STRATEGI BERSAING STUDI KASUS PADA PT. ABC
Ibrahim Yusuf, Prof. Amin Wibowo, S.E., M.B.A., Ph.D.
2023 | Tesis | S2 Manajemen
This study has 3 objectives, namely to analyze factors in the company's external environment that can provide opportunities for companies to gain competitive advantage, analyze factors in the company's internal environment that can support companies to gain competitive advantage, and to develop appropriate strategies so that companies can gain competitive advantage. The company studied is PT. ABC which is a jewelry manufacturing company that is in the custom jewelry industry. This study uses qualitative data types, with primary data in the form of interviews with Vice of CEO and Managers, while secondary data in the form of studies of internal company documents and external industry, finally the author also made direct observations. Data was collected and analyzed using triangulation techniques. There are 2 external analysis tools, namely PESTEL and five forces, 2 internal analysis tools, namely SWOT and value chain, finally a generic strategy to formulate a competitive strategy.
Based on the research results, concluded that: (1) the external environment provides opportunities for companies to gain competitive advantage. (2) there are internal aspects that support the Company to gain competitive advantage, namely superior customer experience, has a digital marketing & sales function, has a supply-chain function, has a production function, has a distribution function, has a service function, has an IT function, has a human capital function, and has general functions. (3) the strategy that is suitable for the company to gain competitive advantage is a focused differentiation strategy.
Kata Kunci : industri perhiasan kustom, strategi generik, five forces, PESTEL, SWOT, value chain