STRATEGI BISNIS BAGI PT. BHAKTI USAHA ERA MAKMUR UNTUK MENINGKATKAN PENJUALAN

• Main Author: GRACIA YOSHEKO (NIM: 29111317); Final Project Counselor: Ir. Leo Aldianto MBA, TITA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19565
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> With wide Indonesian natural condition and tropical climate, albizia tree is able to grow fertile. Albizia is a plant with high functional value and also reasonable price. It is no wonders if albizia trades frequently in wood-based product industry. As a trading company, PT. Bhakti Usaha Era Makmur is trading albizia timber. For seven years running the business, the company has gone through the bitter-sweet of business in wood-based product industry. Currently, there are several disadvantages situation for West Java business segment. Decreasing number of suppliers, high uncollectible receivable, and low customer demand satisfaction are became company business issues for recent years. <br /> <br /> <br /> Those three business issues will be analyzed by several theories such as carter 10 c’s, value chain, porter 5 forces, and PEST. By using all those theories, the conclusion is the sales of PT. Bhakti Usaha Era Makmur is declining that caused by three reasons, legal agreement between suppliers and company could not implemented properly, the few number of active suppliers, and company delegated its operational activities to the suppliers. All those three things are root cause for the company which should eliminate in order to increasing the sales. <br /> <br /> <br /> Considering the root cause and objective, and also remembering the business life cycle of company which is in growth stage, the author propose that company is conducting backward vertical integration, where the company establish a subsidiary which acting as suppliers. This proposed solution is following by some assessment test which adopted from well-known consultant company, McKinsey, and completed with financial projection. Those assessment tests include set up cost, transaction cost, risk, and coordination effectiveness. Positive result from assessment test also supported by positive financial projection make this projected solution is feasible to be done by the company. <br /> <br /> <br /> Moreover, the author also has made short and long term implementation plans due to ease the company in implementing the proposed solution given by the author. Short plan’s goal is for the subsidiary to be independent in about seven months and long plan’s goal is for the subsidiary to be competitive adventage for parent company. <br /> <br /> <br /> Keywords: Agribusiness, Ablizia, Vertical Integration, Business Strategy