STRATEGIC ADVANTAGES OF PT WILLMAR CAHAYA INDONESIA, TBK: CASE STUDY USING SWOT ANALYSIS

Abstract

The purpose of this paper is to discuss the strategic advantages of the company, which specialized in the industry of vegetable oils. The paper provides the analysis result of strategic advantages of PT Willmar Cahaya Indonesia, Tbk that is primarily engaged in manufacturing oils for food confectionery industries. The products of this company are made of palm oil, palm kernel oil and illipe nuts. The produced oil includes of cocoa butter equivalent(CBE), cocoa butter replacer(CBR) and cocoa butter substitute(CBS).

The research uses a case study method with SWOT Analysis based on the analysis of functional business. The aim of this research is to present information in structured, factual, and accurate way in the object studied. The method used is through SWOT Analysis to examine the strategic advantages of the company.

The findings of this study is to present the strategic advantages of the company based on the financial and non-financial performance, such as performance in the area of marketing, human resource management and operations of the company. The paper also produces the summary of the strategic factors consisting of the internal and external factors, which are summarized in the table IFAS, EFAS and SFAS as a basis for designing programs that can be done by the company. 

This study provides the managerial impact to the company studied, namely the establishment of the appropriate corporate strategic decision by the strategic advantages of the company based on the financial and non-financial aspects. For example, based on the companies analyzed: the overall financial performance shows the good performance despite the increasing liabilities. Furthermore, the performance of marketing requires a decision of more aggressive marketing strategy to market their products to the foreign market.

This paper discusses the strategic advantages of PT Wilmar Cahaya Indonesia, Tbk based on the excellence of the functions of finance, marketing, human resource management and operations of the company.

Keywords: Strategic Advantage and Vegetable Oils Industry.