Strategi peningkatan daya saing minuman teh oolong pada industri minuman teh kemasan botol (studi kasus: brand produk mytea)

Indonesia beverage industry is experiencing positive growth, one of them is bottled tea drink with average growth rate 7.26%. Despite positive growth, bottled Oolong tea beverage experienced declined sales, it seen average declined from 2014-2016 is 10.77%, that required to be done study related competitive enhancement strategy. The aims of this this study are 1) to analyze the competitive profile of bottled Oolong tea beverage in bottled tea beverage industry, 2) to determine and analysis the competition intensity of bottled Oolong tea beverage bottled tea beverage industry, 3) to determine and analyze the strategic position of bottled Oolong tea beverage, 4) to determine the priority of alternative strategic. This study used descriptive quantitative method and compiled by strategic planning process which is consisted three stages. First input stage, the analytical tools used are Competitive Profile Matrix (CPM) and Porter’s Five Forces. Second matching stage, the analytical tool used were Strategic Position and Evaluatin (SPACE) Matrix, and third decision stage, used Quantitative Strategic Palnning Matrix (QSPM) as analytical tool. The result of CPM analysis obtained total score Oolong tea 2.27, Jasmine tea (Pucuk Harum) 3.30, and Grean tea (Ichi Ocha) 3.11, that shown Oolong tea has more less competitive than competitors (Jasmine and Green tea). Result of Porter’s Five forces analysis shown competition intensity in range medium to high. Medium intensity gone to factors rivalry among competing firms, buyers, and supplier, while high intensity gone to substitute products and new entry. Result of SPACE Matrix analysis obtained the vectors is leads to point (-0.87;1.26), its mean the strategic position of Oolong tea is in conservative quadran. This quadran suggested alternative strategies such as market development, product development, market penetration, and diversification concentric. Result of QSPM analysis obtained main priority strategy gone to market penetration, and followed by market development, product development, and diversification concentric