Judul: Development Strategy and Feasibility Study on the Pharmaceutical Industry in the face of local competition in PT Bouti Usabda Farma, Solo.
Abstrak: The pharmaceutical industry in Indonesia has undergone many developments, both in terms of management, the products or services. The pharmaceutical industry is a strategic industry, because it has helped bring about national defense purposes. Important factor which plays an important role in the pharmaceutical industry lies in the raw materials of drugs. Raw materials that exist during childbirth is just the usual drug products, but the times have been a lot of progress and a high need for medication. This encourages entrepreneurs engaged in the pharmaceutical industry has innovation and improvement in creating better drug product and delivered many entrepreneurs to engage in the pharmaceutical field, giving rise to competition today. Innovation arising by employers in the pharmaceutical field bore competition. It is also shared by one of the local small and medium industries (SMEs) in Solo, PT Bouti Usabda Farma who had undergone pharmaceutical business for 25 years so it has had plenty of experience and problems in running their business. This study aims to: (1) analyze the problems faced by Farma PT Bouti Usabda and solutions, (2) identify the factors that become barriers PT Bouti Usabda Farma in the face of competition, (3) find a way of developing strategy and business feasibility PT Bouti Usabda Farma. Collecting data in this study consisted of primary data obtained from observations in the form of qualitative and quantitative data using the method of direct interview with the owner of the company and questionnaires given to pharmacies who are the partners and their PT Bouti Usabda Farma its suppliers and employees of the company by using sampling methods. Secondary data were obtained from magazines, newspapers, journals and online media. In this study, the methods used are (1) a method Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) to identify the issues involved, both from within and outside the company PT Bouti Usabda Farma and solutions, (2) analysis of Strengths, Weaknesses, Opportunities and Threats (SWOT), Quantitative Strategic Planning Matrix (QSPM), payback period (PBP) and Break Event Point (BEP) to analyze financial data available for the development and feasibility of PT Bouti Usabda Farma. Based on internal and external data Farma PT Bouti Usabda, found that the main strength of the company is located in the capital that is strong enough and that becomes its weakness is the lack of power the Human Resource Department (HRD). Opportunities are held outstanding service to pharmacy suppliers and partners, as well as a threat to the company is the number of peers. Another thing PT Bouti Usabda Farma be in a position quadrant V hold and maintain, in a state where the company maintain and develop the business. Alternative strategies that can be used by the company is maximizing energy salesman who owned businesses or to expand the network of regional distributors and the feasibility of their business requires a period of four years to achieve payback.
Keyword: Bogor Agricultural University (IPB)