PROPOSED BUSINESS STRATEGY FOR CV INDOMAS SETIA JAYA

• Main Author: Hidayanti - NIM: 29113411 , Alika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25376
• Institution: Institut Teknologi Bandung

<p align="justify">Indonesia fisheries sector grew rapidly 8.37% in 2015 and focused on competitive advantage in maritime related sector. Indonesia, as the world second largest capture fish producer after china, and the fourth largest aquaculture producer in the world. Fisheries sector in Indonesia has high potential opportunities to help economy growth since Indonesia is an archipelago country who has high resources in fishery sector. The objectives of this research is find the best strategy to be implemented and improve marketing strategy that can help CV. Indomas Setia Jaya in its business going forward, and also create the implementation plan for that strategy. To formulate the strategy by analyse external environment and internal environment were analysed. By using general environment analysis, porter's five forces model, and competitor analysis. In Internal Environment, author used resources based approach to analyse the resources that company has, value chain analysis in which activity that create more value and generate profit to the company. Also, understand the marketing channel management and using 4P’s analysis to analyse the company current marketing strategy. Root cause analyses of the problem are discovered after analysing the external environment and internal environment. The result of external and internal analysis are used as input of SWOT formulation to obtain the TOWS matrix and determine business-level, corporate-level, and functional level strategies were formulated. The analysis resulted based on the condition described with; (1) business level strategy which focused on focus strategy, (2) corporate level strategy which focused on market development, and (3) functional strategy which focused on the action strategy that the company should implement. Thus, the pricing strategy that suitable to be implemented is cost-based pricing. Cost-based pricing involves setting prices based on the cost for producing, distributing and selling the product plus fair rate of return for its effort and risk.<p align="justify">