PROPOSED CORPORATE STRATEGY FOR GEMILANG MACHINERY INDONESIA TO INCREASE THE SALES REVENUE FOCUS ON EXISTING CUSTOMERS

• Main Author: Wiji Novianto, Eko
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46609
• Institution: Institut Teknologi Bandung

PT. Gemilang Machinery Indonesia (GMI) is a subsidiary of Gemilang AG in Germany; it is a Machinery company for liquid food and beverages industry. GMI has a status as a market leader in Indonesia, but in the year 2017 - 2018, the sales revenue was not achieved the target and showing a downtrend pattern. GMI was facing some external and internal factors which influence the company performances. Externally, some factors like macroeconomy condition, plastic waste issue, and shifting consumer behaviour to healthier product impacting the company performances. Internally, some factors like sales activities not yet integrated, service cost too expensive, core competencies not yet organised to capture value and strength in GEMILANG brand, cannot leverage the sales of KRESNA brand. This final project is focusing on finding possible corporate strategy consist of business strategies for each brand GEMILANG and KRESNA, the objective is to increase the sales revenue of GMI, focus on existing customers. The author using primary and secondary data to explore and analyse the business issue. Internal and external interview conducted to find out the problem root cause and to do strategic formulation to find the possible solutions. Some strategies were found out and divided into three different implementation plan, short, medium and long term to solve the company business issue.