Analisis Lingkungan Perusahaan Untuk Menetapkan Strategi Bersaing Pada PT. Coca Cola Bottling Indonesia Surabaya

The objective of research is (1) to analyze the strength and weakness, and the opportinity and threat of PT. Coca Cola Bottling Indonesia (CCBI) Surabaya, East Java, and (2) to determinate the main strategy and stategic alternatives to be applied in the PT. Coca Cola Bottling Indonesia, Surabaya, East Java. Research type is descriptive with study case approach. The descriptive study only describes the object situation or its matters by developing and compiling the fact, but with out testing the hypotheses. The Analysis of environment concerns with how the strategic planning is made in PT. Coca Cola Bottling Indonesia. Result of statistic test indicates that (1) PT. Coca Cola Bottling Indonesia , Surabaya, East Java, remains in the cell I, with growth-oriented strategy and strategic alternatives such as market development, product development, innovation, and concentrated growth; and (2) the strategies applied are based on external and internal environment, such as WO (Weakness-Opportunity) strategy involving concentric diversification, conglomerated diversification, and self-clean-up strategies; ST (Strength-Threat) strategy involving horizontal integration and vertical integration strategies; and WT (Weakness-Threat) involving divestment and liquidation strategies. Keywords : Company Environment and Strateg