PROPOSED BUSINESS STRATEGY FOR DISTRIBUTOR OF LABORATORY EQUIPMENT — TO GROWTH ITS BUSINESS; CASE STUDY PT INDOTECH SCIENTIFIC

• Main Author: H Y, Sugiarto
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46941
• Institution: Institut Teknologi Bandung

The growth and competition in the business currently moving rapidly, not to mention the phannaceutical industry in Indonesia, based on data compiled by the Indonesian Central Statistics Agency, production value of pharmaceutical increases from 2013 to 2018, initially in 2013 only around Rp.20 Trillion and in 2017 become rp.107.87 Trillion. The pharmaceutical industry required standardized in the production and precise measurement for the medicine, to support the production needs of analytical laboratory to test and standardized the product. One of it is bioequivalence test, this is laboratory test in order to guarantee the quality of circulating copy medicine, the test required to prove the product is equivalence to its innovator medicine. Indonesia still have limitation in analytical laboratory. To facilitate the research process, laboratory technology and the equipment are needed to support quality assurance, production and efficiency during the research process. Therefore, laboratory equipment needed as one of the infrastructures in tenns of analysis and quality assurance of research results. PT. Indotech Scientific as a laboratory equipment distributor, realize that there is still a potential in the market of the business, but looking to the companies target revenue compare with the actual still quite low, from 2015 until 2018 the company only reach 60% from the target, of course the company can’t leave this problem. Therefore, it is necessary to analyze the company's business strategy to deal with competition in the laboratory equipment distribution business, achieve the coin pany's vision targets and to obtain sustainable in the business. The objective of this research to identify the current business strategy whether it still suit with the situation and to propose strategy in order to grow their business. Methodology of research using internal and external analysis of the company is conducted to evaluate the company's perfonnance, determine the conditions of business competition among competitors. VRIO test, SWOT analysis, IFAS, EFAS, Porter’s five forces analysis, PESTEL analysis are done as a basis for the fonnulation of strategies to detennine the company's business strategy based on TOWS matrix, QSPM analysis, functional strategy and business model canvas. The competition in the business of laboratory equipment is not easy, the problem that the business model easy to copy, to become as a distributor there is no such special requirement and not necessarily need high capital, the company needs implementing the differentiation strategy to give a better services to their client, high standard service that the other competitor don’t have, with the better services they have an advantage to reach the customers and achieve the set revenue target.