Analysis Of Business Development & Marketing Strategy Case Study Multinational Trading Company (PT. XYZ)

Yudisaputra, Anggit Akbar (2021) Analysis Of Business Development & Marketing Strategy Case Study Multinational Trading Company (PT. XYZ). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT. XYZ merupakan salah satu perusahaan multinasional yang bergerak di
bidang general Trading untuk keperluan kapal dan galangan kapal. Memiliki kantor
induk di China PT. XYZ dituntut untuk dapat terus berkembang di Indonesia.
Faktor - faktor seperti kualitas, produktivitas, dan harga dapat menjadi pembeda
dengan kompetitor sejenis. Belum cukup stabilnya PT. XYZ yang dibuktikan
dengan menurunnya pendapatan merupakan tantangan perusahaan untuk terus
berkembang dan bersaing. Hal tersebut mengharuskan PT. XYZ memiliki strategi
bisnis dan strategi pemasaran yang tepat. Pada penelitian ini akan dibahas
rancangan strategi bisnis yang dilakukan dengan tiga tahap yaitu tahap input dengan
narasumber yang expert di PT. XYZ untuk penyusunan matriks IFE dan EFE, tahap
pencocokan dengan matriks IE, SWOT dan Grand Strategy, kemudian pada tahap
terakhir dilakukan pengambilan keputusan dengan menggunakan metode QSPM.
Sedangkan untuk penyusunan strategi pemasaran dilakukan dengan menggunakan
metode marketing mix. Hasil dari penelitian menunjukkan PT XYZ memiliki faktor
internal yang cukup kuat namun masih dapat dikembangkan dengan total nilai IFE
yaitu 2,57 sedangkan faktor eksternal masih perlu ditingkatkan dalam hal
pemanfaatan peluang dengan nilai total EFE sebesar 2,33. Untuk rekomendasi
strategi yang cocok digunakan PT XYZ berdasarkan metode QSPM ialah strategi
pengembangan pasar dengan nilai Total Attractiveness Score sebesar 5,8
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PT. XYZ is a multinational company fokused on general Trading for ship spares and shipbuilding. Having main office in China PT. XYZ is required to continually grow in Indonesia. Factors such as quality, productivity, and price can differentiate between similar competitors. In recent years revenue PT. XYZ is unstabel so it’s a challenge for the company to continue to grow and compete. This requires PT. XYZ has the right business strategy and marketing strategy. On this research will discuss the design of a business strategy that is carried out in three stages, with expert respondent from PT. XYZ first stage is input stage using the IFE and EFE matrix, second stage is matching stage using SWOT and IE matrix, then in the last stage, decision making using QSPM method. Meanwhile, the marketing strategy is formulated using a marketing mix method. The results of the research shows PT XYZ has internal faktors that are quite strong but can still be developed with a total IFE value is 2.57. Meanwhile external faktors still need to be improved in terms of exploiting opportunities with a total EFE value is 2.33. The recommended strategy that is suitabel for use by PT XYZ based on the QSPM method is a market development strategy with a Total Attractiveness Score is 5.83.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	strategi bisnis, strategi pemasaran, matriks IFE EFE, SWOT, QSPM, marketing mix, strategc business, marketing strategic, matrix IFE EFE, SWOT, QSPM, marketing mix
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User:	Anggit Akbar Yudisaputra
Date Deposited:	04 Aug 2021 02:46
Last Modified:	28 Oct 2024 00:41
URI:	http://repository.its.ac.id/id/eprint/84771

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