STUDI KELAYAKAN PRODUK BARU : BAN 12.00 R24 DI PT GTR
Abstract
PT GTR merupakan salah satu pabrik ban di Indonesia yang memproduksi ban Penumpang Radial, ban Bias yang saat ini menjadi satu-satunya pabrik ban di Indonesia yang mampu untuk memproduksi ban Truk dan Bus dengan konstruksi radial. Pangsa pasar ban PT. GTR adalah domestik dan ekspor. Sebagai perusahaan ban, PT GTR dituntut untuk selalu mengikuti permintaan pasar agar tetap diminati dan laku dipasaran. Namun mengembangkan suatu model ban yang baru sangat beresiko, karena bisa saja ban baru tidak mampu bersaing dengan kompetitor, atau bisa pula investasi yang diperlukan untuk pengembangan model ban baru tersebut ternyata sangatlah besar. Solusi untuk mengatasi persoalan tersebut di atas adalah dengan terlebih dahulu melakukan studi kelayakan terlebih dahulu. Studi kelayakan yang meliputi studi pasar, studi kualitas ban kompetitor, studi biaya dan kebutuhan teknologi adalah apa yang dilakukan oleh GTR untuk menilai apakah produk baru tersebut direalisasikan. Berdasarkan hasil studi tersebut, maka disimpulkan bahwa target kualitas, target biaya dan kebutuhan teknologi bisa terpenuhi. Sedangkan dari hasil perhitungan peramalan kebutuhan dengan Metoda Konstan, menunjukkan bahwa besarnya kebutuhan produk baru berada di bawah permintaan pasar. Begitu pula dari segi keuangan, nilai IRR berada di atas bunga 12% yang berlaku, nilai PP yang rendah dibandingkan nilai ekonomis mold dan NPV yang positif, menunjukan bahwa investasi yang ditanam untuk pengembangan produk baru tersebut adalah layak.
Kata Kunci: Ban, Studi Kelayakan, Pengembangan Produk
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