Strategi Diferensial PT Mustika Ratu Tbk dengan Pendekatan Paradigma Structure Conduct Performance (SCP)

• Main Authors: , Ine Endaliani, , Rangga Almahendra, S.T., M.M., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• 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
• Institution: Universitas Gadjah Mada

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.