Business Strategy of CV Jaya Sampurna in Facing Soft Drink Distributor Competition in Bekasi

Authors

  • Seri Nurmala Bina Nusantara University
  • Hartiwi Hartiwi Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v6i3.956

Keywords:

formulation, business strategy, competitive advantage

Abstract

CV Jaya Sampurna is a soft drink distributor in Bekasi. Distributor company has a low profit margin, moreover the product sold is Fast Moving Consumers Goods with a very low profit margin (3.5%–5%). Therefore the company depends on a high volume of sales. Besides, there are many competitors in this industry, thus the business strategy is needed to improve the competitive advantage of the company. Given the conditions,
this research was to identify the internal and the external factors, to identify the formulation of business strategy alternative, and to identify the recommendation of functional strategy for CV Jaya Sampurna. Research used descriptive method; and the type of research used was case study. Data were gathered from questionnaires and interview to three member of managers: Director, Operational Manager, and Finance Manager. Data were
analyzed by using EFE, IFE, SWOT, IE, Grand Strategy Matrix and QSPM. The result of this research implies that the alternative strategy based on QSPM’s result was market penetration

Author Biographies

Seri Nurmala, Bina Nusantara University

Management Department

Hartiwi Hartiwi, Bina Nusantara University

Management Department

References

Consumedia Indonesia. (2015, 22 Jan). 2015: Prediksi Pertumbuhan Industri Minuman Capai 12%. Diakses dari http://indonesianconsume.blogspot.co.id/2015/01/2015-

prediksipertumbuhan-industri.html

Daft, R. L. (2009). Manajemen (6th ed., vol. 1). E. Tanujaya & S. Tiolina (Penerj.). Jakarta: Salemba Empat.

David, F. R. (2013). Strategic Management: Concept and cases (12th ed). New Jersey: Pearson Education.

David, F. R. (2011). Strategic Management: Concept and cases (11th. ed). New Jersey: Pearson Education

Grant, R. M. (2003). Strategic Management. (Cetakan ke-3). Jakarta: PT. Elexmedia Komputindo.

Habib, S. (2008). Strategi Pengembangan Usaha Minuman Instan Jahe Merah (Zingiber officinale Linn.Var.rubrum) CV Hanabio Bogor (Skripsi). IPB.

Isnawati, S.F. (2009). Analisis Strategi Bersaing Gula Rafinasi (Studi pada PT. Jawamanis Rafinasi Cilegon, Banten (Skripsi). IPB.

Madura, J. (2007). Pengantar Bisnis (4th ed., Vol. 1). A. A. Yulianto & Krista (Penerj.). Jakarta: Salemba Empat.

Michaelson, G. A. (2004). Sun Tzu: The Art of War for Manager (Sun Tzu: Seni Perang untuk Manajer). Interaksara

Rachapila, T., & Jansirisak, S. (2013). Using Porter’s Five Forces Model for analysing the competitive environment of Thailand’s sweet corn industry. International Journal of Business and Social

Research (IJBSR), 3(3), 174–183.

Rangkuti, F. (2010). Analisis SWOT: Teknik membedah kasus bisnis (Cetakan 16). Jakarta: Gramedia Pustaka Utama.

Robbins, S., & Coulter, M. (2013). Management (12th ed). New Jersey: Pearson.

Solihin, I. (2009). Pengantar Manajemen. Jakarta: Erlangga.

Sugiyono. (2006). Metode Penelitian Bisnis. Bandung: Alfabeta.

Sumarni, M., & Soeprihanto, J. (2005). Pengantar Bisnis: Dasar-dasar ekonomi perusahaan. Yogyakarta: Liberty.

Wheelen, T. L., & Hunger, J. D. (2010). Concepts in Strategic Management and Business Policy (12th ed.). New Jersey: Pearson.

Downloads

Published

2015-11-30
Abstract 431  .
PDF downloaded 274  .