STRATEGI PORTOFOLIO PRODUK PT KERTAS PADALARANG

PT. Kertas Padalarang established in 1922, is the oldest paper factory in Indonesia. The factory produces 4 types of paper, security paper, cigarette paper, writing paper and wrap paper. The purpose of this study was develop a company product portfolio strategy to hold a competitive position. The study was descriptive and using a case study within 3 months. Primary data were collected through interactive technique, first interviewing the expert and secondly by questionnaires filled by experts, relevant officials as well as management of PT Kertas Padalarang. Secondary data were collected through record and references through government policy by the Department of Trade and Indonesia General Electric Matrix (GE's). The result suggested that security paper and cigarette paper are at selective level with medium business strength, writing paper are at medium business strength and low Industry Attractiveness where as wrap up paper have low business strength. The portfolio product development for security paper is aimed at Product by using Differential Strategy, Market Segmentation and Selective Investment. Cigarette paper will be aimed to cigarette paper for cigarette of medium quality and writing paper will be aimed at HVS paper where as wrap paper will be aimed at medium quality by using waste paper