Perumusan Strategi Bersaing PT BTS Indonesia pada Industri Garmen

The competition in globalization era is getting harder, so the company have to keep up the changes within both internal and external environment. Garment and textile products are one of the potential commodity in the global market. Indonesia is one of the biggest garment producer in global market and TPT industry in Indonesia is the biggest contributor for non gas and oil devisa. This make the competition between the domestic company and foreign company getting harder. PT BTS Indonesia have to determine and evaluate the appropriate strategy to survive and compete with other company. Therefore, the company should perform EFE, IFE and SWOT Matrix analysis to identify the company to decide the appropriate strategy. The results of weighting the external and internal factors on the EFE and IFE matrix is processed by Analythical Hieracy Process (AHP) expert choice software. Matrix IE analysis can also be done to identify the alternative strategy to be applied by the company. Then the last is Porter Generic Strategy to decide the fittest strategy with the company condition. Based on the results of company�s strategic evaluation with EFE, IFE and SWOT Matrix analysis, the position of PT BTS Indonesia is in Quadrant III, which means the company deal with good market opportunity but hampered by weak internal sources. Therefore the company have to eliminate that weakness so the company can be more effective in utilizing the market opportunity. The alternative strategy that can be performed by PT BTS Indonesia based on IE Matrix analysis is market penetration, market development and product development. Therefore the selected strategy based on Porter Generic Strategy is cost leadership