Penerapan Porter Five Forces dan Analisis SWOT dalam Perencanaan Strategi PT Sweet on Stevia

Muh Anwar Rasyid; Febriandana Akbar; Ilham Fahrirrijal; Eka Bayu Bachtiar Ferdiansa; Agung Nugroho

doi:10.61132/moneter.v3i2.1292

Authors

Muh Anwar Rasyid Universitas Negeri Malang
Febriandana Akbar Universitas Negeri Malang
Ilham Fahrirrijal Universitas Negeri Malang
Eka Bayu Bachtiar Ferdiansa Universitas Negeri Malang
Agung Nugroho Universitas Negeri Malang

DOI:

https://doi.org/10.61132/moneter.v3i2.1292

Keywords:

Five Porter Forces, PT Sweet on stevia, SWOT

Abstract

Indonesia, as the world's sixth largest sugar market, faces an imbalance between sugar consumption and production, opening up opportunities for natural sweetener alternatives such as stevia. Stevia, which is low in calories and has the potential to reduce the risk of chronic diseases, is increasingly in demand. However, optimal business strategies to market stevia in Indonesia are still limited. This article aims to analyze PT Sweet on Stevia's business strategy by using Porter Five Forces and SWOT analysis. The method used is to link the two analyses to determine strategies in the aspects of service, marketing and sales, and operations. The results of the analysis show the importance of improving service quality, social media-based marketing, and operational efficiency in facing market competition. The findings provide insights for PT Sweet on Stevia to optimize its business strategy and contribute to the promotion of healthier sugar consumption patterns in Indonesia.

Downloads

Download data is not yet available.

References

Chereau, P., & Meschi, P.-X. (2018). Strategic consulting: Tools and methods for successful strategy missions. Springer International Publishing. https://doi.org/10.1007/978-3-319-64422-6

Chowdhury, A. I., Rahanur Alam, M., Raihan, M. M., Rahman, T., Islam, S., & Halima, O. (2022). Effect of stevia leaves (Stevia rebaudiana Bertoni) on diabetes: A systematic review and meta‐analysis of preclinical studies. Food Science & Nutrition, 10(9), 2868–2878. https://doi.org/10.1002/fsn3.2904

Eryogia, K. N., Utami, K. D. C., Sundari, D. S. A., Bintang, A. N., & Wibisana, W. D. (2024). Penerapan Porter five forces dan analisis SWOT dalam perencanaan strategi PT Roves Global Food. EBISMAN, 2.

GoodStats. (2024). Konsumsi gula di Indonesia turun di 2023. GoodStats Data. https://data.goodstats.id/statistic/konsumsi-gula-di-indonesia-turun-di-2023-uqzxs

Husni, E., Hefni, D., Dachriyanus, D., Suhatri, N., & Susanti, M. (2023). Pengembangan tanaman pemanis Stevia rebaudiana (Bertoni) di ekowisata Sungkai Park Lambung Bukit Kecamatan Pauh Kota Padang. Buletin Ilmiah Nagari Membangun, 6(1), 43–50. https://doi.org/10.25077/bina.v6i1.461

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed., global ed.). Pearson.

Listiani, R. Y., & Ayubi, D. (2024). Faktor risiko konsumsi minuman manis terhadap kejadian diabetes melitus tipe 2 di era gaya hidup modern pada usia muda: Literature review. Ranah Research: Journal of Multidisciplinary Research and Development, 7(1), 563–570. https://doi.org/10.38035/rrj.v7i1.1246

Muhamad, N. (2023). Indonesia jadi negara dengan konsumsi gula terbanyak ke-6 global pada 2022/2023. Databoks. https://databoks.katadata.co.id/produk-konsumen/statistik/830efb0d34a328f/indonesia-jadi-negara-dengan-konsumsi-gula-terbanyak-ke-6-global-pada-20222023

Natalia, T. (2024). Kondisi gula RI ngeri-ngeri sedap, begini fakta pahitnya. CNBC Indonesia. https://www.cnbcindonesia.com/research/20240315114941-128-522244/kondisi-gula-ri-ngeri-ngeri-sedap-begini-fakta-pahitnya

Novi Reza Pramasari, Wardhani, W., & Sujianto, A. E. (2024). Budaya ngopi: Pola konsumsi konsumen kafe, kedai kopi dan warung kopi di Kabupaten Tulungagung. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6). https://doi.org/10.47467/alkharaj.v6i6.1531

Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press. http://archive.org/details/competitivestrat0000port

Puyt, R. W., Lie, F. B., & Wilderom, C. P. M. (2023). The origins of SWOT analysis. Long Range Planning, 56(3), 102304. https://doi.org/10.1016/j.lrp.2023.102304

Suwiyanti, R., Sulastri, S., & Anggraeni, S. T. (2024). Penentuan strategi pengembangan usaha pada Bidan Praktek Mandiri (BPM) dengan analisis Porter Five Forces dan SWOT. Jurnal Maneksi, 13(2), 327–335. https://doi.org/10.31959/jm.v13i2.2286

Widyastuti, L., & Sari, R. N. (2022). Strategi pemanfaatan peluang pasar produk herbal: Studi kasus UMKM berbasis bahan alami. Jurnal Riset Manajemen dan Bisnis, 17(2), 111–120. https://doi.org/10.23969/jrmb.v17i2.5623

Yuliana, E., & Prasetyo, A. (2023). Persepsi konsumen terhadap produk makanan sehat di era digital. Jurnal Ekonomi dan Kewirausahaan, 21(1), 15–25. https://doi.org/10.31294/jek.v21i1.8976