Analisis Strategi PT. Pertamina (persero) dalam menghadapi persaingan pasar minyak pelumas otomotif di dalam negeri

Penulis : Mayang Wulan, S.T. Fakultas : Ekonomi dan Bisnis Program Studi : Manajemen Strategik IPK : 3.00 Pembimbing I : Dr. Bambang Tjahjadi, MBA., Ak. Pembimbing II :

Analisis Strategi PT. Pertamina (persero) dalam menghadapi persaingan pasar minyak pelumas otomotif di dalam negeri Abstrak : ABSTRACT Since issuing the presidential decree No. 21 in the year 2001, which concerns the provisions and the Service of Lubricants, it changed the monopoly position of Pertamina and its automotive lubricant business, this because it became a free market for anyone to start in this automotive lubricant business in Indonesia. With the developments of even more players entering in the Indonesian lubricant business, it makes the competition increasingly tougher nowadays. Where any respectable player will make an effort to increase its superiority in order to be able to win over the competition when facing this dynamic business environment, Pertamina, as the oldest automotive player of the lubricant business in Indonesia, must carry out identifying the competitive strategy to consider aspects in the company's strategy comprehensively. Until now Pertamina is still market leader in Indonesia when it comes to the lubricants, but market shares are declining progressively which was caused by the competitor's increase of the share. Being the biggest producer of lubricants in Indonesia, Pertamina faced a lot of challenges from both the domestic-, and international market in order for Pertamina to maintain their market share. The aim of this research is to perceive a clear picture about the competitive strategy that was carried out for Pertamina’s automotive lubricants when facing the competition in the Indonesian lubricant industry at this time. The research was carried out by analyzing each of the primary activities of the value chain and extended activities of the value chain for Pertamina’s automotive lubricant industry, it was connected with the competitive strategy low cost leadership. By making use of the company’s superiority as well as pressing costs in order to get results in the end could result in a strong competing position in the Indonesian lubricant industry. Results of the analysis are aimed at the strengths and the weakness of Pertamina’s competitive position in the automotive lubricant industry in relation to the company’s competitive strategy of this time. This research shows that the company’s mission, goals and competitive strategy, has been relatively good. The weaknesses of Pertamina’s automotive lubricant industry is that it was attacked by the competitor which was in the value chain, its sale of the marketing that is to the promotion field brand awareness. Pertamina, which is a government company and has a complex bureaucracy in comparison with the dynamic and fast moving competitors, could easily be attacked. A step that could be carried out was to apply the strategy of Just In Time to each of the activities of the value chain with the competitive strategy reference low cost leadership. This to eliminated the weaknesses of the competition.

Keywords: Lowcost leadership and value chain. Keyword : abstract

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