Strategi pengembangan bisnis baja PT XYZ

The vision of the national industrial development as stated in Presidential Regulation No. 28 of 2008 concerning national industrial policy is that Indonesia becomes a tough industrial country by 2025. The steel industry is a priority industry which is an industrial cluster that has high prospects to be developed based on its ability to compete in the market international. A country's steel consumption is one indicator growth of country. PT. XYZ is part of the steel industri that focuses on the automotive sector which is very possible to increase business capacity. The stagnant earnings ratio in the period 2014-2018 triggered the development of a business model to improve the business situation.. The research was conducted using descriptive method which aims to identify the business model of canvas PT. XYZ, to analyze the influence of internal and external factors for the company, to make a business development strategy with SWOT analysis dan blue ocean strategy perspective. The data used as a reference in the study are primary data and secondary data. Data collection was conducted in February 2019 - June 2019 through the method of observation, interviews, questionnaires, and literature studies. The selection of respondents was carried out by purposive sampling with a total of six respondents. Identification of the business model of PT. XYZ showed that customer segments were a company based on automotive components of four-wheeled vehicles both domestically and abroad. Value proposition companies were providers of steel raw materials with size customization, timely delivery, and proximity. Channels used were direct channels or direct channels, which were companies that process product sales transactions directly to customers. Customer relationships that were woven were dedicated personal assistance. Revenue streams were income earned through steel sales. Key activities include sales activity, customer retention, production, and inventory management. Key resources needed were human resources, slitter and leveler production machines, and networks with suppliers. Key partners for companies were overseas suppliers and delivery services. Cost structure includes employee salary, cost of purchasing raw materials, transportation costs, and production costs. Identification of the external environment showed that the factors that influence were market power 29.13%, industrial strength 24.69%, key trends 23.61%, and macroeconomic strength 22.58%. Identification of the internal environment showed there were 4 factors that influence the company's business model. The first factor was a product that was influenced by raw materials, quality, human resources, production processes, and quantity. The second factor was customer interface which was influenced by the closeness of the company's relationship with the customer, the company's distance from the customer, media information. The third factor was infrastructure management which was influenced by skills, motivation, reward sistems, and the number of HR. The fourth factor was financial aspect which was influenced by good relations with investors and product selling prices. Two strategies were formulated, namely the substitution strategy for imported materials and the strategy for time efficiency and market expansion. The two strategies are based on the policy of the company's business development direction, internal and external environmental analysis, evaluation of existing business model elements, and a combination of four steps of blue ocean strategy work. The first strategy is the development of business models on cost structure elements. The strategy is carried out by reducing the purchase of raw materials from foreign suppliers by creating a component of domestic suppliers in the key partners block. The second strategy, namely the development of business operating systems is considered capable of impacting the efficiency of business operations by creating components of business operating system development in the key activities block and expanding new markets with the target company manufacturing two-wheeled components in the customer segments block