Competitive Strategy of Local Beverage Companies in Preserve Their Existence to Face of Competition with Imported Drinks

Faisal Eriza, Nicholas Marpaung

2022

Abstract

This study is determine what strategy are used by Siantar Ice Factory Ltd in preserve the existence of ’Cap Badak’ products; to know the strategy implementation, evaluation; and also its obstacles. After that, this study analyzes the alternative strategy that possibly recommended to Siantar Ice Factory Ltd for supporting the existing strategy. The research method used is descriptive-qualitative, using case study. Data were collected by interviews, observation, and documentation. Data analysis techniques used were qualitative-descriptive analysis of Miles and Huberman and also SWOT Analysis using SWOT Matrix, IFE Matrix, EFE Matrix, and then matching the alternative strategies obtained on SWOT Diagram. The results showed that in maintaining the existence of Cap Badak products, Siantar Ice Factory Ltd uses Defense Strategy. The strategy implementation and evaluation has been done properly without changing any standards. The obstacles is they still using their conventional machines because the owner does not intend to regenerate the machines, and the production becomes less and hampered because many bottles are not returned to the factory yet. Furthermore, based on IFE Matrix, EFE Matrix, and SWOT Diagram, the results showed that PT. Siantar Ice Factory is in Quadrant I, where the company’s position is very profitable and supports aggressive strategies. Based on SWOT Matrix Analysis, Siantar Ice Factory Ltd is recommended to launch Cap Badak products in plastic bottle packaging immediately, do promotion after regenerating machines, educate consumers about the importance of returning bottles on time, purchase orders bottles more often, and change the family management system into a more professional system.

Paper Citation

in Harvard Style

Eriza F. and Marpaung N. (2022). Competitive Strategy of Local Beverage Companies in Preserve Their Existence to Face of Competition with Imported Drinks. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 391-396. DOI: 10.5220/0011823200003460

in Bibtex Style

@conference{icosop22,
author={Faisal Eriza and Nicholas Marpaung},
title={Competitive Strategy of Local Beverage Companies in Preserve Their Existence to Face of Competition with Imported Drinks},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={391-396},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011823200003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - Competitive Strategy of Local Beverage Companies in Preserve Their Existence to Face of Competition with Imported Drinks
SN - 978-989-758-618-7
AU - Eriza F.
AU - Marpaung N.
PY - 2022
SP - 391
EP - 396
DO - 10.5220/0011823200003460
PB - SciTePress