Juliasari, Silvia (2022) Analisis strategi bersaing pada perusahaan manufaktur pull handle menggunakan porter's five forces model (studi kasus:PD XYZ). Bachelor thesis, Universitas Pelita Harapan.
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Abstract
PD XYZ merupakan perusahaan manufaktur pull handle berlokasi di Pulau Jawa.
PD XYZ mengalami kesulitan dalam menghadapi persaingan yang semakin ketat.
Persaingan yang semakin ketat disebabkan karena jumlah pesaing sejenis yang
mengalami peningkatan, diperkirakan saat ini mencapai 100 perusahaan sejenis di
Indonesia. Banyak pesaing yang menawarkan produk dengan harga yang lebih
murah. Hal tersebut menjadi penyebab terjadinya penurunan omzet PD XYZ.
Tujuan penelitian ini yaitu memberikan usulan strategi bersaing yang tepat dalam
industri pull handle dengan menggunakan porter’s five forces model. Porter’s five
forces model terdiri atas ancaman masuk, rivalitas pesaing yang ada, tekanan
produk substitusi, daya tawar pembeli, dan daya tawar pemasok. Metode
pengumpulan data yang dilakukan yaitu wawancara terhadap Direktur PD XYZ dan
2 partisipan yang telah berpengalaman dalam pasar pull handle. PD XYZ saat ini
menggunakan strategi overall cost leadership. Namun, strategi tersebut dinilai
belum maksimal. Faktor penyebabnya yaitu proses produksi yang masih manual
dan harga jual produk pesaing lebih rendah. Berdasarkan analisis lingkungan
industri pull handle saat ini, dapat diketahui bahwa tidak ada ancaman yang tinggi
pada ancaman masuk, tekanan produk substitusi dan daya tawar pemasok. Namun,
terdapat ancaman sedang menuju tinggi pada rivalitas pesaing yang ada dan daya
tawar pembeli. Diferensiasi pada industri pull handle saat ini cukup rendah,
menyebabkan daya tawar pembeli menjadi tinggi. Strategi bersaing yang diusulkan
yaitu penggabungan strategi overall cost leadership dan diferensiasi. Perusahaan
dapat melakukan diferensiasi dengan fokus product dan image. Perusahaan dapat
meluncurkan berbagai series, seperti black series, white series, dan platinum series.
Selain itu, dapat ditambahkan variasi kadar stainless steel pada produk minimalis.
Image yang dapat dikenalkan yaitu sebagai pull handle berkualitas, bervariasi dan
produk dapat di-custom. Perusahaan dapat melakukan pengiklanan di berbagai
platform./PD XYZ is a pull handle manufacturing company located in Java Island. PD XYZ
has difficulty in facing intense competition. Intense competition due to the
increasing number of similar competitors, it is estimated that currently there are 100
similar companies in Indonesia. Many competitors offer products at lower prices.
This is the cause of the decline in PD XYZ turnover. The purpose of this study is
to propose the right competitive strategy in the pull handle industry using Porter's
five forces model. Porter's five forces model consists of the threat of entry, the
rivalry of existing competitors, the pressure of substitute products, the bargaining
power of buyers, and the bargaining power of suppliers. The data collection method
used are interviews with the Director of PD XYZ and 2 participants who have
experience in the pull handle market. PD XYZ currently uses an overall cost
leadership strategy. However, this strategy is considered not optimal. The
contributing factors are the production process that is still manual and the selling
price of competitors' products is lower. Based on the analysis of the current pull
handle industry environment shows that there is no high threat of entry threats,
pressure on substitute products and bargaining power of suppliers. However, there
is a moderate to high threat on the rivalry of existing competitors and the bargaining
power of buyers. The differentiation in the pull handle industry is currently quite
low which makes the bargaining power of buyers high. The proposed company
strategy is a combination of overall cost leadership and differentiation strategies.
Companies can differentiate by focusing on product and image. Companies can
launch various series, such as black series, white series, and platinum series. In
addition, variations in stainless steel levels can be added to minimalist products.
Images that can be introduced are as pull handles with quality, variety and products
that can be customized. Companies can advertise on various platforms.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Juliasari, Silvia NIM01033180025 silviajuliasari@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Silalahi, Rudy NIDN317087403 rudy.silalahi@uph.edu |
Uncontrolled Keywords: | porter's five forces;differentiation;overall cost leadership |
Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering |
Depositing User: | Users 8826 not found. |
Date Deposited: | 13 Feb 2022 14:10 |
Last Modified: | 13 Feb 2022 14:10 |
URI: | http://repository.uph.edu/id/eprint/46052 |