Strategi Pengembangan Bisnis Air Minum Isi Ulang Surya Water

Abstract

Industri air minum isi ulang di Indonesia terus berkembang seiring meningkatnya penggunaan air minum isi ulang sebagai sumber air minum utama rumah tangga. Pertumbuhan pasar tersebut diikuti oleh bertambahnya jumlah depot air minum isi ulang yang memperketat persaingan dan menuntut perusahaan memiliki keunggulan bersaing yang berkelanjutan. Surya Water sebagai salah satu pelaku usaha di Kabupaten Bogor memiliki keunggulan berupa kepemilikan sumber mata air sendiri, namun belum mampu mengoptimalkan potensi tersebut menjadi kinerja pasar yang lebih baik. Penurunan volume penjualan di tengah pertumbuhan industri serta keterbatasan sumber daya manusia dan pemanfaatan teknologi menunjukkan perlunya strategi pengembangan bisnis untuk meningkatkan daya saing dan memperkuat posisi perusahaan dalam menghadapi dinamika persaingan industri. Penelitian ini bertujuan untuk menganalisis faktor internal dan eksternal yang memengaruhi pengembangan bisnis Surya Water, merumuskan alternatif strategi pengembangan bisnis, serta menentukan strategi prioritas yang paling tepat untuk diterapkan. Penelitian menggunakan metode campuran (mixed methods) melalui wawancara, kuesioner, dan kajian literatur. Analisis dilakukan menggunakan Value Chain, Porter's Five Forces, Matriks IFE, EFE, IE, SWOT, dan Quantitative Strategic Planning Matrix (QSPM) untuk merumuskan serta menentukan strategi prioritas perusahaan. Hasil penelitian menunjukkan bahwa Surya Water memiliki peluang pertumbuhan yang besar seiring meningkatnya permintaan air minum isi ulang dan semakin luasnya pemanfaatan pemasaran digital. Namun, perusahaan masih menghadapi tantangan internal berupa belum optimalnya promosi, pemanfaatan teknologi, dan pengembangan sumber daya manusia di tengah tingginya intensitas persaingan industri. Posisi perusahaan pada Sel I (Grow and Build) Matriks IE menunjukkan bahwa strategi pertumbuhan tetap menjadi pilihan yang relevan melalui penguatan kapabilitas internal dan pemanfaatan peluang pasar. Berdasarkan hasil QSPM, strategi prioritas yang direkomendasikan meliputi peningkatan penetrasi pasar melalui digital marketing dan penguatan branding, diferensiasi produk berbasis kualitas air dari sumber mata air alami, serta perluasan distribusi dan layanan antar. Implementasi strategi tersebut didukung oleh optimalisasi digitalisasi operasional dan peningkatan kualitas sumber daya manusia untuk memperkuat daya saing perusahaan. Strategi ini diharapkan mampu meningkatkan pangsa pasar, memperkecil kesenjangan antara potensi sumber daya dan kinerja perusahaan, serta mendukung keberlanjutan bisnis Surya Water di tengah persaingan industri air minum isi ulang yang semakin kompetitif.

The refillable drinking water industry in Indonesia continues to grow in line with the increasing use of refillable drinking water as the primary source of drinking water for households. This market growth is accompanied by an increase in the number of refillable drinking water depots, intensifying competition and requiring companies to develop a sustainable competitive advantage. Surya Water, as a business player in Bogor Regency, has the advantage of owning its own spring water source, but has not been able to optimize this potential to improve market performance. Declining sales volume amidst industry growth and limited human resources and technology utilization indicate the need for a business development strategy to increase competitiveness and strengthen the company's position in the face of dynamic industry competition. This study aims to analyze internal and external factors influencing Surya Water's business development, formulate alternative business development strategies, and determine the most appropriate priority strategies to implement. The study used mixed methods through interviews, questionnaires, and a literature review. The analysis was conducted using the Value Chain, Porter's Five Forces, IFE, EFE, IE, SWOT, and Quantitative Strategic Planning Matrix (QSPM) to formulate and determine the company's priority strategies. The results indicate that Surya Water has significant growth opportunities due to the increasing demand for refillable drinking water and the increasing use of digital marketing. However, the company still faces internal challenges such as suboptimal promotion, technology utilization, and human resource development amidst intense industry competition. The company's position in Cell I (Grow and Build) of the IE Matrix indicates that a growth strategy remains a relevant option through strengthening internal capabilities and exploiting market opportunities. Based on the QSPM results, recommended priority strategies include increasing market penetration through digital marketing and branding, product differentiation based on water quality from natural springs, and expanding distribution and delivery services. Implementation of these strategies is supported by optimizing operational digitalization and improving the quality of human resources to strengthen the company's competitiveness. This strategy is expected to increase market share, narrow the gap between resource potential and company performance, and support Surya Water's business sustainability amidst the increasingly competitive refillable drinking water industry.