ANALISA STRATEGI BISNIS MESIN INDUSTRIAL DIGITAL PRINTING DI PT MARKINDO REKATEKNIK MENGGUNAKAN PENDEKATAN BLUE OCEAN STRATEGY

PRASETYO, MARTEEN (2018) ANALISA STRATEGI BISNIS MESIN INDUSTRIAL DIGITAL PRINTING DI PT MARKINDO REKATEKNIK MENGGUNAKAN PENDEKATAN BLUE OCEAN STRATEGY. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

This study aims to discuss about the steps and business strategies undertaken by PT.Makindo Rekateknik to get out of the business competition that has been stuck in the competition of red ocean industry strategy Digital Printing (IDP) where the competition occurs not only with different distributors of brands, but also with distributors with the same brand. Some steps are set such as reducing the price factor, eliminating the factors of relationship management and office networking factors, increasing the factors of salespeople, services, and applied technology, creating new factors such as leasing, service contracts, tradein units, establishing affiliations with finance companies and making and selling packaging machinery to create a blue marine strategy where competition is no longer relevant. The results of this analysis are then re-analyzed using SWOT analysis in order to know the opportunities and threats that may arise. Keywords: Red ocean strategy, blue ocean strategy, SWOT analysis Penelitian ini bertujuan membahas tentang langkah dan strategi bisnis yang dilakukan oleh PT.Makindo Rekateknik untuk keluar dari persaingan bisnis yang selama ini telah terjebak dalam persaingan strategi samudra merah Industrial Digital Printing (IDP) dimana didalam persaingan terjadi tidak hanya dengan distributor yang berbeda merek, namun juga dengan distributor dengan merek yang sama. Beberapa langkah ditetapkan seperti mengurangi faktor harga, menghilangkan faktor manajemen relasi dan faktor jaringan kantor, meningkatkan faktor tenaga penjual, pelayanan, dan teknologi terapan, menciptakan faktor - faktor baru seperti penyewaan, kontrak service, tradein unit, menjalin affiliasi dengan perusahaan pembiyayaan dan membuat dan menjual mesin packaging sehingga terciptalah strategi laut biru dimana persaingan tidak lagi menjadi relevan. Hasil dari analisa ini kemudian di analisa kembali menggunakan analisa SWOT agar dapat mengetahui peluang dan ancaman yang mugkin akan timbul. Kata Kunci : Strategi samudra merah, strategi samudra biru. analisis SWOT

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