Strategi Diferensial PT Mustika Ratu Tbk dengan Pendekatan Paradigma Structure Conduct Performance (SCP)
This study aimed to evaluate the differentiation strategy by PT Mustika Ratu Tbk in the market after the enactment of the cosmetics industry in Indonesia. Some strategies for developing methods of differentiation are also given to improve the performance of PT Mustika Ratu Tbk. The scope of the rese...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/119129/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59121 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | This study aimed to evaluate the differentiation strategy by PT Mustika Ratu Tbk in
the market after the enactment of the cosmetics industry in Indonesia. Some strategies
for developing methods of differentiation are also given to improve the performance
of PT Mustika Ratu Tbk. The scope of the research is descriptive qualitative research
analysis on PT Mustika Ratu Tbk. The data used in this study is a combination of
primary data and secondary data. The primary data obtained through interview,
documentation and observation. While secondary data compiled from the research
Librarianship (library research) comes from journals, reports and other literatures
such as Indonesian Capital Market Directory (2011). In the use of Structure Conduct
Performance paradigm (SCP) some tools such as the Analysis of characteristics of
Industrial Economics analysis, Porter�s five forces of competition, Strategic Group
Map analysis, Perceptual Mapping analysis, Differentiation Strategy analysis,
Resource Based View analysis, Key Success Factor (KSF) analysis, Value Chain
analysis and Analysis of Financial Statements and SWOT analysis. The results
showed that the overall structure of the cosmetics industry market in Indonesia
clustered as oligopoly market with PT Mustika Ratu Tbk as one of its major players
in this field. One of the major differentiations of the PT Mustika Ratu Tbk is wider
and deeper product line compare to its competitor. In addition,it is able to meet with
wide variety of segment�s needs by demographic characteristic such as age. gender,
level of income. It is believed that the company will be able to increase its
competitiveness and improve the differentiation strategy through several ways such
as, improve the quality of product and package, reduce reliance on single suppliers
for raw materials, expanding international network, try to exploit opportunity in
ecommerce activity and utilize the role of social media effectively as part of
communication channel. Furthermore continuous monitoring on product sales
performance is essential in order to enhance efficiency and effectiveness through
focus more on high demand product and eliminate several products which stands in
the declining stages of product life cycle. |
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