Strategic Management Analysis: PT Pembangunan Jaya

19 Oct 2021

Chapter 1: Introduction

PT Pembangunan Jaya is an Indonesian – based company that engaged in several business that managed in the development of real estate, construction, tourism and hospitality also as the consulting services for the design, planning and development in urban area. PT Pembangunan Jaya was well known by most of Indonesian society as Ancol especially in the Jakarta region for the theme park and recreational site for every family to spend their time during vacation. PT Pembangunan Jaya operates their business in the Indonesian soil notably in the capital city in the part region of North Jakarta and surrounding area.

In the past around 17th centuries ago, Ancol was the region of swamp and the concentration area of malaria epidemic. The colonial Dutch government under the leadership Adriaan Valckenier saw Ancol region has a huge potential to develop the region as tourism area. But the plan was scrapped due to attention of the Dutch colonial government to developed plantation system in other Indonesian region and the pacification of rebellion that occur in other part of Dutch East Indies. After war of Independence with the results of the recognition Dutch government to Indonesia independence and sovereignty, Ancol has gained attention from the founding father Ir. Soekarno to develop the region into tourism and hospitality area by appointing governor Jakarta Dr. H. Soemarno Sosroatmodjo as the person in charge of construction and development Ancol as the tourism and hospitality region for public usage. In the September 3, 1961 it was established PT Pembangunan Jaya with the cooperation between private and government to help build and developed facilities also infrastructure for public benefits. Under the leadership Ali Sadikin, the development of Ancol become more aggressive with the first facility was the Bina Ria Ancol Beach, which was well known for its drive-in theater, later it was followed with the establishment of the golf course, swimming pool, oceanarium, Mermaids Cottage, Hotel Harrison and Fantasy world was established in 1984. In 10 July 1992, the company experienced internal restructuring, with the government owned 80% company shares and the rest of 20% was owned by PT Pembangunan Jaya. With the rising of economic and huge business expansion, the company started to join Indonesia Stock Exchange in 2 July 2004 with the company conducting IPO (Initial Public Offering) to the public. In the year 2005, PT Pembangunan Jaya has launched new logo and brand in the tourism sector which called “Ancol Taman Impian”. The logo of Ancol Taman Impian is the combination of type and symbol. The “A” was taken from the first letter of Ancol to emphasize Ancol existence. The logo is visibly similar to water ripple was display which characteristic Ancol was integrated place in the Jakarta bay. The “L” letter which was displayed using the dolphin which is the icon of the Ancol. The logo also using variety colorful which represent dynamic, strategic, cool, full of imagination areas, peace natural nuance, cheerfulness, passion, passion and creative spirit.

Nowadays, the company has segmented the business sectors which is in property, recreational, construction and consultant. In order to gain competitive advantage, PT Pembangunan Jaya has working together with foreign company with Obayashi Corporation and Mitsubishi Corporation. In the property section it was established in year of 1979, with the name of the company called PT Jaya Real Property which focused on building property and housing commercial that was integrated with mall retail that make the public access easier. PT Jaya Real Property also owned several subsidiaries to manage and build housing community that was integrated in ecofriendly environment such as PT Jaya Garden Polis that focused on the lower income earners located in the West Jakarta, PT Jaya Land that focused on the property management and residential development in Sidoarjo, East Jaya and PT Jaya Metro that focused on the quality of a residential neighborhood with a middle class and low class.

In the tourism and recreational section was established in 10 July 1992 with the name of the company called PT Pembangunan Jaya Ancol with targeting for family that live around Jakarta as the place for picnic, fun but also educative. PT Pembangunan Jaya Ancol become the pioneer and developer of the first and the largest waterfront that were integrated with beach and sea. In the year 2005 the company started to use a new concept to attract more people by introducing Atlantis Water Adventure and Ocean Dream. Also, in 2014, the company started working together with 20th Century Fox in Ice Ages rides and Sanrio Company in Hello Kitty rides theme. In the construction section, PT Pembangunan Jaya established a subsidiary company called PT Jaya Konstruksi Manggala which has several divisio such PT Jaya Trade Indonesia that manage in the distribution of asphalt and heavy machinery, PT Jaya Teknik Indonesia that manage as the agent distributor in the machinery industry, tools and telecommunication infrastructure and PT Jaya Beton Indonesia that manage in the concrete production. The last business that PT Pembangunan Jaya owned is the consulting firm that giving service from planning to design in the developing building.

PT Pembangunan Jaya has a vision which is to create and developing facilities and infrastructure of the urban development which is match as accordingly to the abilities, reputation and integrity of the work Pembangunan Jaya. For the mission the company stated that the company is superior in the urban development and make it into the most valuable national assets that can be proud by increasing the living quality of the city population. With the rising and development of economic across Indonesia region, there is a competition that need to be faced by PT Pembangunan Jaya such as Trans Studio that was located in Bandung and Makassar which the rides and the theme following the model of Universal Studio and Disney Land that were integrated with mall retailer, Taman Wisata Mekarsari that located in Bogor, West Java also using the abandoned rubber plantation and it was changed into fruits garden that collected all variety of plants and seeds of tropical fruits from all Indonesia region. But still the company has diversified the business and strategy also has competitive advantage compare to all the competitor in order not only to maintain but also expanding the business growth to fulfill the company target as the largest, biggest and most integrated in Southeast Asia that owned the extensive recreation network.

Chapter 2: Analysis and discussion

      In this part we are going to do analyses and examine PT Pembangunan Jaya by using six topics that we are learning from the subject of strategic management. The method that we are going choose are external analysis, internal analysis, competitor rivalry, type of business diversification, five business level strategy and the five forces of competition model. When it comes to business, industry or company PT Pembangunan Jaya subjected to examination or evaluation such as the competition in the business, how the company able to cope the rising demand and satisfaction from consumer behavior, etc. The reason why we need to conduct analysis because it is very important for us not only to learn but also gaining some important insight by evaluate every process that the company offering to the internal which is shareholder and employee also to the external such as consumer and competitor. So with the company analysis we might be able to choose or to know what is the reason the company PT Pembangunan Jaya choose such decision with particular situation and condition that the company faced such as an opportunities that might arises from the decision were taken by the company or might be the threat that forced the company PT Pembangunan Jaya took drastic measure for the company future.

The first analysis that we are going to learn from PT Pembangunan Jaya is the internal analysis. Internal analysis is the type of analysis that the put focuses on evaluating all aspects inside in the organization which allow the people inside company to identify both strong aspect and weak aspect inside company. The data that were collected is very important because the company can develop the strategic planning that able to sustain the progress and growth of the business and operational. In internal analysis we are going to use SWOT (strength, weakness, opportunity and threat) method to determine what aspect or to uncover the opportunities that PT Pembangunan Jaya has, the strength to exploit, minimize the company weakness and to predict the impending risk that might able to threaten PT Pembangunan Jaya position.

Strength

  1. As the place of tourism and recreational destination that was located in the strategic position in Special Administrative Region of Jakarta or also known as the capital city of Indonesian Republic.
  2. PT Pembangunan Jaya have the most sophisticated and educative also the company always conducting technology development for the benefits public and society. So, the place not only have purpose for fun activity but also mixing with a unique culture, arts and education with the help of the latest technology.
  3. The rides in the Ancol was available for all segment of consumer regardless the ages, gender and class everybody was included able to join the rides.
  4. PT Pembangunan Jaya are having the most competent, effective yet efficient workforce. It is a part of company culture that were implanted to every part of employee to act and taking measure by having a deep commitment by increasing the quality performance and welfare in the human resources.
  5. PT Pembangunan Jaya having a great support from local governor Jakarta by making the Ancol region as the favorite local tourist and recreational destination to attract every people or society that lived around in Jakarta and surrounding city.

Weakness

  1. Safety and service were considered inadequate, due to the location of place was quite vast and were consider as taking a lot of time and human resources in order to keep Ancol place safety and service in the maximum efforts.
  2. The ticket price was considered quite high and expensive, due to the price of ticket is expensive which not reach all majority family with lower income to able enter and enjoy the experience that were offered by Ancol.
  3. It was considered to take a long time to able complete the land reclamation process in Ancol region, which making a new land from ocean floor or river in order to developing the region become productive and able to use by public. The process were considered as quite long due to the land or the area need to reconsider in term of environment and economic social factor.
  4. The majority company portfolio and operational only focused and largely concentrated in the region or area of Ancol, which the company hasn’t focused on expanding in large outside region of Ancol or outside of Jakarta.
  5. Management were considered weak and not effective in dealing with the problem that occurs such as the small problem which can be big because the company management isn’t responsive enough in handling problem in the field.

Opportunities

  1. PT Pembangunan Jaya or Ancol was considered as the recreational theme park has an international standard due to place were considered as the best that were offered and become the icon of world tourism that located in the capital city of Jakarta.
  2. The land in the surrounding area of Ancol region can be developed as good chance or opportunity to create as the productive place that can be developed for business sectors.
  3. The rising demand for society to have a place that able to satisfy the needs of people in entertainment which can be considered as a great opportunity for PT Pembangunan Jaya.
  4. Greater access for cooperation between restaurant and cafe owner to create a business that focus on in the food and beverage sectors that able gain revenue for PT Pembangunan Jaya.
  5. The rising of economic that contribute to large flow of tourist both local and international that come to satisfy the needs for entertainment.

Threat

  1. There’s a competitor from both local and international which create a variety of rides and theme park indoor which able to protect the tourist from hot and humid weathers.
  2. Political and social climate that can’t be predicted, which affecting the people or tourist to come to Ancol if the current condition of Indonesia political isn’t very good or unstable.
  3. Threat from new player that offering a same value that the PT Pembangunan Jaya offer to the customer such as Waterboom in Cikarang and Taman Ria Remaja is Senayan also El Dorado in Cibubur.
  4. Pressure from several place that offer substitution of tourism place all across in Indonesia region that were supported by local government such as Taman Mini Indonesia Indah, Taman Safari Cisarua, Kebun Binatang Ragunan, Kebun Raya Bogor, etc.

 

After seeing all the results of SWOT method from above, we can see the reason PT Pembangunan Jaya can be considered the living legend company because the company has the great strength and great opportunity to maintain and sustain the company. But also, the company has several problems and challenge that needed to solve in order to keep the relevancy of the company. In the end, PT Pembangunan Jaya is stay accordingly to the company vision to be the largest, biggest and most integrated in Southeast Asia that owned the extensive recreation network.

 

The second analysis that we are going to learn from PT Pembangunan Jaya is the external analysis. External analysis is the type of analysis that examining the industry environment of a company such as competitive structure, position, dynamics and history. The purposes of using external analysis is to determine the opportunities and threat that might rises in any industry or any business segment that will drive growth, stability, process, revenue, profitability and volatility. In the external analysis we are going to use PEST analysis which we are examine the political, economic, social and technological landscape of the industry that will greatly affecting company decision to operate and sustainability. The purpose of using the PEST method analysis is to test and to know for any major shift that affect the company or industry which the company are going to devise new plan or strategies whether is going to be updated in order to conform or follow the trends that happen currently.

 

Political or Legal

As we mention in the introduction that PT Pembangunan Jaya was created by both private and government in order to help build and developed facilities also infrastructure for public benefits. From the ownership of the company can be seen that around 80% company shares were owned by the local governor Jakarta and the remaining 20% company shares was owned by PT Pembangunan Jaya. Last year with the Jakarta Governor Anies Baswedan announced the launch of the new attractions at the park due to the large potential and benefit that the Ancol Dreamland to attract and gain attention of foreign visitors. Around 13 new attractions were inaugurated by governor such as Cartoon World, Penguin Palace, Water Play and Bidadari Island. With the launching new rides and attraction able to boost the large number of visitors and tourist both local and foreign with purpose as leisure place for families. Not only that, the governor also announced a decree in February 2020 with reclamation project to expand the city’s popular tourist spot to the commence the construction for 155-hectare expansion plan for both Ancol Dreamland Park and Fantasy Land. This decision was protested by local fisherman and activist that the reclamation project can cause an ecological impact.

 

Economy
Ancol is one of the tourism places that was located in the strategic position in the capital city of Indonesia Republic. The financial performance of PT Pembangunan Jaya in 2018 around Rp 1.35 trillion. The source of the company revenue came from the three-business segment which is real estate or property, ticket selling and restaurant also hotel. The ticket selling become the largest contributor around Rp 976,27 billion which rise around 6,3% compare to last year period. For the revenue that come from hotel and restaurant reaching Rp 102,62 billion increase 26% compare to the last period and in the property selling around Rp 10,32 billion. The reason of the company revenue increasing is due to the government policy that paying attention to tourism sectors for country revenue. The rising Indonesia GDP and economy around 5,17% which happened in all business sectors and the employment has rising to the highest level which is 8,99%. With the rising of the national economic growth in 2018 that trigger people and society for desires and demand for leisure.

 

Social

Ancol was located in the strategic country and city where the largest concentration of all people and family from different backgrounds which rich of unique culture, taste, ethnic, income and religion which make Ancol has huge potential for company to offering the people and potential customers with variety entertainment to satisfy the needs of leisure and recreational also picnic for family to spend their weekend or holiday to the calm yet also fun place. Ancol already established and brand their company for perfect place to fill the desires that people and family that lives around Jakarta and surrounding city for ideal place to spend the time from the burden of work whether school or work.

 

Technological

As already mention above, PT Pembangunan Jaya or Ancol is the first company or the pioneer of the establishing recreational theme park and rides by offering people and customers with variety of the latest technological rides that can be used by every people regardless their background. The company has working with several foreign company such as 20th Century Fox in Ice Age theme park and Sanrio with Hello Kitty theme park also with Allianz Insurance with gym and exercise place that filled with ecofriendly theme in order to sustain and filling the demand of the consumers for better rides and recreational park.

 

After seeing the results of the PEST analysis method, we found that PT Pembangunan Jaya has considered all the method as accordingly match with the PEST analysis by create, innovate with different idea or insight to sustain and manage the company still operate with efficient and effective in order to keep the image as the best place for people and family of all background able to come for leisure and consolation.

The third analysis that we are going to learn from PT Pembangunan Jaya is the competitor rivalry analysis. Competitor rivalry analysis is the type of analysis that assessing or evaluating the competitor companies’ products or service also the marketing strategy. By doing the competitor rivalry analysis will give us plenty and a lot of information whether quantitative and qualitative to support the business decision. In the competitor rivalry analysis we are going to use competitive rivalry and competitive dynamic method to know the detail information and insight that might know what does the PT Pembangunan Jaya is going to react and the decision to maintain, developed and sustain the company.

Competitor Rivalry

– Competitors: In the business, PT Pembangunan Jaya is the company that focus on in the tourism and property management. There is several competitors that also play part in the sector of tourism such as:

  1. The Jungle Adventure -PT. Graha Andrasentra Propertindo Tbk
    b. Taman Safari – PT. Taman Safari Indonesia
    c. Trans Studio – Transcorp

– Market commonality: The market commonality of the industry is moderate with high difficulty to enter the market. This is because the market is a focused market focusing on tourism and property development that require a lot of investment and capital.

– Resource similarity:  The resource between PT Pembangunan Jaya and its competitor are pretty much same because they compete in same business sector. The differences between them is the technology, location and the rides that were offered. Also, the differences is in the company how they were operate, new idea and advertising strategy.

 Competitive Behavior

The competitive behavior of PT Pembangunan Jaya is becoming well known, biggest and better property development in all South East Asia which owned biggest recreation center. The main driven for PT Pembangunan Jaya ability such as:

– Motivation: The motivation of PT Pembangunan Jaya is to become the largest property development and recreational center in all South East Asia.

– Ability: PT Pembangunan Jaya is able to provide and improving the facilities and infrastructure in the city for Indonesian public.

Likelihood to Attack

– First mover benefits: PT Pembangunan Jaya was established in 1961 and become the only first construction company with the help of the government and private with the purpose to build facilities and infrastructure in Jakarta. PT Pembangunan Jaya has the upper advantage or benefits to gain competitive advantage as the company engage in building entertainment complex such as golf course, swimming pool, hotel and drive in theater.

– Organizational size: The company organizational size is massive that oversaw four branch business sector that consists of property, recreation center, construction and consultant that located in North Jakarta.

– Quality: The products and the service that provided by PT Pembangunan Jaya is always the best quality ones that meet with the customer standards and expectations.

Likelihood to Respond

– Competitive action: To gain more market share and defend the competitive advantage, PT Pembangunan Jaya always provide better quality services to its customer. Recently, the company opened a new recreation center and the addition new rides.

– Actor’s reputation: The company existence has been around 60 years and the reputation is always excellent due to the company policy always provide better service and better leisure for every customers.

– Market dependency: The market dependency on PT Pembangunan Jaya is high, especially in the sector tourism and property. The tourism itself was monopolized by the company in form of beach and recreational center to its domestic tourist. Therefore, the market dependency is high.

Cycle of the market

The cycle of the market is slow since it is very difficult to enter the market and the competitive advantage that PT Pembangunan Jaya it is very costly to imitate or using the same model the company is using.

Corporate Governance

PT Pembangunan Jaya already applies the Good Corporate Governance, it has done several responsibilities which contribute to education, environment, health, and relief in form of humanitarian aspect. The company does not only focus to increase market share, dividends among shareholder and profit, but also share the benefits back to the society again.

Cooperative Strategy

PT Pembangunan Jaya cooperates with the local government or DKI Jakarta governor for the sector of tourism and not only that the company also working with foreign company to build, develop and improving the benefits of Jakarta and Indonesia public.

Organizational Controls

PT Pembangunan Jaya has its organizational structure based on functions and positions. To control the company, PT Pembangunan Jaya provides training centers to ensure that the people in charge are capable of doing the jobs and the assignment in order to support the sustainability of the company in increasing operational efficiency and satisfaction to the customers.

The fourth analysis that we are going to learn about is the type of diversification. Diversification is a strategy that the company implement for growth through branching out into a new market segment, allowing the business to expand the operation through different type of products or service were offered to the potential new customers and increase company profits. In this case there is different types of diversification for every company. The first is the low-level diversification which most of the company revenue come from a single business. The second is the moderate to high levels of diversification with the majority of revenue comes from the dominant business meanwhile the minority business also contribute to the company revenues. The third one is very high levels of diversification which the company revenue comes from the dominant business and there are no common links between business.

In order to gain competitive advantage, PT Pembangunan Jaya has several businesses that were created into four branches in order to win and gain the market share which is Property, Consultant firms, Tourism and Recreational and Construction.

  • Recreational and Tourism

PT Pembangunan Jaya the largest contributor to the revenue come from the recreational segment that made around 90% or around Rp 1.3 trillion based on the data that was given from the CEO PT Pembangunan Jaya. As the pioneer of the waterfront complex and theme park clearly has the upper advantage with the company introducing new concept for the recreational sector by revitalizing the theme park from Gelanggang Renang Ancol to Atlantis Water Adventure and establishing new kind of business MICE (meeting, incentive, conference and exhibition). Not only that, with the company cooperate with 20th Century Fox and Sanrio Company, Ltd from both United States and Japan introducing new game recreational theme park such as Ice Age and Hello Kitty Adventure based on the company vision as the best and the largest property developer with the integrated recreational park in all South East Asia.

 

  • Property

In the property segment that was established in 1979 is one of the leading in both residential and commercial notably in the South, West and North Jakarta and owned several property developments such as:

  • PT Jaya Garden Polis was established in May 1994 as the response for the company solution to the rising demand for housing in the central of town and to fulfill the needs of the people and family with lower income. The project was located in the Pasar Kemis, Tangerang or also known as Puri Jaya City.

 

  • PT Jaya Land is one of the subsidiaries of PT Pembangunan Jaya that focused on the management property and housing development in the city Sidoarjo, region of East Java. The company also owned the several manage buildings in Central Jakarta such as Jaya Building and Kemang Jaya Apartment.
  • PT Jaya Metro is one of the subsidiaries of PT Pembangunan Jaya that focused in developing affordable property to all people from middle to lower class in Semarang region as the response of the rising population and urbanization by paying attention to the environment without causing any interruption to the ecosystem.

 

 

  • Consultant Firms

In the consulting engineering segment was named as PT Arkonin in 1975 that complete almost thousands of projects that includes offices, shopping centers, hotel, apartments, town planning, water supply and drainage systems.

 

  • Construction

In the construction segment the company named PT Jaya Konstruksi Manggala Pratama that already operated more than four decades and owned several company that focused on the construction segment such as PT Jaya Trade Indonesia that focused on the distribution of asphalt, heavy equipment and gas distribution. The second is the PT Jaya Teknik Indonesia that focused as distributor of various product for example high tech industrial machine, equipment and telecommunication infrastructure and baggage handling system (York air conditioning, Liebert Data & Support system,etc). The last one is PT Jaya Beton Indonesia that produces variety of infrastructure product such as prestressed concrete, corrugated sheet pile, flat type sheet pile, tetrapod and girders.

Based on the analysis above, PT Pembangunan Jaya is using the low level of diversification. Because it’s stated that majority of the revenue of PT Pembangunan Jaya come from the recreational theme park leisure around 90% or around Rp 1.3 trillion. Which this make PT Pembangunan Jaya focused on the service that given to the public which is theme park recreational leisure for public use. However it can’t be stated that other product were offered by the PT Pembangunan Jaya not important, it’s still important due to the company has the upper advantage which the first pioneer in the construction, property and consultant segment and the owner of the company not only from the private sector but the local government also play part in the company ownership. The reason of the company has low diversification is the company owned has large loyal population in the Jakarta that is using the service that were offered by the company such as theme park, beach and educational theme that is play important sector in Jakarta public.

The fifth analysis that we are going to learn about is the business level strategy. Business level strategy is an integrated and coordinated strategy that the company uses to gain a competitive advantage by gaining the information and insight of the specific product markets. The purposes of using a business level strategy is to create something that able to differentiate between company and competitor, by taking any measures or approach in order to gain the majority shares of market. Business level strategy has several strategies that is different due to the method and approach depends on the company business segment such cost leadership, differentiation, focused cost leadership and focused differentiation. Based on the analysis that were conducted PT Pembangunan Jaya business level strategy is differentiation strategy. Differentiation strategy is focusing on the different approach by providing the customers with something unique, different and distinct from the competitors that were offering in the market. In this case, PT Pembangunan Jaya offering a different experience for the customers by not only provide beach for people but also giving the people a variety of theme park that can be used by every people regardless their background. The company also provide educational park and place that can be used for education and insight by working with foreign company such as Ocean World that giving education in the aquamarine knowledge and Allianz Eco park that provide the people a new experience of gym or exercise place for the people who want have healthy life by implement friendly animal and plants. Ancol is also integrated with not only theme park but also providing property or real estate and hotel for people who want to live in better and secure place.

The sixth analysis that we are going to learn is the five forces of competition model. The five forces of competition model or also known as Porter analysis is the type of analysis that identify the five competitive forces that shape every business or industry strength and weakness. The purpose of using the Porter analysis is to help explain the company or industries are able to maintain and sustain at different level of profitability. There are five forces that are going to be used and to find out in the PT Pembangunan Jaya, such as:

  1. Threat of New Entrant

PT Pembangunan Jaya has established themselves as the pioneer of the first recreational theme park that were integrated with all facilities such as beach, restaurant, hotel and housing that able to make the access of people who live around in the Jakarta region and surrounding area is easier. The entry was considered as high entry barrier due to requires a lot of capital to establish for new competitor who wish to enter the market.

  1. Threat of Substitute Products

The threat of the substitute product and service is quite high due to the location of Ancol in the capital city of Indonesia, which there is a lot of place that offer customer in the city beside beach for leisure such as mall or city park.

  1. Bargaining Power of Buyers

The bargaining power of buyers in term of tourism sectors were quite high, due to high demand from consumer that want to visit tourism place that giving them value and experience such as cheap ticket price, strategic location and better facilities.

  1. Bargaining Power of Suppliers

The bargaining power of suppliers were considered low, because in the industry of tourism the company were interested to choose the right suppliers that able to maintain the flow supply in order to reach efficiency and effectiveness in the tourism place.

  1. Rivalry Among Competing Firms

The competition in the tourism sectors were considered high, due to a lot of tourism object were opened in any part of all Indonesia region where it was supported by local governor and investment from both local and foreign company to developed the region as potential business.

Chapter 3: Summary and Suggestion

In conclusion, PT Pembangunan Jaya or also known by public Ancol is a huge and full potential company that based on Indonesia located in the capital city of Jakarta. The surrounding region were considered as bring opportunities for tourism sectors since in the era of Dutch colonialization and the project were started with the establishment of the company in the 1960s with the help and cooperation among local government and private business with the purposes to help build facilities and infrastructure for public benefits and usage. From time to time and decade after decade, the company has expanded their business into several branch of business such as Tourism, Property, Construction and Consultant. The company has a vision is to create and developing facilities and infrastructure of the urban development which is match as accordingly to the abilities, reputation and integrity of the work Pembangunan Jaya. The company also has the mission to be the most valuable national company that engaged able to create good urban management also planning that can be proud of by increasing the living quality of the city population.

In the analysis that were being conducted, by using the six methods of analysis that were provided such as external analysis, internal analysis, competitor rivalry, type of business diversification, five business level strategy and the five forces of competition model. The reason why we need to conduct analysis is because it’s very important for us as the businessperson not only to learn but also gaining some important insight and knowledge by evaluate every process and step by step that the company is working in order to maintain and able to sustain also innovate by implementing new idea, plan or strategy so the company position as the market leader is unshaken or shifting regardless the market condition and situation. The first analysis which is internal analysis can be conclude as the living legend because the company has the great strength and great opportunity to maintain and sustain the company. But also, the company has several problems and challenge that needed to solve in order to keep the relevancy of the company in the tourism market sectors. In the second analysis which is the external analysis it can be concluded that political, economic, social and technological play important part in the company decision to operate, if every PEST situation isn’t threatening the company, it able to operate and innovate freely without any interruption. The third analysis which is competitor rivalry analysis, it can be concluded that from the results we found that the PT Pembangunan Jaya has the upper advantage compare from other competitor due to the company is the first pioneer and diversify the business and have the support from the local government also it held monopoly of recreational park in the region of capital city. The fourth analysis which is the types of diversification, it was concluded that the company using the low level of diversification because most of the revenues come from the tourism sector, although it can’t be stated that the other business sector isn’t important because the number of the revenue is increasing from property, construction and consultant. The fifth analysis which is the business level strategy, which concluded that the company is using the differentiation strategy because PT Pembangunan Jaya is offering a different experience for the customers by not only provide beach for people but also giving the people a variety of theme park that can be used by every people regardless their background also the company work with foreign company in order to keep the satisfy the increasing demand of leisure from customers. The last analysis which is the five forces of competition model, it was concluded that the company still has the upper advantage in the tourism sectors also PT Pembangunan Jaya need to pay attention with the substitute product that were offer such as mall and the rising of new tourism object that might shift the balance of the market.

My recommendation to improve the company is to expand the business recreational theme park and the tourism sector in another region of Indonesia. Because the position the Indonesia geographical is vast and there’s lot of underdeveloped region that can be exploited as the tourism sector and improving the life quality of the local people by working together with local governor in another province. The company should expand the business segment into entertainment and performance. Because the amount of talent in the entertainment and performance is increasing which the company able to capitalize by providing place or stage for the rising talent in the entertainment and performance segment. By working with television station or unicorn company such as Youtube to developed new business that able to help and generate also attracting more talent in the performance and entertainment.

 

References

  1. https://www.thejakartapost.com/news/2019/06/22/ancol-aimed-to-be-tourist-magnet-in-region-anies.html
  2. https://www.indonesia-investments.com/id/business/indonesian-companies/pembangunan-jaya-ancol/item2676
  3. http://www.pembangunanjaya.id/id-id/
  4. http://www.jayaproperty.com/portofolio
  5. https://korporat.ancol.com/id/page/visi-misi
  6. https://www.liputan6.com/news/read/454973/bertempur-di-bisnis-rekreasi-ancol-punya-rahasia-biar-menang
  7. https://www.thejakartapost.com/news/2020/07/04/fishermen-activists-decry-anies-decision-to-grant-reclamation-for-ancol-expansion.html
  8. https://market.bisnis.com/read/20200414/192/1226856/kinerja-2019-jaya-ancol-pjaa-raih-pendapatan-rp135-triliun
  9. https://www.beritasatu.com/bernadus-wijayaka/archive/443478/allianz-ecopark-hadir-di-taman-impian-jaya-ancol
  10. Excellent Achievement with Greener Earth – Ancol Corporate
    https://korporat.ancol.com › files › jaya_ancol_ar_2011
  11. https://wartakota.tribunnews.com/2019/06/20/segmen-rekreasi-dominasi-hingga-90-persen-pendapatan-pt-pembangunan-jaya-ancol

 

 

 

 

 

 

 

 

 

George Lowise 2201743346 /MG Herlina