BUSINESS DIFFERENTIATION STRATEGY OF ANTIMICROBIAL PRODUCTS IN THE COVID-19 PANDEMIC
DOI:
https://doi.org/10.38035/dijefa.v1i3.423Keywords:
Differentiation strategy, Michael Porter's generic strategy, antimicrobial color, economic situation, business slowdown.Abstract
The Covid-19 pandemic that has struck the world worldwide has had a major impact, particularly on the economic and socio-cultural conditions of every person in every country. No exception in Indonesia, which has not escaped and is also affected by the global pandemic. There is a slowdown in the growth process in the economic and financial sectors. This is the result of efforts to stop the spread of the virus with a lock-down action country in the world, and the implementation of the WFH (Work From Home) program and the PSBB (Large-Scale National Limitation) in Indonesia is having an effect for most industrial companies to slow down the business. This situation has a major impact on conditions in almost all companies where business is slowing down. There has also been a decline in activity in manufacturing companies producing paints, as consumer demand for paint products has been drastic due to the many delays in the process of building and building, and the process of painting houses and buildings has been stopped by painters. PT XYZ Raya, a national paint company that realizes competitive advantages between paint manufacturers, develops a differentiation strategy for paint products that meets the conditions and needs of paint consumers under the current pandemic conditions, namely antimicrobial paint products that can prevent this and inhibit the growth of viruses, germs and bacteria on the walls of our houses. So that family health can be maintained by using these antimicrobial wall paint products. The product differentiation strategy, in this case wall paint, is an embodiment of one of the company's competitive strategies according to Michael Porter's generic strategy
References
2. Porter, M.E. (1980). Competitive Strategy : Techniques for Analyzing Industries and Competitors with a new introduction1 Michael E. Porter. New York, USA.
3. Ritson, Neil. (2013). Strategic Management. 2nd Edition.
4. Sukrasno, Ali, H. (2018). Michael Porter’s Generic Strategy. https://www.slideshare.net/SukrasnoSukrasno/6-sm-sukrasno-hapzi-ali-michael-porters-generic-strategy-universitas-mercu-buana-2018 (10 April 2020, 14.00)
5. Gustianingty, Maharani, Ali, H. Strategi Generik Porter Secara Mendetail. https://www.slideshare.net/MaharaniGustianingty/6-sm-maharani-gustianingtyas-hapzi-ali-strategic-management-strategi-generik-porter-secara-mendetail-universitas-mercu-buana-2019 (10 April 2020, 14.00)
6. Ali, H. (2020). Michael Porter’s generic Strategy. Modul Strategic Management, Universitas Mercubuana, Jakarta.
7. Mustamu, Ronny. (2009). Business Communication Leaders : Tipe-Tipe Strategi. https://mustamu.wordpress.com/2009/01/12/tipe-tipe-strategi/ (23 April 2020, jam 13.00).
8. Sari, Lia Permata. (2018). Apa yang Dimaksud dengan Strategi Diferensiasi? https://www.dictio.id/t/apa-yang-dimaksud-dengan-strategi-diferensiasi/116005 (23 April 2020, jam 13.00).
9. Lestari, Maria A.T. (2020). Dampak Sosial dari Wabah Covid-19 pada Budaya Masyarakat Sekitar. https://www.kompasiana.com/mariatari/5e841323d541df22db366d82/dampak-sosial-dari-wabah-corona-covid-19-pada-budaya-masyarakat-sekitarnya# (diakses 16 Mei 2020, jam 09.00).
10. Pers. (2020). Pemerintah Waspada Dampak Pandemi Covid-19 Terhadap Ekonomi Indonesia. Kementerian Keuangan Republik Indonesia, SP-27/KU/2020. https://www.kemenkeu.go.id/media/15072/sp-27-pemerintah-waspada-dampak-pandemi-covid-19-terhadap-ekonomi-indonesia.pdf (diakses 16 Mei 2020, jam 09.00).
11. Tempo, Co. (2020). Strategi Mempertahankan Bisnis di Tengah Pandemi Covid-19. https://inforial.tempo.co/info/1002932/strategi-mempertahankan-bisnis-di-tengah-pandemi-covid-19 (diakses 17 Mei 2020, jam 20.00)
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).