PROPOSED BUSINESS STRATEGY FOR FISH PROCESSING COMPANY FOR PENETRATING IN E-COMMERCE (STUDY CASE: PT XYZ)

• Main Author: Andersen, Stenley
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62628
• Institution: Institut Teknologi Bandung

Indonesia is an archipelagic country that is rich in natural resources, especially the fisheries sector. Fisheries sector in Indonesia is one of the most attractive business sectors for entrepreneurs. One of the fish processing units that will be discussed in this research is PT XYZ. PT XYZ started its commercial operation in 2018 and is engaged in the industry of processing and trade of fishery products sold overseas. In 2020, the company's export volume decreased by 10.41% due to the worldwide pandemic. By seeing the large potential of the fisheries product market in Indonesia, PT XYZ tries to adapt the B2C business model by utilizing e-commerce as a platform for selling their products. Keeping in mind the above, then carried out external and internal analysis. External analysis was conducted with PEST analysis, Potter Five Forces, and Competitor Analysis, while internal analysis was conducted with marketing mix, value chain analysis, and VRIN analysis. After obtaining the results from external and internal analysis, the next step is to conduct a SWOT analysis to identify strengths, weaknesses, opportunities, and threats that will be faced by the company. Selling quality products that are safe for consumption at competitive prices are PT XYZ's advantages. Based on the results of the SWOT analysis, then a strategy formulation is carried out using the TOWS matrix which is expected to produce an optimal strategy for the company to be able to compete with competitors in e-commerce. Based on the TOWS matrix, it is known that the best strategy for the company is the mini-maxi strategies. The reason is that company’s current position as a newcomer in e-commerce first need to overcome the weaknesses but still optimizing the opportunities available in the market. Several strategies that can be implemented by the company are they need to build a warehouse to make sure the availability of all of the products they sold in e-commerce. Second, company need to conduct exploratory research regarding what e-commerce consumer needs and wants. Third, company need to form a new division or recruit both high skilled and low skilled company that will handle all of the digital marketing and transaction that carry out from the e-commerce. Last, company need to create an unique value preposition by using informative and interactive digital marketing campaign.