EVALUASI STRATEGI BERBASIS VALUE CHAIN ANALYSIS DALAM MEWUJUDKAN COMPETITIVE ADVANTAGE: STUDI KASUS PADA UD XYZ

doi:10.29062/mahardika.v20i3.406

DOI:

https://doi.org/10.29062/mahardika.v20i3.406

Keywords:

competitive advantage, value chain, differentiation, cost leadership

Abstract

to the environment. As happened to UD. XYZ, over the time, sales from UD. XYZ has decreased, and shows a decline in the company's competitive advantage, due to the emergence of new competitors in the brick industry and the decline in people's purchasing power in the property industry because of the Covid-19. This study uses a qualitative approach, interpretivism which will discuss the performance evaluation of the strategy conducted by UD. XYZ through value chain analysis to increase the company's competitive advantage. The value chain analysis used will be adjusted to the value chain framework based on Michael E. Porter theory which consists of primary activities and support activities to assess the company's competitive position in the industry and determine the right strategy whether differentiation strategy or cost leadership strategy to increase competitive advantage.

Keywords: competitive advantage, value chain, differentiation, cost leadership

Abstrak - Perkembangan globalisasi yang begitu pesat, mengharuskan perusahaan untuk berkembang dan menyesuaikan diri dengan lingkungan saat ini. Seperti yang terjadi pada UD. XYZ, seiring dengan berjalannya waktu, penjualan dari UD. XYZ ini mengalami penurunan, begitu pula dengan keunggulan bersaing perusahaan yang juga menurun, akibat munculnya pesaing baru dalam industri bata dan penurunan daya beli masyarakat di industri properti sebagai respon dari pandemi Covid19. Penelitian kali ini menggunakan pendekatan kualitatif interpretivism yang akan membahas tentang evaluasi kinerja strategi yang ditetapkan oleh UD. XYZ melalui analisis value chain untuk meningkatkan competitive advantage perusahaan. Analisis value chain yang digunakan akan disesuaikan dengan framework value chain berdasarkan teori Michael E. Porter yang terdiri dari primary activities dan support activities untuk menilai posisi persaingan perusahaan di industri, dan menentukan strategi yang tepat, baik strategi diferensiasi maupun strategi keunggulan biaya.

Kata Kunci: competitive advantage, value chain, diferensiasi, keunggulan biaya

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