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"Lingkungan bisnis di Indonesia pasca krisis ekonomi (1998), bersifat sangat dinamis, mudah berubah dan penuh dengan ketidakpastian. Dengan demikian jika kita akan melakukan suatu kegiatan perencanaan, dibutuhkan suatu perangkat anal isis yang mampu mengakomodasi keadaan lingkungan yang sangat dinamis dan penuh ketidakpastian. Scenario Planning merupakan salah satu altematif perangkat analisa yang mampu mengakomodasi perubahan-perubahan keadaan lingkungan yang berubah dengan cepat dan penuh dengan ketidakpastian. Karya akhir ini mencoba merancang suatu marketing strategy pada PT Indopelita Aircraft Services (lAS) dengan menggunakan pendekatan scenario planning. PT lAS merupakan salah satu perusahaan bengkel perawatan pesawat yang cukup besar di Indonesia. Dengan status sebagai anak perusahaan dari BUMN terbesar di Indonesia, PT lAS mempunyai keinginan kuat untuk terus maju dan berkembang . Keinginan ini tidak salah, karena meskipun situasi ekonomi secara keseluruhan sedang lesu, tapi justru dibisnis industri penerbangan terjadi anomaly yang dipicu oleh deregulasi dibidang perizinan maskapai penerbangan baru, sehingga sejak tahun 1999 banyak muncul perusahaan penerbangan baru di Indonesia. Namun demikian, potensi pasar yang terbuka ternyata tidak diimbangi oleh kondisi internal perusahaan. Dari hasil analisis internal perusahaan, ditemukan banyak kelemahan yang seyogyanya dibenahi terlebih dahulu, sehingga pada akhimya perusahaan mempunyai kemampuan untuk menangkap peluang pasar yang masih terbuka. Hal lain yang juga perlu dipertimbangkan oleh PT lAS adalah, meskipun bisnis industry penerbangan saat ini tumbuh dan berkembang pesat, namun perlu pula dipertimbangkan kelangsungan hidup jangka panjangnya karena sifatnya yang anomali dibandingkan dengan kondisi ekonomi nasional. Untuk bisa membuat formulasi strategi dan rancangan marketing strategy yang tepat, penulis mencoba melakukannya dengan pendekatan model scenario planning. Model yang dipakai dalam perancangan skenarionya adalah model yang dikembangkan di Lembaga Management (LM) FEUI pada tahun 200 l. Setelah dilakukan kajian internal dan ekstemal yang komprehensif sebagai bahan input untuk masuk ke model, akhimya diperoleh suatu altematif situasi masa depan yang dinilai paling sesuai untuk PT lAS. Pada situasi ini "Grand Strategy" yang paling sesuai .untuk PT lAS dalam 3 tahun ke depan adalah "Stabilization", sedangkan strategi pemasaran yang disarankan adalah dengan melakukan "Market Development" dan "Market Penetration"."

"Penilaian kinerja pemeliharaan penting dilakukan karena pemeliharaan dianggap sebagai biaya terbesar. Pemeliharaan juga mengembalikan barang ke kinerjanya yang semula sehingga keberadaannya perlu dilakukan. Ada banyak tools dalam melakukan evaluasi terhadap kinerja pemeliharaan, salah satunya adalah dengan Maintenance Scorecard. Kombinasi antara Six Sigma dengan Maintenance Scorecard membantu menilai kinerja pemeliharaan dalam bentuk perhitungan DPMO dan sigma level serta membantu pemeliharaan agar menuju tujuan yang ingin dicapai. Six Sigma Maintenance Scorecard terbukti efektif dalam mengevaluasi kinerja pemeliharaan berdasarkan penelitian terdahulu. Six Sigma Maintenance Scorecard menggunakan Maintenance Key Performance Indicators British Standard. Terdapat 21 indikator yang relevan terhadap Perusahaan, namun hanya 9 indikator yang dimasukkan kedalam perhitungan pada penelitian ini karena keterbatasan. Hasil dari penelitian ini adalah pengukuran kinerja dengan Six Sigma Maintenance Scorecard sementara pada PT Indopelita Aircraft Services. Six Sigma Maintenance Scorecard masih bersifat sementara dikarenakan adanya indikator-indikator lain yang seharusnya turut dihitung. Selain itu, penelitian ini juga memberikan rekomendasi aspek yang perlu ditingkatkan serta saran untuk penelitian kedepannya dan PT Indopelita Aircraft Services.

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Maintenance performance assessment is important to be done because maintenance is still considered as the biggest cost. Maintenance turns thing into its best performance so it is necessary to do maintenance. There are many tools to evaluate maintenance performance, one of those is Maintenance Scorecard. Combination between Six Sigma and Maintenance Scorecard helps evaluating maintenance performance with the calculation of DPMO and sigma level. It also helps to obtain the desired purpose.

Six Sigma Maintenance Scorecard is proven to be an effective tool to evaluate maintenance performance according to previous research. Six Sigma Maintenance Scorecard uses Maintenance Key Performance Indicators British Standard. There are 21 relevant indicators to company, but only 9 of them were included in this research because of limitation.

Results are the measurement using temporary Six Sigma Maintenance Scorecard in PT Indopelita Aircraft Services. Six Sigma Maintenance Scorecard is still temporary because of there are indicators which should be included too. Furthermore, this research also gives recommendation of aspects which should be improved and suggestions for both future research and PT Indopelita Aircraft Services."

"The management of communication sector which included government as a regulator and providing the service by operator and also other service provider, aimed to provide communication service which can fulfill intention and requirement of all public community not only in country, but also from and to foreign country.

In sea communication sub-sector, especially in port, the government through the revision from Government Regulation No. 7011996 become Government Regulation No. 6912001 has given the facility to stakeholder to be able to respond the situation that happened in liberalization, competition in globalization, transformation in reformation era and also the implementation of decentralization.

By the implementation of Government Regulation No. 6912001, PT. Pelabuhan Indonesia II, in managing port service in the future should positively done in improving income through good strategic management, because the challenge in the future in facing the competition is more competitive either in the country, for example of Local Government demand in order to make-up of Local Government Income and also competition which tend to ascend with other port in ASEAN, for example Port Of Singapore, Port of Kiang, Bintulu, Tanjung Pelepas, Hochi Minh, etc which have more efficient in operational performance.

In facing the competition which tend to global, it is needed the existence of reliable strategic management matching with existing strategic environment which able to assign value added to company growth, especially in make-up its income. This is the condition which need excellence compete in managing its business.

Therefore, in stimulating how the company could succeed in facing the competition in the future which tend to spread out, it is needed the existence of scenario planning of strategic management for company to know the situation happened in the next time, so that various policy which need to solve the condition could set up early.

This research is aiming to analyze how compilation process of scenario planning of strategic management of PT. Pelabuhan Indonesia II in facing the globalization, to show what factors were become resistor in creating excellence competition of the company in providing the port service, and also to explain what factors which can be developed to to create excellence competition in providing the port service.

The theory in this research, are taken from various literature, Internet websites and interview with all experts concerning the strategic management of PT. Pelabuhan Indonesia II to face the competition globally which analyzed with scenario planning approach.

This research are basically showing and describing all external and internal factors related to scenario planning of company which estimated that it can influence emulation of management of port that happened in the future. The approaches used in this research are qualitative approach, so that it can explain the reality or symptom which happened in business management in the future.

From the result of analysis, it can know that the decision of the strategic management of the company in the future very influenced by the decisions as a key factors for scenario input. Hereinafter, from the result of that analysis found that there are 10 factors which have high impact level and uncertainty of degree, which influence the compilation process of scenario, can divide to four clusters.

The conclusion of this research is there are four scenarios in developing PT. Pelabuhan Indonesia II base on most sensible strategic management in the future. Pursuant to interpretation, hence the scenario ?PT. Pelabuhan Indonesia II Berjaya? is the scenario which is more reliable happened in the future.

So that the scenario planning of strategic management of PT. Pelabuhan Indonesia II in facing the of globalization which have been compiled in this research become better and more objective, it is suggested to be continued with additional research by socialization or consulted with other related parties outside the company."

"ABSTRAKTesis ini membahas perumusan strategi pemasaran dan strategi IMC (Integrated Marketing Communications) sebagai hasil adanya interface marketing-finance pada produk sampo Clear dari PT Unilever Indonesia Tbk. Adanya konsep interface marketing-finance ini juga memperkuat posisi tawar pemasaran pada saat melakukan formulasi strategi di level top management. Dengan melakukan analisis perilaku konsumen, analisis persaingan di industri sampo Indonesia, dan analisis posisi merek Clear dengan menggunakan matriks GE/McKinsey, serta adanya pengaruh dari interface marketing-finance diperoleh suatu alternatif strategi pemasaran dan strategi IMC bagi Clear. Semua hal tersebut dilakukan dengan tujuan yaitu untuk meningkatkan pangsa pasar dari produk Clear sehingga dapat memaksimumkan nilai pemegang saham dalam jangka panjang maupun jangka pendek.

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Abstract

This thesis discusses the formulation marketing strategy and integrated marketing communications strategy in the presence of interface marketing-finance approach on Clear Brand as the research object from PT Unilever Indonesia Tbk. the existence of the concept of marketing-finance interface also strengthens the bargaining position of marketing at the time of formulation strategy with the top level management. By performing the analysis of consumer behavior, analysis of competition in Indonesia shampoo industry, and analysis of Clear brand positioning using GE/McKinsey matrix, as well as the influence of marketingfinance interface obtained alternative marketing strategy and IMC strategy for Clear brand. The objective of this research is to increase Clear?s market share that in the end will maximize shareholder value over the long term or short term period."

"This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications"