FORMULASI STRATEGI BERSAING PT NUSANTARA TROPICAL FRUIT

Setiawan Ilot, Esther Ratnasari (2001) FORMULASI STRATEGI BERSAING PT NUSANTARA TROPICAL FRUIT. Masters thesis, Institut Pertanian Bogor.

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Abstract

PT Nusantara Tropical Fruit (NTF) was established in 1992 and located in Way Jepara, Lampung Timur. The company produces fresh banana under brand name SUNPRIDE. Objectives of research are : (1) identifying intemal and external factors affecting company's condition and development, (2) analyzing altemative business strategies applicable to the company, and (3) recommending business strategies to the company to enhance its growth. From the identification of intemal and extemal factors, the results indicate that the company's strengths are: (1) well-known product quality, (2) superior quality of the plant seeds, (3) good Research & Development facilities, (4) good distribution network, (5) has strong experience in its industry, (6) has large farming land, and (l) better farming technologies. Company's weaknesses are : (1) poor capabilities of human resources, (2) problem with attack of fusarium sp. desease, (3) poor undertree irrigation system, (4) inaccurate production plan, and (5) undeveloped management information system. Company's opportunities are: (1) high demand for domestic market, (2) high demand for foreign market, (3) govemment policies support agribusiness, (4) increasing per capita consumption, (5) big opportunity to do product diversification, (6) depreciation of rupiah, and (7) possibility to enlarge the area of plantation. Company's threats are: (1) unsecure business environment, (2) competition from other local producers, (3) competition from imported fruits, (4) uncontrollable nature conditions, (5) unstable political condition, and (6) condition of global and regional market. By using Intemal -Extemal Matrix (IE), the results indicate that the company is in the growth stage, where the external factors as well as the intemal factors are the strong point of the company. By combining SWOT matrix and IE Matrix, the company has a numbers of strategies, namely : Strength -Opportunities strategy, Weakness Opportunities strategy, Strength Threats strategy, and Weakness Threats strategy. Suggestions for the management are formulated into three stages, namely: (1) shortterm strategies are to implement better quality; market development; vertical integration, cost efficiency and social responsibility strategy, (2) mid-term strategies are to implement product diversification, human resources development and better technology strategy, and (3) long-term strategy is to implement the development of agricultural-tourism.

Item Type: Thesis (Masters)
Uncontrolled Keywords: STRATEGI, BERSAING, PT NUSANTARA TROPICAL FRUIT
Subjects: Manajemen Strategi
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-1 Perpustakaan
Date Deposited: 05 Jan 2012 12:20
Last Modified: 05 Jan 2012 12:20
URI: http://repository.sb.ipb.ac.id/id/eprint/976

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