Penerapan Strategi Bersaing Perusahaan dalam Menghadapi Pesaing untuk Keberlanjutan Usaha PT Agro Lestari Merbabu

Abstract

Persaingan dalam industri agribisnis kentang menuntut strategi adaptif demi menjaga keberlanjutan usaha. PT Agro Lestari Merbabu menghadapi tantangan ketergantungan pada tengkulak yang memengaruhi efisiensi dan posisi tawar. Penelitian ini bertujuan menganalisis strategi bersaing perusahaan dengan pendekatan kualitatif deskriptif dan dukungan data kuantitatif melalui skala Likert serta analisis finansial. Kerangka analisis meliputi bauran pemasaran 4C, Five Forces, dan Business Model Canvas. Hasil penelitian menunjukkan bahwa perusahaan menerapkan strategi diferensiasi melalui digitalisasi distribusi, dan penguatan hubungan dengan konsumen dan petani melalui kotak saran digital, e commerce, penyuluhan pertanian, dan sistem membership. Strategi ini menanggapi kebutuhan konsumen melalui bauran pemasaran 4C, meningkatkan daya tawar terhadap tengkulak dan kompetitor dengan menggunakan Five Forces, serta menyempurnakan model bisnis berbasis Business Model Canvas. Secara finansial, strategi tersebut meningkatkan efisiensi dan profitabilitas, tercermin dari kenaikan R/C Ratio dari 1,61 menjadi 3,00 menunjukkan keberhasilan strategi dalam memperkuat daya saing dan menjaga keberlanjutan usaha.

Competition in the potato agribusiness industry demands adaptive strategies to ensure business sustainability. PT Agro Lestari Merbabu faces challenges, particularly its dependency on middlemen, which affects efficiency and bargaining power. This study aims to analyze the company’s competitive strategy using a descriptive qualitative approach, supported by quantitative data through Likert scale analysis and financial assessment. The analytical framework includes the 4C marketing mix, Porter’s Five Forces, and the Business Model Canvas. The findings show that the company applies a differentiation strategy through digitalized distribution and strengthened relationships with consumers and farmers by utilizing digital suggestion boxes, e-commerce platforms, agricultural extension activities, and a membership system. This strategy addresses consumer needs through the 4C approach, enhances bargaining power against middlemen and competitors using the Five Forces framework, and refines the business model based on the Business Model Canvas. Financially, the strategy improves efficiency and profitability, as reflected by an increase in the R/C Ratio from 1.61 to 3.00, indicating the strategy’s success in enhancing competitiveness and sustaining the business.