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All Journal Syntax Literate: Jurnal Ilmiah Indonesia JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Hidayat, Angela Nathania
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Humanities Decision Sciences, Operations Research & Management Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALISIS STRATEGI UNTUK PT XL AXIATA TBK Hidayat, Angela Nathania
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 2 (2024): JMBI UNSRAT Volume 11 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i1.56509

Abstract

This research analyzes and formulates the corporate strategy of PT XL Axiata Tbk, one of the largest telecommunications companies in Indonesia, in the face of intense industry competition. This research uses internal analysis, external analysis, SWOT, GRAND, IE, and SPACE matrixes for strategy generation and decision. The result of the study shows that the main strategies of PT XL Axiata Tbk are product development, market penetration, and horizontal integration. This paper also presents a strategy implementation plan for the next 5 years and KPIs along with risks and risk mitigation. The study findings are expected to provide insights for decision-makers at PT XL Axiata Tbk and contribute to the literature on business strategy in the Indonesian telecommunications industry. Keywords : Strategy, Strategy Formulation, PT Ramayana Lestari Sentosa, Tbk
Blue Ocean Strategy Analysis PT Mandom Indonesia TBK Hidayat, Angela Nathania
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i4.58614

Abstract

The cosmetics industry in Indonesia is experiencing rapid growth, driven by urbanization, digitalization, and shifting consumer trends, with an estimated annual growth rate of 5.35%. Amid intense competition, PT Mandom Indonesia Tbk, a leading cosmetics company, seeks to differentiate itself through a Blue Ocean Strategy. This study aims to analyze PT Mandom’s internal and external environments and propose innovative strategies to create an uncontested market space. Using secondary data from annual reports, financial statements, and industry analyses, the research employs frameworks such as PESTLE, Porter’s Five Forces, and the Six Paths Framework to assess opportunities and challenges. Key findings reveal that PT Mandom’s strengths lie in its strong financial condition, export performance, and sustainability practices, while external threats include low consumer loyalty and rising competition from local brands. The study recommends adopting augmented reality (AR) technology for virtual try-ons, forging partnerships with healthcare and baby-care industries, and establishing salon/spa facilities to enhance emotional and functional product appeals. Additionally, the company should prioritize product innovation, brand image, and market share while deprioritizing non-critical factors like environmental regulations. These strategies aim to position PT Mandom in a blue ocean, leveraging Indonesia’s demographic and technological trends. The research implications highlight the need for empirical validation of these initiatives, particularly their impact on consumer engagement and market expansion, while balancing innovation with sustainability concerns in a dynamic industry.
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