FORMULASI STRATEGI BISNIS PRODUK PREMIX PT X MENGGUNAKAN PENDEKATAN PESTLE, FIVE FORCES, VALUE CHAIN, IFE–EFE, SWOT, DAN QSPM
Abstract
The Indonesian premix industry is experiencing increasing competitive pressure due to fluctuations in imported raw material prices, rapid technological advances in animal nutrition, and the growing demand for more efficient and sustainable livestock production. These challenges require companies to formulate adaptive strategies that effectively align internal capabilities with external market dynamics. This study aims to formulate a competitive business strategy for PT X’s premix products using an integrated strategic management framework. A qualitative case study approach was employed through in-depth interviews, observations, and document analysis. Data were analyzed using PESTLE, Porter’s Five Forces, Value Chain Analysis, IFE, EFE, Competitive Profile Matrix (CPM), IE Matrix, SWOT Matrix, and Quantitative Strategic Planning Matrix (QSPM). The findings reveal that PT X possesses strong strategic resources, including research and development capabilities, technical services, product quality, and an extensive distribution network, positioning the company in the Grow and Build quadrant. However, limited brand awareness and market penetration constrain the full utilization of these resources. Accordingly, strengthening brand awareness, expanding technical service capabilities, and fostering long-term customer relationships emerged as the highest strategic priorities. The findings support the Resource-Based View by demonstrating that sustainable competitive advantage depends not only on possessing valuable resources but also on effectively integrating them with external opportunities through comprehensive strategic formulation. This study contributes to the strategic management literature by demonstrating the value of integrating multiple strategic analysis tools into a unified framework for business strategy formulation in the premix industry.
Keywords — animal nutrition industry, business strategy, competitive advantage, premix, strategic management
