / / m u s t a m u . w o r d p r e s s . c o m / 2 0 0 9 / 0 1 / 1 2 / t ip e - t ip e -
s t r a t e g i/ ( 6 o k t 2 0 1 8 , 0 9 . 0 0 )
3 . a lld o , a n g g a , d a n f a r a h d in a , 2 0 1 6 .
h t t p s : / / w w w . a c a d e m ia . e d u / 3 1 8 7 3 2 3 6 / A n a li s is _ M a n a je m e n _ S t r a t e g i_ P T _ G a r u d a
_ I n d o n e s i a _ P e r s e r o _ T b k ( 5 o k t 2 0 1 8 , 2 3 . 0 0 )