Analisis Strategi Bisnis Dalam Peningkatan Competitive Advantage Pada Astra Daihatsu Lampung (studi Kasus Pt Astra Daihatsu Lampung)

Friaji Raka Mahesa, Risris Rismayani, Romadhon Romadhon

Abstract

Abstrak Persaingan bisnis di bidang otomotif yang semakin ketat membuat PT. Astra Daihatsu Motor yang merupakan Agen Tunggal Pemegang merk (ATPM) mobil Daihatsu di Indonesia membuka unit sales dan operationnya di tiap provinsi di Indonesia, seperti Astra Daihatsu Lampung sebagai contohnya. Untuk mendapatkan pelanggan dan market-share yang baik di pasar industry otomotif, Astra Daihatsu Lampung diharuskan untuk memiliki competitive advantage (keunggulan kompetitif) yang mendukung strategi bisnis yang dijalankan. Tujuan dari penelitian ini adalah menganalisis strategi bisnis yang dijalankan oleh Astra Daihatsu Lampung dengan melihat dari competitive advantage (keunggulan kompetitif) yang dimiliki dealer, dimana competitive advantage dibagi dalam tiga kelompok yaitu cost advantage, differentiation advantage dan marketing advantage. Penelitian ini menggunakan metode kuantitatif deskriptif, dengan melakukan wawancara terstruktur pada pihak internal dan pihak eksternal Astra Daihatsu Lampung untuk mendapatkan sumber data. Metode dalam pengolahan data menggunakan tools competitive position index dimana akan dapat menggambarkan bagaimana competitive advantage yang dimiliki Astra Daihatsu Lampung. Hasil penelitian menunjukkan bahwa competitive advantage (keunggulan kompetitif) yang dimiliki Astra Daihatsu Lampung berada pada diantara somewhat ahead dan considerably ahead dalam nilai keunggulan bersaing yang dimiliki. Artinya Astra Daihatsu Lampung dapat mempertahankan competitive advantage yang telah dimiliki dan juga dapat meningkatkan competitive advantage tersebut . Kata kunci: strategi bisnis, competitive advantage, dealer mobil, industri otomotif Abstract The increasingly tight business competition in the automotive sector makes PT. Astra Daihatsu Motor, which is the sole agent of the Daihatsu car brand in Indonesia, opened its sales and operations units in each province in Indonesia, such as Astra Daihatsu Lampung, for example. To get customers and a good market-share in the automotive industry market, Astra Daihatsu Lampung is required to have a competitive advantage that supports the business strategy implemented. The purpose of this research is to analyze the business strategy carried out by Astra Daihatsu Lampung by looking at the competitive advantage (dealer advantage) owned by dealers, where the competitive advantage is divided into three groups, namely cost advantage, differentiation advantage and marketing advantage. This study uses a quantitative descriptive method, by conducting structured interviews with internal parties and external parties Astra Daihatsu Lampung to obtain data sources. The method of data processing uses tools competitive position index which will be able to describe how the competitive advantage of Astra Daihatsu Lampung. The results of the study show that the competitive advantage possessed by Astra Daihatsu Lampung lies between somewhat ahead and considerably ahead in the value of its competitive advantage. This means that Astra Daihatsu Lampung can maintain the competitive advantage that has been owned and also can increase the competitive advantage. Keywords: business strategy, competitive Advantage, car dealers, automotive industry

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