DAYA SAING PT BENAR FLORA UTAMA BERDASARKAN AKTIVITAS RANTAI NILAI FLORIKULTURA

Ratih Marina Kurniaty, Anas M. Fauzi, M. Achmad Chozin
2012 Jurnal Manajemen & Agribisnis  
ABSTRACTThe aims of this research were (1) to identify of the value chain that has been applied by the company, (2) to describe projections from internal and external condition as input in the company's success factor analysis, (3) to determine the company's strategic position, and (4) to formulate alternative strategies to increase the company's competitiveness in floriculture industry. This research used SWOT analysis method by considering company's position and value chain approach which was
more » ... approach which was started with chain mapping to describe actors involved, what business issues in this company face and which activity has the greatest contribution. The value chain approach were also used to determine the prominent product based on the annual sales report. The research results indicated that the issues in the value chain include: expensive input prices, uncertainty in seed supply and higher transportation cost especially for Euro Country and America. Based on internal and external matrix, the company's position is in the strategic growth quadrant, so the company can apply some alternative strategies such as (1) maintaining good relationships with customers and suppliers, (2) expanding market to Asia, (3) upgrading the types of tree, (4) attending big exhibitions, (5) develop products by creating plants trendcentre, (6) enhancing the knowledge management for the company's human resource, (7) production maximizing for the domestic market, (8) establishing distribution channels in each city, (9) setting a clear target market, (10) maintaining the quality of the plants, (11) restructuring the company in order to clarify the specialization of work, and (12) designing documents to better provide the seeds according to customers' need.Keywords: competitiveness, floriculture industry, chain mapping, value chain economic analysis, SWOT analysisABSTRAKTujuan penelitian ini adalah (1) identifikasi rantai nilai yang telah diterapkan oleh perusahaan, (2) menggambarkan dari kondisi inte [...]
doi:10.17358/jma.9.3.146-153 doaj:6eae65ef24f74d1eb8e710999cbdf162 fatcat:erqeu37nzjfylay5qwaudim2wi