STRATEGI KORPORASI PT. LEN INDUSTRI DIDALAMMEMASUKI BIDANG USAHA BARU PRODUK

ELEKTRONIKA - BARANG KONSUMER(Suatu pendekatan "Berbasis Sumberdaya" dalam

pengembangan Strategy Korporasi)

Abstrak

PT. Len Industri adalah satu Anak Perusahaan dari Kelompok IndustriStrategis yang mengemban missi pokok Industri Strategis , yakni :

1. Memupuk Keuntungan dari kegiatan usahanya.2. Penguasaan Teknologi dalam rangka memberikan kontribusi kepada

peningkatan kemampuan infrastruktur Industri nasional danKemandirian Pertahanan Keamanan Nasional.

Latar belakang misi didalam pendirian Badan Usaha sebagaimanadiatas, menjelaskan bagaimana LEN yang semula berbentuk sebuahLembaga Penelitian dibawah LIPI, pada tahun 1990 didirikan menjadisebuah Persero.

Latar Belakang historis ini pula yang memberikan warna kuat padapilihan Bidang Usaha, Struktur Industri serta berbagai Resources yangdimiliki pada saat pendiriannya, dan selanjutnya mengalamipengembangan-pengembangan dalam perjalanan waktu sejak pendiriansampai sekarang.

Beberapa karakteristik dominan yang merupakan Citra Umum atas diriPT.LEN dewasa ini adalah :• PT.LEN bergerak dalam bidang usaha Professional Electronic.• PT.LEN mempunyai kekuatan pada cukup besarnya Tenaga

Electronic Engineer yang terbiasa bergerak dalam bidang Researchand Development, disamping dimilikinya pula fasilitas danPeralatan

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Industri Electronika yang cukup memadai, walaupun dalam Skalayang tidak terlalu besar. (Bukan untuk mass production ).

• Pasar dari bidang usaha ini pada umumnya adalah BadanPemerintah, dan berbentuk Proyek Pembangunan InfrastrukturTelekomunikasi dan Elektronik.

Dalam rangka usaha mencari bidang kegiatan-usaha yang tidakmenggantungkan diri pada Pembeli Tunggal – Pemerintah , maka sejak1998 PT. LEN mengembangkan lini usaha baru yakni: "ElectronicConsumer - Goods" dalam bentuk beberapa Peralatan Tenaga surya,seperti misalnya Lampu Petromaks listrik / Tenaga Surya , LampuNelayan Bawah Air (listrik/ Tenaga Surya), Lampu Perahu TenagaSurya ( Solar Boat System ), System-Pencahayaan Rumah TenagaSurya (Solar House System) dan Lampu-Penerangan Jalan TenagaSurya.

Pokok Permasalahan yang dibahas dalam Karya Akhir ini, adalah untukmelakukan pengkajian atas langkah strategis yang telah diambil olehPT.LEN dengan memasuki bidang usaha baru dari latar belakangpengalaman Usaha dibidang "Profesional Electronic" ke dalam bidangyang relatif baru bagi PT.LEN yakni, bidang "Consumer Goods" .

Dua Bidang Usaha yang jauh berbeda , dalam :• Struktur dan Tingkah Laku Pasar, Pola Distribusi, Consumer

behavior, dan lain lain varible pasar.• Manajemen Pemasaran dan Penjualan.• Applikasi Teknologi (Electronik).• Pengelolaan Corporate Resources yang diperlukan, dll.

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Dari hasil Analisa dan pembahasan yang menggunakan pendekatan "Berbasis sumber daya " pada pengembangan Strategi Korporasi,diharapkan akan dapat di identifisir berbagai Sumber daya dalamPerusahaan yang harus dimiliki oleh PT. LEN untuk dapat berhasilmeningkatkan pertumbuhan Usahanya; baik dalam bentuk Tangible –Intangible assets, Organizational Capabilities maupun Stock Vs Flowsof Assets & Capabilities yang dimiliki perusahaan.

Beberapa issue mengenai structure, systems dan Processes akandisinggung serba sedikit - sejauh dibutuhkan sebagai prasyarat bagikeberhasilan implementasi dari Strategi Korporasi yang dikembangkandiatas.

Dari pembahasan ini, diharapkan akan dapat menjadi saran danrekomendasi bagi PT.LEN untuk memperkuat kemampuan /kompetensi Perusahaan didalam memasuki bidang usaha barunya.

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ABSTRACT

As one Operating Company of BPIS, a State Owned Strategic industriesHolding Company, PT.LEN – Industries is an Electronic Engineeringand Manufacrturing Company.

It's Company mission, as typically a kind of Indonesian State ownedenterprise, are twofolds :

1. Profit Making to maximize shareholder wealth.2. Mastering the Techonology in order, to support the national

capability in building its Industrial - infrastructures and to haveself reliance in National defence .

Converted from - former R & D Institution – dealing with electronic,under LIPI - National Science and Technology Institution , PT. LENwas established as a Company / Business entitiy by 1990.

As a company with that R & D back ground, PT. LEN developedvarious "Professional Electronic products " based on its ownedengineering and design , such as Power electronic, Electronic Controlsystem, Transmission and broadcasting system, Military Electronic andElectronic Component .

Some dominant characterictic of this Company, which built its imageamong the Industries community, are :

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• PT.LEN is involved in the profesional electronic business area• It has quiet ample engineering and design capability in

Microelectronic, good experience in product development and, ithas Engineering - laboratory and production facilities , to launchnewly developed products to the market.Anyhow, all those facilities are considered " relatively small " inglobal business perpective .

• Its Customers , for the professional ellectronic products, are mostlyGovernment institutions, such as the Ministery of Transport andCommunication, the former Ministery of Information ( for theGovernment Radio and TV Broadcasting Agency ) , the NationalRailways company etc, which its funding and budgetary system aretypically beurocratical type – based on Annual Government budget.

To be more Commercial company ( which does not depend ongovernment – single market) , on 1998 PT. LEN launched a completelydifferent — new products , ie , " the Electronic — Consumer goods " ,which cover several "Solar - based lighting system , such as SolarHouse lighting system , Outdoor Solar Lighting system, Fishing Solarbased lighting system , Camp-Solar lighting system,etc.

Beside , PT.LEN has also launched several " Solar / electrical –powered vehicle" such as Golf Cart , and electrical bike .

Observing this sudden change , from one Hi – technology proffesionalgoods industries , into a very simple / low technology consumer goodsbusiness

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area , the writter was intrigued to make a small research in thisCompany, to try to understand - wether this business strategicdecission, has been done after considering comprehensivelly allconsequences might come from these two completely differentbusiness nature.

The market structures, market customer behavior, technologycompetencies, marketing network , marketing and sales managementsystem of these two business, are completely different one to eachother. Each require different resources and competencies .

In this paper, the writter made short study and discussions, using the "resource based approach – Corporate strategy assessement " in PT.LEN in Bandung.

From this Resource based approach assessement, the writter has thehope to be able to identify key competencies, key resources tangible orintangible assets, Skills and organizational capabilites , required to bemastered and owned by the company , in order to win the competitonin that industry .

In this paper, some issues on Business / Competition , resourcerequirements and its " Competition — resource startegic fitrequirements " will be intensivelly discussed in order to see the degreeof Competitive advantages achieved by the company .And there will be some small discussion on Organization – structure –systems and processes, too, so far as it relates to the required strategic– fitness with the business and resource conditions.

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As Collis and Montgomery said, with these overall strategic fits amongBusiness – resource – Structure, system and processes of the thecompany, they will lead the company , to achieve Corporate advantage, to be a strong – solid competitive business organization .

From this study , the writter hope that it could become a good feed backand contribution to the management of PT. LEN for its continuesimprovements .

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