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Journal > Indonesian Journal of Business and Entrepreneurship (IJBE) > COMPETITIVE STRATEGY OF A MARKET LEADER; CASE OF UD. PRIMADONA’S PROL TAPE JEMBER - EAST JAVA

 

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Indonesian Journal of Business and Entrepreneurship (IJBE)
Vol 1, No 3 (2015): IJBE, Vol. 1 No. 3, September 2015
COMPETITIVE STRATEGY OF A MARKET LEADER; CASE OF UD. PRIMADONA’S PROL TAPE JEMBER - EAST JAVA
Article Info   ABSTRACT
Published date:
28 Sep 2015
 
The purpose of this study was to formulate a competitive strategy to maintain the existence of Prol Tape Primadona. The study used a case study approach with UD. Primadona as the research object. The data were analyzed by using a value chain approach to determine the internal and external conditions that influence Prol Tape Primadona and using analysis of IFE, EFE, CPM, IE, SWOT, and QSPM to develop competitive strategies for Prol Tape Primadona. The results show that the strategies that can be recommended to UD. Primadona are as follows: 1) increasing production capacity, 2) creating website/blog to promote Prol Tape, 3) adding the variants of Prol Tape, 4) stricting quality control to maintain strong brand equity, and 5) establishing coordination with the district government of Jember to make Prol Tape as a superior product.Keywords: competitive strategy, Prol Tape Primadona, UD. Primadona, QSPM, SWOT
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