ANALISIS STRATEGI KEUNGGULAN BERSAING PERUSAHAAN PERIKLANAN PT. OPTIMA HORISON PARIWARA

Abstract

ABSTRAKSI PT. Optima mempunyai pangsa pasar relatief 17,87 %, hanya sebagai pengikut pasar. Keadaan ini membuat PT. Optima mempunyai posisi inferior dalam strategi keunggulan bersaing, balk keunggulan biaya menyeluruh, diferensiasi maupun fokus. Pada tahun 1997, ada 12,50 % klien PT. Optima pindah biro iklan Tujuan penelitian adalah menganalisis kinerja - kepentinngan Mien, guna merumusbn posisi strategis PT. Optima. Dad perumusan tersebut dapat ditetapkan strategi keunggulan bersaing yang tepat.ABSTRACT PT. Optima have relatief market share 17,87%, only as market follower. These situation have been made PT. Optima have inferior position in competitive advantage strategy, overall cost, leadership, differentiation or focus. In 1997, there are 12,50% clients PT. Optima have moved advertising agency else. Research objectives are importance — performance analysis to formulate strategic position PT. Optima. Formulation can be stipulated exactly competitive advantage strategy. Research methods have been carried out to sent questioner, interview and observation in PT. Optima. That have been gotten clients list as responden, advertising expenditures data and etc. The same have been gone for fixed clients that assessment responden fitted satisfaction, in all form primary data. Secondary data have been quoted Cakram magazine to get ten variables, as determination services quality PT. Optima, importance - performance, internal strategy factors and Media Scene 1997-1998 have been gotten advertising expenditures industry 1993-1997, growth, market share each media and advertising agency ranking 1997. Analysis output have been consisted of importance — performance, SWOT, Life Cycle & GE, supporting PT. Optima will be carried out defense & divide into new niche market.