Business Strategy PT. XYZ in Marketing CItric Acid For Food and Beverage Ingredients Industry

Agus Hartanto


Raw material distributors play an important role in the continuity of the food and beverage industry in producing their products, therefore raw material distributors must implement the right strategy in order to have a competitive and sustainable competitive advantage. This research was conducted at PT. XYZ located in East Jakarta, PT. XYZ is one of the raw material distributors who distribute citric acid as food additives in the food and beverage industry. This research will be conducted in November 2017 until the end of April 2018. The purpose of this research is to determine the right business strategy in order to achieve competitive and sustainable advantages. This research includes descriptive - qualitative research, where primary data collection is done by questionnaires, interviews, and FGD (Forum Group Discussion) and literature as secondary data. The analysis used in this study is the SWOT Matrix, Grand Strategy Matrix, and Quantitative Strategy Planning Matrix. The results of this study show the Growth Strategy and alternative strategies of PT. XYZ namely Market Development Strategy, Backward Integration Strategy, and Horizontal Integration Strategy. Conclusion The PT. XYZ Business Strategy is a Market Development Strategy and Growth Strategy.


Business Strategy, Raw Material, Citric Acid


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Creative Commons License

Creative Commons Attribution 4.0 International License.