BUSINESS STRATEGY FOR DOWNSTREAM DIVERSIFICATION DECISION OF PT.KHARISMA PEMASARAN BERSAMA NUSANTARA (CONSUMER BRANDED GOODS BUSINESS)

• Main Author: PUTRA PRATAMA MUMIN (NIM : 29115558), RAFI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23774
• Institution: Institut Teknologi Bandung

In order to generate more revenue, relinquish reliance on the parent company, and going forward, PT.Kharisma Pemasaran Bersama Nusantara (PT.KPBN) which is a plantation (oil palm, rubber, tea coffee, cocoa, sugar, molasses and etc) commodity trading company that sells PT.Perkebunan Nusantara I-XIV (PTPNs) products as their parent company decided to add a new business unit of Consumer Branded Goods (CBG) as their downstream diversification strategy. The main business issue of the PT.KPBN is that the lack of information and knowledge of PT.KPBN about the consumer branded goods industry and its alternatives business strategies that should be applied in order to running the strategy. The objective of this research is to formulate the suitable business strategy for the new business unit of consumer branded goods of PT.KPBN and also create the implementation plan for the strategy proposed. <br /> <br /> This research uses the qualitative method and there are primary and secondary data that used. The primary data comes from in-depth interview with the president director of PT.KPBN and observation of the object of research. While the secondary data is from company’s record and company work and budgets plans. This research started by analyze the environment and internal condition. For the internal environment, author used business canvas model and resource-based approach to determine the company’s overall strength and weakness. PESTLE analysis, Porter five forces model, and competitor analysis are used to examine the external environment and to determine the company’s opportunity and threats. The root cause of the company's business issues is found after environmental analysis conducted. The result of both environmental analysis and also the root cause of the problem are used as an input in the company’s SWOT and IE matrix. Then the company’s business-level, corporate, functional-level strategies, new business model and business roadmap development were formulated by used Porter generic strategies, Directional strategies, TOWS matrix, and Business canvas model framework. <br /> <br /> According to formulation business strategy, company should focus on growth strategy as its overall direction, in terms of business-level company should focus on differentiation strategy and company needs to implement several functional strategies that are recommended. The new business model and strategy business roadmap also proposed in this research. Since the development of the new business unit requires much time, this research only focused on determining which business strategy that can be implemented. So that, further research is required such as market or consumer research. <br /> <br />