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Analysis of Product Diversification Strategies in Effort to Increase Total Revenue (Case Study at PT. Kebon Agung Surabaya)

Irawan, Tofan Andrew and Rachmat, Basuki (2021) Analysis of Product Diversification Strategies in Effort to Increase Total Revenue (Case Study at PT. Kebon Agung Surabaya). In: The 3rd International Conference on Business and Banking Innovations, 6 & 7 March 2021, Surabaya.

Tofan Andrew - Analysis of Product Diversification Strategies in Effort.pdf

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PT. Kebon Agung as one of sugar industries at east java implementing product diversification strategic in order to maintain business continuity and win in market competition. They change their perspective from focusing on commodities to focusing on customer services and the market. They pack sugar in one kilogram packs then sell it with retail system. By using qualitative methods, this study aims to analyze the effect of product diversification strategies to increase PT. Kebon Agung’s total revenue. Researchers collect data by deep interview with three key informants enhanced with secondary data carried out from 2016 to 2020. The result 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 resources 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. Keywords: Product Diversification Strategic, Increase Total Revenue, Sugar Industry.

Item Type: Conference or Workshop Item (Paper)
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 11 Aug 2021 07:32
Last Modified: 11 Aug 2021 19:49

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