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Strategic Vision Starbuck

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PERKEMBANGAN INDUSTRI RITEL DI INDONESIA
Awal tahun 1980-an sektor ritel di Jakarta lebih didominasi oleh pasar – pasar tradisional, ruko, dan toko didukung pula oleh kondisi ekonomi pada saat itu memang cukup baik. Namun untuk pusat perbelanjaan di Jakarta, pada saat itu hanya terdapat Gajah Mada Plaza dan Ratu Plaza. Karena masih jarangnya pusat perbelanjaan yang ada , maka kedua tempat tersebut memang menjadi tempat favorit warga Jakarta, dan itu membuat kedua tempat ini menikmati masa kejayaannya pada masa itu.
Pada era itu pertumbuhan ekonomi memang cukup tinggi akibat deregulasi perbankan dan ditambah dengan meningkatnya kemakmuran masyarakat, hal inilah yang menyebabkan pembangunan pusat perbelanjaan berkembang pesat.
Awal tahun 1990-an barulah muncul pusat perbelanjaan seperti Plaza Indonesia dan Plaza Senayan ( 1995 ), keduanya merupakan pusat perbelanjaan bersifat regional dimana mereka memiliki luas area lebih dari 40.000 m2 dan terdiri atas satu atau dua took serba ada ( department store ). Setelah kedua pusat perbelanjaan ini muncul, barulah disusul oleh jenis pusat perbelanjaan neighbourhood dan community yang bermunculan di daerah perumahan yang sudah mapan, seperti Mal Pondok Indah, dan disepanjang jalan raya yang cukup ramai, seperti Mal Taman Anggrek.
ANALISIS INDUSTRI MENGGUNAKAN 5 FORCES FACTOR : 1. ANCAMAN PENDATANG BARU
Dalam industri ritel ini, khususnya untuk pusat perbelanjaan kelas premium bersifat “ketat”, dimana sekarang ini sudah mulai didominasi oleh pendatang baru yang memiliki kekuatan dalam hal inovasi dan teknologi. Untuk masuk dalam industri ini memang membutuhkan investasi yang lumayan besar, mulai dari ratusan milliar hingga trilliunan rupiah. Pada tahun 2006 – 2009 diproyeksikan akan mengalami pertumbuhan pasokan yang cukup signifikan. Hal ini diungkapkan oleh sebuah lembaga riset dan konsultan property, Coldwell Banker Commercial ( CBC ) Indonesia. Khususnya di Jakarta untuk 3 tahun dan beberapa tahun mendatang, pasokan area sector ritel di Jakarta akan mencapai 1,4 juta m2. Populasi penduduk Indonesia yang didukung dengan pola belanja konsumen yang juga terus meningkat secara signifikan telah mendorong bermunculannya pusat perbelanjaan baru di era – era pasca krisis. Selanjutnya tingginya tingkat hunian ( high occupancy rate ) yang dinikmati pusat perbelanjaan kelas elite dengan sistem leased mall merupakan fakor utama yang juga mendorong tingginya pertumbuhan sektor ritel ini, sehingga sekarang ini bermunculan pusat perbelanjaan baru dengan berbagai diferensiasi untuk meraup peluang pasar dalam industri ini walaupun investasi dalam bidang ini cukupa mahal. Setelah pemerintah mengesahkan Asia Free Trade dan kebijakan pengenaan biaya pajak yang diperkecil untuk produk – produk impor, yang bertujuan untuk memancing para investor asing untuk menanamkan modal mereka di Indonesia serta merangsang masuknya produk – produk elit dari berbagai Negara luar untuk memasarkan produknya di Indonesia. Plaza Indonesia sejak awal masuk di Jakarta memang lansung banyak menarik minat pasar yang luar biasa. Dengan konsep pusat perbelanjaan yang mewah karena didalamnya terdapat brand – brand asing yang sudah terkenal berada disana. Selain itu juga Plaza Indonesia menyediakan Hotel mewah yang berada tepat di belakangnya yang bernama Grand Hyatt Jakarta. Hotel ini juga termasuk hotel mewah yang memang dikhususkan untuk kalangan – kalangan premium saja. Lalu Plaza Indonesia juga menyediakan EX sebagai pusat entertainmentnya, dimana disana diisi oleh brand – brand dalam industri hiburan, kuliner dan juga fashion.

2. KEKUATAN TAWAR – MENAWAR PEMASOK
Kekuatan tawar menawar dari pemasok bersifat “sedang”, karena adanya ketergantungan dari posisi tawar menawar antara Plaza Indonesia dan Supplier begitu sebaliknya. Pusat perbelanjaan Plaza Indonesia memiliki luas 62.747m2, dengan 42.000 m2 yang disewakan , kurang lebih 300 toko, 4 lantai pertokoan, dam 3 lantai parkir bawah tanah. Tingkat hunian rata – rata disana adalah 97,3 %, turun dari 98,10 % di masa sebelumnya dikarenakan masa penyiapan ( fitting out ) penyewa baru. Plaza Indonesia selalu berusaha menjadi early mover dalam industry ini, ini terlihat dari terdapatnya 24 1st Line Boutique baru yang ada di Plaza Indonesia yang merupakan boutique pertama di Indonesia, diantaranya : Yves Saint Laurent, Roger Dubuis, Lolita Lempicka, Furla, Cortina Watch, Sisley, Springfield, Elephant & Coral, Debenhams, Hermes dan Zara. Namun untuk harga sewa di Plaza Indonesia mengalami kenaikan mulai dari tahun 2004 mencapai US$ 44,68 dari US$ 43,34 pada tahun sebelumnya. Dibandingkan semua pusat perbelanjaan lain di dalam industry, Plaza Indonesia mengenakan tarif sewa tertinggi, jauh di atas rata – rata sewa industri.

3. KEKUATAN TAWAR – MENAWAR PEMBELI
Keuatan tawar menawar pembeli bersifat “Lemah” karena harga sudah di bandrol oleh supplier. Plaza Indonesia memang lebih menyasar kalangan kelas premium yang ada di Jakarta serta orang – orang asing yang sedang berada disini. Hal ini terlihat dari banayaknya pengunjung kelas menengah atas yang berusia dewasa. Namun dengan dihadirkannya EX dengan diferensiasi yang lain dengan Plaza Indonesia, ini membuat mereka juga membidik segmen menengah ke atas dari kalangan eksekutif muda yang sebelumnya tidak tergarap oleh Plaza Indonesia. 4. ANCAMAN PRODUK SUBTITUSI
Ancaman dari produk pengganti “cukup kuat” karena hadirnya industri ritel modern berupa pasar tradisional, dan toko tradisional. Pada awalnya Plaza Indonesia memang sempat mengalami ancaman serius dari pendatang setelahnya yaitu Plaza Senayan, dimana pada saat itu Plaza Senayan lebih menawarkan tidak hanya sebuah konsep pusat perbelanjaan namun juga tersedia fasilitas berbagai kuliner dan tempat santai yang tidak dimiliki Plaza Indonesia. Hal itu membuat Plaza Indonesia banyak kehilangan pengunjung mereka dari kalangan muda. Tapi masalah ini coba ditepis oleh Plaza Indonesia dengan menghadirkan EX yang menawarkan perpaduan konsep hiburan, kuliner dan fashion, sehingga bias merebut kembali pasar mereka yang hilang. Namun di era saat ini ancaman dari berbagai pendatang baru semakin berat, dimana sudah hadir sebuah mega proyek pusat perbelanjaan termegah di Indonesia yaitu Grand Indonesia. Grand Indonesia hadir dengan kekuatan financial yang begitu luar biasa, modal yang diinvestasikan sangat besar mencapai Trilliunan Rupiah. Konsep yang ditawarkan Grand Indonesia juga cukup berbeda, dimana terdapat gedung perkantoran yang megah dan Apartemen yang megah dan mewah juga. Selain itu begitu banyak brand – brand ternama dunia dihadirkan disini untuk memanjakan dan memuaskan pengunjung untuk berbelanja. 5. PERSAINGAN DALAM INDUSTRI
Persaingan yang dihadapi bisnis ritel khususnya Plaza Indonesia dapat dikatang “sangat kuat” dimana posisi Plaza Indonesia memang sedang menghadapi ancaman serius dengan masuknya pemain – pemain baru dalam sector ritel ini bagi kelas premium. Posisi utama yang sempat diduduki oleh Plaza Indonesia telah direbut oleh Plaza Senayan dan akan terus disaingi oleh pemain – pemain baru seperti Senayan City dan Grand Indonesia. Kondisi ini mulai membuat Plaza Indonesia mulai mengambil langkah – langkah strategis untuk memperbaiki kinerjanya.
Kehadiran Grand Indonesia yang posisinya berhadapan langsung dengan Plaza Indonesia di kawasan Bundaran HI betul – betul menjadi ancaman nyata yang dapat mempengaruhi profitabilitas dari Plaza Indonesia. Pihak Plaza Indonesia memang telah merespons dengan membuat proyek perluasan Plaza Indonesia. Plaza Indonesia telah melakukan perluasan area proyek menjadi 200.000 m2, yang terdiri atas area sewa perluasan pusat perbelanjaan sebesar 22.000 m2, menara perkantoran setinggi 47 lantai dengan luas 62.300 m2, serta apartemen Keraton dengan 48 lantai dan terdiri atas 88 apartemen eksklusif yang berada di atas area seluas 50.000 m2.

Analisis Lingkungan external Makro Industri Ritel Plaza Indonesia: 1. Faktor Politik dan Hukum
Faktor politik dan hukum Indonesia era 1990-1995 yang membaik membuat pengusaha industri ritel khusunya plaza indonesia mengembangkan sayapnya yaitu maret 1990 berdirinya Plaza Indonesia, 1991 berdirinya Grand Hyatt Jakarta sebuah hotel berbintang lima, dimana pertama kalinya menggabungkan antara hotel dengan Plaza Indonesia Shoping Center di Jakarta. Pada 1992 PT. Plaza Indonesia Realty, Tbk resmi menjadi perusahaan terbuka terdaftar di BEJ dan BES. 2. Faktor Ekonomi
Dengan ditetapkannya UU No.25 Tahun 1999 tentang perimbangan keuangna pusat dan daerah, diperkirakan akan terjadinya distribusi pendapatan yang lebih merata dibandingkan dengan tahun sebelumnya. Selain itu adanya peningkatan daya beli masyarakat dimana sekarang ini adanya “Dual Earning” dalam rumah tangga. 3. Faktor Demografi
Adanya peningkatan jumlah penduduk Indonesia. 4. Faktor Teknologi
Bagi industri Ritel Kuhusunya Plaza Indonesia, perkembangan tekhnoligi khusunya tekhnologi informasi dan komunikasi sangat berpengaruh dalam proses operasionalnya menjadi lebih efisien, cepat, dan seringkali murah. Keunggulan tekhnologi yang dipakai dengan menerapkan sistem Efficient Consumer Response (ECR) yang ditunjang dengan Electronic Data Interchange (EDI). 5. Faktor Sosial, Values, dan Lifestyles
Berkembangnya industri ritel era 1990 an sangat terkait erat dengan terjadinya perubahan perilaku konsumen yang disebabkan antara lain: a) Peningkatan penghasilan masyarakat b) Kebiasaan berbelanja secara harian, mingguan, dan bulanan yang berpindah-pindah sesuai dengan waktu dan kebutuhan serta keinginan konsumen. c) Berbelanja juga sudah menjadi sarana rekreasi keluarga d) Menginginkan kemudahan-kemudahan dan hal-hal khusus yang dikehendaki konsumen seperti harga yang murah dan program promosi.

Analisis Internal (Key Success Factors) 1. Lokasi Usaha
Plaza Indonesia berada di pusat jantung kota jakarta, strategis,ukuran lahan yang luas, megah, lahan parkir juga luas, lokasinya mudah dijangkau oleh semua kalangan dengan perkembangan sarana transportasi dan infrastruktur Indonesia yang mengalami perkembangan seperti adanya Bus Way yang menghubungkan daerah-daerah di Jakarta dengan sekali naik saja.

2. Tekhonolgi Canggih
Dapat digunakan sistem ECR (Efficient Consumer Response) dan sistem informasi yang canggih sehingga mudah untuk menjangkau masyarakat dan kebutuhan yang diperlukan dan dibangun untuk masyarakat. 3. Promosi Harga
Dengan memberlakukan diskon pada event-event tertentu seperti hari raya idul fitri, Natal, Tahun baru, dll. 4. Kelengkapan Produk dan Diferensiasi bisnis
Kelengkapan Produk berkelas menengah keatas dan bertambahnya supplier di Plaza Indonesia merupkan hal penting untuk mengguling pesaing. Di dukung dengan diferensiasi bisnis seperti adanya Grand Hyatt memudahkan penghuni hotel untuk berbelanja atau bersantai, rekrerasi gratis. 5. Produk-produk yang berkualitas dengan harga yang terjangkau dan services yang baik. 6. Pemanfaatan tekhnologi informasi dan komunikasi yang optimal terhadap produsen, distributor, dan customer supaya trend bisnis terus berinovasi untuk menghadapi pesaing. 7. Kemampuan modal yang kuat.

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