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Abstract:
Background – The Service
Level Agreement (SLA) for internal maintenance & fabrication services has
not been fulfilled due to the lack of optimal synergy between functions that
are still separated. Revenue targets from external maintenance &
fabrication services have also not been met because HPP is unable to compete
with other companies. Ineffective and efficient HR factors have made several
external project targets missed. optimize resources and maximize company value.
Objective – To analyze
and evaluate the role of the JPP Business Development Strategy into a Business
Unit Strategy (SBU) using a SWOT analysis perspective in order to improve the
Service Level Agreement (SLA) so as to optimize the synergy of internal and
external fabrication services within the Pupuk Indonesia environment.
Design / methodology / approach – In the
opinion of Hashemnezhad (2015) qualitative research is concise and practical
because in the study the researcher frees the informant or resource person to
tell stories freely and interacts with the experiences experienced by the
informants to the researchers, thereby creating a sense of comfort for the
informants towards the researchers. The purpose of a study will determine how
the research paradigm is, the paradigm itself is how the is able to position
and proposition his research to be able to achieve the assumptions and truths
of the science researcher that the researcher wants to achieve (Kamayanti ,
2016 ).
Findings – The results
of the SWOT analysis show that the business development strategy of JPP to
become an SBU of PT. PG is located in quadrant I. This shows that a suitable
strategy for developing a business is an aggressive strategy. This means that
the right strategy is the SO strategy, with the strengths and opportunities
possessed by JPP to become an SBU will support an aggressive strategy.
Research implication – It is hoped that
the JPP Management can pay more attention and focus on the vision and mission
that has been created so as to make the achievement of the initial goals
created by JPP. In this way, it can provide continuity and be able to win the
competition with competitors and it is also hoped that the JPP management can
expand the network for the benefit of controlling the area or area that becomes
a niche market. Because by expanding the network of partners will make JPP
stronger and increase additional turnover outside of PT. PG.
Limitations Of Research – The results of
this study can be used as comparison materials and references for research, and
as consideration for further deepening further research by using additional
variables in influencing business development strategies, to become a business
unit strategy whose final result aims to increase revenue turnover of a factory
service PT. PG.
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