Formulasi dan Implementasi Strategi Pengembangan pada PT Perkebunan Nusantara I Regional 2
(Studi Kasus pada Produk Teh Walini, Goalpara, dan Gunung Mas)
DOI:
https://doi.org/10.37278/bhaktikaryadaninovatif.v5i2.1346Keywords:
Agribusiness Growth Strategy, Strategic Management, AnalysisAbstract
This study analyzes the formulation and implementation of growth strategies at PT Perkebunan Nusantara I Regional 2, focusing on its flagship tea products: Walini, Goalpara, and Gunung Mas. The company faces significant challenges, including intense market competition, climate change, and limited global market penetration. However, it also benefits from opportunities such as supportive regulations, growing health-conscious consumer trends, and advancements in digital technology. A descriptive qualitative method was employed, with data collected through interviews, observations, and document analysis. Strategic tools including IFAS, EFAS, SWOT, TOWS, BCG Matrix, and GE Matrix were utilized for analysis. The findings indicate that a growth strategy centered on digital promotion, product diversification, and expansion into both domestic and international markets is the most appropriate. Strategy implementation is supported by cross-functional integration involving marketing, finance, human resources, and operations. Financial evaluations show a positive growth trend. This study provides practical contributions to agribusiness firms and serves as an academic reference for strategic management development rooted in local industry contexts.
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Copyright (c) 2025 Tegar Ryanto Wibowo, Alya Zaaidah Sopyan, Raden Rima Sinta Noor Indah, Rivan Yusni Mahendra, Vika Aprianti
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