| Summary: | This study aims to analyze the internal condition of PT. Multi Sarana
Indotani especially in the areas of main activities and support activities in the
value chain of company and to identify which activities in its value chain that
have potential to create value added for creating sustainable competitive
advantage.
This research is a qualitative descriptive by analyze activities in the value
chain of PT. Multi Sarana Indotani through interviews and written. Generic
strategies is used to gain competitive advantage from main activities (inbound
logistic, operation, outbond logistic, sales and marketing, and service) also
support activites (procurement, corporate infrastructure, human resource
management and technology development).
The result of this study are PT. Multi Sarana Indotani run a combination of
low-cost strategy and broad differentiation with respect to product quality factors.
From the analysis of the value chain PT. Multi Sarana Indotani identified several
main and support activities in the value chain companies that have the potential to
create added value for creating sustainable competitive advantage are : inbound
logistic, outbond logistic, research-technology and corporate infrastructure
because those activies have skilled human resources personnel and experienced
also already have sufficient infrastructure.
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