PROPOSED BUSINESS STRATEGY: CAPTURING OPPORTUNITIES IN EPOXY BUSINESS ON INDONESIA (A CASE STUDY OF PT.SUMBER MUKTI JAYA MAKMUR)

• Main Author: Jaya Purnama Valantino, Youngky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53380
• Institution: Institut Teknologi Bandung

PT. Sumber Mukti Jaya Makmur is a construction company engaged in painting buildings, machinery and pipes, established since 1991 in Purwakarta area. As the demand for painting increased not only in ordinary painting but more specifically on floor coatings or so-called floor epoxy, on this occasion, conducted surveys and literacy studies on the epoxy flooring industry, and found the fact that demand for floor epoxy was increasing year after year and there were no available local professional contractors in Purwakarta area. The purpose of this research is to know the business conditions of epoxy both internally and externally, as well as capture business opportunities in the epoxy industry and determine the appropriate and ideal business strategy for Sumber Mukti. The method used in explaining external conditions is Industrial Organizational Model (I/O), determination of attractive industry based on Porter Five Forces Model analysis, after knowing the external condition the next step is to analyze internal conditions using variable resources, capabilities, and competitive advantages, after which summarized through SWOT analysis and start determining the formulation of strategies and making strategy implementation plans. The results showed that the epoxy business is less attractive, so as a company that is new to the industry must find market gaps by segmenting and differentiating the business model as a strategy proposed in order to meet the needs and wants of its customers, in addition the implementation of strategies to be able to fulfill the wishes of its customers is to conduct internal development and marketing in order to improve the capabilities of employees and increase awareness of Sumber Mukti in the eyes of customers.