THE COMPETITION STRATEGY OF FURNITURE FIRM, PT. AAA BASED ON CORE COMPETENCE MODEL

• Main Author: Siyanto, Hendy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/1580
• Institution: Institut Teknologi Bandung

PT. AAA, a furniture company, located in Jepara, intends to outmanouver competitors by redefining its strategy using resource-based approach. PT. AAA has also a vision to be the world-class company. In order to achieve that purpose, the new strategy must be define correctly and several preliminary things must be done, such as resource auditing and redefining the company's strategic intent and strategic routing. While resource auditing is needed to examine whether the company has the capability to compete, the strategic intent that is clearly expressed and fully socialized will boost the company with new energy to win the competition and the strategic routing will have a contribution to the formulation of the new strategy, based on the company's core competence. PT. AAA has already mass-produced knockdown products and sold artistic-customized product in small quantity. Now that, it has those two skills, it would be better if PT. AAA combined them into a new core competence, that will be called knockdown design. A system that will enable the production of mass-customized products, since the knockdown part is not only the end-product but also the design itself. Using this new core competence and internet as media to reach out global market, PT. AAA will emerge with new unique core competence that will guarantee the company to win the future furniture industry. This future competence is knockdown design via internet. By using this strategy, PT. AAA will be able to supply various high-quality designs with low production cost and have a global market coverage.