STUDY ON THE STRATEGIES OF SEMARANG CONTAINER TERMINAL IN FACING ASEAN ECONOMIC COMMUNITY 2015

Abstract

At the 12th ASEAN Summit, the leader of ASEAN members agree to accelerate the establishment
of ASEAN Community in 2015 and transform ASEAN region with free flow of goods; free flow of
services; free flow of investment; free flow of skilled labor; and free flow of capital. The role of
port of port is crucial in economy development, the presence of capability port plays major role
in supporting people and goods mobility especially the presence of AEC whose element is free
flow of goods in ASEAN countries. To face AEC, people of Indonesia generally and Central Java
especially need some strategies that they might not be a spectator in their own country.
This undergraduate thesis uses qualitative method to describe the strategies of Semarang
Container Terminal in facing AEC and analyzed it by SWOT Analysis, SWOT diagram, and
SWOT matrix. The result of IFAS is 3.6 and EFAS is 3.48, so that the position of Semarang
Container Terminal is in quadrant 1, supporting aggressive strategy. The aggressive strategies
are maximizing the use of the existing facilities to increase company’s performance, reprogram
Road Show, and do socialization to stakeholder in cooperation with Central Java and
Yogyakarta government (SO Strategy in SWOT matrix).
Key words: strategy, Semarang Container Terminal, ASEAN Economic Community, strength,
opportunity.