INTISARI

Penjualan Daihatsu di Indonesia mengalami pertumbuhan yang cukup

signifikan. Dalam tujuh tahun terakhir penjualan unit Daihatsu meningkat sekitar
456%, dari 35.717 unit di tahun 2006 menjadi 162.742 unit di tahun 2012. Salah
satu prestasi yang berhasil diraih Daihatsu pada tahun 2009 adalah keberhasilan
meningkatkan pangsa pasarnya di urutan kedua dengan perolehan pangsa pasar
sebesar 15,9%. Namun, mulai dari tahun 2009 market share Daihatsu terus
mengalami penurunan menjadi 14,7% di tahun 2012.

Tujuan penelitian ini adalah untuk mengevaluasi strategi kolaborasi

Daihatsu-Toyota dalam meningkatkan penjualan Daihatsu untuk mencapai
sustainable growth. Metode yang digunakan dalam analisis penelitian ini adalah
analisis kualitatif, yaitu dengan memberikan pandangan ataupun analisis terhadap
kondisi dan permasalahan yang dihadapi.

Key focus strategy (enhance quality & coverage of network, improve

quality of customer satisfaction, foster innovation at all level, achieved cost
leadership in total supply chain, fullfill required people and enhance competence
of people) menjadi kunci kesuksesan Daihatsu. Disamping itu, core value
(champion spirit, strive for excellence, teamwork, integrity, customer focus) juga
menjadi penunjang keberhasilan Daihatsu selama ini. Melihat tantangan yang
akan dihadapi Daihatsu ke depan dan melihat kesuksesan yang telah diraih
Daihatsu sejak tahun 2004, yang salah satu kontribusi terbesarnya adalah melalui
strategi kolaborasi yang dijalankan oleh Daihatsu-Toyota, maka dirasakan sangat
perlu untuk melanjutkan strategi kolaborasi tersebut.

Kata kunci : strategi kolaborasi Daihatsu-Toyota, key focus strategy, core value.

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 ABSTRACT

Sales of Daihatsu in Indonesia experienced significant growth. In the last

seven years Daihatsu unit sales increased by approximately 456%, from 35.717
units in 2006 to 162.742 units in 2012. One of the accomplishments that were
achieved by Daihatsu in 2009 is increasing its market share and reach the second
rank in Automotive with a gain of 15.9% market share. However, starting from
the year 2009 Daihatsu market share has declined to 14.7% in 2012.

The purpose of this study is to evaluate the Daihatsu-Toyota’s

collaboration strategy in order to increase sales of Daihatsu and achieve
sustainable growth. The method used in this study is the qualitative analysis, by
providing a view or an analysis of the current conditions and problems.

Key focus strategy (Enhance quality and coverage of the network, improve
quality of customer satisfaction, foster innovation at all levels, Achieved cost
leadership in the total supply chain, people and Enhance fullfill required
competence of people) are Daihatsu key to success. In addition, the core value
(champion spirit, strive for excellence, teamwork, integrity, customer focus) is
also supporting the success of Daihatsu during this time. Looking at the
challenges that will be facing by Daihatsu ahead and see the success that has been
achieved by Daihatsu since 2004, which is one of the biggest contributions is
through collaborative strategies undertaken by Daihatsu-Toyota, continuing the
collaboration strategy is necessary to be considered.

Keywords : Daihatsu-Toyota collaboration strategy, key focus strategy, core

values

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