Rosa, Edy Safni
ANALISIS MANAJEMEN STRATEGI PD. KECAP ZEBRA DALAM
MENGHADAPI PERSAINGAN YANG SEMAKIN KOMPETITIF.
Masters thesis, Institut Pertanian Bogor.
This research was being conducted to see the internal and external factors on Zebra Soy Sauce Company in
facing a more competitive rivalry and providing some alternatives that can be used by the company in
facing the business environmental change. Basic analysis of Matrix IE, and industrial rivalry analysis(Five Forces of Porter) were used to direct the company positioning.
Industrial rivalry analysis of the soy sauce industry in Indonesia indicates that the degree of
competitiveness within the industry is medium. The degrees of threat from the new entrants and product
substitute are medium. Barganing power of the supplier and purchaser is also medium.
From the analysis shown that the strengths of Zebra Soy Sauce Company are the access to the supplier of a
good quality product, strong market netwok, its product varieties, good company image and competitive
product price. The weaknesses of this company are human resources, location of the company, type and the
degree of sophistication of technology, and its capacity.
The present opportunities of the company are the change of the customes way of life and consumption level
of soy sauce, exchange rate of rupiah, export policy, invesment policy, the development of processing
technology, transportation and the use of internet and e-commerce. On the other hand, the threats
among others are a slow down of the economic growth, fluctuation of of soybean price, political and
security situation, environmental policy, tariff policy, inflation and interest rate.
Matrix IE analysis indicates that the position of Zebra Soy Sauce Company is on the developmental and
growth stages. Based on the opportunities, threats, strengths, and weaknesses of the company and to
support the outcome of the internal-external analysis of the company, TOWS analysis is used. Some
strategic alternatives which can be applied to the company at present are the product development strategy,
market development strategy, market penetration strategy, human resource development strategy and
strategy on advance technology.
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