Usulan perancangan blue ocean strategy di PT. X dalam menghadapi persaingan penjualan automatic tank gauging di Indonesia
Info Katalog
File Repositori
Subyek : New products;Market segmentation
Penerbit : FTI - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2013
Pembimbing 1 : Dadan Umar Daihani
Pembimbing 2 : Parwadi Moengin
Kata Kunci : red ocean strategy, blue ocean strategy, automatic tank gauging, canvas strategy, 4 action framework
Status Posting : Published
Status : Tidak Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2013_TS_MTI_163110002_Halaman-Judul.pdf | ||
| 2. | 2013_TS_MTI_163110002_Lembar-Pengesahan.pdf | ||
| 3. | 2013_TS_MTI_163110002_Bab-1_Halaman-Judul.pdf | ||
| 4. | 2013_TS_MTI_163110002_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2013_TS_MTI_163110002_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2013_TS_MTI_163110002_Bab-4_Pengumpulan-Data.pdf |
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| 7. | 2013_TS_MTI_163110002_Bab-5_Pengujian-dan-Analisis-Data.pdf |
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| 8. | 2013_TS_MTI_163110002_Bab-6_Kesimpulan-dan-Saran.pdf |
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| 9. | 2013_TS_MTI_163110002_Daftar-Pustaka.pdf | ||
| 10. | 2013_TS_MTI_163110002_Lampiran.pdf |
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P PT. X adalah perusahaan yang berperan sebagai services perusahaan minyak yang mengelola produksi minyak mulai dan proses pengeboran, penyaluran minyak ke pipa, separator tanki, dan pendistribusian hasil produksi kepada konsumen. Prodak unggul yang dimiliki PT. X adalah Automatic Tank Gauging. Automatic Tank Gauging adalah peralatan yang digunakan untuk mengukur jumlah cairan yang tersimpan dalam bulk storage tank ( tanki timbun). Data yang didapat dari Automatic Tank Gauging adalah level minyak, temperature, massa jenis, water level , volume. Perlu diketahui permasalahan pada sekarang ini adalah perusahan terlalu fokus untuk bersaing dengan sesama sampai titik darah penghabisan (Red Ocean Strategy) antara lain dalam bentuk differensiasi barang, berebut pangsa pasar, competitive advantage, dan low cost strategy. Red Ocean Strategy memang penting, akan tetapi pada titik jenuh tertentu strategi ini menjadi tidak lagi menguntungkan bagi perusahaan. Oleh karena itu alangkah baiknya untuk mulai melirik Blue Ocean Strategy yang cenderung menjauhi persaingan.. Tujuan yang ingin dicapai adalah men asilkan suatu strategi penjualan Automatic Tank Gauging yang baru dan b rsifat Blue Ocean Strategy dalam perio.de tahun 2.013 — 2014_ Dengan melakuk analisa eksternal dan internal yang mencakup analisa makro, analisa industri dan analisa SWOT akan didapatkan basil formulasi Blue Ocean Strategy yang dilihat ari Canvas Strategy, 4 Action Framework dan ERRC Grid. Dari formulasi ter ut didapatkan blue ocean strategy yang diharapkan mengetahui adanya alternatif strategi baru dan bersifat Blue Ocean dalam penjualan Automatic Tank Gauging. ic,;iTategi Blue Ocean yang dirancang hanya sampai pada tangkaialeitrategi yang diallat sudah_ rn erneauhi_ BOI (prinsip satu sampai empat), dan tidak sampai pada implementasi atau eksekusi strategi ( prinsip lima dan e e diarahkan untuk mendapatkan hasil keputusan manajerialyang ditunj.ang oleh analisis dan argumentasi yang jelas serta logis. Keputusan manajerial dalam tesis ini dalam cakupan strategic business unit yang bersifat Blue Ocean Strategy.
P PT. X is a company that acts as an oil company services that manages oil production from the drilling process, oil distribution to pipelines, tank separators, and distribution of production results to consumers. The superior product owned by PT. X is Automatic Tank Gauging. Automatic Tank Gauging is equipment used to measure the amount of liquid stored in bulk storage tanks. The data obtained from Automatic Tank Gauging are oil level, temperature, density, water level, volume. It should be noted that the current problem is that companies are too focused on competing with each other to the last drop of blood (Red Ocean Strategy), including in the form of product differentiation, competing for market share, competitive advantage, and low cost strategy. Red Ocean Strategy is indeed important, but at a certain saturation point this strategy becomes no longer profitable for the company. Therefore, it would be better to start looking at Blue Ocean Strategy which tends to stay away from competition. The goal to be achieved is to produce a new Automatic Tank Gauging sales strategy that is Blue Ocean Strategy in the period 2013 — 2014_ By conducting external analysis and internal which includes macro analysis, industry analysis and SWOT analysis, the results of the Blue Ocean Strategy formulation will be obtained as seen from the Strategy Canvas, 4 Action Frameworks and the ERRC Grid. From the above formulation, we get a blue ocean strategy which is expected to know there is a new alternative strategy that is Blue Ocean in the sale of Automatic Tank Gauging. ic,;i The Blue Ocean strategy that is designed only reaches the strategic stalk that has been adopted by the BOI (principles one to four), and does not reach the implementation or execution of the strategy (principles five and ee are directed to obtain the results of managerial decisions that are supported by analysis and clear and logical arguments The managerial decisions in this thesis are within the scope of a strategic business unit that is Blue Ocean Strategy.