Formulasi strategi bersaing pada PT Combiphar Divisi OTC

ADHISTANA B., Hubertus M. Rommy, Bambang Riyanto LS, Dr., MBA

2008 | Tesis | S2 Magister Manajemen

Industri fanmasi merupakan industri yang memegang peranan panting dalam kehidupan masyarakat modern sekarang Ini, karena dengan adanya industri farmasi masyarakat dapat iebih meningkatkan kuaiitas hidupnya terutama di bidang kesehatan. indonesia dengan jumiah penduduk 220 juta jiwa merupakan pasar yang potensial untuk penjuaian produk farmasi. Di Indonesia sekarang ini ada banyak perusahaan yang bergerak di bidang farmasi, baik iokai maupun asing, saiah satu perusahaan farmasi tersebut adaiah PT. Combiphar yang merupakan pemain iokai daiam bisnis ini. Karena persaingan di industri farmasi cukup ketat perusahaan harus menetapkan strategi yang memadai guna memenangkan persaingan. Guna meningkatkan daya saing perusahaan di daiam industri, dilakukan anaiisis internai dan eksternai yang mempengaruhi strategi, kebijakan dan program yang akan diambii oleh perusahaan. Anaiisis eksternai diiakukan dengan menganalisis karakteristik industri, anaiisis lima kekuatan bersaing (Five Forces Competitive), anaiisis driving forces, anaiisis strategic group map dan anaiisis key success factors. Sedangkan anaiisis internai akan difokuskan pada Bidang fungsionai (Divisi Sales, Marketing dan Trade Marketing), produk line perusahaan, sumber daya manusia dan penguasaan teknologi. Setelah melakukan anaiisis lingkungan internal dan eksternai, dilakukan anaiisis SWOT untuk mengetahui kekuatan/sfrerrgf/i, keiemahan/weakness, kesempatan/opporfurr/fy dan ancaman/fhreaf yang dihadapi oieh perusahaan. Hasil akhir adaiah formulasi aiternatif strategi bagi PT. Combiphar. Dengan menerapkan formuiasi strategi tersebut, PT. Combiphar diharapkan dapat memenangkan persaingan di Industri farmasi. KataKunci : Industri Farmasi, industry Characteristics, Strategic Group Map. Five Forces Model. Driving Forces, Key Success Factors. Bidang Fungsionai (Sales, Marketing dan Trade Marketing), product line, Sumber daya manusia, penguasaan teknologi, SWOT.

Pharmacy industry has an important role In modem life nowadays, because with the existence of pharmacy industries, people can improve their quality of life especially in health. Indonesia with population of 220 Millions people is a potential market to sell pharmacy products. Currently, In Indonesia there are lots of player in pharmacy industries, foreign and local. One of the local players is FT. Combiphar with the main product OBH Combi. Because of the tight competition in the business, the company need to formulate a proper strategy to win the competition. To increase company competitiveness in the industry, this research analyze internal and external environment that influence strategy, policies and under taken program by company. External analyze conduct by analyzing industry characteristics, five forces model, driving force, strategic group map and key success factors. In the other hand, internal analyze focused on internal capabilities such as functional division (Sales, Marketing and Trade Marketing), company's product line, human resources and technology. After analyzing internal and external environment, SWOT analysis is conducted to obtain strength, weakness, opportunity and threat that faced by the company. The final result is formulating alternative strategy for the company. By applying this formulation strategy, FT Combiphar can win market competition In the industry. Key Words : Pharmacy Industry, Industrial Characteristics, Strategic Group Map, Five Forces Model, Driving Forces, Key Success Factors, Functional (Sales, Marketing and Trade Marketing), Product line. Human resources, technology and SWOT.

Kata Kunci : Industri farmasi,Industry characteristics,Strategi group map,Five forces model