PROPOSED GLOBAL STRATEGY FOR BONDOWOSO INDAH PLYWOOD TO EXPAND NEW MARKET (Study Case at Industry Division PT. Indah Karya Persero)

• Main Author: Sellyca Asaekan, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/35976
• Institution: Institut Teknologi Bandung

PT. Indah Karya (Persero) is an Indonesian state-owned company engaged in engineering consultants, where expansion of the line business in the industry, namely Bondowoso Indah Plywood produces plywood and is export-oriented to Malaysia and Singapore. Operating since July 2017, it can be seen that sales have not reached the target of the RKAP (Work Plan and Corporate Budget) which only reached 45.22% and to reach the RKAP target, Bondowoso Indah Plywood has a target to export to other countries besides Malaysia and Singapore. Referring to these problems, the objective of the research; first is to determine the target of the new export country and analyze the external conditions in the selected country, second is to observe the resources and business conditions of Bondowoso Indah Plywood at this time, third is to formulate international-corporate level and business- strategies level for Bondowoso Indah Plywood in selected countries and fourth is to determine suitable entry mode in selected countries and determine the implementation plan that is suitable for the company After analyzing the market conditions of global plywood divided by several regions, namely EMEA (Europe, Middle East, Africa), Russia, Asia Pacific (APAC), South America (LAM), and North America. Then the author made an assessment of the using AHP tool and the respondents are from Ministry of Trade Indonesia and assessment criteria based on market conditions for plywood. The results of the AHP propose India as the target of a new export company. After proposing a new country target, the author conducted an analysis of the company's internal and external environment through a number of interviews and analysis of Bondowoso Indah Plywood financial statements. The author found the root cause of the problems experienced by Bondowoso Indah Plywood where the target of RKAP was not achieved caused by a lack of maximum in some resources. In order to be able to compete with existing competitors in the country, the authors formulated a basic business strategy using global-standardization that has the characteristics of cost-leadership and business strategy implementation using diamond strategy. There are resource improvements and the formation of new strategies in the fields of product development, marketing, supply chains and human resources and indirect exports as suitable entry mode for Bondowoso Indah Plywood. The implementation of this strategy can be implemented in the next year.