DETERMINING THE SUPPLY CHAIN STRATEGY IN MARKETING WITH SWOT ANALYSIS AT PT INTERNIT GRESIK

Abstract

PT Eternit Gresik produces fiberglass which is currently experiencing a slight decline, because it provides an opportunity to create tight competitiveness in market share and challenges for the future. Researchers aim to determine the PT Enternit Gresik Supply Chain management strategy in the best marketing to face competition.

The method used in this study using a SWOT analysis, and AHP weighting with the help of spss software. This study produces a recommendation in the best marketing strategy for PT Eternit Gresik to use. The results of the SWOT analysis, it can be seen that the position of the company is located at the coordinate point (-0.0636; 0.0435) quadrant III which means it supports the turnaround strategy, namely the company faces a very large market opportunity, but on the other hand, it faces several internal constraints / weaknesses. Meanwhile, in the internal - external matrix with an internal value (2.1021) and an external value (2.1882), the position of growth stability is growth through horizontal integration. The growth strategy through horizontal integration is that companies in this cell can expand their market share, production facilities and technology through internal and external development. Can determine alternative strategies for Supply Chain management of PT Eternit Gresik's fiberglass production in marketing resulting in several alternative strategies, namely the growth strategy through horizontal integration by expanding market share, production facilities and technology through internal and external development. Minimizing the occurrence of the bullwhip effect, facilitating activity mapping along the value stram to minimize the occurrence of waste.