Corporate strategy for Pt. Aqua Golden Mississippi

• Main Author: Aribowo, Dendy P.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Bottled water industry > Indonesia; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/2712
• Institution: De La Salle University

Pt. Aqua Golden Mississippi (AGM) is one of Pt. Tirta Investama subsidiaries. The company, a pioneer and market leader in the bottled water industry in the Indonesia as well as in Asia, was established in 1973 and listed in the Indonesia Stock Exchange on March 1, 1990. Indonesia as a third world country experiences a problem with water supply distribution and the quality of water itself. One of the company's missions is to provide Indonesia and others with reliable quality of bottled water and educate the people to drink healthy water, thus promote better health to society. This study covers only the bottled water industry in Indonesia. It does not include the bottle water industry in other countries. The study of other ready to drink products such as soft drinks, energy drinks, etc. is not also covered by this study. This study describes the current strategy of the company and proposed futurescenario and strategy for the company in order to maintain its leadership in the bottled water industry in Indonesia. The company is a typical conversative family-owned company. It prefers a slow but steady growth rather tha implusive and agressive strategy. Considering the present political situation and economic difficulty in the country, this conservative attitude is still the most appropriate. Many times as experienced, political turbulance talks more than economic indicators. The data presented in this paper were collected from the company itself, Indonesian Bureau of Statistics and Waterhouse Coopers Indonesia. Analyzing the company's strategy using Michael Porter's Company Value Chain, the Three Generic Competitive Strategies and Five Element of Competition the company has a big opportunity to expand its market share and revenues. The company has been performing well based on current conditions.