INVESTIGATING COMPETITIVE ADVANTAGE OF PT SIANTAR TOP, TBK: CASE STUDY USING FUNCTIONAL BUSINESS ANALYSIS
The purpose of this paper is to discuss the results of using functional business analysis to investigate the competitive advantage of PT Siantar Top, Tbk is a company engaged in the processed food industry. The company manufactures various kinds of snack foods such as crackers (crackers), noodles (noodle), sweets (candy) and developing new products such as biscuits and wafer products. The paper provides the results of the strengths, weaknesses, opportunities and threats of the company through its practices in marketing, finance, human resources management and operation.
The research use case study method that aims to present information in structured, factual, and accurate information on the object studied. Case study method is used to examine the competitive advantages of the company by investigating several business functions performed by the company.
Based on the analysis regarding the competitive advantages of PT Siantar Top, Tbk, firstly, competitive advantages originate from the superiority PT Siantar Top, Tbk in performing the finance, marketing, human resources and operation. Secondly, competitive advantages of PT Siantar Top, Tbk create added value for a company so that the company has excellent position in the market. From the analysis of the external environment, the company has several strategic opportunities including the implementation of the Asean Economic Community (AEC) can make PT Siantar Top, tbk have an opportunity to get foreign workers who have the competence and expertise better and competition in product innovation increasingly tight can spur PT Siantar Top, tbk to continue to develop their products in order to survive in the industry.
This study provides managerial impact to the company studied, where the company’s pricing strategy is one of the most powerful strategies used by the company. Secondly, product innovation is the company’s sources to sustain in the market. The company face several weaknesses such as lack of promotion through print media, electronic media, and social media.
This paper is a case study of PT Siantar Top that displays the results of the analysis of competitive advantage \ companies using business functions performed by the company.
Keyword: Competitive Advantage and Functional Business Analysis.