Analisis Perumusan Strategi Bagi PT Ramayana Lestari Sentosa, Tbk

Leonard, Yoseph Mario (2023) Analisis Perumusan Strategi Bagi PT Ramayana Lestari Sentosa, Tbk. Jurnal Bisnis Terapan, 07 (02). pp. 201-220. ISSN 2580-4928; e-ISSN 2597-4157

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Abstract

Sektor industri ritel merupakan salah satu industri yang terkena dampak pandemi Covid-19 di Indonesia, termasuk Ramayana. Hal ini ditandai dengan penurunan pendapatan Ramayana yang cukup signifikan di masa pandemi Covid-19 dan hingga saat ini kondisi Ramayana belum mampu kembali ke performa terbaik perusahaan sebelum adanya pandemi Covid-19 di Indonesia. Selain itu, Ramayana tidak hanya fokus melayani pelanggan di segmen ekonomi kelas C dan kelas D, namun ingin melayani segmen baru yaitu segmen ekonomi kelas B. Oleh karena itu, tujuan penelitian ini adalah untuk merumuskan strategi yang tepat bagi PT Ramayana Lestari Sentosa, Tbk berdasarkan fenomena tersebut. Penelitian ini dilakukan dengan menggunakan pendekatan kualitatif. Teknik pengumpulan data dilakukan dengan observasi dan menggunakan metode tinjauan pustaka. Teori yang telah diuraikan pada bagian landasan teori kemudian diterapkan pada PT Ramayana Lestari Sentosa, Tbk. untuk mendukung penelitian tentang strategi yang tepat. Data yang digunakan dalam penelitian ini adalah data sekunder yang bersumber dari laporan tahunan perusahaan. Hasil penelitian menunjukkan bahwa strategi yang diusulkan dalam Ramayana adalah product development. The retail industry sector is one of the industries affected by the Covid-19 pandemic in Indonesia, including Ramayana. This was marked by a significant decrease in Ramayana's revenue during the Covid-19 pandemic and until now Ramayana's condition has not been able to return to the company's best performance before the Covid-19 pandemic in Indonesia. In addition, Ramayana does not only focus on serving customers in the class C and class D economy segments, but wants to serve a new segment, namely the class B economy segment. Therefore, the purpose of this study is to formulate the right strategy for PT Ramayana Lestari Sentosa, Tbk based on this phenomenon. The research was conducted using a qualitative approach. Data collection techniques were carried out by observing and using the literature review method. The theory that has been described in the theoretical basis section is then applied to PT Ramayana Lestari Sentosa, Tbk. to support research on appropriate strategies. The data used in this study is secondary data sourced from company annual reports. The results of the research show that the strategy proposed in Ramayana is product development.

Item Type:	Article
Uncontrolled Keywords:	strategy, strategy formulation, PT Ramayana Lestari Sentosa, Tbk.
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	Postgraduate Programs > Master Program in Management
Depositing User:	Yoseph Mario Leonard
Date Deposited:	05 Jan 2024 08:42
Last Modified:	05 Jan 2024 08:42
URI:	http://repository.ubaya.ac.id/id/eprint/45616

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