ANALISIS STRATEGI BERSAING PT TIGARAKSA SATRIA, TBK

The research was conducted to analyze the internal dan external factors affecting PT Tigaraksa Satria Tbk (TRS) in the face competition in the consumer goods distribution industries mainly powdered milk, and how to maintain a firm that has become principals. Internal and external factors that are identified will become variables in formulating appropriate competitive strategy for TRS. TRS is a company that has long been in the industry distribution of consumer goods, including milk powder. Until now, the company is the largest distribution company based on milk powder market in Indonesia. The changes in the external and internal environment of TRS is an interesting topic to studied. The study was conducted by using qualitative techniques, the case study of TRS strategies and policies to winning the competition and maintaining principals in period 2011. To assess external environment using Five Forces Model and Value-chain analyisis was used to assess the internal environment. Finally researcher made the analysis to formulate compotitive strategy for the company. The result showed that based on external and internal environment were analyzed, the company need to implement a best-cost provider strategy in the face of competition and retain existing principals