GROWTH STRATEGY FORMULATION USING TOWS MATRIX FOR P.T. XYZ

• Main Author: SIDIQ ADI PRABOWO (NIM : 29108347) ; Pembimbing: Dr. Ir. Moh. Toha, FAJAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18445
• Institution: Institut Teknologi Bandung

During it’s growth, national simulator industry characterized by the rise of newly found companies as the result of disunities that befall existed companies. Amid the threat of potential entrants, P.T. XYZ considered yet able to achieve a satisfactory level of sales and market share within it’s segment by the management. This situation triggered the emergence of difference of opinion among the members of the management team on the direction of growth of P.T. XYZ. These differences also due to lack of stategic planning activities in P.T. XYZ caused by the management team who are preoccupied by daily operating activities. Those differences of opinion are feared to cause disunity in P.T. XYZ as has been experienced by other companies. To overcome this problems, strategies that can accelerate P.T. XYZ growth need to be formulated. <br /> <br /> <br /> <br /> <br /> The result of Delphi study on P.T. XYZ’s strategic factors identified several obstacles that can impede it’s growth. From internal environment, the obstacles that hinder P.T. XYZ’s growth are the limitation of it’s marketing channel and limited working capital. Moreover, it’s highly customizable outputs result in high diversity of it’s operation activities which made it difficult to meet the job completion deadline. In it’s external environment, P.T. XYZ have to face the rampant piracy of employees, practices of unfair competition, and customers that are more trusting of certain individuals rather than the company who serve them. In addition to factors that potentially hinder the growth of P.T. XYZ, Delphi study also identified several opportunities that arised from outside and within the market that it served. Opportunities that are assessed as significant are increasing customer’s enthusiasm towards customized simulator, increasing demand toward sailors, the increasing customer preferences for domestic products, and a few other opportunities. However, not all of these opportunities meet the diversification criterias and conform to P.T. XYZ’s positioning as a customer-intimate company. Based on the configuration of strategic factors found, growth strategy was formulated for P.T. XYZ. Through the TOWS matrix, P.T. XYZ proposed to focus on it’s existing business while trying to capture the opportunities of diversification that may arise. Further more, to gain leadership in market segment it served, P.T. XYZ are encouraged to form partnerships with the dominant simulator agent. This strategy is also equipped with a focused differentiation strategy that is executed by besieging the position of market leader by using it’s strengths. Resources in various functional areas of P.T. XYZ are also directed to produces an acceleration of growth, especially on it’s existing business. Functional strategies proposed for P.T. XYZ includes branding, production process efficiency, pioneering IMO certification, IT support for CRM, empowerment of the supplier’s brand, use of external funding sources, and the improvement of human resource competencies. The entire proposed strategies for P.T. XYZ seek to create organic growth. This is due to the conservatism of the owners and the limited financial resource owned.