PERENCANAAN STRATEGIK CAHAYA BUANA GROUP DI SENTUL - JAWA BARAT

Koseng, Nely (2001) PERENCANAAN STRATEGIK CAHAYA BUANA GROUP DI SENTUL - JAWA BARAT. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

The purpose of this study was to create the effective strategic planning for Cahaya Buana Group (CBG). The tools, which used in analyzing this study are industrial structure analysis (Porter), EFE matrix and IFE matrix, product portfolio analysis (General Electric matrix) and also SWOT Analysis. According to industrial structure analysis, the result of the study showed that in the industry current time, competitive intensity of CBG products (Springbed, Plastic, Foam, Sofa, Metal Furniture and Wood Furniture) are in the middle level which means industry attraction is in middle position, and so is the capability of making profit. According to Product Portfolio Analysis with General Electric Matrix the result of the study showed that CBG products have the potential to grow or development further. Additionally, SWOT analysis generated some strategies, which listed below; first - Strength Opportunity strategy consists of market penetration strategy, product development strategy, export market share improvement strategy, and market .development strategy; second - Weakness Opportunity strategy consists of promotion strategy, human resource development strategy, technology development strategy, and international standard quality Strategy; third - Strength Threat strategy consisia of forward integation strategy, friendly environmental product strategy, and production efficiency strategy; foorth - Weakness Threat strategy consists of maximum usage of banldng facilities strategy, and backward integration strategy. The CBG industry foresight are; to make product development of Springbed, Plastic, Foam, Sofa, and Public Furniture; business development and also human resource development. The CRG objectives for five years period are to become the market leader for Spring Bed, Plastic product and Sofa, continuous foam production for industry, business development for solid furniture and vetal furniiure, feasibility study of floating factory boat, all households have to possess CBG products, retail development, to achieve export market share in Asian, to achieve maximum sales profit, to have a good quality human resource that groes together with business development, information technology development. To achieve those objectives, strategies needed are: product development strategy, market development strategy, penetration market strategy, international standard quality strategy to achieve IS0 9002, promotion strategy, customer relationship strategy, forward integration strategy, backward integration strategy, human resource development, and also information technology development. In conclusion. CBG has an objective to be the market leader in the furniture industry. This objective is supporied by CBG capabilities to respond and adapt towards environmental changes and also supported by advantage position of CBG portfolio product, which as mentioned earlier has chances to be developed further.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Furnitur, Cahaya Buana Group, Manajemen Strategik, perencanaan Strategik , Analisis Struktur Industri, Analisis Matriks IFE dan EFE, Analisis Matriks General Electric, matriks SWOT.
Subjects: Manajemen Strategi
Depositing User: Staff-3 Perpustakaan
Date Deposited: 27 Dec 2011 03:59
Last Modified: 27 Dec 2011 13:52
URI: http://repository.sb.ipb.ac.id/id/eprint/356

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