PROPOSED BUSINESS STRATEGY FOR SUSTAINABILITY OF KOPERASI RITEL TAMBUN (KORITAN) (STUDI CASE : TRADING OF REFINED CRYSTAL SUGAR IN WEST JAVA)

• Main Author: Riyogaswara, Gani
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45603
• Institution: Institut Teknologi Bandung

KORITAN is a Cooperative distributor of Refined Crystal Sugar for Small and Medium Industries. KORITAN is the first COOPERATION which officially cooperates with AGRI (Indonesian Refined Sugar Association) which consists of 11 refined sugar producers throughout Indonesia. Refined Crystal Sugar itself is a type of granulated sugar which is used as raw material for processed foods and beverages. We work to serve food and beverage SMEs in supplying refined sugar needs continuously at competitive prices and large tonnage capacity, as well as helping the government supervise & monitor refined sugar circulation to the right target. To grow, compete, and survive in this challenging market, KORITAN needs to find its competitive advantage through asset optimization. Internal and external environmental analysis is carried out to develop business strategies using diamond strategies. The diamond strategy is a framework that consists of five aspects to understand the contents of the strategy (arena, vehicle, differentiator, staging, and economic logic. By increasing existing differentiators, this KORITAN can create higher values that will support sales increase as well as profit. The conclusion of this research is the focus on internal development. Through the optimization of assets and infrastructure, KORITAN will strengthen internal management to face greater challenges going forward.