ANALISIS FIVE FORCES PORTERS MODEL TERHADAP STRATEGI PEMASARAN PERUSAHAAN FARMASI DI INDONESIA DALAM MENGHADAPI PROGRAM JAMINAN KESEHATAN NASIONAL (JKN): Studi Kasus Di Pt Takeda Indonesia

SIMANJUTAK, ARMIN AHMAD (2019) ANALISIS FIVE FORCES PORTERS MODEL TERHADAP STRATEGI PEMASARAN PERUSAHAAN FARMASI DI INDONESIA DALAM MENGHADAPI PROGRAM JAMINAN KESEHATAN NASIONAL (JKN): Studi Kasus Di Pt Takeda Indonesia. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The National Health Insurance Program (JKN) has had a major impact not only on national health governance, but also has an impact on the pharmaceutical industry as a whole. This study aims to analyze the level of competition in the pharmaceutical industry in Indonesia in the JKN era by using the Five Forces Porter’s Model analysis. The researcher wanted to find out how the threat of the entry of newcomers, the level of rivalry between competitors, the pressure of substitute products, the bargaining power of buyers and suppliers, including also to find out whether Takeda Indonesia would remain in the JKN market, and how PT Takeda Indonesia's marketing strategy inside face the condition. This research is a qualitative research with a case study model, which is obtained by using primary data collection techniques through observation and interview methods, as well as secondary data through literature studies. The results of data collection and analysis are presented descriptively. The researcher also used a SWOT analysis (IFAS and EFAS) to find out the strengths and weaknesses of the company, then to the recommendation whether the company needed to stay on JKN or have to leave it, and which markets should be the focus of the company to survive and grow sustainably. The findings of this study are that the competition level of the pharmaceutical industry in Indonesia belongs to the high category, and the strategy that can be applied is the ST strategy, because it is in the second quadrant, namely by utilizing strength to suppress threats. This study also recommends that companies exit the JKN market because it relates to aspects of profitability and focus on the Regular sector. Keywords: Five Force Porter's Model, Qualitative, JKN, SWOT Analysis Program Jaminan Kesehatan Nasional (JKN) telah memberikan dampak yang besar bukan saja tentang tata kelola kesehatan secara nasional, namun berdampak pada industri farmasi secara keseluruhan. Penelitian ini bertujuan untuk menganalisa tingkat persaingan industri farmasi di Indonesia di dalam era JKN dengan menggunakan analisis Five Forces Porter’s Model. Peneliti ingin mengetahui bagaimana tingkat ancaman masuknya pendatang baru, tingkat rivalitas antara pesaing, tekanan produk pengganti, kekuatan tawar menawar pembeli dan pemasok, termasuk juga untuk mengetahui apakah Takeda Indonesia akan tetap bertahan di pasar JKN, dan bagaimana strategi pemasaran PT Takeda Indonesia, di dalam menghadapi kondisi tersebut. Penelitian ini merupakan penelitian kualitatif dengan model studi kasus, yang didapatkan dengan menggunakan teknik pengumpulan data primer melalui metode observasi dan wawancara, serta data sekunder melalui studi literatur. Hasil pengumpulan data dan analisa disajikan secara deskriptif. Peneliti juga menggunakan analisa SWOT (IFAS dan EFAS) untuk mengetahui sisi kekuatan dan kelemahan yang dimiliki oleh perusahaan, untuk selanjutnya sampai kepada rekomendasi apakah perusahaan perlu tetap bertahan di JKN atau harus meninggalkannya, serta pasar mana sebaiknya yang menjadi fokus perusahaan untuk dapat tetap bertahan dan bertumbuh secara berkelanjutan. Temuan dari penelitian ini adalah bahwa tingkat persaingan industri farmasi di Indonesia termasuk ke dalam kategori tinggi, dan strategi yang dapat diterapkan adalah strategi ST, karena berada pada kuadran ke 2, yaitu dengan memanfaatkan kekuatan (strength) untuk menekan ancaman (threat). Penelitian ini juga merekomendasikan perusahaan untuk keluar dari pasar JKN karena berkaitan dengan aspek profitabilitas dan fokus ke sektor Regular. Kata Kunci: Five Force Porter’s Model, Kualitatif, JKN, Analisa SWOT

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 190
Call Number: TM/51/19/043
NIM: 55113120304
Uncontrolled Keywords: Five Force Porter’s Model, Kualitatif, JKN, Analisa SWOT
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.38 Programs for Specific Operating Systems and For Specific User Interfaces/Program untuk Sistem Operasi Tertentu dan Antarmuka Pengguna Khusus > 005.382 Programs for Specific Operating Systems/Program untuk Sistem Operasi Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Jul 2019 07:19
Last Modified: 21 Jan 2020 08:06
URI: http://repository.mercubuana.ac.id/id/eprint/50012

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