STRATEGI LG ELECTRONICS INDONESIA UNTUK MENGUASAI PASAR ELEKTRONIKA INDONESIA TAHUN 2010

Ardi Fuji Hariadi, Eko Budiwiyono, Drs., MBA.

2008 | Tesis | Magister Manajemen

Penulisan tesis ini bertujuan untuk mendapatkan nimusan strategi bersaing PT. LG Electronics Indonesia tahun 2008 - 2010 untuk memenangkan posisi market leader dalam industri lektronika Indonesia dan tingginya tingkat persaingan antar perusahaan elektronika di Indonesia. Metode analisis yang digunakan dalain Icsis ini adalah analisis ekstcrnal-internal perusahaan dan analisis SWOT. Karakteristik perusahaan di dalam tesis ini berupa besamya pasar dan pertumbuhan industri elektronika, cakupan daya saing pesaingyang makin luas, besamya investasi jika dibandingkan dengan nilai skala ekonomi, didukung oieh tingkat pertumbuhan industri dan kesempatan perusahaan melakukan diferensiasi produk. Sedangkan dari analisis 5

This paper is written to gain competitive strategic review of PT. LG Electronics Indonesia at 2008 — 2010 to become a market leader position facing high competitive growth of electronics industry in Indonesia. Analytical method was used in this paper is external analysis, internal analysis and SWOT analysis. Industrial characteristic that was found in this paper are: dominant market share and growth of electronics industry, potential competitiveness scope, high rate of R&D investment compare with economic scale, a few number of big competitor, pace of technology, and the opportunity for company for creating product differentiation. Meanwhile from 5-forces Porter, we found that company facing high competition rate, high bargaining power of buyer, high pressure from other competitor, strong competitive force of substitutes products and but weak supplier power. All of this result then will be analyze by using SWOT analysis. Analysis results having been done could be concluded as follow: 1) Based upon the analysis of strategic group map, it showed us that the competition was divided into four groups; 2) As relatively new trademark in Indonesian markets, of course, LGEIN has still relatively low competitiveness than established brands ; 3) In order to maintain its position as market leader PT LGEIN needed to perform market penetration strategy. 4) Through SWOT analysis it could be known LG Electronics" position lies in the first quadrant. 5) To overcome threats from competitors, then it had to maintain differentiation strategy in service matter to customer, so consumers" loyalty level kept high. 6) LGEIN to increase its product variants, because it was one of key solutions to win the competition, so it is able to be market leader. Keywords : Market leader, internal analysis, external analysis, SWOT analysis, strategy formulation.

Kata Kunci : Market leader analisis internal, analisis ekstemal, analisis SWOT, formulas! strategi