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

Authors: ARI SISWANTO

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

Abstract

PT. Perkebunan Nasional XI Persero (PTPN XI) is a state-owned enterprise operating in the sugar industry, established in 1972. Premium sugar is the preferred choice for the middle class, offering practical, clean, and healthy packaging. PTPN XI launched Gupalas in 2010, a premium sugar product marketed throughout Indonesia. With increasingly fierce competition, each player must develop various strategies to compete with others. To see the suitability of the current strategy that is the research proposition, a diamond strategy analysis was used, initiated by Hambrick and Fredrickson (2005), where there are 5 elements that are the approach, namely: Vehicle, Differentiation, Staging, Economic Logic to see the suitability of the strategy implemented, based on this approach, 4 strategy scenarios were produced, Scenario I is an alliance with CV Fajar, Scenario II is Acquired by PTPN XI, Scenario III is Development of new Premium Sugar products, Scenario IV PTPN XI Focuses on Commodity sugar (not playing in the Premium segment. Then analyzed using Cost and Benefit analysis, based on perceptions from a survey conducted with the management ranks. Based on the Cost and Benefit analysis, 3 scenario stages were selected to be carried out. The first stage is Scenario I, namely an alliance with CV Fajar, the second stage is Scenario II, namely Acquired by PTPN XI, and the third stage is Scenario III, namely Development of new Premium Sugar products. To implement these three stages, planning is carried out with a Strategy Roadmap. In implementing the strategy 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/