Designing Business Strategy on Export Company PT. Victory Rottanindo
Anisa Shabrina

Universitas Airlangga

Abstract

PT. Victory Rottanindo is a company engaged in the manufacturing of raw materials processing into rattan furniture. The company exports its products to the United Kingdom by collaborating with three distributors in the country. But over time, the company experienced a decrease in sales in 2016. Through the analysis of external and internal factors using PEST, Five Porter Forces, and Value Chain. It can be concluded in the IE Matrix quadrant that PT. VR has position on cell 5 that is at condition of Hold and Maintan. In this condition, the company is advised to conduct market penetration and product development.

Keywords: Business Strategy; SWOT; IE Matrix; Export; Furniture; United Kingdom

Topic: Strategic Management, Entrepreneurship and Contemporary Issues