Abstract :

In this detailed analysis, we explore the strategic repositioning of PT Maritim Maju within the context of the global maritime industry’s ongoing transformation, influenced by technological advancements and economic shifts. This study meticulously applies the Business Model Canvas framework, incorporating Resource-Based View, VRIO, and SWOT analyses, to diagnose and propose necessary strategic enhancements for PT Maritim Maju. It underscores the imperative for the company to diversify its services beyond traditional maritime activities, suggesting an expansion into maritime consulting and logistics technology. Additionally, the research advocates for the integration of advanced technologies such as AI in fleet management, aiming to optimize route planning and implement predictive maintenance, thereby achieving cost efficiencies, enhanced service reliability, and superior customer satisfaction. Strategic partnerships are highlighted as crucial for leveraging technological innovation and expanding service capabilities. The study also recommends a reevaluation of marketing strategies, emphasizing the adoption of digital marketing techniques to better position PT Maritim Maju on the global stage, highlighting its commitment to safety, reliability, and customer service excellence. Furthermore, it stresses the importance of continuous staff development in leadership and maritime technology to foster a culture of innovation and strategic agility. Compliance with international regulations and a proactive risk management approach are advised to mitigate operational risks. This comprehensive strategic plan aims to guide PT Maritim Maju through the intricacies of the modern maritime landscape, capitalizing on new opportunities for growth and establishing a foundation for enduring competitiveness and resilience.

---

Keywords :

Business Model Canvas, Maritime Industry, Market Diversification, Strategic Management, Technological Integration

---

References :

1. Antara News. (2022, November 3). Indonesia commits to 70-percent reduction in marine debris by 2025. ANTARA News. Retrieved November 7, 2023, from https://en.antaranews.com/news/258357/indonesia-commits-to-70-percent-reduction-in-marine-debris-by-2025
2. Aruna, N. (2023, March 21). Making Indonesia the World’s Maritime Axis in 2045. Aruna. Retrieved October 27, 2023, from https://aruna.id/2023/03/21/making-indonesia-the-worlds-maritime-axis-in-2045/
3. (2023). Business Model Innovation Delivers Competitive Advantage | BCG. Boston Consulting Group. Retrieved December 21, 2023, from https://www.bcg.com/capabilities/innovation-strategy-delivery/business-model-innovation
4. Cullinan, & Khanna. (2000). Economies of scale in large containerships: Optimal size and geographical implications. Journal of Transport Geography, 8, 181-195. http://dx.doi.org/10.1016/S0966-6923(00)00010-7
5. David, F. R. (2011). Strategic Management: Concepts and Cases. Pearson Education.
6. id. (2019, May 3). SEKILAS TENTANG ISM CODE & PM 45 TAHUN 2012 TENTANG MANAJEMEN KESELAMATAN KAPAL. docking.id blog. Retrieved October 25, 2023, from https://blog.docking.id/sekilas-tentang-ism-code-pm-45-tahun-2012-tentang-manajemen-keselamatan-kapal/
7. Gunasekaran, Lai, K. H., & Cheng, T. C. E. (2008). Responsive Supply Chain: A Competitive Strategy in a Networked Economy. Omega, 36, 549-564. 10.1016/j.omega.2006.12.002
8. Hartoto, C. (2023). Indonesia Maritime Expo. Retrieved October 28, 2023, from https://www.maritimexpo.co.id/
9. Hasan, A. et al. (2020). Enhancing Business Strategies through Business Model Canvas Analysis. Journal of Business Research, 12(3), 231-240.
10. Hunger, J. D., & Wheelen, T. L. (2020). Essentials of Strategic Management. Pearson.
11. Lim, K. (2022, October 28). Secretary General – G20 Side Event: International Conference on Shipping Decarbonization in Indonesia. International Maritime Organization. Retrieved October 28, 2023, from https://www.imo.org/en/MediaCentre/SecretaryGeneral/Pages/G20-Side-Event-International-Conference-on-Shipping-Decarbonization—Indonesia.aspx
12. (2000). Metodologi Riset. Ekonisia.
13. Morris, J., & Hodges, T. (2019). Strategic Management. Oregon State University.
14. Notteboom, T. E., & Vernimmen, B. (2009). The effect of high fuel costs on liner service configuration in container shipping. Journal of Transport Geography, 17(5), 325-337. https://doi.org/10.1016/j.jtrangeo.2008.05.003
15. Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (T. Clark, Ed.). Wiley.
16. Oxford Business Group. (2018). Major investment earmarked for Indonesia’s maritime sector – Asia 2018. Oxford Business Group. Retrieved October 27, 2023, from https://oxfordbusinessgroup.com/reports/indonesia/2018-report/economy/setting-sail-major-investments-earmarked-for-maritime-sector
17. (2023, March 9). How should Indonesia navigate 2023’s economic challenges? PwC. Retrieved October 28, 2023, from https://www.pwc.com/id/en/media-centre/press-release/2023/english/how-should-indonesia-navigate-2023-s-economic-challenges.html
18. Pasaribu, R. D., Shalsabila, D., & Djatmiko, T. (2023). Revamping business strategy using Business Model Canvas (BMC), SWOT analysis, and TOWS matrix. Heritage and Sustainable Development, 5(1). DOI: 10.37868/hsd.v5i1.125.
19. Rahman, & Famiasari. (2023, October 14). Navigating maritime trade compliance amid geopolitical tensions – Academia. The Jakarta Post. Retrieved October 28, 2023, from https://www.thejakartapost.com/opinion/2023/10/14/navigating-maritime-trade-compliance-amid-geopolitical-tensions.html
20. Rothaermel, F. (2017). Strategic Management (3rd ed.). McGraw-Hill Education.
21. Sekaran, U., & Bougie, R. (2010). Research Methods for Business: A Skill Building Approach. Wiley.
22. (2008). Metodo Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
23. Verisk Maplecroft. (2020, July 15). Rising geopolitical tensions threaten global shipping | AGCS. Allianz Commercial. Retrieved October 28, 2023, from https://commercial.allianz.com/news-and-insights/expert-risk-articles/shipping-2020-geopolitical-tensions.html
24. Zakaria, A., & Arof, A. M. (n.d.). SWOT and TOWS Matrix Analysis: A Study on Ro-Ro Port Klang Malaysia. Advanced Maritime Technologies and Applications, 49-60. 10.1007/978-3-030-89992-9_5
25. Zakaria, Z., Arof, A., & Tholarnathan, T. (2022). TOWS Matrix Analysis in Organizational Strategy Development. Journal of Business Strategies, 29(1), 15-25.