Title: EVALUATION AND FORMULATION OF GUPALAS BUSINESS STRATEGY PTPN XI SURABAYA
Author: 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 PTPN XI launched Gupalas in 2010 as premium sugar which will be marketed throughout Indonesia. With increasingly fierce competition, every actor must prepare various strategies to be able to compete with other actors. To see the suitability of the current strategy which is the research proposition, diamond strategy analysis was used which was initiated by Hambrick and Fredrickson (2005), where there are 5 elements which form the approach, namely: Vehicle, Differentiation, Staging, Economic Logic to see the suitability of the strategy. implemented, based on this approach, 4 strategic scenarios were produced, Scenario I, namely an alliance with CV Fajar, Scenario II, namely Acquisition by PTPN XI, Scenario III, namely Development of a new Premium Sugar product, Scenario IV PTPN . Then analyzed using Cost and Benefit analysis, based on perceptions from a survey conducted among management. Based on the Cost and Benefit analysis, the first 3 stages of the scenario that must be carried out are Scenario I, namely the alliance with CV Fajar. The second stage is Scenario II, namely Acquisition by PTPN XI, and the third stage is Scenario III, namely the development of new premium sugar products. To carry out these three stages, planning is carried out using a Strategy Roadmap. In implementing this strategy roadmap, PTPN
Keywords: Hambrick and Frederickson's Five Strategic Elements
Sources: http://repository.unair.ac.id/38501/
