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Business Managament

In: Business and Management

Submitted By tom4h4wkz
Words 910
Pages 4
LAPORAN 29 September 2013

FAMILY BUSINESS
“PT. DJARUM”

Oleh:

Harry Santoso
0131101101

M.K. FAMILY BUSINESS MANAGEMENT
S1 BISNIS
PRASETIYA MULYA BUSINESS SCHOOL
2013
Visi Perusahaan:
“Menjadi yang terbesar dalam nilai penjualan dan profitabilitas di industri rokok Indonesia”

Misi Perusahaan:
“Untuk memuaskan kebutuhan para perokok global”

Nilai-Nilai Perusahaan: 1. Fokus pada pelanggan
PT. Djarum selalu mengutamakan agar pelanggan selalu puas terhadap produknya, dengan memberikan harga yang relatif rendah meskipun keuntungan yang dicapai berkurang, hal ini diatasi dengan peningkatan hasil yang baik dan jumlah penjualan, selain itu juga PT. Djarum memberikan dana kepada beberapa pelanggan untuk memasarkan produknya sehingga tercipta hubungan yang sangat dekat.

2. Profesionalisme
Profesional dalam membangun perusahaan secara baik, dimulai dengan perekrutan karyawan-karyawati yang potensial (salah satu elemen vitas bagi kegemilangan gerak sebuah perusahaan). Kemampuan perusahaan untuk melakukan inovasi secara terus menerus. Seiring tuntutan tersebut, PT. Djarum selalu memberikan respon yang inovatif pada konsumen.

3. Organisasi yang terus belajar
Dengan keberhasilan yang diperoleh berupa penghargaan-penghargaan dan produk-produk yang inovatif, PT. Djarum tidak berpuas hati, dengan keberhasilan tersebut, PT. Djarum selalu belajar dari keberhasilan itu. Tidak hanya selalu menilai perusahaannya sendiri, PT. Djarum melakukan sharing dengan perusahaan lain berbagi pengetahuan.

4. Satu Keluarga
Rasa kekeluargaan sangat terasa di lingkungan PT. Djarum, ini terlihat ketika pada waktu istirahat, terkadang para direksi bergabung bersama karyawan, berbagi cerita, bercanda, ini menciptakan kesenangan bagi para karyawan. Disinilah kekompakan dari segenap jajaran manajemen dan karyawan. Mereka bersama-sama untuk memajukan perusahaan, dengan dukungan organisasi yang solid, serta kerja keras dari semua karyawan.

5. Tanggung Jawab Sosial
Dalam hal tanggung jawab sosial, untuk karyawan, PT. Djarum sangat memperhatikan karyawannya dengan memberikan jaminan sosial berupa jaminan kesehatan, hadiah tahunan, tunjangan, jaminan kecelakaan, jaminan pensiun. PT. Djarum juga memberikan beasiswa pendidikan pada anak-anak karyawan sehingga dapat melanjutkan pendidikannya dengan baik. Tanggung Jawab Sosial yang diberikan PT. Djarum tidak hanya pada karyawannya tetapi juga pada masyarakat umum. PT. Djarum melakukan Corporate Social Responsibility (CSR), yang sangat jelas saat ini, yaitu: Djarum memberikan dananya 30 milliar dalam pembangunan lapangan bulutangkis, GOR PT. Djarum Bakti Bangsa, yang digunakan untuk merekrut para pemain bulutangkis yang handal berkelas dunia. Dalam bidang lingkungan, PT. Djarum memberikan secara cuma-cuma pohon-pohon untuk penghijauan.

Berita Negatif PT. Djarum

11 September 2013 | 22:03 wib
Petani Tembakau Tagih Janji PT Djarum

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TEMANGGUNG, suaramerdeka.com - Sejumlah orang perwakilan dari Asosiasi Petani Tembakau Indonesia (APTI) Kabupaten Temanggung, mendatangi Mess PT Djarum di Jalan Pahlawan Temanggung, Rabu (11/9).
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Mereka mendesak dan menagih janji pabrikan rokok yang berpusat di Kudus itu, untuk segera melakukan pembelian tembakau dari petani lereng Sumbing, Sindoro, dan Prahu. Pasalnya, hingga memasuki pertengahan September 2013 ini pembelian masih seret.
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"Kita menagih janji PT Djarum yang waktu didatangi Ganjar Pranowo mengaku akan membeli. Kenyataannya di lapangan, membeli tapi lambat sekali, padahal petani sudah resah, sebab yang semestinya ke Djarum itu masuk Gudang Garam," ujar Ketua APTI Temanggung, Ahmad Fuad.
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Lambatnya pembelian ujar Fuad, dirasa bertolak belakang dengan janji akan melakukan pembelian yang sebelumnya dikemukakan langsung oleh Direktur Pembelian PT Djarum Kudus, Sutanto di hadapan Gubernur Ganjar Pranowo.
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Lambannya pembelian oleh PT Djarum disinyalir pula karena perusahaan itu terlalu memilih. Akibatnya, kuantitas pembelian sangat sedikit dan membuat petani khawatir akan merugi jika tembakau tidak laku.
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Melalui mediasi antara pihak petani yang diwakili APTI dan perwakilan PT Djarum disepakati akan ada peningkatan pembelian. Namun, dengan catatan sesuai dengan kualitas yang baik.
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Pihak APTI juga mendesak pabrikan selain kualitas 1 juga bisa membeli tembakau kualitas 2, 3 dengan harga wajar. Pertimbangannya karena hasil panen saat ini rata-rata kurang bagus karena buruknya cuaca.
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Supervisor PT Djarum Perwakilan Temanggung, Hugiono, menuturkan, dengan adanya desakan itu pihaknya langsung akan mengirimkan contoh tembakau rajangan sesuai keinginan petani ke kantor pusat di Kudus. Jika disetujui maka akan dilakukan pembelian.
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"Hari ini kita langsung mengirim sampel tembakau KW 3 ke Kudus, biar Kudus yang memutuskan. Sebenarnya kita sudah toleransi sebab kualitasnya banyak yang jelek," tandasnya.

Analisa Kasus dan Kesimpulan

Berdasarkan kasus tersebut, menurut saya bahwa sebaiknya pihak dari PT. Djarum tidak memberikan janji terlebih dahulu tentang adanya melakukan pembelian tembakau dari petani lereng Sumbing, Sindoro, dan Prahu apabila hal tersebut masih belum pasti, karena tentunya akan merugikan banyak pihak khususnya PT. Djarum sendiri yang dapat dinilai kurang konsisten dalam membuat sebuah keputusan dan juga bagi para petani (dalam kasus ini) yang merugi jika tembakaunya tidak laku, yang semestinya tembakau tersebut dikirimkan ke Gudang Garam.

Di sisi lain, pihak PT. Djarum menjelaskan bahwa seretnya pembelian tembakau kepada para petani tersebut disebabkan karena kualitas tembakau yang belum sesuai dengan kriteria yang diinginkan oleh PT. Djarum. Apabila PT. Djarum tetap melakukan pembelian tembakau dengan kualitas di bawah standar tersebut, maka PT. Djarum bisa kehilangan core value-nya yang menyatakan bahwa PT. Djarum selalu mengutamakan agar pelanggan selalu puas terhadap produknya.

Membaca kasus ini saya melihat bahwa disini sebenarnya terjadi sebuah miscommunication atau kesalahpahaman antara PT. Djarum dengan petani lereng Sumbing, Sindoro, dan Prahu akibat kurangnya komunikasi antara kedua belah pihak sehingga informasi-informasi yang diperoleh belum jelas. Maksud dari kurangnya komunikasi disini adalah bahwa PT. Djarum sebenarnya akan melakukan pembelian tembakau kepada para petani tersebut apabila sesuai dengan kualitas yang diinginkan oleh pihaknya.

Sehingga sebaiknya sebelum mengambil sebuah keputusan hendaknya kedua belah pihak saling menjalin komunikasi dengan baik dan memperoleh informasi yang jelas terlebih dahulu sehingga pada akhirnya tidak ada pihak yang dirugikan.

Sumber: http://www.wisnudewobroto.com/kunci-keberhasilan-pt-djarum/ http://www.suaramerdeka.com/v1/index.php/read/news/2013/09/11/171635/Petani-Tembakau-Tagih-Janji-PT-Djarum

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