STRATEGI PENGEMBANGAN JASA FORWARDING EKSPOR PADA PT. DUA KAWAN MANDIRI MENGGUNAKAN PENDEKATAN SWOT DAN BMC
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Abstract
This study aims to formulate an export freight forwarding service development strategy for PT. Dua Kawan Mandiri (DKM) using SWOT Analysis and Business Model Canvas (BMC) approaches. The research is motivated by the imbalance between import and export activities, where in 2024 the company recorded only import transactions. A descriptive qualitative method was applied, utilizing primary data from interviews and observations, and secondary data from company documents and related literature. SWOT analysis identified the company’s internal and external factors, while the BMC framework mapped the existing business model and its development opportunities. The integration of both analyses generated alternative export marketing strategies, including digital service optimization, strengthening global partnerships, market diversification, and human resource development. Strategic priorities were determined using the QSPM matrix, focusing on increasing export volumes through service innovation, operational efficiency, and new market penetration. The findings provide practical contributions for PT. DKM in designing an export roadmap, as well as academic implications for combining SWOT and BMC analyses in the logistics sector.
Keywords: freight forwarding, development strategy, export, SWOT, Business Model Canvas
Abstrak
Penelitian ini bertujuan merumuskan strategi pengembangan jasa freight forwarding ekspor pada PT. Dua Kawan Mandiri (DKM) melalui pendekatan Analisis SWOT dan Business Model Canvas (BMC). Latar belakang penelitian didasari ketidakseimbangan aktivitas impor-ekspor perusahaan, di mana pada tahun 2024 hanya tercatat kegiatan impor. Penelitian menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data primer melalui wawancara dan observasi, serta data sekunder dari dokumen perusahaan dan literatur terkait. Analisis SWOT digunakan untuk mengidentifikasi faktor internal dan eksternal perusahaan, sedangkan BMC memetakan model bisnis yang ada dan peluang pengembangannya. Integrasi kedua analisis menghasilkan alternatif strategi pemasaran ekspor yang mencakup optimalisasi layanan digital, penguatan kemitraan global, diversifikasi pasar tujuan, dan pengembangan sumber daya manusia. Prioritas strategi ditetapkan berdasarkan matriks QSPM, dengan fokus pada peningkatan volume ekspor melalui inovasi layanan, efisiensi operasional, dan penetrasi pasar baru. Hasil penelitian ini memberikan kontribusi praktis bagi PT. DKM dalam perumusan roadmap ekspor serta implikasi akademis dalam penggabungan analisis SWOT dan BMC untuk sektor logistik.
Kata Kunci: freight forwarding, strategi pengembangan, ekspor, SWOT, Business Model Canvas
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References
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