Strategy Analysis of Sharia Network Marketing Companies (Case Study at PT HNI HPAI)


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

- 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

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