THE ANALYSYS OF CV DINARTIKA BUSINESS COMPETITION STRATEGY AS A DISTRIBUTOR OF CUSSONS BRAND PRODUCT IN DIY PROVINCE

• Main Authors: , Wirawan Hardinto, SE, , Dr. Agus Setiawan, M.Soc.Sc.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/98379/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53507
• Institution: Universitas Gadjah Mada

Many minimarkets, grocery stores, side road and traditional markets followed by the existence of entrepreneurship spirit phenomenon which increasingly develops in Indonesia will increase the growth of retail industry in Indonesia. The retail industry growth in Indonesia relates so much to the distributor industry in Indonesia, more and more distributor business actors will increasingly demand the distributor actors to establish the strategy in the company level so that the company can have the competitive advantage between the competitors. Pearce and Robinson (2007) said that the condition of competition in an industry depends on five basic powers that are the newcomers, the suppliers, the buyers, the substitution products, and the company competition itself. By using the Value Chain Analysis-VCA, it will give the understanding about how such a business creates the value for the customers by checking the contribution from the different activities in the business toward the values. And the Assessing Company Capabilities will create and exploit the external chances and develop the advantage which is endurance when being used by the knowledge and dexterity. CV. Dinartika is the distributor company which cooperates with PT. Cussons CZ Indonesia. By using VCA, the business activities of CV. Dinartika will be divided into the activity groups. It is started with the input received by CV. Dinartika and ends with the product/service of CV Dinartika or sales service for the customers. The next step is the use of Assessing Company Capabilities, the most important step in this step is determining the main value activity or the supporter having the potential to build or omit the competitive advantage. After 15 the using of the two instruments above in analyzing the company, therefore it is concluded that CV. Dinartika tends to use the strategy of Low Cost aimed at the Differentiation. However, though such weaknesses of CV. Dinartika which are successfully identified by the analysis above must be resolved and the existing strategy must be developed in accordance with the strategy nature that is incremental.