Strategi Pengembangan Ekspor Natural Gum Copal Pada PT XYZ

Abstract

PT XYZ merupakan eksportir natural gum copal yang menghadapi tantangan rantai pasok bahan baku, keterbatasan teknologi produksi, serta jangkauan pemasaran global yang belum optimal. Tujuan penelitian yakni menganalisis faktor internal dan eksternal, mengidentifikasi strategi alternatif, serta menentukan prioritas strategi. Metode yang digunakan meliputi analisis VRIO, Porter’s Five Forces, AQCD test, Matriks IFE-EFE, IE, SWOT, dan QSPM. Hasil analisis menunjukkan PT XYZ memiliki kekuatan internal yang kuat dengan kemampuan merespons peluang dan ancaman eksternal secara efektif, sehingga menempatkan perusahaan pada Kuadran IV yakni strategi grow and build. Analisis menghasilkan sepuluh alternatif strategi intensif dan integratif. Adapun tiga rekomendasi strategi prioritas utama adalah (1) memperluas integrasi ke hulu melalui kemitraan eksklusif dengan komunitas hutan adat dan hutan masyarakat, (2) memodernisasi teknologi produksi, (3) penguatan penetrasi pasar Asia secara intensif melalui peningkatan volume ekspor. Implikasi manajerial mencakup pemetaan supply chain, pengurangan biaya inefisiensi dan membentuk sistem supplier relationship.

PT XYZ is a natural gum copal exporter facing challenges in raw material supply chain, limited production technology, and suboptimal global marketing reach. The objectives of this study are to analyze internal and external factors, identify alternative strategies, and determine the priority strategies. The methods used include VRIO analysis, Porter's Five Forces, AQCD test, IFE-EFE Matrix, IE, SWOT, and QSPM. The results of the analysis indicate that PT XYZ has strong internal strengths with the ability to respond effectively to external opportunities and threats, thus placing the company in Quadrant IV, namely the grow and build strategy. The analysis resulted in ten alternative intensive and integrative strategies. The three main priority strategy recommendations are (1) expanding upstream integration through exclusive partnerships with indigenous forest communities and community forests, (2) modernizing production technology, (3) strengthening intensive penetration of the Asian market through increasing export volume. Managerial implications include supply chain mapping, reducing inefficiency costs, and establishing a supplier relationship system.