PELAKSANAAN STRATEGI DIFFERENSIASI SEBAGAI SUATU STRATEGI BERSAING GUNA MEMPERTAHANKAN PELANGGAN ( Kasus Industri Jasa Pengiriman PT Indah Logistik Cabang Pekanbaru )

Rita Mulia, Kasmiruddin "

Abstract


In the higher levels of competition, companies must be able to deal with
competitors that offer similar products. Implementation required the right
competitive strategy to win the competition. The implementation of the differentiation
strategy is the implementation of the policy by the company by providing a series of
important and valuable differences, in order to differentiate the products offered by
the company with competitors' products. This strategy is implemented by the
company because consumers now have more choices in selecting a product. For that
the company should be able to create a different product or service., Superior, and
attractive than other companies in order to attract the attention of consumers.
This study aims to identify and analyze the implementation of the
differentiation strategy as an alternative strategy to retain customers and what are
the factors inhibiting PT Indah Logistic faced in implementing the differentiation
strategy. This is a descriptive study. The sampling technique used is Acidental
Sampling data collected with interviews and observations.
The results of this study indicate that the implementation of the differentiation
strategy undertaken by PT. Indah branch Logistic Pekanbaru pretty good. The best
effects are the product differentiation and image. Implementation Strategy and
Personnel Service differentiation is still pretty good company or not fully
implemented by the company.
Keywords: Implementation of Differentiation Strategy, Products, Services, Personnel, and
Image

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