EVALUATION AND FORMULATION OF THE GUPALAS BUSINESS STRATEGY OF PTPN XI SURABAYA

Amount: EVALUATION AND FORMULATION OF GUPALAS BUSINESS STRATEGY PTPN XI SURABAYA

Authors: ARI SISWANTO

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

PT. National Plantation XI Persero (PTPN XI) is a BUMN engaged in the sugar industry which was established in 1972. Premium sugar is present as the sugar of choice for the middle class with practical, clean and healthy packaging for consumption. PTPN XI launched Gupalas in 2010 as a premium sugar that will be marketed throughout Indonesia. With increasingly fierce competition, each actor must of course prepare various strategies to be able to compete with other actors. To see the suitability of the currently running strategy which is the research proposition, the diamond strategy analysis was used which was initiated by Hambrick and Fredrickson (2005), where there are 5 elements that become the approach, namely: Vehicle, Differentiation, Staging, Economic Logic to see the suitability of the strategy adopted. implemented, based on this approach, 4 strategic scenarios were generated, Scenario I was an alliance with CV Fajar, Scenario II was Acquired by PTPN XI, Scenario III was Development of new Premium Sugar products, Scenario IV PTPN XI Focused on Commodity sugar (not playing in the Premium segment Then analyzed using Cost and Benefit analysis, based on the perception of the survey conducted to the management. Based on the Cost and Benefit analysis, three scenarios were chosen to be carried out. The first stage was Scenario I, namely an alliance with CV Fajar, the second stage was Scenario II, which was Acquired by PTPN XI, and the third stage is Scenario III, namely Development of new Premium Sugar products. To carry out the three stages, planning is carried out with a Strategic Roadmap. In implementing the strategic Roadmap, PTPN XI must have initiatives from various functions within its organization including Management Initiatives, Human Resources Initiatives, IT/RnD Initiatives, Marketing Initiatives, Production Initiatives, Delivery Initiatives.

Keywords: Hambrick and Frederickson's Five Strategic Elements

sources: http://repository.unair.ac.id/38501/