Authors :
Mustofa Ali
Volume/Issue :
Volume 7 - 2022, Issue 6 - June
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3yApOZW
DOI :
https://doi.org/10.5281/zenodo.6839259
Abstract :
- This study aims to analyze the strategy used by
a sharia network marketing company with a case study at
PT HNI HPAI. This research was conducted with a
descriptive qualitative approach where the supporting
data were obtained from interviews with company
leaders, market share data observations and FGD (Focus
Group Discussion) together with BOD, BOC, DPS and
Leaders of PT HNI HPAI. The research process in which
the formulation of strategic priorities uses the input stage
(IFAS, EFAS, CPM), the matching stage (IE Matrix,
BCG, Grand Strategy and SWOT) and the decision stage
(QSPM Matrix), resulting in the following order of
strategy focus: the first, focusing on market penetration
that already exists, namely by nourishing the spirit of
recruitment and eliminating the obstacle, namely
carrying out an operation to eradicate product dumping.
Furthermore, the second priority is the market
development strategy, which is targeting the millennial
market and the upper middle market. Furthermore, the
last or third priority is product development that will
support market development, namely by developing
products that are in accordance with the targeted
segment. The choice of strategy must be focused and
agreed to be carried out by all parties in the company,
therefore by going through a systematic determination
process and involving all stakeholders, will increase the
involvement of all parties.
Keywords :
Strategy management, IFAS, EFAS, IE, BCG, Grand Strategy, SWOT, QSPM, Formulation Strategy
- This study aims to analyze the strategy used by
a sharia network marketing company with a case study at
PT HNI HPAI. This research was conducted with a
descriptive qualitative approach where the supporting
data were obtained from interviews with company
leaders, market share data observations and FGD (Focus
Group Discussion) together with BOD, BOC, DPS and
Leaders of PT HNI HPAI. The research process in which
the formulation of strategic priorities uses the input stage
(IFAS, EFAS, CPM), the matching stage (IE Matrix,
BCG, Grand Strategy and SWOT) and the decision stage
(QSPM Matrix), resulting in the following order of
strategy focus: the first, focusing on market penetration
that already exists, namely by nourishing the spirit of
recruitment and eliminating the obstacle, namely
carrying out an operation to eradicate product dumping.
Furthermore, the second priority is the market
development strategy, which is targeting the millennial
market and the upper middle market. Furthermore, the
last or third priority is product development that will
support market development, namely by developing
products that are in accordance with the targeted
segment. The choice of strategy must be focused and
agreed to be carried out by all parties in the company,
therefore by going through a systematic determination
process and involving all stakeholders, will increase the
involvement of all parties.
Keywords :
Strategy management, IFAS, EFAS, IE, BCG, Grand Strategy, SWOT, QSPM, Formulation Strategy
