Strategi Bisnis PT.Medium Perkasa dalam Memasarkan Asam Sitrat untuk Bahan Tambahan Pangan PadaIndustri Makanan dan Minuman

Abstract

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 advantage. This research was conducted at PT. Medium Perkasa located in East Jakarta PT. Medium Perkasa is one of the raw material distributors who distribute citric acid as food additives in the food and beverage industry. The purpose of this research is to determine the right business strategy in order to achieve competitive and advantages. This research includes descriptive - qualitative research. 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. Medium Perkasa namely Market Development Strategy, Backward Integration Strategy, and Horizontal Integration Strategy. Conclusion The PT. Medium Perkasa Business Strategy is a Market Development Strategy and Growth Strategy. Keywords : Business Strategy, Raw Material, Citric Acid, Food, Beverage