BUSINESS STRATEGY FOR BOTTLE PACKAGING TRADING (CASE STUDY: ARF.BTL.PKU)

• Main Author: Agung Arief Widiyatmoko, Tri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49826
• Institution: Institut Teknologi Bandung

arf.btl.pku is a Micro, Small and Medium Enterprises that is engaged in providing plastic bottles located in Rumbai, Pekanbaru, Riau. At the moment arf.btl.pku is managed privately by the owner. This business idea originated from the difficulties faced by the owner to find a bottle supplier in Pekanbaru for the beverage business as well as seeing the potential development of a Micro, Small and Medium Enterprises growth in Riau, especially the food and beverage business. arf.btl.pku works in business-to-business market segments that use plastic bottle products to package products before they are sold to end consumers. After running for almost 3 years, many competitors began to rise which resulted in a decrease in sales and revenue. Some external analyzes such as PEST + Demographic + Global Environment, Porter's Five Forces, and Competitor Map are conducted to obtain information on whether this business is still attractive to continue. In addition, internal analysis such as Resources, Abilities and Core Competencies that leads to determine the firm competitive advantage to compete in the industry that is being carried out. In the formulation of strategies, the authors use the method of interview / survey consumers and competitors of arf.btl.pku to collect data and information before making the right approach. SWOT Analysis, 5 Why & TOWS is used to obtain strategies that are appropriate to internal capabilities and external conditions, in addition Porter Generic Strategy is used to determine the strategic position of the arf.btl.pku business strategy against business competitors. And in conclusion, the formulation of the strategy and its implementation for future business activities that will be reflected in future growth.