#TITLE_ALTERNATIVE#

• Main Author: Bayu Endriawan (NIM 28198115), Eko
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7755
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> The economic crisis in Indonesia which started in 1997 has had a major effect on the local industry financially and economically. Most companies are unable to hold on tc their position and went bankrupt. Some companies, however are able to increase their sales, thus making their position in the industry stronger. <br /> <br /> <br /> PT Abadi Nusa as one of the companies producing and manufacturing health supplies to local consumers, is one of those examples. It is able to increase its sales during the economic crisis of 1997 til 1999. This success is particularly caused by setting a clear and articulate business and marketing strategy. This strategy must also be supported with the companys competencies and abilities. <br /> <br /> <br /> To investigate the companys competitive position and which resources and capabilities are valuable to the success of the company, several analysis are being conducted. To start, a business environment analysis followed by a value chain analyses and Porters industrial structure analysis. Then, an analysis on the companys marketing strategy and marketing mix is also conducted. SWOT and VRIO analysis are also taken with with the identification of the companys recent core competencies as the final analysis. <br /> <br /> <br /> Thus at the end, this effort will be judged by the economic performance of the company and its relative position in the industry.