PENYUSUNAN STRATEGI BISNIS PT DBTR UNTUK MENCIPTAKAN KEUNGGULAN KOMPETITIF DALAM INDUSTRI PLASTIK DI INDONESIA
| Main Authors: | , Jusak Kurniawan, , Dr. Wakhid Slamet Ciptono, MBA,MPM. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/99728/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55834 |
Daftar Isi:
- PT DBTR starts in 1980 as a small scale plastic recycle industry located in Sidoarjo, East Java. It continue to expand and on 18 June 1992, it officially become PT DBTR. The expansion is not only in matter of distribution area, but also in matter of product diversification. Right now, PT DBTR is one of the market leaders in plastic resin industry in Java, with their product ranging from local original plastic resin until the import plastic resin. To improve the company value and expand their position as one of the top players in plastic resin industry, PT DBTR should focus in their core competency. The objective of this research is to develop a business strategy that could be use as an input to PT DBTR management to win in the competitive market with strategic breakthrough. The business strategy formula is based on PT DBTR positioning. The analysis method in this research is using value chain analysis, EFE and IFE Matrix, SWOT analysis,QSPM and five generic competitive strategy, to get a comprahensive understanding of internal and external factors related to PT DBTR. Result shows that the business strategy should focus in market penetration and product development. Market penetration can be done by opening several stockist in strategic locations to improve the distribution efficiency for consumers located in Java. Product development can be done by two ways, first one is by developing the plastic recycle industry and importing half of plastic waste from foreign country to get a higher quality of plastic. Improving the product quality also means expanding the market segmentation, because PT DBTR play both in original plastic resin market and also recycle plastic resin market. The second step can be done by developing plastic industry that could produce finished goods. It means, PT DBTR will expand their scope, not only provide plastic resin as a raw material, but also producing finished goods made from plastic.