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Analisis Strategi Pt. Pabrik Es Siantar Dalam Mempertahankan Eksistensi Produk Minuman Cap Badak Sebagai Minuman Asli Kota Pematangsiantar

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Analisis Strategi Pt. Pabrik Es Siantar Dalam Mempertahankan Eksistensi Produk Minuman Cap Badak Sebagai Minuman Asli Kota Pematangsiantar ANALISIS STRATEGI PT. PABRIK ES SIANTAR DALAM MEMPERTAHANKAN EKSISTENSI PRODUK MINUMAN CAP BADAK SEBAGAI MINUMAN ASLI KOTA PEMATANGSIANTAR SKRIPSI Diajukan sebagai Salah Satu Syarat untuk Menyelesaikan Pendidikan pada Program Studi Ilmu Administrasi Niaga/Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara Disusun Oleh: NONA NADA DAMANIK 150907033 PROGRAM STUDI ILMU ADMINISTRASI BISNIS FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SUMATERA UTARA MEDAN 2019 Universitas Sumatera Utara UNIVERSITAS SUMATERA UTARA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU ADMINISTRASI BISNIS HALAMAN PERSETUJUAN Hasil skripsi telah disetujui untuk dipertahankan dan diperbanyak oleh: Nama : Nona Nada Damanik NIM : 150907033 Program Studi : Ilmu Administrasi Bisnis Judul : Analisis Strategi PT. Pabrik Es Siantar dalam Mempertahankan Eksistensi Produk Minuman Cap Badak sebagai Minuman Asli Kota Pematangsiantar. Medan, 14 Mei 2019 Pembimbing Ketua Program Studi Nicholas Marpaung, S.AB, M.Si Prof. Dr. Marlon Sihombing, MA NIP. 199105202018051001 NIP. 195908161986111003 Dekan Fakultas Ilmu Sosial dan Ilmu Politik Dr. Muryanto Amin, S.Sos, M.Si NIP. 197409302005011002 Universitas Sumatera Utara SURAT PERNYATAAN Yang bertanda tangan di bawah ini, Nama : Nona Nada Damanik NIM : 150907033 Menyatakan bahwa skripsi yang berjudul: “Analisis Strategi PT. Pabrik Es Siantar dalam Mempertahankan Eksistensi Produk Minuman Cap Badak sebagai Minuman Asli Kota Pematangsiantar” Merupakan hasil karya dan pekerjaan saya sendiri serta seluruh sumber yang dikutip maupun dirujuk telah saya nyatakan dengan benar sesuai ketentuan. Apabila terbukti tidak demikian, saya bersedia menerima sanksi yang berlaku. Medan, 14 Mei 2019 Nona Nada Damanik Universitas Sumatera Utara ABSTRAK ANALISIS STRATEGI PT. PABRIK ES SIANTAR DALAM MEMPERTAHANKAN EKSISTENSI PRODUK MINUMAN CAP BADAK SEBAGAI MINUMAN ASLI KOTA PEMATANGSIANTAR Nama : Nona Nada Damanik NIM : 150907033 Program Studi : Ilmu Administrasi Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik Dosen Pembimbing : Nicholas Marpaung, S.AB, M.Si Berdiri sejak tahun 1916, PT. Pabrik Es Siantar merupakan pabrik tertua di kota Pematangsiantar. Penelitian ini bertujuan untuk mengetahui strategi yang digunakan PT. Pabrik Es Siantar dalam mempertahankan eksistensi produk Cap Badak; mengetahui pengimplementasian dan evaluasi dari strategi tersebut; dan hambatan dari strategi tersebut. Selanjutnya, penelitian ini menganalisis strategi alternatif yang dapat diambil PT. Pabrik Es Siantar sebagai pendukung strategi yang ada. Metode penelitian yang digunakan adalah deskriptif-kualitatif dengan studi kasus. Data dikumpulkan dengan wawancara, observasi, dan dokumentasi. Teknik analisis data menggunakan analisis deskriptif-kualitatif Miles and Huberman dan Analisis SWOT dengan Analisis Matriks SWOT, IFE Matriks, EFE Matriks, lalu mencocokkan strategi alternatif yang didapat dengan Diagram SWOT. Hasil penelitian menunjukkan bahwa strategi yang digunakan PT. Pabrik Es dalam mempertahankan eksistensi produk Cap Badak adalah dengan menggunakan Strategi Bertahan. Pengimplementasian dan evaluasi strategi sudah terlaksana dengan baik tanpa mengubah standar apapun. Hambatan yang dihadapi adalah mesin-mesin produksi yang sudah tua dan masih konvensional dikarenakan belum adanya niat dari pemilik untuk meregenerasi mesin-mesin, dan botol-botol yang tidak dikembalikan ke pabrik sehingga produksi terhambat dan menjadi sedikit. Selanjutnya, berdasarkan IFE Matrix, EFE Matrix, dan Diagram SWOT, hasilnya menunjukkan bahwa PT. Pabrik Es Siantar berada pada Kuadran I, dimana posisi perusahaan sangat menguntungkan dan mendukung strategi agresif. Kemudian, berdasarkan Analisis Matriks SWOT, PT. Pabrik Es disarankan agar segera meluncurkan produk Cap Badak dalam kemasan botol plastik (PET), melakukan promosi produk setelah mesin-mesin diregenerasi, mengedukasi konsumen tentang pentingnya mengembalikan botol tepat waktu, melakukan PO botol-botol lebih sering, dan mengubah sistem manajemen kekeluargaan menjadi lebih profesional. Kata Kunci: Strategi Korporat, Manajemen Strategik, Strategi, Eksistensi, Analisis SWOT, IFE Matriks, EFE Matriks, Diagram SWOT. i Universitas Sumatera Utara ABSTRACT STRATEGIC ANALYSIS OF PT. PABRIK ES SIANTAR IN MAINTAINING THE EXISTENCE OF CAP BADAK AS THE ORIGINAL DRINK OF PEMATANGSIANTAR CITY Name : Nona Nada Damanik Student ID Number : 150907033 Department : Business Administration Faculty : Social and Political Sciences Supervisor : Nicholas Marpaung, S.AB, M.Si Established since 1916, PT. Pabrik Es Siantar is the oldest factory of Pematangsiantar. This study is aimed to determine what strategy are used by PT. Pabrik Es Siantar in maintaining the existence of ‘Cap Badak’ products; to know the strategy implementation, evaluation; and also its obstacles. Afterwards, this study analyzes the alternative strategy that possibly recommended to PT. Pabrik Es Siantar for supporting the existing strategy. The research method used is descriptive-qualitative, using case study. Data were collected by interviews, observation, and documentation. Data analysis techniques used were qualitative-descriptive analysis of Miles and Huberman and also SWOT Analysis using SWOT Matrix, IFE Matrix, EFE Matrix, and then matching the alternative strategies obtained on SWOT Diagram. The results showed that in maintaining the existence of Cap Badak products, PT. Pabrik Es Siantar uses Defense Strategy. The strategy implementation and evaluation has been done properly without changing any standards. The obstacles is they still using their conventional machines because the owner does not intend to regenerate the machines, and the production becomes less and hampered because many bottles are not returned to the factory yet. Furthermore, based on IFE Matrix, EFE Matrix, and SWOT Diagram, the results showed that PT. Pabrik Es Siantar is in Quadrant I, where the company’s position is very profitable and supports aggressive strategies. Based on SWOT Matrix Analysis, PT. Pabrik Es Siantar is recommended to launch Cap Badak products in plastic bottle packaging immediately, do promotion after regenerating machines, educate consumers about the importance of returning bottles on time, purchase orders bottles more often, and change the family management system into a more professional system. Keywords: Corporate Strategy, Strategic Management, Strategy, Existence, SWOT Analysis, IFE Matrix, EFE Matrix, SWOT Diagram. ii Universitas Sumatera Utara KATA PENGANTAR Puji syukur penulis panjatkan atas kehadirat Allah SWT yang selalu melimpahkan rahmat dan karunia-Nya sehingga penulis dapat menyelesaikan skripsi dengan judul “Analisis Strategi PT. Pabrik Es Siantar dalam Mempertahankan Eksistensi Produk Minuman Cap Badak sebagai Minuman Asli Kota Pematangsiantar”. Adapun skripsi ini disusun sebagai salah satu persyaratan untuk memperoleh gelar sarjana pada Program Studi Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. Dalam pengerjaan skripsi ini penulis telah menerima banyak bantuan dan dukungan dari berbagai pihak. Oleh sebab itu penulis mengucapkan rasa terimakasih yang sebesar-besarnya kepada: 1. Bapak Dr. Muryanto Amin, S.Sos, M.Si, selaku Dekan Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. 2. Bapak Prof. Dr. Marlon Sihombing, M.A, selaku Ketua Program Studi Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. 3. Ibu Dr. Beti Nasution, M.Si selaku Sekretaris Program Studi Ilmu Administrasi Bisnis di Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. 4. Bapak Nicholas Marpaung, S.AB, M.Si, selaku Dosen Pembimbing yang telah membimbing dan memotivasi penulis dalam penyusunan skripsi ini hingga selesai. 5. Bapak Faisal Eriza, S.Sos, M.SP, selaku Dosen Penguji yang memberikan masukan dan juga dukungan dalam penyelesaian skripsi ini. iii Universitas Sumatera Utara 6. Ibu Siswati Saragi, S.Sos, M.SP dan Bapak Ahmad Farid, S.H selaku Staf Administrasi Program Studi Ilmu Administrasi Bisnis di Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. 7. Seluruh staf pengajar atau dosen di Program Studi Ilmu Administrasi Bisnis di Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara yang telah memberikan ilmu yang sangat bermanfaat bagi penulis. 8. Bapak M. Matondang selaku Pimpinan PT. Pabrik Es Siantar, Bapak Samirin, Ibu Ria, Ibu Helena, Bapak Bambang, dan Bapak Suryadi beserta seluruh pegawai di PT. Pabrik Es Siantar yang telah menyambut penulis dengan baik dan ramah serta memberikan informasi yang sangat berharga bagi skripsi ini, dan juga konsumen-konsumen Cap Badak yang turut membantu penulis dalam proses penelitian. 9. Kedua orang tua penulis, Ayah tercinta, Dolly Damanik dan Mamak tercinta, Yusdiana yang keduanya selalu menjadi orang tua terbaik, dan membuat penulis selalu merasa dikelilingi oleh cinta dan kasih sayang. Tidak pernah berhenti memberikan dukungan, doa, nasihat, dan tidak pernah lupa mengajarkan penulis agar selalu bersyukur untuk segala yang penulis terima di hidup penulis. Doaku selalu untuk kalian. Hanya Allah SWT yang mampu menghadiahi kalian berdua dengan seluruh rahmat, rezeki, kebesaran dan karunia-Nya. 10. Kedua adik tercinta, Danny Boy Damanik dan Della Aulia Moure Damanik yang selalu menjadi hadiah terindah di kehidupan penulis, menjadi penghibur yang paling baik dalam segala keadaan tersulit penulis, dan mempercayai iv Universitas Sumatera Utara penulis dalam hal apapun setiap waktu. I love
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