Irawan, Tofan Andrew (2021) Analisis Strategi Diversifikasi Produk Dalam Upaya Meningkatkan Jumlah Pendapatan (Studi Kasus Pada PT. Kebon Agung Surabaya). Masters thesis, Universitas Hayam Wuruk Perbanas Surabaya.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
1. Cover.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
2. Bab I.pdf Download (973kB) | Preview |
|
|
Text
3. Bab II.pdf Download (4MB) | Preview |
|
|
Text
4. Bab III.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
5. Bab IV.pdf Restricted to Registered users only Download (3MB) |
|
|
Text
6. Bab V.pdf Download (846kB) | Preview |
|
|
Text
7. Lampiran.pdf Restricted to Registered users only Download (2MB) |
Abstract
Sugar is one of nine basic comodities in Indonesian society as sweetener and as calories. Sugar consumption increases in line with the population growth, the food and beverage industry also hotels and restaurants. National sugar production is lower than consumption needs in Indonesia. For this reason, the government imports sugar as a solution to cover the shortage of sugar. However, the imports of sugars increasing continuously from year to year since 1990 and made competition between the sugar industries even tighter. In order to maintain business continuity and win in market competition, the effort of PT. Kebon Agung is implementing product diversification strategy. PT. Kebon Agung must change the perspective from focusing on commodities to focusing on customer services and the market. The purpose of this study are to determine the implementation of the product diversification strategy by PT. Kebon Agung, identifying the obstacles faced by PT. Kebon Agung in implementing the product diversification strategy, and analyzing the effect of the product diversification strategy on increasing the amount of PT. Kebon Agung's revenue. Based on the results of the research using qualitative methods by interviewing key informants and by data documentation, concluded that the product diversification strategy policy has been properly implemented to overcome intense market competition with competitors, minimize company risk, increase customer trust and increase the profit growth 0.2% over the past 5 years. Despite so many obstacles faced, PT. Kebon Agung anticipate it by increasing the human resouces competence, increasing system and technology investment which is done consistently might ensure PT. Kebon Agung able to have high competitiveness against future competition and able to achieve company goals.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 360 - 369 SOCIAL PROBLEMS AND SERVICES; ASSOCIATIONS > 360 - SOCIAL PROBLEMS & SERVICES; ASSOCIATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 26 Jan 2024 06:59 |
| Last Modified: | 26 Jan 2024 06:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11905 |
Actions (login required)
 |
View Item |