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CHAPTER 8

CORPORATE STRATEGY
DIVERSIFICATION AND THE MULTI-BUSINESS COMPANY
BRINALLOY YULI ISMASARI | 13/360505/PEK/19022
Chapter Summary
Strategi tingat !r"!rat #i#e$ni%ian %e&agai r'ang (ing'"
in#'%tri #an "a%ar #i)ana !rgani%a%i &er%aing #a(a) ranga
)en*a"ai t'+'an !rgani%a%i, Unt' )e(a'an %trategi #i-er%i$a%i.
%e*ara e%e('r'/an %trategi !r"!rat &era#a #i top-level-
management #an )e(i&atan e)"at !"%i 0ait'1
1, Menent'an in#'%tri &ar' 0ang aan )e)&erian
e%e)"atan #an )e)'t'%an &agai)ana *ara 'nt'
)e)a%'i in#'%tri ter%e&'t,
2, Menge+ar "e('ang 'nt' )eningatan /'&'ngan rantai ni(ai
(inta% &i%ni% #an )en+a#iann0a %e&agai e'ngg'(an
!)"etiti2,
3, Meneta"an "ri!rita% in-e%ta%i #an )engera/an %')&er
#a0a "er'%a/aan e #a(a) 'nit &i%ni% 0ang "a(ing )enari
#an )eng'nt'ngan,
3, Me)'(ai tin#aan 'nt' )eningatan iner+a ga&'ngan #ari
!(e%i !r"!ra%i &i%ni%,
Se&'a/ "er'%a/aan /ar'% )e)"erti)&angan %trategi
#i-er%i$a%i etia1
Aan )e)"er('a% e &i%ni% 0ang &eraitan #engan
"enge)&angan ten!(gi #an "r!#' g'na )e(enga"i a"a
0ang te(a/ #i)i(ii,
S')&er #a0a #an e)a)"'an "er'%a/aan #a"at #ig'naan
%e&agai a%%et &er/arga 'nt' &i%ni% (ainn0a,
Saat &ia0a #a"at #i'rangi #engan &er&agi (inta% &i%ni% ata'
"enga(i/an %')&er #ata #an e)a)"'an,
Mentran%2er na)a )ere 0ang te(a/ 'at 'nt' "r!#'4
"r!#' &i%ni% %e&e(')n0a aan )e)&ant' )enaian
"en+'a(an #an e'nt'ngan #ari &i%ni%4&i%ni% (ainn0a,
Strategi #i-er%i$a%i &ert'+'an 'nt' )e)&an#ingan iner+a
)e(a('i %inergi antara "er'%a/aan, Mi%a(n0a a"a&i(a "er'%a/aan A
)e)&e(i "er'%a/aan #a(a) in#'%tri (ain. e'nt'ngan "er'%a/aan A
#an B a#a(a/ ti#a (e&i/ &e%ar #ari a"a 0ang &i%a #i#a"at !(e/
)a%ing4)a%ing "er'%a/aan ata' #a"at #iataan "er'%a/aan
ter%e&'t ti#a &er%inergi, Na)'n a"a&i(a "er'%a/aan A )e)&e(i
"er'%a/aan 5 #engan in#'%tri 0ang &er&e#a #an )en#a"atan
e'nt'ngan 0ang (e&i/ &e%ar #ari a"a 0ang &i%a #i#a"at !(e/ %etia"
"er'%a/aan )aa iner+a "er'%a/aan te(a/ &er%inergi,
A#a (a%i$a%i "en#eatan 'nt' )e)'(ai %trategi #i-er%i$a%i
e &i%ni% &ar' antara (ain a'i%i%i. start up. #an joint venture,
Ma%ing4)a%ing tent' )e)i(ii e'rangan #an e(e&i/an na)'n
&i%a #itent'an %e%'ai #engan e&'t'/an "er'%a/aan,
6i-er%i$a%i &er'%a/a 'nt' )e)"er('a% r'ang (ing'"
egiatan #engan &ergera )en+a'/ #ari "r!#' #an "a%ar %aat ini
#an )en+a#i "r!#' &ar' #an +'ga "a%ar &ar' #engan tingat &e%ar
ri%i! 0ang #i%e&ar, 7er#a"at tiga +a(an 0ang &i%a #i"i(i/ 'nt'
)e(a'an %trategi #i-er%i$a%i. 0ait'1
1, 6i-er%i$a%i &i%ni% terait8)enga*' )a%' e in#'%tri
#i)ana )a%i/ a#a &e&era"a /'&'ngan #engan rantai ni(ai
!rgania%a%i, 7'+'ann0a a#a(a/ 'nt' )e)i(i/ %e&'a/ in#'%tri
#i)ana teta" *!*! #an #eat #engan %')&er #a0a #an
e)a)"'an 0ang )en0e#iaan e'ngg'(an !)"etiti2
%e/ingga )eng/a%i(an %inergi,
2, 6i-er%i$a%i &i%ni% ti#a terait8)enga*' "a#a %it'a%i
#i)ana %e&'a/ !rgani%a%i &ergera )en+a#i in#'%tri 0ang
%a)a %ea(i ti#a terait )engenai rantai ni(ai #an e&'t'/an
%')&er #a0a,
3, K!)&ina%i &i%ni% terait #an ti#a terait8"engg'naan
!)&ina%i %trategi #i-er%i$a%i &i%ni% terait4ti#a terait
)e)i(ii #a0a tari tertent' &agi "er'%a/aan #engan
*a)"'ran a%%et &er/arga 0ang )e)i(ii ni(ai !)"etiti2.
)en*a'" %"e*tr') #ari ')') )en+a#i %')&er #a0a #an
e)a)"'an /'%'%,
Per'%a/aan 0ang )e(a'an %trategi #i-er%i$a%i "a#a &i%ni%
terait aan )e)'nginan )'n*'(n0a %trategi $t. #i)ana a#a
"a#a %etia" %at' ata' (e&i/ ati-ita% 0ang )er'"aan rantai ni(ai
#ari &i%ni% &er&e#a *''" )iri" 'nt' )en0a+ian "e('ang #a(a)
&er&agi (inta%4&i%ni% ata' )entran%2er %')&er #a0a #an
e)a)"'an 0ang )e)'nginan 'nt' )en#!r!ng ati-ita%
ter%e&'t, A#a"'n "e('ang 0ang )'n*'( #ari %trategi $t ini antara
(ain1
Pe)an2aatan "engg'naan ')') #ari na)a )ere 0ang
terena(,
Ber&agi %')&er in2!r)a%i 0ang )en#''ng %e%'ai #engan
ati-ita% rantai ni(ai #a(a) &i%ni%
Mentran%2er ea/(ian /'%'%. "engeta/'an "engg'naan
ten!(!gi. ata' %')&er #a0a #an e)a)"'an #ari %at' &i%ni%
e &i%ni% (ainn0a,
Pe)&agian &ia0a antara "er'%a/aan #engan )engga&'ngan
egiatan 0ang terait "a#a rantai ni(ai e #a(a) %at' !"era%i,
R'ang (ing'" e!n!)i 'nt' )e(a'an !n-er%i %trategi $t
)en+a#i e'ngg'(an !)"etiti2 "er'%a/aan1
Mentran%2er etera)"i(an /'%'% #an ')') #an/ata'
"engeta/'an
Mengga&'ngan egiatan rantai ni(ai 0ang terait 'nt'
)en*a"ai &ia0a 0ang (e&i/ ren#a/
Me)an2aatan %')&er #a0a #an na)a )ere %e&agai
#i2eren%ia%i
Mengg'nan !(a&!ra%i (inta%4&i%ni% #an &er&agai
"engeta/'an,
7i#a a#a %e%'at' 0ang #a"at )eng/a(angi "er'%a/aan #a(a)
)e(a'an #i-er%i$a%i. &ai &i%ni% 0ang &er/'&'ngan )a'"'n
0ang ti#a, A#a"'n %tr't'r #ari !)&ina%i "er'%a/aan 0ang
)e(a'an #i-er%i$a%i &i%ni% terait #an ti#a terait antara (ain1
1, 6!)inan &i%ni%8"er'%a/aan inti &er+')(a/ 50490: #ari
+')a/ t!ta( "en#a"atan #an )eng!(e%i '%a/a4'%a/a e*i(
0ang ti#a terait #engan "er'%a/aan 'nt' )en#!r!ng
"er/it'ngan %i%a "er'%a/aan,
2, 6i-er%i$a%i %e)"it8ter#iri #ari &i%ni% terait ata' &e&era"a
&i%ni% ti#a terait ;#'a %a)"ai (i)a<,
3, 6i-er%i$a%i ('a%8)e)i(ii !(e%i ('a% #ari &i%ni% terait.
&i%ni% ti#a terait ata' *a)"'ran e#'an0a,
3, M'(ti &i%ni%8)e)i(ii "!rt!2!(i! &i%ni% 0ang ter#iri #ari
&e&era"a e(!)"! &i%ni% terait #an ti#a terait,
Ana(i%i% %trategi% "er'%a/aan #i-er%i$a%i #i&ang'n #i ata%
!n%e" #an )et!#e 0ang #ig'naan "a#a &i%ni% t'ngga(, 7eta"i a#a
&e&era"a a%"e ta)&a/an 0ang #ig'naan 'nt'
)e)"erti)&angan #an &e&era"a a(at ana(i%i% &ar' 'nt'
)eng'a%ai "a%ar, Pr!%e#'r 'nt' )enge-a('a%i e(e&i/an #an
e'rangan #ari %trategi "er'%a/aan 0ang ter#i-er%i$a%i %erta
)e)'t'%an tin#aan a"a 0ang /ar'% #ia)&i( 'nt' )eningatan
iner+a "er'%a/aan )e(i&atan ena) (anga/. 0ait'1
1, Peni(aian #a0a tari "er'%a/aan 0ang te(a/ ter#i-er%i$a%i e
in#'%tri. &ai %e*ara in#i-i#'a( )a'"'n %e&agai e(!)"!
"er'%a/aan,
2, Peni(aian e'atan !)"etiti2 'nit '%a/a "er'%a/aan #a(a)
in#'t%ri #i a(angan )a%ing4)a%ing,
3, Menge-a('a%i %e+a'/ )ana (inta% &i%ni% *!*! 'nt' ni(ai
%trategi% #i %e"an+ang rantai #ari &er&agai 'nit '%a/a
"er'%a/aan,
3, Me)eri%a a"aa/ %')&er #a0a "er'%a/aan %e%'ai #engan
"er%0aratan (ine'" &i%ni% %e"erti %aat ini,
5, Per!%"e "eringat iner+a &i%ni% ter%e&'t #ari 0ang ter&ai
/ingga ter&'r' #an )enent'an "ri!rita% 'nt'
)enga(!a%ian %')&er #a0a #an e)a)"'an,
6, Men*i"taan (anga/4(anga/ %trategi% 'nt' )eningatan
iner+a "er'%a/aan,
Pertan0aan
1, Strategi #i-er%i$a%i )anaa/ 0ang (e&i/ &ai 'nt' #i(a'an
!(e/ "er'%a/aan. a"aa/ &i%ni% terait ata' ti#a terait=
2, A"a&i(a "er'%a/aan )e(a'an #i-er%i$a%i terait ata' ti#a
terait )en+a#i )'(ti4&i%ni%. &'ana/ aan )e)&'at
"er'%a/aan ter%e&'t )en+a#i &ia% #a(a) %egi !n%entra%i
&i%ni%=
3, A"aa/ %trategi #i-er%i$a%i aan &er'+'ng "a#a "er>'+'#an
"a%ar )!n!"!(i=
3, 6i%ne0 )er'"aan %e&'a/ "er'%a/an 0ang )enge)&angan
&i%ni% entertainment, Se"erti. 6i%ne0(an#. $() ani)a%i. %t'#i!
$(). #an (ain4(ain, 7eta"i etia "er'%a/aan )'(ai
)enge)&angan &i%ni% e #a(a) &i%ni% property. a"aa/
6i%ne0 #i%e&'t %e&agai "er'%a/aan 0ang )en+a(anan &i%ni%
ti#a terait ata' &i%ni% !)&ina%i=
5, 6a(a) %i('% /i#'" "er'%a/aan. a"aa/ %trategi #i-er%i$a%i
ini #i(a'an %aat na)a "er'%a/aan te(a/ #a(a) ta/a"
mature= Ata' &i%a #a(a) ta/a" )ana"'n=