ANALISIS STRATEGI BISNIS PERCETAKAN DI ERA DIGITALISASI PADA SEGMEN PRODUK LABEL DAN KEMASAN STUDI PADA PERUSAHAAN PT. XYZ

Authors

  • Fauzi Dwi Krisdianto Universitas Airlangga
  • Sri Gunawan Universitas Airlangga

DOI:

https://doi.org/10.35794/jmbi.v10i2.49846

Abstract

Abstract. With the increasing in advanced technology and digitization, it has encouraged several industries to transform their business process, including the printing industry. Conventional printing products are starting to be abandoned by prospective customers because they are considered to be irrelevant and efficient.  This is the background for several printing companies to diversify their products to maintain business continuity. PT. XYZ started its business development by establishing a new label and packaging product division, which is predicted to still have a lot of demand in the next few years. Data collection is done by interviews and secondary data. In this research, an analysis of the company's external and internal factors in the new division of packaging labels will be carried out using PESTEL and VRIO analysis. From the results of the analysis, it is then used as the basis for determining a business development strategy using the TOWS matrix so that it can compete and is able to maintain overall business continuity.

 

Abstrak. Dengan semakin meningkatnya kemajuan teknologi dan digitalisasi, mendorong beberapa industri untuk melakukan transformasi dalam bidang usahanya, termasuk pada industri percetakan. Produk percetakan konvensional mulai ditinggalkan calon pelanggan karena dinilai sudah tidak relevan dan efisien. Hal tersebut melatarbelakangi beberapa perusahaan percetakan untuk melakukan diversifikasi produk untuk menjaga keberlangsungan usaha. PT. XYZ memulai pengembangan usahnya dengan pendirian divisi baru produk label dan kemasan, yang diprediksi masih memiliki banyak permintaan dalam beberapa tahun kedepan. Pengumpulan data dilakukan dengan wawancara dan data sekunder. Dalam penelitian ini, akan dilakukan analisa faktor ekternal dan internal perusahaan pada divisi baru label kemasan dengan menggunakan analisis PESTEL dan VRIO. Dari hasil analisis eksternal dan internal yang dilakukan, kemudian dijadikan dasar penentuan strategi pengembangan bisnis menggunakan matriks TOWS agar dapat bersaing dan mampu menjaga keberlangsungan bisinis secara keseluruhan

References

Alas, R., Übius, U., Lorents, P., & Matsak, E. (2017). Corporate Social Responsibility In European And Asian Countries. Jurnal Manajemen Bisnis Dan Inovasi (JMBI) UNSRAT Vol. 4 No. 1

Barney, J., 1991. Firm resources and sustained competitive advantage. Journal of management, 17(1), pp.99-120.

Porter, M.E., 2008. Competitive strategy: Techniques for analyzing industries and competitors. Simon and Schuster.

Hambrick, C.D. and Frederickson, W.J. (2001) Are you sure you have a strategy?. Academy of Management Executive, Vol. 15, No. 4

Hill, C.W. and Jones, G.R., 2007. Strategic Management Theory: An Integrated Approach. Houghton Mifflin.

Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2012. Strategic management cases: competitiveness and globalization. Cengage Learning. Barney, Jay B. 2007. Gaining and Sustaining Competitive Advantage. PearsonEducation Inc., Upper Saddle River, New Jersey.

Kotler, Philip dan Armstrong, Gary. 2012. Principles of. Marketing. New Jersey: Prentice Hall

Kotler, Philip and K.L, Keller. 2016. Marketing Management (15th ed). England : Pearson Education Limited.

Prahalad, C. K., Gary Hamel. 1990. The Core Competencies of the Corporation. Harvard Business Review.

Pearce, J.A. and Robinson, R.B., 2009. Formulation, implementation, and control of competitive strategy. McGraw-Hill.

Sumarlijati, T., Suprihanta, C. P., & Setiawan, I. T. (2021). Factors In Purchase Intention Of Foreign Soccer Club Jersey. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(3). https://doi.org/10.35794/jmbi.v8i3.35661

Thompson, Arthur, et al. 2016. Crafting & Executing Strategy (20th ed). The Quest for Competitive Advantage: Concepts and Cases. Ney York : McGraw-Hill Education.

Tulung, J. E. (2010). Global Determinants of Entry Mode Choice. Journal of Indonesian Economy and Business, 25(2), 155-169.

Zikmund, W. C., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods. Boston, MA Cengage Learning Custom Publishing.

https://www.mordorintelligence.com/industry-reports/commercial-printing-market diakses tanggal 2 Februari 2023

https://www.bi.go.id/id/publikasi/ruang-media/news-release/Pages/sp_252823.aspx diakses tanggal 6 Juli 2023

https://www.cnnindonesia.com/nasional/20220225173203-20-764215/sampah-plastik-2021-naik-ke-116-juta-ton-klhk-sindir-belanja-online diakses tanggal 10 Juli 2023

Downloads

Published

2023-08-30

How to Cite

Dwi Krisdianto, F., & Gunawan, S. (2023). ANALISIS STRATEGI BISNIS PERCETAKAN DI ERA DIGITALISASI PADA SEGMEN PRODUK LABEL DAN KEMASAN STUDI PADA PERUSAHAAN PT. XYZ. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(2), 1327–1344. https://doi.org/10.35794/jmbi.v10i2.49846