Sustaining growth strategy :: Case study at PT. Heinz ABC Indonesia
WAHYU, Joviardi, Prof.Dr. Sukanto Reksohadiprodjo, M.Com
2001 | Tesis | Magister Manajemen-
The most industry in Indonesia, which could precede a great deal of money, is food and beverage industry. Although it was fragmented at the first establishment, the market structure of this industry now has been consolidated into many categories based on the product and specialization. One of them is seasoning, fruit and juice industry. Such kind of product was produced by FT. Heinz XBC Indonesia as their main products and become main player in existing industry. From 1995 to 1999 the performance of this firm was fascinating; they never loss on profit and at least break event in 1997 and 1998 over mcmetury crisis. In February 1999 Heinz Group, a giant company from USA, ac-juii-ed this company as to the financial difficulties. Facing this circumstancle, it is critically to decide by management to choose the strategic options and its applications in order to maintain or even sustain the company gxowth. Therefore writer tries to help management in finding strategic issues, critical problem and gives some solution and suggestion to choose the most appropriate strategy to their company through this research. By using industry and competitive analysis method and evaluation the company resources and competitive capabilities, which had been proposed by Thompson and Strickland (1999), this research was conducted through two kind actions: library research including finding data in Internet, and field research by observing the company's day-to-day activities. As the result, it could be identified the company's SWOT and furthermore to sharpen in finding the strategic issues is used Matrix SWOT Analysis toward the recent company's position within industry. Certainly, PT. Heinz ABC Indonesia has a uniqueness as to differentiate to other competitors, which has strength in marketing and distribution channel, mass production capability, and succeed in conducting KSF within industry. But, also there are a few problems arise in upper management and miss-communication interdivision that sometimes emerge particularly on the peak season. By recognizing the recent company's position in the Matrix SWOT, it can be identified the position of the company at SO strategy. Hence, in order to overcome the problems by using the company's strength and finally can size the opportunities, PT. Heinz ABC Indonesia can choose the most appropriate strategy is growth, with sustainable dqferentiation as policy and manage several programs such as: Increase the market share, Increase the distribution network, Maintain as a market leader, Maintain quality product and service, Increase quality in communication, and Increase export selling product. From several descriptions above that can be crucial attention for management of PT. Heinz ABC Indonesia is how the firm can learn from Heinz to increase the overall quality and performance of company and steal the experience from Heinz in international rnarketing. Learning process will takes time and even can burden the operational acxivities of firm if does not be handled carefully
Kata Kunci : Strategi Bisnis,PT Heinz ABC Indonesia
