Recently, positives growth of industri grafika is followed by intense competitions
between companies of this industry. CV. Ash Shaff Offset is one of industri
grafika that is facing intense competition. In addition, there are several
dissatisfaction of customers towards the performance of this company. These
conditions lead failure in achieving income target of this company due to high
customer turnover and customer replacement cost. This company has not action
to overcome the problems and develop strategy which concern to the problem
yet. Mean while, the company have to develop the existing business which
relates to the improvement of machines investment and another resources.
In this research was proposed several strategies by conducting Strengths
Weaknesses Opportunities Threats (SWOT) Analysis. In addition, Importance
Performance Analysis (IPA) method is used to this research as a basis to
evaluate the dissatisfaction of customers (services and product quality) and price
as a sensitive factor in the middle of intense competition. The result of IPA was
included to internal analysis during the input stage of strategic formulation.
The strategy formulation was conducted through analysis of internal and external
key factors of the company, constructing several matrixs including : External
Factor Evaluation (EFE), Internal Factor Evaluation (IFE), Internal-External (IE),
SWOT and Quantitative Strategy Planning (QSP). Several strategies that can be
proposed based on the prioritity were market penetration strategy, horizontal
integration strategy, focus strategy, product development strategy, cost
leadership strategy, human resource development strategy, partnering in the
form of Customer Relationship Management (CRM) information sharing, and
develop the office strategy.