Formulasi Strategi PT. X dalam Mempertahankan Market Share pada Industri Mi Instan

Abstract

The purpose of this study generally is to arrange a company’s strategic formulation in order to face the competition in instant noodle industry. Specifically, this study is aimed (a) to identify the external and internal factors for the company, (b) to analyze the company’s competition level, and (c) to create an accurate strategic alternative for the company to keep the share market in Instant Noodle Industry. This research is taken in X company, located in Karawang District, West Java from June to August 2010. The method which is used in this research is Qualitative-Quantitative Descriptive Method, means that the collecting of data is done to answer the exist problem with the case study as the form of the research. The primary data is taken from the questionnaires and interview with the Director, Operational Director, Finance Director and a staff as the representative of the experts as the respondent for the expert judgment and the secondary data is taken from the company’s annual report, study references, and the literatures from the company, related institution and the similar type companies as the comparison. The available data is analyzed by using the suitable analysis tools. They are Descriptive Analysis, PEST Analysis, Industry Environment Analysis, Functional Analysis, Internal and External Analysis, IE Matrix, and SWOT Matrix. The result of the industry competition analysis which has done shows a description entirely that the Instant Noodle Industry has the middle or average competition intention category and can reach economic profit or enough over normal return level which means that it can only give the uniqueness of a product, the availability of the comparative profit in production, and the marketing which cannot be easily imitated by the other companies. The position of the X company today is on “Hold and Maintain” with the strategy which can be developed on this position is market penetration strategy and product development. It’s supported by the SWOT matrix with the eight developed strategic alternatives. They are the development of X product by adopting the information technology, increasing the export trades, re-increasing the promotion intensively and continuously, focusing on segmentation, targeting and positioning, optimizing the available distribution networks equally, and optimizing the west Indonesia regions market, increasing the value of the product, doing niche marketing and intensifying below the line promotion, forward integrating with the distributors which are the sister company.