STRATEGIC FORMULATION OF PT. MERKURI UTAMA INDAH SEJAHTERA (MUTIARA) AND ITS IMPLEMENTATION PLAN
Housing industry is one of industries that have a rapid growth in Indonesia nowadays. This rapid growth is not only happening in big cities, but also in other cities including in Garut. This growth did not just happen in a certain segment, but also in all segments including simple housing segment, a...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/18440 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Housing industry is one of industries that have a rapid growth in Indonesia nowadays. This rapid growth is not only happening in big cities, but also in other cities including in Garut. This growth did not just happen in a certain segment, but also in all segments including simple housing segment, a housing that have a maximum price in 88 Million Rupiah, this makes competition getting tougher. Therefore, PT. Merkuri Utama Indah Sejahtera (MUTIARA) as one of company at simple housing industry, need to improve the company competitiveness to winning the competition. <br />
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This research attempts to build a comprehensive strategic management that had not been done by MUTIARA. This strategic planning starts from business strategy, corporate strategy and also functional strategy. The analysis that will be used is including external and internal analysis. <br />
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The external analysis includes Macro Analysis (Political and Legal, economic, social and technological factor) Porter’s Five Forces and Competitor Analysis. Meanwhile, the Internal Analysis covered Resources and Capabilities Analysis. The results from External and Internal Analysis are summarized into TOWS Matrix. This TOWS matrix is used as the basis for determining the strategies in all level including business strategy, corporate strategy and also functional strategy. <br />
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The results of this research recommend MUTIARA to compete by using Cost Leadership Strategy that combined with Differentiation Strategy. This combination used to strengthen the company position. In Corporate Strategy, MUTIARA recommended to using Vertical growth strategy by acquired or create sub-businesses that support the company core competencies. This implementation plan and its monitoring will use Balanced Scorecard Method as a measurement. |
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