PROPOSED BUSINESS STRATEGY FOR PT RENOVER MIXINDO PERKASA

• Main Author: Azizi, Thariq
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36932
• Institution: Institut Teknologi Bandung

Cement industry in Indonesia has decreased due to oversupply since 2015. This has resulted in a decrease in revenue for various cement companies in Indonesia. PT Renover Mixindo Perkasa is one of the instant cement companies in Indonesia that has experienced the same thing. However, PT Renover Mixindo Perkasa entered the industry with a niche market, namely in the instant cement industry. The instant cement industry is still developing and the market is still wide open. This is the basis for PT Renover Mixindo Perkasa to determine what business strategy is right in order to compete in this industry. The analysis is carried out externally and internally where business decision making uses IFAS, EFAS, IE Matrix, TOWS Matrix and Hambrick Diamond. Through internal and external analysis it was found that the instant cement industry itself is still concentrated in large cities. This shows that the instant cement market has not been formed as a whole and is still at the introduction stage. Internally, PT Renover Mixindo Perkasa encountered problems in the selection of their consumers. The focus on the project customer alone is apparently not enough. PT Renover Mixindo Perkasa generally does not have a clear business strategy where the company will move. Through IFAS, EFAS, IE Matrix, TOWS Matrix and Hambrick Diamond, it was found that PT Renover Mixindo needs to focus on two customers, namely project customers and individuals with the appropriate proportions. This was done because at one point PT Renover Mixindo Perkasa would not be able to survive with only one type of customer if competitors with large capital entered the industry. PT Renover Mixindo Perkasa needs to penetrate and develop markets with the right marketing strategy. In addition, PT Renover Mixindo Perkasa also needs to focus on the development of the company's distribution lines. Through IFAS, EFAS, IE Matrix, TOWS Matrix and Hambrick Diamond, it was found that PT Renover Mixindo needs to focus on two customers, namely project customers and individuals with appropriate proportions. This was done because at one point PT Renover Mixindo Perkasa would not be able to survive with only one type of customer if competitors with large capital entered the industry. PT Renover Mixindo Perkasa needs to penetrate and develop markets with the right marketing strategy. In addition, PT Renover Mixindo Perkasa also needs to focus on the development of the company's distribution channels. The business strategy that is economically proposed logic is a viable strategy with a positive NPV value. This strategy is a long-term strategy with assumptions for the next 5 years. The economic logic calculation on the proposed strategy is the target of PT Renover Mixindo Perkasa to survive in this industry.