PROPOSED BUSINESS STRATEGY AT PT. VJAH LUBRICANTS TO IMPROVE THE REVENUE
PT. VJAH Lubricants is a lubricant company which has a domestic market segmentation ranging from retail or automotive, industry, key accounts, key accounts non-brand, and key accounts Lube Based Oil (LBO). Furthermore, the company has an overseas market whose segmentation is finished product and Lub...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/46608 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT. VJAH Lubricants is a lubricant company which has a domestic market segmentation ranging from retail or automotive, industry, key accounts, key accounts non-brand, and key accounts Lube Based Oil (LBO). Furthermore, the company has an overseas market whose segmentation is finished product and Lube Based Oil (LBO). One of the biggest company’s revenue, retail or automotive segmentation, has entered the maturity stage of product cycle where only large company left in the market to compete due to intense competition and also the domestic sales growth was below 5% from 2014-2018, but the overseas sales growth has a potential to grow higher by having sales growth of 26% - 158% from 2014-2018. And also, the company has not yet maximized the alternative investments.
In order to improve the revenue, formulating strategies started by analyzing the external and internal condition with PESTEL analysis, Porter’s five forces, resource-based view, and value chain analysis. This analysis will be concluded in SWOT analysis that describes the company’s condition. Then, it will be the main preferences to create corporate strategy by using IFE matrix, EFE matrix, and Grand Strategy matrix afterwards will come up with the strategy as direction of company. Furthermore, the business strategy formulation uses Porter’s Generic Business Strategies and functional strategy formulation uses TOWS matrix. All strategies and detail programs will be summarized in implementation plan. Then, joint venture as of the company’s direction strategy, cost leadership as the company’s business strategy, and functional strategy will be obtained from TOWS matrix which classified into 5 functional ranging from marketing, operations, corporate development, Human Resource Management, and Finance.
So, the company can improve the revenue, avoid or take the advantage towards the disruptive technology threat that can impact to the lubricant demand and maximize the alternative investments through joint venture and preferences on cost leadership. This strategy can be used for lubricant market or diversified product in the future. |
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