Akselerasi Produk Baru dan Akuisisi Produk Pareto Eksisting sebagai Langkah Stratejik DF di Tengah Pandemi Covid

Abstract

During the early stage of the Covid-19 pandemic, global economy experience minus growth. The declining of people’s buying power change the customer behaviour. Drugs and supplements was not in the people top of mind in spending their money. DF experience loss of sales in ethical products and production volume reduction. This condition worsen due to two largest unit products, which is MXG and FTG, will be acquired by PT SF gradually. Using management strategy, author analize IFAS and EFAS followed by SWOT and TOWS matrix, then develop the right strategy for DF. From SWOT and TOWS analysis, author concluded two main strategies. First is capacity balancing with HJ, which is in danger of not being able to meet consumer demand, due to overload capacity utilization. Second strategy is the acceleration of new products related to Covid-19, which is high demand in the market with very minimum supply. With these two new strategies, DF production volume increase 9% in 2020. Direct Labour and Factory Overhead cost reduce 5% and 4% respectively. Overall DF COGS reduce 0.56% in 2020. New product launching strategy also succed to increase net sales 24.84% in 2021.