USULAN STRATEGI BISNIS PRODUSEN PORCELAIN TILE (ESSENZA)

• Main Author: Safuan Amir (NIM 28197039), A.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4761
• Institution: Institut Teknologi Bandung

<b></i>Abstract :</b><i><p align=\"justify\"> <br /> <br /> PT XYZ is a porcelain tile manufacturing company that found in 1991 and launched its product in 1993. It is the pioneer of large scale porcelain tile in Indonesia. It currently dominated the market with the popular brand aimed at the middle to high end segment of the market.<br /> <br /> Economic crisis in Asia emerged a significant effect of market depreciation as rupiah exchange rate became extremely weakness to U.S. dollar, that volatility have severely impaired Indonesia\'s business performance. The strengthened perspective of regional economy i.e. AFTA, APEC and global economy i.e. GATT, GATS, WTO are also triggered a borderless world issue.<br /> <br /> PT XYZ is a part in this chaos situation - condition. The highly competitiveness pushed the company to have sustainable competitive advantage as to survive and winning in the business. It required business strategy planning that based on external environment analysis , industrial structure analysis to identify opportunities and threats, and also internal environment analysis to recognize strengths and weaknesses.<br /> <br /> PT XYZ porcelain tile manufacturer business strategy proposed two phase of tactics. Firstly, cost leadership and market development - market penetration strategy as a primarily tactics to strengthen core competence, as the based of business. Secondly, strategy differentiation - low cost and product development - market development strategy to increased continuously competitiveness in the free trade era.