ANALISIS STRATEGI BERSAING PT. KAO INDONESIA PADA INDUSTRI FAST MOVING CONSUMER GOODS DI INDONESIA
Current condition in Indonesia FMCG industry competition becomes more intense and competitive. The number of Indonesian society needs to continue to increase causing producer race to gain market share. Manufacturers strive to create innovative product to suit customers needs. Diverse needs of these...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/99654/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55799 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Current condition in Indonesia FMCG industry competition becomes more
intense and competitive. The number of Indonesian society needs to continue to
increase causing producer race to gain market share. Manufacturers strive to create
innovative product to suit customers needs. Diverse needs of these provide
opportunities for FMCG companies in Indonesia to increase its revenue. The question
is whether PT. Kao Indonesia is able to compete in the FMCG industry in
Indonesia with a strategy that has been around now?
The main purpose of this research is to evaluate the current strategy of PT.
KAO Indonesia, to analize the internal environment of the company and external
environment of Indonesia�s FMCG industry, so we can get conclusion whether the
company�s strategy is still adequate to implemented in FMCG industry and give us
alternative strategy to improve the company�s competitive ability in Indonesia FMCG
industry.
To evaluate how well is the company�s present strategy working, indicator
such as sales increment, industry growth, until how good is the company�s brand
image is used. The internal strength and weakness analysis is used to capturing best
opportunity and defends against the threat, so the company can crafting good strategy
that capitalizes on company�s resources using functional analysis (Building Blocks of
Competitive Advantages). The External analysis such as economic dominant feature,
Porter five forces, PESTEL analysis, analysis of industry characteristics, is used to
maximize company�s opportunity, minimize company�s threat and increase the
opportunity to win the competition in industry. |
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