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Author: Amelia krisnadi
Amelia krisnadi
Thesis Title: Case Study of Business Strategy in Steel Trading Company in Indonesia
Case Study of Business Strategy in Steel Trading Company in Indonesia
Advisor: 劉代洋
Day-Yang Liu
Committee: hsin - fang hsu
hsin - fang hsu
chun- nan chen
chun- nan chen
Degree: 碩士
Master
Department: 管理學院 - 管理學院MBA
School of Management International (MBA)
Thesis Publication Year: 2018
Graduation Academic Year: 106
Language: 英文
Pages: 41
Keywords (in Chinese): Steel IndustryBusiness Level Strategymarket segmentationlancar group
Keywords (in other languages): Steel Industry, Business Level Strategy, market segmentation, lancar group
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  • 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.


    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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