PROPOSED GROWTH STRATEGY OF SUHUD JAYA STEEL TO OVERCOME THE OPPORTUNITY LOSS

• Main Author: Laelia, Nurul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63680
• Institution: Institut Teknologi Bandung

The construction sector in Indonesia, under Jokowi's presidency, has grown rapidly in recent years. The construction industry is strong and growing despite the pandemic. Sumedang is one of the areas that is intensively carrying out mega-construction projects, such as the construction of the Cisumdawu toll road, the Jati Gede project, and the Kertajati aerospace, industrial area, and Patimban port project. The Suhud Jaya Steel company was built in 2019 in the Sumedang district. A business engaged in the sale of construction materials. The movement of the construction industry is very fast; hence Suhud Jaya Steel has not been able to adjust the pace of industrial development. Suhud Jaya Steel faces a revenue opportunity loss issue that potentially affects revenue. This company has refused market demand because of too far delivery area coverage. The purpose of this study is to propose alternative strategies to overcome opportunity loss. In this study, researchers used quantitative methods and qualitative methods. To find out the required solution using TOWS analysis and then validated using the IE Matrix to determine the company's condition based on aspects of strengths, weaknesses, opportunities, and threats. The Ansoff Matrix is continuing in choosing a specific strategy, and a market development strategy is obtained to get several alternative solutions. Various alternative solutions in analyzing the pros and cons and producing a strategy that can be implemented. As a conclusion from this research, Suhud Jaya Steel must implement a geographical expansion strategy to reach new markets potential. It is done by opening new Suhud Jaya Steel branches to overcome the lost revenue opportunities.