Analisis strategi bisnis PT New Zealand Milk Indonesia dalam persaingan industri susu di Indonesia

SUTARJO, Amin Wibowo, SE.,MBA

2003 | Tesis | Magister Manajemen

PT New Zealand Milk Indonesia has proven its leadership on non-fat hi calcium milk powder murket in Indonesia. As its business grow, PT New Zealand Milk Indonesia has been trying to get bigger cake on milk industry by attempting to enter to Full Cream milk strategic group und head on wifh big player to get the murket shure. Leveruge of PT New Zeulund Milk Indonesiu non-jirt milk high culcium leudership lo .full creurn milk MUS not success. Analysis of PT New Zealand Milk Indonesia by using internal value chain, SWOT and Porter'sfive forces have shown that the company has its superiority in getting low price raw material but still behind its competitor on getting the product available as quick as competitor, high quality human resources of the company still depend from outside of company recruitment. Company has its strength on developing new segment market of high calcium milk, but still behind of its competitors on the bigger volume segment, e.g. GUMP, FCMP and medium price liquid milk. Recommendation suggested is to maintain company 's strategy by developing differentiation strategy. To gain leadership on competition business strutegv that been suggested for short krni nre managing current product portjblio, murket penelrution, market development, product development and long term strutegy is to nominate and to maintain firm 's strategy-that is differentiation strategy, exploit niche-vacant position e.g. milk based dog food and human resources strategy to develop in house capable manpower.

Kata Kunci : Strategi Bisnis,Persaingan Industri,dairy industry, internal value chain, SWOT Porter's Five Force, strategic group