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TAKE HOME EXAM SISTEM PENGENDALIAN MANAJEMEN

ANALISIS KESUKSESAN PT. DJARUM

Nama : Rizky C. Wibowo Dosen : Dr. Muthmainah, M.Si., Ak.
NIM :F1315120
S1 Transfer STAR-BPKP

TAKE HOME EXAM SISTEM PENGENDALIAN MANAJEMEN
ANALISIS KESUKSESAN PT. DJARUM

RINGKASAN
PT. Djarum adalah sebuah perusahaan rokok di Indonesia yang bermarkas di Kudus, Jawa Tengah. PT. Djarum merupakan salah satu perusahaan rokok terbesar di Indoensia dan merupakan penyumbang cukai yang besar bagi APBN Indonesia. Lokasi Kerja PT. Djarum tersebar di 76 Lokasi,dengan pembagian 70 lokasi di Kudus, 3 lokasi di Pati, 1 lokasi di Rembang, dan 2 lokasi di Jepara.
Proses produksi rokok PT. Djarum terbagi dalam 2 sistem yaitu Sigaret Kretek Tangan (SKT) dan Sigaret Kretek Mesin (SKM). Produk-produk rokok PT. Djarum antara lain Djarum Coklat, Djarum 76, Djarum Super, L.A Lights, L.A Menthol Lights, Djarum Black, Filtra (dicabut dari peredaran), Djarum Merdeka (dicabut dari peredaran). PT Djarum selalu menggunakan tembakau dan cengkeh berkualitas tinggi dari berbagai daerah di Indonesia.
PT. Djarum tidak hanya memproduksi untuk kebutuhan dalam negeri saja, tetapi juga melakukan eksport ke berbagai negara. Produk PT. Djarum untuk ekspor misalnya Djarum Original, Djarum Super, Djarum Black, Djarum Lights, La Lights dan lain-lain. Pada tahun 2007, ekspor PT Djarum mencapai US$15.832.275 dan cukai yang dibayarkan PT. Djarum kepada pemerintah sebesar Rp. 7,642 triliun.
PT Djarum melebarkan sayap pada sektor properti dan perbankan. Melalui anak perusahaannya, PT Cipta Karya Bumi Indah (CKBI), PT. Djarum membangun WTC Mangga Dua Jakarta serta peremajaan Hotel Indonesia yang dilengkapi supermal bernama Grand Indonesia. Di sektor perbankan, PT Djarum bergabung dengan konsorsium Farallon membeli sebanyak 52% saham PT Bank CentralAsia Tbk. pada Maret 2002.
Penghargaan yang telah diraih PT. Djarum antara lain Penghargaan Keselamatan dan Kesehatan Kerja tahun 2002 (Zero Accident Acknowlegment), Audit External Keselamatan Kerja tahun 2004 dengan hasil 87%, pada tahun 2005 berhasil mendapatkan Bendera Emas (Bendera Emas : Pemberian penghargaan untuk perusahaan dalam pengelolaan lingkungan yang baik bagi perusahaan dengan produksi bersih) dan Tahun 2007 mendapat hasil 93%. Penghargaan lain Certificate of Compliance ISO 9001-1994 (Penghargaan tahun 2001) kemudian diperbaharui menjadi ISO 9001-2000.
PT. Djarum memiliki nilai-nilai inti dalam pengembangan perusahan. Nilai-nilai itu adalah Fokus pada pelanggan, Profesionlisme, Organisasi yang terus belajar, Satu Keluarga, Tanggung Jawab Sosial.
ANALISIS/PEMBAHASAN
Setiap perusahaan yang melakukan bisnis, tujuan utamanya adalah bagaimana perusahaan tersebut dapat berjalan dengan baik dalam arti tercapainya kesuksesan dalam bisnisnya. Untuk mencapai tujuan itu, diperlukan suatu strategi manajemen yang sudah pasti dimiliki setiap perusahaan. Tanpa kesadaran akan faktor-faktor atau nilai penentu keberhasilan (key success factors), maka suatu perusahaan boleh jadi akan gagap mengelola dirinya, dan kemudian mati ditelan arus perubahan zaman.
PT. Djarum mempunyai berbagai divisi terkait produk yang dihasilkannya. Apabila setiap divisi produk PT. Djarum ini dipandang sebagai pusat laba maka akan sangat membantu para manajer untuk mengambil keputusan produk mana yang akan terus diproduksi, ditingkatkan produksinya, ataupun dihentikan produksinya. Pusat laba sendiri merupakan pusat pertanggungjawaban dimana kinerja finansialnya diukur dalam ruang lingkup laba, yaitu selisih antara pendapatan dan pengeluaran. Laba merupakan ukuran kinerja yang berguna karena laba memungkinkan pihak manajemen senior dapat menggunakan satu indikator yang komprehensif dibandingkan harus menggunakan beberapa indikator. Dengan memandang bahwa setiap divisi produk merupakan pusat laba, akan dengan mudah diketahui produk mana yang menghasilkan laba paling tinggi dan produk mana yang justru merugikan perusahaan. Informasi ini akan sangat diperlukan pihak manajemen dalam analisis mengenai diversifikasi produk.
Salah satu kunci sukses PT. Djarum adalah dilakukannya diversifikasi produk. Diversifikasi produk adalah usaha penganekaragaman produk (bidang usaha) atau yang dilakukan suatu perusahaan untuk memaksimalkan keuntungan sehingga arus kas perusahaan dapat lebih stabil, ini dilakukan perusahaan untuk mengatasi krisis ekonomi, sehingga apabila suatu perusahaan mengalami kemerosotan pendapatan di salah satu produk, produk lain diharapkan mendapatkan kelebihan pendapatan, sehingga kekurangan yang terjadi bisa tertutupi.
PT. Djarum dapat menjadi salah satu produsen rokok terbesar di Indonesia selain PT. Sampoerna dan Gudang Garam dikarenakan produk-produk dari PT. Djarum yang mampu berkompetisi dan dapat menyesuaikan dengan perkembangan zaman serta permintaan pasar yang selalu berubah. Hal ini dapat terlihat dari yang semula PT. Djarum lebih berfokus pada rokok kretek (rokok dengan cengkeh) seperti Djarum Super, Djarum 76 dan sejenisnya, sekarang juga telah memproduksi rokok mild (rokok dengan kandungan tar dan nikotin rendah) seperti LA Lights dan Djarum Black. Seperti yang kita ketahui, produsen rokok lainnya juga telah memproduksi rokok jenis mild ini. Untuk dapat menguasai pasar, atau paling tidak mempertahankan pelanggannya PT. Djarum harus selalu berinovasi sehinggga tidak ketinggalan dengan produsen-produsen rokok lainnya.
Dengan adanya diversifikasi produk, PT. Djarum berusaha merangkul pelanggan dari berbagai kalangan, baik tua maupun muda, kalangan menengah ke atas ataupun menengah ke bawah, dalam maupun luar negeri. Hal ini terlihat dari produk-produk yang memiliki penggemar tersendiri dari kalangan masing-masing. Contohnya produk Djarum 76, dengan harganya yang murah, produk ini mengarah pelanggan dari kalangan menengah ke bawah serta mayoritas dari konsumen yang sudah berumur (bukan perokok pemula) mengingat jenis rokok ini adalah sigaret kretek tanpa filter yang bisa dibilang rokok berat, sedangkan produk L.A Lights yang memiliki kandungan tar dan nikotin rendah berfokus pada konsumen perokok pemula serta mengikuti selera anak-anak muda yang memiliki karakter rokok ringan.
Masih terkait dengan diversifikasi produk, PT. Djarum juga telah melakukan discontinue pada beberapa produknya yang tidak terlalu laku di masyarakat sehingga hanya akan menambah beban perusahaan apabila diteruskan produksinya, seperti Djarum Filtra dan Djarum Merdeka.
Selain melakukan diversifikasi produk, PT. Djarum juga menerapkan prinsip “Don't put your eggs in one basket” yang berarti jangan meletakkan seluruh investasi hanya pada satu jenis investasi/bisnis. Hal ini merupakan antisipasi terhadap kemungkinan terburuk kehilangan investasi/bisnis. Jika seluruh kekayaan hanya diletakkan pada sebuah investasi/bisnis, maka ketika investasi/bisnis ini mengalami kerugian, maka perusahaan akan kehilangan seluruh kekayaannya. PT. Djarum melakukan diversifikasi bisnis dengan melebarkan sayap pada bisnis properti dan perbankan. Melalui anak perusahaannya, PT. Cipta Karya Bumi Indah (CKBI), PT. Djarum WTC Mangga Dua Jakarta serta peremajaan Hotel Indonesia yang dilengkapi supermal yang bernama Grand Indonesia. Di sektor perbankan, PT Djarum bergabung dengan konsorsium Farallon membeli sebanyak 52% saham PT. BCA. Hal ini bertujuan apabila terjadi sesuatu yang tidak diinginkan pada industri rokoknya, PT. Djarum masih mempunyai lini bisnis lain yang diharapkan dapat menyelamatkan perusahaannya dari kerugian maupun resiko bangkrut.
Pemasaran dan pengiklanan produk rokok PT. Djarum cukup masif dan gencar dilakukan. PT. Djarum melakukan iklan di layar kaca, koran, internet, dan media massa lainnya dengan mengikuti tren yang disukai anak muda pada saat ini, mengingat iklan rokok tidak boleh memperlihatkan rokok maupun aktivitas merokok, PT. Djarum membuat iklan dengan cukup kreatif misalnya dengan menggandeng band-band maupun artis papan atas sebagai bintang iklannya, ataupun dengan menggunakan tema yang cukup menarik misalnya Djarum Super dengan tagline iklannya “My Life My Adventure”, iklan Djarum Coklat dengan ciri khas jin yang mampu mengabulkan permintaan dan lain sebagainya.
Selain melalui media-media tersebut di atas, PT. Djarum juga rutin menjadi sponsor utama kegiatan-kegiatan olahraga yang diadakan di tanah air misalnya dalam kejuaraan bulutangkis internasional serta dalam penayangan siaran sepakbola liga Inggris. Hal ini membuat produk-produk dari PT. Djarum semakin dikenal dan familiar di masyarakat, bandingkan dengan perusahaan sejenis seperti Sampoerna atau Gudang Garam yang sangat jarang menjadi sponsor utama suatu kegiatan yang berskala nasional maupun internasional.
Selain diversifikasi produk, salah satu faktor kunci kesuksesan PT. Djarum adalah budaya organisasi yang diterapkan. PT. Djarum berhasil menciptakan suatu sistem manajemen, lingkungan keselamatan dan kesehatan kerja yang berjalan dengan baik. Keberhasilan ini dibuktikan dengan diterimanya berbagai penghargaan terkait hal-hal tersebut.
PT. Djarum juga memiliki nilai-nilai inti yang berfungsi sebagai pedoman dan motivasi dalam pengembangan perusahaan. Nilai-nilai itu adalah sebagai berikut:
1. Fokus pada pelanggan
PT. Djarum selalu mengutamakan kualitas dari produk yang dihasilkannya. Hal ini terlihat dari penggunaan tembakau maupun cengkeh yang berkualitas tinggi serta harga yang terjangkau bagi setiap kalangan masyarakat (sesuai dengan segmen pasar produknya). Bagaimanapun juga, kepuasan pelanggan adalah hal terpenting dalam upaya mempertahankan suatu bisnis.
2. Profesionalisme
Dengan profesionalisme yang tinggi, seluruh karyawan perusahaan akan mampu menjawab tantangan serta mengatasi hambatan-hambatan yang muncul dengan penuh rasa tanggung jawab serta profesional dalam mengimplementasikan strategi-strategi yang telah dirancang dengan penuh optimis
3. Organisasi yang terus belajar
Dengan berpegang pada nilai ini, perusahaan tidak akan mudah merasa puas dengan keberhasilan yang telah dicapai. Perusahaan akan terus mempelajari hal-hal baru terkait organisasi maupun inovasi bisnisnya.
4. Satu Keluarga
Nilai ini menekankan bahwa seluruh jajaran karyawan maupun direksi PT. Djarum harus selalu menjaga kekompakan dan kerjasama tim. Dengan adanya rasa kekeluargaan, diharapkan akan tercipta suasana yang kondusif dan mendukung upaya pencapaian tujuan perusahaan.
5. Tanggung Jawab Sosial
PT. Djarum sangat memperhatikan kesejahteraan karyawannya dengan memberikan berbagai jenis jaminan/tunjangan. Selain pada karyawannya, PT. Djarum juga memberikan tanggung jawab sosial kepada masyarakat berupa beasiswa sekolah, pembangunan sarana dan prasarana olahraga, dan mengadakan program penghijauan lingkungan. Hal-hal yang dilakukan PT. Djarum tersebut berhasil meningkatkan nilai perusahaan di mata masyarakat, yang berimbas semakin dikenalnya PT. Djarum beserta produk-produknya.
Tidak bisa dipungkiri bahwa penerapan nilai-nilai di atas dengan konsisten memiliki pengaruh yang cukup signifikan dalam kesuksesan PT. Djarum.

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...Reflection Paper Assignments Due Dates: March 20, April 3, May 1 Overview These reflection papers are the chance for you to review your recent journal entries (or the sum total, if that helps) and to synthesize some thread of thinking or learning that you find in there. You might build on a single entry or on something bridging multiple entries, but the point is to capture something that you are learning. We expect the paper to have some over-arching, coherent argument so that it is not simply a string of thoughts. A string of thoughts is fine for your journal entries, but here we do want some synthesis. You should not spend time summarizing your activities, unless that is essential for your argument. Grading Criteria The criteria we will use to evaluate the papers are listed below. Note that you do not have to address all of these criteria in one paper. We want you to address all of them over the course of the semester, but any single paper can focus on only one or two of these. Regardless of what you choose to write your reflection synthesis on, your paper must demonstrate clear, coherent argumentation. 1. Expression of Learning 2. Discussion and/or synthesis of course readings 3. Reflection on assumptions and cultural frames of reference 4. Connection to proposal process Word Count The reflection papers, except for the final one, should be at least 500 words, but not a lot longer than that. The final paper should be around...

Words: 257 - Pages: 2

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Connect the Dots

...should be or in what direction to look. -I’m going to use the skills I mastered for the rest of the questions because those are the only ones I can view. The three skills I mastered were; sentence skills, punctuation, mechanics, and spelling, and the third was the craft of writing. These skills apply to my academic life because I have to apply all these skills in writing papers for classes. In order to write a quality paper, everything must be near perfect. I believe these skills give me a good base to work on a paper. -These skills apply to my professional life in a lot of ways. Each quarter we are to write reports on what we feel we could improve on as a department, having quality writing skills so everything looks more professional and you are taken seriously. My future profession which is to be a high school teacher also requires these skills, if you expect your students to have good writing skills you should develop them yourself first. -I was very surprised by the results. I say this because all throughout high school, English and writing was my weak spot. I always had trouble putting my thoughts onto paper and use proper grammar. My spelling was also terrible but after graduating high school I picked up reading and I believe that helped me greatly increase my...

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