PROPOSED BUSINESS STRATEGY FORMULATION FOR CV. MIKRAJ KHAZANAH ILMU (MKI)

• Main Author: Mujahid Muslim - 29115146, Syahid
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31173
• Institution: Institut Teknologi Bandung

CV. Mikraj Khazanah Ilmu (MKI) is a company engaged in printing, publishing and sales of books, especially the Qur'an printing. The company was founded in 2008, where later in 2010 the first Qur'an was published namely The 20-line Qur'an “Ar-Razzaq”. Until now CV. Mikraj Khazanah Ilmu (MKI) has published more than 30 types of Al-Qur’an with various formats, sizes and covers. There several potential of this market, such as the unmet needs of Qur’an. This potential is still high and which is predicted to continue growing. Moreover, the number of Quran publishers still does not meet the needs of Muslim communities throughout all region in Indonesia. Even though, there is a declining in total data sales 2015-2016 of CV. Mikraj Khazanah Ilmu. Beside that,great declining trend showed in several products. Therefore, this research proposes business strategy to help CV. MKI finding business strategy formulation and overcome the issue. <br /> <br /> This research uses various tools in scanning external and internal environment. External environment is analyzed by PEST analysis and Porter Five Forces analysis. The internal environment involves to Business Model Canvas and Resource Based View analysis. The research method is conducted by interview with company’s owner along with observation of data company. Based on SWOT analysis on this research, it is known that there are some issues which has caused CV. MKI current situation. They are lack of organizational function, limited tangible resource, less effective in strategic planning and dependence on distributors as intermediary sellers. <br /> <br /> Using SWOT Analysis result, the current position of CV. MKI can be defined by calculating IFAS, EFAS, and SFAS. The result of SFAS taken from AHP matrix are used as base for company strategic analysis. With using IE Matrix and Grand Strategy Matrix, current business position of CV. MKI is grow and build position. <br /> <br /> The business strategy of CV. MKI is aimed to differentiation strategy that focused in developed new variant from 20-lines manuscript that company have. The implementation plan proposed in several programs divided to market penetration for short-term (such as increase sales force’s activities) and product development for mid-term (such as developing new 20-lines variants for more specific customers or occasion and creating special products that combine quran product with other related product). <br />