Ikrima, Afifa Yaumil (2018) Formulasi Strategi Bisnis Komoditas Karet Di PT Perkebunan Nusantara VII Bandar Lampung. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
PTPN VII merupakan perusahaan BUMN di bidang perkebunan. Analisa komoditas karet ini adalah perkebunan karet menghasilkan getah karet yang akan diolah menjadi bahan baku (bahan olah karet) dan siap dipasarkan ke perusahaan yang siap mengolah menjadi barang siap pakai.
Perumusan strategi utama yang terjadi pada perusahaan, yaitu metode analisis SWOT – matriks GSM – QSPM sebagai benang merah pada PTPN VII yang terkait dengan strategi bisnis. Bobot matriks IFE 3,78 dan matriks EFE 2,80. Pada matriks GSM didapatkan perusahaan berada pada kuadran II hal ini didasari perusahaan perlu mengevaluasi pendekatan terhadap pasar karena berada pada potensi pasar yang tumbuh secara cepat. Pada matriks QSPM didapatkan hasil strategi prioritas di PTPN VII dengan total nilai daya tarik tertinggi 5,43 adalah penetrasi pasar.
Hasil perumusan strategi utama yang cocok untuk diterapkan yaitu penetrasi pasar. hal ini perusahaan selalu menjaga kualitas produk. Tenaga kerja harus mampu dan menguasai dalam hal penanaman, pemupukan, penyadapan hingga pada pengolahan karet juga adanya pengawasan yang baik sehingga kualitas produksi tetap terjaga dan hasil produksi meningkat sehingga dapat meningkatkan daya jual bahan olah karet untuk meningkatkan kondisi perekonomian nasional.
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PTPN VII is a state-owned company in the plantation sector. The analysis of this rubber commodity is that rubber plantations produce rubber latex which will be processed into raw materials (rubber processing materials) and ready to be marketed to companies that are ready to process into ready-made goods.
The main strategy formulation that occurred in the company, namely the SWOT analysis method - GSM matrix - QSPM as a common thread in PTPN VII related to business strategy. IFE matrix weight 3.78 and EFE matrix 2.80. GSM matrix obtained at the company are in quadrant II, this is based on the company needs to evaluate its approach to the market because it is on the market potential is growing rapidly. In QSPM matrix showed the priority strategies in PTPN VII with a total value of 5.43 is the highest attractiveness market penetration.
The results of the formulation of the main strategies that are suitable to be applied are market penetration. in this case the company always maintains product quality. Workers should be able to and controlled in terms of planting, fertilizing, tapping until the rubber processing also good supervision so that the production quality is maintained and increased production output, thereby increasing the marketability if rubber materials to improve the condition of the national economy.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.401 2 Ikr f |
| Uncontrolled Keywords: | strategi bisnis, formulasi strategi, penetrasi pasar |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. T Technology > TS Manufactures |
| Divisions: | Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis |
| Depositing User: | Ikrima Afifa Yaumil |
| Date Deposited: | 18 Dec 2020 02:55 |
| Last Modified: | 18 Dec 2020 03:12 |
| URI: | http://repository.its.ac.id/id/eprint/59130 |
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