Case Study of Business Strategy in Steel Trading Company in Indonesia｜國立臺灣科技大學博碩士論文系統

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研究生：	Amelia krisnadi Amelia krisnadi
論文名稱：	Case Study of Business Strategy in Steel Trading Company in Indonesia Case Study of Business Strategy in Steel Trading Company in Indonesia
指導教授：	劉代洋 Day-Yang Liu
口試委員:	hsin - fang hsu hsin - fang hsu chun- nan chen chun- nan chen
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2018
畢業學年度：	106
語文別：	英文
論文頁數：	41
中文關鍵詞：	Steel Industry 、Business Level Strategy 、market segmentation 、lancar group
外文關鍵詞：	Steel Industry, Business Level Strategy, market segmentation, lancar group
相關次數：	點閱：249 下載：4
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上一筆

Indonesia is one of the largest archipelago country in the world. The nation has been developing very well until now because of the huge number of productive age population. Indonesian is also belongs to the largest consuming class in the world and it will increase along with the growth of Indonesian urbans. This fact means that there are huge opportunities to build and expand business in Indonesia with variant strategies. This thesis is aimed to disclose steel trading company business strategies and plan to maintain, expand its business in Indonesia’s steel industry.
Lancar group is a stockiest steel trading company that sell many kinds of steel with variant size. Lancar group is B2B and B2C company and also limited liability company. Lancar group use cost leadership strategy in managing its business to dominate the market. Besides that, they also apply diversification strategy which is build another business unit on shipyard field. Currently, lancar group is consist of 7 company with 10 warehouses around Indonesia.

TABLE OF CONTENTS

ABSTRACT    i
ACKNOWLEGEMENT    ii
TABLE OF CONTENTS    iii
LIST OF FIGURES    v
LIST OF TABLES    vi
CHAPTER 1 INTRODUCTION    1
1.1 MOTIVATION AND BACKGROUND    1
1.2 RESEARCH OBJECTIVES    4
1.3 RESEARCH CONTENT AND FLOW CHART    4
CHAPTER II LITERATURE REVIEW    7
2.1 Overview of Business Level Strategy    7
2.2 Types of Business Level Strategies    7
2.3 Market Segmentation    13
CHAPTER III RESEARCH METHODOLOGY    15
3.1 Research Design    15
3.2 Data Collection    15
3.2.1 Primary Data    15
3.2.1 Secondary Data    16
3.2.3 Analysis Data    16
3.3. Interview Process    16
3.3.1 Interviewee Information    16
3.3.2 Interview Questions    17
CHAPTER IV INDUSTRY ANALYSIS AND COMPANY INTRODUCTION    18
4.1 Indonesia Steel Industry    18
4.2 Five Porter Analysis    19
4.3 Company Background and History    22
4.4 Vision and Mission    23
4.5 Company Channel    23
4.6 Organization Structure    24
4.7 SWOT Analysis    25
CHAPTER 5 CASE ANALYSIS    27
5.1 Motivation to Start The Company    27
5.2 Company Product    27
5.3 Company Core Strategy    31
5.3.1 Market Segmentation    31
5.3.2 Business Strategy    32
5.3.3 Diversification Strategy    33
5.4 Outcomes    34
5.5 Challenges    35
5.6 Future Planning    35
CHAPTER VI CONCLUSION AND RECOMMENDATION    36
6.1 Conclusion    36
6.2 Recommendation    37
References    38


 
LIST OF FIGURES

Figure 1. 1 - Indonesia Population Growth    1
Figure 1. 2 - Indonesia Population Pyramid    2
Figure 1. 4 - Flowchart    6
Figure 4. 1 - Five Porter Analysis    20
Figure 4. 2 - Organization Structure    25
Figure 5. 1 – Company Product Steel Plate    27
Figure 5. 2 - Company Product-Steel Beam    28
Figure 5. 3 - Company Product- Steel Pipe    29
Figure 5. 4 - Company Product-Steel Mesh and Steel Bar    30
Figure 5. 5 - Company Product- Other Steel    30
Figure 5. 6 - Company Services    30

 
LIST OF TABLES

Table 1. 1 - Indonesia’s GDP    2
Table 3. 1 - Interviewee Information    16
Table 3. 2 - Interview Questions    17
Table 4. 1 - Steel Demand    19





                                

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