Analisis Strategi Bersaing Unit Usaha Air Minum Dalam Kemasan (AMDK) PDAM Kota Bandung
| Main Authors: | , Karina Nur Dianingsih, , Mahfud Solihin, M.Acc., Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/118291/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58235 |
Daftar Isi:
- This study aimed to identify factors that influence the external and internal business of AMDK PDAM Bandung City in the face of tough competition in the industry. Identification of external and internal factors then used to formulate competitive strategies according to environmental conditions in the present and future. The study was conducted using the method of observation, filling out the questionnaire, and interviews with business unit AMDK PDAM Bandung City and other parties associated with the bottled water industry, Asosiasi Perusahaan Air Minum Dalam Kemasan Indonesia (ASPADIN). Data and information was then analyzed descriptively to determine the strengths, weaknesses, opportunities and threats. The next stage is to develop EFE matrix, IFE matrix, the matrix IE, SWOT matrix, and QSPM, as a method of analysis used to determine the best strategic alternatives for the company. The result of EFE and IFE matrix analysis showed an average total score of each is 3.034 and 2.391, which indicates the company's position in the IE matrix is in the second quadrant, which is grow and build position. There are six alternative strategies resulting from the SWOT matrix, namely: (1) increase the benefits of strategic business location in the middle of the city to reach potential customers, (2) increase the capital investment to improve infrastructure manufacturers and attractive marketing activities, (3) maintain the price of the product, (4) achieve increased market share with attractive promotional strategies and creative use of media and information technology, (5) managing manufacturing operations, distribution, and increase the scope of distribution channels, and (6) improve the ability of firms to strengthen the brand image of the product, Watermed and Hanaang. Based on the results QSPM, the best alternative strategy that can be done is to increase the company's ability to strengthen the brand image of the brand, Watermed and Hanaang. Strategies that can be applied primarily to maximize local marketing activities starting from the local city of Bandung and its surroundings, established the relationship of cooperation with the organizations of the city of Bandung and its surrounding areas, improved efficiency and cost effectiveness as well as increased revenue in an effort to maintain competitive pricing to grab potential market, and set the promotional activities with above the line and below the line method to reinforce the brand image of the AMDK PDAM Bandung City.