Evaluasi Strategi Bersaing Pada Industri Pelayaran BatubaraStudi Kasus PT.XYZ

Indonesian coal production continues to increase every year, in 2005 production reached 151 million tons and increased until the end of October 2010, coal production in Indonesia amounted to 200 million tonnes and is expected to increase upto 290 million tonnes at the end of 2010. The high demand for coal as an energy source may affect the growth of coal-shipping industry itself, as a means of transportation of coal trade. The number of Indonesian-flagged barge has reached more than 1000 units until now. Cabotage principle applied by the government, namely national empowerment requiring ships sailing in the customs territory of Indonesia should use the nationallyowned ship, shiping Indonesia industry is very exciting. PT. XYZ is a shipping company transporting coal, which has a market share of 8% with 3 million tons of freight each year. To find out whether the company's business strategy is correct already, then need to evaluate strategy to compete by using SWOT analysis tool, after conducting an internal analysis then it might determine the key success factor, whereas to seek the alternative strategy at PT. XYZ can use the TOWS and IE matrix. EFE analysis results obtained scores above average, which means to face PT. XYZ opportunity has been utilized by maximum. Due to IFE analysis result obtained a total score is below average, which means companies internal strengthened skill is still weak. By using SWOT analysis matrix, PT. XYZ is located at turnaround strategy quadrant, which means companies face enormous market opportunity, unfortunatelly there are some constraints due to the weakness of the company's internal resources. The company's strategy right now is not correct yet, eventhough it has been respond the opportunity properly and ready to face the threat, therefor companies might be able implement the alternativestrategy such as market development, market penetration, and product development