E-ISSN: 2963-3699
P-ISSN: 2964-0121
https://return.publikasikupublisher.com/index.php/return/index
This work is licensed under CC BY-SA 4.0
DEFINING FUTURE STRATEGIES OF WAREHOUSE RECEIPT SYSTEM
CORPORATION WITH BCG MATRIX ANALYSIS
(CASE PT FOOD STATION TJIPINANG JAYA, GENENG VILLAGE,
GENENG SUB-DISTRICT, NGAWI REGENCY)
Andromeda
1
, Syarif Imam Hidayat
2*
. Mubarokah
3
UPN Veteran East Java, Surabaya, Indonesia
1,2,3
[email protected]
1
, [email protected].id
2*
,
mubarokah@upnjatim.ac.id
3
ABSTRACT
The purpose of this research is to formulate the future strategies for warehouse receipt system
corporation (PT Food Station Tjipinang Jaya) in Geneng Village, Geneng Sub-District, Ngawi Regency.
This research uses Boston Consulting Group matrix analysis and use secondary data from BAPPEBTI
as warehouse receipt system (WRS) regulator. Using data from BAPPEBTI (2020-2021) that consist of
7 rice commodity WRS managers, then reduced to 4 rice commodity WRS managers including PT Food
Station Tjipinang Jaya. The management of PT Food Station Tjipinang Jaya Strategy decide to conduct
strategic formulation using BCG matrix analysis between PT. Tjipinang Jaya Food Station and also 3 of
its competitors during 2020-2021 for the rice commodity WRS business. And the results of this analysis
it is known that PT Food Station Tjipinang Jaya has a market share of 47.20% and a market growth of
51.59%. Meanwhile, the relative market share value of PT Food Station Tjipinang Jaya is 0.513 times.
PT. Tjipinang Jaya Food Station is in quadrant II (0.513 : 51.59%), namely the STARS quadrant. In this
quadrant shows the performance of PT. Food Station Tjipinang Jaya with high market growth and
relatively high market share. In the STARS quadrant, the strategy adopted by PT. Tjipinang Jaya Food
Station is a strategy related to improving warehouse receipt system services consist of : integration
strategies (backward, forward and horizontal), market penetration strategy, market development strategy
and product development strategy.
Keywords: Strategy; Warehouse Receipt System; BCG Matrix, Relative Market Growth, Market Growth
INTRODUCTION
Food is a sensitive issue especially for developing countries (Zaroni, 2015). One of the
assessments of food sensitivity is through observing prices, if an increase in food prices will cause
price fluctuations and have the potential to cause inflation (Hasanah, 2022; Polakitan, 2015).
Farmers in Indonesia often face obstacles in the field of managing their agricultural businesses,
including limited capital for farming turnover and high production costs such as seeds, fertilizers,
lack of knowledge, technology and land ownership. To overcome the lack of capital ownership,
farmers are often forced to use loans from middlemen or loan sharks with high loan interest
returns which of course will be burdensome for the farmers themselves.The solution to this capital
problem needs to be found so as not to create a poverty trap for farmers. One of the solutions
made by the Indonesian Government through the Indonesia Ministry of Trade to the problem of
limited capital and fluctuations in the prices of agricultural commodities which tend to be low
during the harvest season and prices soaring high during famine times is to create an activity
program called the Warehouse Receipt System (abbreviated as WRS). The Warehouse Receipt
System is regulated in UU (Indonesian laws) No 9 2006 concerning the Warehouse Receipt
System which was later changed to UU (Indonesian laws) No 9 2011 (Perubahan Atas Undang-
Undang Nomor 9 Tahun 2006 Tentang Sistem Resi Gudang, 2011). The Warehouse Receipt
System is one of the pillars carried out by BAPPEPTI (Commodity Futures Trading Supervisory
Agency). Utilization of the warehouse receipt system is used to increase price stability and
availability of basic commodities. The benefits of the Warehouse Receipt System can be felt by
three entities, namely producers, consumers and the government. The benefit value is the total
profit obtained in the Warehouse Receipt System (Sutopo et al., 2012) in (Muljadi et al., 2022).
Based on data obtained from the official BAPPEBTI website, it is known that in 2022 there will
be 113 WRS Warehouse Providers and 165 WRS Warehouses that have been registered and
received approval from BAPPEBTI. PT Food Station Tjipinang Jaya is a Warehouse Provider in
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023 517
the Warehouse Receipt System that has been approved by BAPPEBTI (Commodity Futures
Trading Supervisory Agency) to conduct a warehousing business with storage, maintenance,
supervision and issuance of goods stored by the owner of the goods and could issue warehouse
receipts (Badan Pengawas Perdagangan Berjangka Komoditi, 2017). The legal basis for PT Food
Station Tjipinang Jaya as Warehouse Manager is the Approval Letter from the Supervisory
Agency No 12./BAPPEBTI/KepSRG/SP/PG/6/2014 dated 16 June 2014. PT Food Station
Tjipinang Jaya in 2021 has issued warehouse receipts with the largest nominal value of goods and
succeeded in having a Standby Buyer (the Provincial Government of DKI Jakarta) to supply rice
demand in the Indonesian Capital city which are sourced from uptake of grain produced by the
Ngawi Regency. This phenomenon is interesting for further research to find out how to formulate
the startegies to be examined in this study is how to develop the strategies for the management of
the Warehouse Receipt System business at PT. Food Station Tjipinang Jaya.
RESEARCH METHOD
The research was conducted in Indonesia country, by collecting all warehouse receipt
system corporation data which commodity is rice. This research purpose is to formulate some
effective and efficient strategies which suitable for corporate vision and mission. Researcher use
secondary data (2020-2021) that was given by the Indonesian Government Bureau (BAPPEBTI)
(Badan Pengawas Perdagangan Berjangka Komoditi, 2022), and analyze those data using BCG
matrix approach which conduct descriptive and qualitative method. Strategy is one way to achieve
long-term goals, strategies in business are in the form of geographical expansion, diversification,
acquisitions, market penetration, product development, divestiture, employee rationalization,
liquidation and joint ventures (David, 2010). Important strategy formulation techniques can be
integrated into a three-stage decision-making framework which is input stage, matching stage and
decision stage. One of the renown strategy is BCG (Boston Consulting Group) matrix, where lies
on matching stage but it can give description about the condition of the corporate and the best
strategy which can be used (Rangkuti, 2018). BCG matrix analysis is a method that use matrix
which graphically provides an illustration of differences between divisions related to relative
market share and industry growth rate (David, 2016). Managers using the BCG matrix to create
plots for each of the company's businesses along with market growth rates and relative
competitive position. The market growth rate is a projected sales growth rate for a business
(David, 2015). This indicator is measured as the percentage increase in sales or unit volume over
the last 2 years. This growth rate serves as an indicator of the relative attractiveness of the market
served by each business in the company's business portfolio. Relative competitive position is
usually expressed as the market share of a business divided by the market share of its largest
competitor (David, 2006, 2011). The Boston Consulting Group matrix has levels in each quadrant,
which has 4 positions, namely: Stars, Cash Cows, Question Marks, Dogs. The BCG matrix
analysis method helps a company to determine its position in the four categories, namely the
category of Dogs, Question Marks, Stars, and Cash Cows, the determination of which is based
on a combination of market growth and relative market share to the largest competitors.
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023
518
Figure 1 BCG Matrix 4 Quadrants (Stars, Question Marks, Cash Cows & Dogs).
Market growth is the projected level sales of market. Generally measured by the percentage
increase in value or sales volume in the last two years. This calculation is used to determine the
market growth rate. This calculation is used to determine the market growth rate. The formula for
market growth is as follows:
!"" #
$"% & $"% & '
$"% & '
( '))*
Remarks :
TPP = Market Growth Rate.
VP N = Company Sales Volume (last year).
VP N-1 = Company sales volume (last 2 years).
After completing market growth rate calculation, next calculation is market share.
Calculation of market share can use data on total sales or revenue from the company, divided by
the total sales or total income of the industry (the research object company and all its competitors).
The following is the formula for calculating market share:
+,-./0123,-/ #
4567,891!50,:12,:/;
<8=>;0-?,:1!50,:12,:/;
( '))*
Calculation of market share, can use data on total sales or revenue from the company, divided by
the total sales or total income of the industry (object company and all its competitors).
Relative market share is the sales or income from the company's products this year divided
by the sales of competitors' products (main competitors) this year (sales are determined in terms
of unit volume of product units or total revenue). Relative market share calculation is performed
by dividing the market share (or revenue) of a company unit by the market share (or revenue) of
the largest (main) competitor in the same business sector. Relative market share is represented by
the horizontal axis in the BCG matrix analysis (Lestari et al., 2020). Relative market share serves
as a measure of a company's strength in the relevant market (business) segment. Relative market
share can be determined using the following formula:
""@ #
$"1%
$""1%
Remarks :
PPR = Relative Market Share.
VP N = Company (subject) Sales Volume (last year).
VPP N = Main Competitor Sales Volume (last year).
The results of the BCG matrix will produce a company quadrant plot in the appropriate matrix
quadrants. Based on these results, strategies are formulated in accordance with the company's
position. The following are strategies that can be applied according to the quadrant plot of the
BCG matrix (figure 2).
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023 519
Figure 2 BCG Matrix Quadrant Strategies
RESULT AND DISCUSSION
Table 1
List of WRS Warehouse Managers, Number of Warehouse Receipts, Market Share,
Volume and Value of Indonesian Rice Commodities in 2020
No.
WRS Manager
Commodity
Werehouse
Receipt
Commodity
Volume
(Ton)
Market
Share
(%)
1
PT. Pengayom Tani
Sejagad
Rice
16,00
1600,65
65,59%
2
PT. Food Station
Tjipinang Jaya
Rice
7,00
630,70
23,70%
3
KSU Sarana Hidup
Sejahtera
Rice
12,00
158,00
6,13%
4
Koperasi Gunung Luhur
Berkah
Rice
2,00
50,00
2,70%
5
KUD Tani Harjo
Rice
1,00
27,95
1,17%
6
Koperasi Kelompok
Usaha Serba Jadi
Rice
1,00
12,00
0,53%
7
PT Mahkota Surya
Nusantara
Rice
1,00
5,00
0,18%
TOTAL
41,00
2484,30
100%
In 2020 based on table 1 data, nationally (Indonesia) there are 7 active rice commodity
WRS managers with a total of 41 warehouse receipts, 2,484.30 tons of rice with amount of
warehouse receipt value of Rp. 23,183,550,000. The largest share of the rice commodity WRS
business market is PT. Pengayom Tani Sejagad with 16 warehouse receipts for 1,600.65 tons of
rice with a warehouse receipt value of Rp.15,206,175,000 and a market share of 65.59%
(nationally). In 2020 PT. Food Station Tjipinang Jaya in the rice commodity WRS business
operations is ranked 2nd, recording 7 warehouse receipts for 630.70 tons of rice with a warehouse
receipt value of Rp. 2,400,000,000. National market share from PT. Food Station Tjipinang Jaya
reach amount of 23.70%. Meanwhile, KSU Sarana Hidup Sejahtera as the manager of the WRS
for the rice commodity recorded 12 receipts with 158 tonnes of rice worth around Rp.
5,494,360,000 and has a market share of 6.13%. Then PT. Mahkota Surya Nusantara as the
manager of the rice commodity WRS, recorded 1 receipt with 5 tons of rice worth Rp. 42,500,000
and has a market share of 0.18%.
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023
520
Table 2
List of WRS Warehouse Managers, Number of Warehouse Receipts, Market Share,
Volume and Value of Indonesian Rice Commodities in 2021.
No.
WRS Manager
Commodity
Werehouse
Receipt
Commodity
Volume
(Ton)
Commodity Value
Market
Share (%)
(Rp.)
1
PT. Pengayom Tani Sejagad
Rice
12,00
1708,00
Rp. 16.226.000.000,00
47,20%
2
PT. Atma Mulya Jaya
Rice
24,00
792,01
Rp. 9.108.080.500,00
26,49%
3
PT. Food Station Tjipinang
Jaya
Rice
19,00
980,00
Rp. 8.329.000.000,00
24,23%
4
PT. Mahkota Surya Nusantara
Rice
4,00
34,13
Rp. 290.105.000,00
0,84%
5
KSU Sarana Hidup Sejahtera
Rice
2,00
26,00
Rp. 208.000.000,00
0,61%
6
Koperasi Pasar Setuan
Sidareja
Rice
2,00
20,00
Rp. 170.000.000,00
0,49%
7
PT. Abdul Jabbar Bekarya
Rice
1,00
5,00
Rp. 46.250.000,00
0,13%
TOTAL
64,00
3565,14
Rp. 34.377.435.500,00
100%
In 2021 based on table 2 data, nationally (Indonesia) there are 7 active rice commodity
WRS managers with a total of 64 warehouse receipts (up to 56.10% from 2020), 2,484.30 tonnes
of rice (up to 43.51% from 2020) with the value of rice commodity warehouse receipts is around
Rp. 23,183,550,000 (up to 48.28% from 2020). The largest share of the rice commodity WRS
business market is PT. Pengayom Tani Sejagad with a total of 12 warehouse receipts for 1,708
tons of rice with total warehouse receipt values amount of Rp. 16,226,000,000 and a market share
of 47.20% (nationally). In 2021 PT. Food Station Tjipinang Jaya in the rice commodity WRS
business operations is ranked 3rd, posting 19 warehouse receipts for 980 tons of rice with total
warehouse receipts value amount of Rp. 8,329,000,000. National market share from PT. Food
Station Tjipinang Jaya reach of 24.23%. Meanwhile, KSU Sarana Hidup Sejahtera as the manager
of the rice commodity WRS, recorded 2 receipts with 26 tons of rice worth Rp. 208,000,000 and
has a market share of 0.61%. Then PT. Mahkota Surya Nusantara as the manager of the rice
commodity WRS, recorded 4 receipts with 34.13 tons of rice worth Rp. 290,105,000 and has a
market share of 0.84%. For the rice commodity WRS managers, based on 2020 and 2021 data,
there are 7 WRS managers. However, there are only 4 WRS Warehouse Managers who
consistently work in the rice commodity, namely:
a. PT. Food Station Tjipinang Jaya.
b. PT. Pengayom Tani Sejagad.
c. PT. Mahkota Surya Nusantara.
d. KSU Sarana Hidup Sejahtera.
The next step, that would be conduct the BCG matrix analysis for the four WRS Warehouse
Managers mention above, including the research object (PT. Food Station Tjipinang Jaya) with
the aim of knowing the positions of each WRS Manager in the BCG matrix quadrant. This is done
purposively as a benchmarking (comparison) between competitors to see each others positions
from the research object (PT Food Station Tjipinang Jaya). The next step is to calculate market
growth rate and relative market share. From the results of these calculations the results will be
used to determine the position of PT. Food Station Tjipinang Jaya simultaneously with the
positions of its competitors in the WRS rice business.
Market Growth
Using the market growth formula above, the data used is the value of the WRS rice
commodity at PT Food Station Tjipinang Jaya in 2020 and 2021:
!""1
A
B55=120,0?58
C
#
A
@7D EDFGHD)))D))) & @7D IDJHJDFK)D)))
C
@7D IDJHJDFK)D)))
( '))*
!""1
A
B55=120,0?58
C
# I'LIH*
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023 521
The TPP value (Market Growth Rate) of PT. The Tjipinang Jaya Food Station in 2021
reaching 51.59%. It shows that the market growth of PT. Food Station Tjipinang Jaya from 2020-
2021 was enormous. The calculation above is then repeated for the other 3 competitors which can
be seen in table 3 below.
Table 3
WRS Manager Market Growth Rate (2020-2021)
No
WRS Manager
Commodity
Commodity Value (Rp.)
Market
Growth
2020
2021
1
PT. Food Station
Tjipinang Jaya
Rice
Rp. 5.494.360.000,00
Rp. 8.329.000.000,00
51,59%
2
PT. Pengayom Tani
Sejagad
Rice
Rp. 15.206.175.000,00
Rp. 16.226.000.000,00
6,71%
3
KSU Sarana Hidup
Sejahtera
Rice
Rp. 1.422.000.000,00
Rp. 208.000.000,00
-83,37%
4
PT. Mahkota Surya
Nusantara
Rice
Rp. 42.500.000,00
Rp. 46.250.000,00
8,82%
Rp. 23.183.550.000,00
Rp. 34.377.435.500,00
From table 3, it can be seen that the largest market growth rate was PT Food Station
Tjipinang Jaya at 51.59%, followed by PT Mahkota Surya Nusantara at 8.82% and PT Pengayom
Tani Sejagad at 6.71%. For the market growth rate of KSU Sarana Hidup Sejahtera is minus (-
85.37%) because the commodity value has fallen to Rp. 208,000,000,-. For the total value of the
rice commodity in 2020 and 2021, it is the total sum of the 7 rice commodity WRS managers, so
it is hoped that this will better describe the position of PT. Food Station Tjipinang Jaya with its
competitors in the BCG matrix.
Market Share
After calculating the market growth for PT. Food Station Tjipinang Jaya with its
competitors. Then the next step is to calculate the market share value for PT. Food Station
Tjipinang Jaya and its competitors. Calculation of market share using data on total sales or
revenue from the company, divided by the total sales or total income of the industry (company
object and all its competitors). The data used in calculating the market share of this research is
the commodity value of all rice WRS Warehouse Managers (Indonesia). The calculation results
can be seen in the table 4 below.
Table 4
WRS Managers Market Share (2020-2021)
No
WRS Manager
Commodity
Commodity Value (Rp.)
Market
Growth
Market
Share
2020
2021
1
PT. Food Station
Tjipinang Jaya
Rice
Rp. 5.494.360.000,00
Rp. 8.329.000.000,00
51,59%
24,23%
2
PT. Pengayom Tani
Sejagad
Rice
Rp. 15.206.175.000,00
Rp. 16.226.000.000,00
6,71%
47,20%
3
KSU Sarana Hidup
Sejahtera
Rice
Rp. 1.422.000.000,00
Rp. 208.000.000,00
-83,37%
0,61%
4
PT. Mahkota Surya
Nusantara
Rice
Rp. 42.500.000,00
Rp. 46.250.000,00
8,82%
0,13%
Rp. 23.183.550.000,00
Rp. 34.377.435.500,00
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023
522
From table 4, it can be seen that in 2021 the largest market share for rice commodity WRS
will be PT. Pengayom Tani Sejagad with the commodity value of Rp. 16,226,000,000,- with
47.20% of market share. Whereas for PT Food Station Tjipinang Jaya, the commodity value of
WRS Rice is in the second place with a commodity value amount of Rp. 8,329,000,000, - and a
market share of 24.23%.
Relative Market Share
Relative market share calculation is performed by dividing the market share (or revenue)
of a company unit by the market share (or revenue) of the largest (main) competitor in the same
business sector. Relative market share is represented by the horizontal axis in the BCG matrix
analysis. After obtaining market share value from PT. Food Station Tjipinang Jaya, then it can be
continued by dividing it with the main competitor's market share (PT Pengayom Tani Sejagad).
Calculation of relative market share can be seen in table 5 below.
@/:,0?M/1+,-./0123,-/1
A
"!1B2!N
C
#
EDFGHD)))D)))
'KDGGKD)))D)))
# )DI'F10?6/;
@/:,0?M/1+,-./0123,-/1
A
"!1B2!N
C
#
GJLGF*
JOLG)*
# )DI'F10?6/;
Table 5
Rice Commodity WRS Managers Relative Market Share (2021)
No
WRS Manager
Commodity
Commodity Value (Rp.)
Market
Growth
Market
Share
Competitor’s
Market
Share
Relative
Market
Share
2020
2021
1
PT. Food Station
Tjipinang Jaya
Rice
Rp. 5.494.360.000,00
Rp. 8.329.000.000,00
51,59%
24,23%
47,20%
0,513
2
PT. Pengayom
Tani Sejagad
Rice
Rp. 15.206.175.000,00
Rp. 16.226.000.000,00
6,71%
47,20%
24,23%
1,948
3
KSU Sarana
Hidup Sejahtera
Rice
Rp. 1.422.000.000,00
Rp. 208.000.000,00
-83,37%
0,61%
47,20%
0,013
4
PT. Mahkota
Surya Nusantara
Rice
Rp. 42.500.000,00
Rp. 46.250.000,00
8,82%
0,13%
47,20%
0,003
Rp. 23.183.550.000,00
Rp. 34.377.435.500,00
From table 5 it can be seen that the market share value of the WRS rice commodity
competitor standard is PT. Pengayom Tani Sejagad with the commodity value of IDR
16,226,000,000 and 47.20% of market share value. Competitor’s market share for PT. Pengayom
Tani Sejagad is PT Food Station Tjipinang Jaya, with a commodity value of Rp. 8,329,000,000,
- and 24.23% of market share value. Result of relative market share for PT. Pengayom Tani
Sejagad ratio is 1.948 times, PT. Food Station Tjipinang Jaya has 0.513 times of relative market
share ratio, KSU Sarana Hidup Sejahtera has 0.013 times relative market share ratio while PT.
Mahkota Surya Nusantara relative market share ratio value is reach 0.003 times.
BCG Matrix Mapping
The next step is to arrange the BCG matrix (mapping) in the form of 4 quadrants with 2
cartesian x and y axes. For market growth it will be represented by the Y axis, while for relative
market share it will be represented by the X axis. For the preparation of the BCG matrix, 3 data
are needed, namely the value of the rice commodity WRS , market growth and relative market
share which can be seen in table 6.
Table 6
BCG Matrix Mapping WRS Rice Commodity 2021.
WRS Manager
Relative Market
Share
Market Growth
Commodity Value
PT. Food Station Tjipinang Jaya
0,513
51,59%
Rp. 8.329.000.000,00
PT. Pengayom Tani Sejagad
1,948
6,71%
Rp. 16.226.000.000,00
KSU Sarana Hidup Sejahtera
0,013
-85,37%
Rp. 208.000.000,00
PT. Mahkota Surya Nusantara
0,003
8,82%
Rp. 46.250.000,00
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023 523
Furthermore, these data will be arranged or mapped in a quadrant matrix which has 2 axes, namely
the horizontal axis (X axis) and the vertical axis (Y axis). The mapping process can be seen in
Figure 3.
Figure 3
Rice Commodity WRS Manager Mapping
From Figure 3 it can be seen that the coordinate positions for each rice commodity WRS
managers are located in the quadrant corresponding to the Y value (market growth) and the X
value (relative market share). The shape of the ball with different sizes shows the value of the rice
commodity WRS for every WRS Manager. The yellow ball shows the coordinate position of PT.
Food Station Tjipinang Jaya, while the blue ball is showing the coordinates of its competitors.
Furthermore BCG matrix mapping, it can be shown on figure 4 below.
Figure 4
Rice Commodity WRS Managers BCG Matrix (2021).
Based on figure 4 above, PT. The Tjipinang Jaya Food Station is located at the coordinates
(0.513 times; 51.59%) which is in the upper left STARS quadrant. Then PT. Pengayom Tani
Sejagad is also in the STARS quadrant in the upper left quadrant, PT. Mahkota Surya Nusantara
is in the upper right quadrant QUESTION MARKS. Meanwhile, KSU Sarana Hidup Sejahtera is
located in the lower right quadrant, namely the DOGS quadrant. After finishing knowing the
position of the BCG matrix mapping from PT. Food Station Tjipinang Jaya along with its
competitors, then the appropriate strategies will be formulated for the management of PT. Food
Station Tjipinang Jaya or provide managerial implications which will then be followed up by the
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023
524
management of PT. Food Station Tjipinang Jaya in order to be able to win the competition and
overcome challenges in the future.
Formulating The Strategies
BCG matrix position of PT Tjipinang Jaya Food Station is in Quadrant II (Stars), so the strategies
that can be taken include: (Pearce et al., 2013)
a. Backward Integration Strategy : So the form of backward integration strategy from PT.
Food Station Tjipinang Jaya is to recruit new farmer’s group partners and bound it with the
mutualistic MoU within PT.Tjipinang Jaya Food Station. The target is to recruit newly 4
paddy and rice farmer group partners around Geneng sub-district inside Ngawi district.
b. Forward Integration Strategy : collaborating with marketplace providers for online
markets and large supermarket and mini market retail companies that have an extensive
market network. Creating a B2C (Business To Customer) and B2B (Business To Business)
android application for PT. Food Station Tjipinang Jaya for the company's official platform
for promotion, marketing and online sales.
c. Horizontal Integration Strategy : held acquisitions of other WRS managers in different
areas which producing paddy grain and rice commodities. Target of acquisition is WRS
companies in Bogor and Indramayu regency. One of the WRS currently under review of the
acquisition process is the WRS CV.SJ (Indramayu).
d. Market Penetration Strategy : The form of market penetration strategy taken by PT.
Tjipinang Jaya Food Stations including : Price adjustmen that providing cashback or
cashback programs for farmers and group members from WRS PT. Food Station Tjipinang
Jaya, promotion and purchase guarantee (standby buyer and off-taker).
e. Product Development Strategy : Product Development Strategy adopted by PT Food
Station Tjipinang Jaya is a service providing WRS for organic paddy grain and rice
commodities, by encouraging farmer and farmer groups partners to be able to produce
organic grain and rice which are much more expensive than non-organic rice. PT Food
Station Tjipinang Jaya will be the manager of the WRS for organic paddy grain and rice as
well as an off taker also standby buyer for organic paddy grain and rice commodities from
farmer and farmer group partners.
f. Market Development Strategy : Market Development Strategy carried out by PT. The
Tjipinang Jaya Food Station is to open new WRS branches for grain and rice commodities
in other regions (cities), in this case the plan is to develop WRS for grain and rice
commodities in the cities of Bogor and Indramayu.
CONCLUSION
The management of PT Food Station Tjipinang Jaya Strategy decide to conduct strategic
formulation using BCG matrix analysis between PT. Tjipinang Jaya Food Station and also 3 of
its competitors during 2020-2021 for the rice commodity WRS business. And the results of this
analysis it is known that PT Food Station Tjipinang Jaya has a market share of 47.20% and a
market growth of 51.59%. Meanwhile, the relative market share value of PT Food Station
Tjipinang Jaya is 0.513 times. PT. Tjipinang Jaya Food Station is in quadrant II (0.513 : 51.59%),
namely the STARS quadrant. In this quadrant shows the performance of PT. Food Station
Tjipinang Jaya with high market growth and relatively high market share. In the STARS quadrant,
the strategy adopted by PT. Tjipinang Jaya Food Station is a strategy related to improving
warehouse receipt system services consist of : integration strategies (backward, forward and
horizontal), market penetration strategy, market development strategy and product development
strategy.
REFERENCES
Badan Pengawas Perdagangan Berjangka Komoditi. (2017). 2016 BAPPEBTI Annual Report.
Kementrian Perdagangan Republik Indonesia. Google Scholar
Defining Future Strategies of Warehouse Receipt System Corporation With BCG Matrix Analysis (Case
PT Food Station Tjipinang Jaya, Geneng Village, Geneng Sub-District, Ngawi Regency)
Return: Study of Economic And Business Management, Vol 2 (5), May 2023 525
Badan Pengawas Perdagangan Berjangka Komoditi. (2022). 2021 BAPPEBTI Annual Report.
Kementrian Perdagangan Republik Indonesia. Google Scholar
David, F. R. (2006). Strategic Management : Concept (4th Edision). Salemba Empat. Google
Scholar
David, F. R. (2010). Strategic Management : Concept (12th Edision). Salemba Empat. Google
Scholar
David, F. R. (2011). Strategic management concepts and cases. Prentice hall. Google Scholar
David, F. R. (2015). Strategic Management : A Competitive Advantage Apporach, Concepts, and
Cases (15th Edision). Pearson Education. Google Scholar
David, F. R. (2016). Strategic Management A Competitive Advantage Approach (15th Edition).
Salemba Empat. Google Scholar
Hasanah, A. S. (2022). The Effect of Inventory Turnover on Return on Investment (ROI) in Pg.
Rajawali II Cirebon. Return: Study of Management, Economic and Bussines, 1(01), 7–11.
Google Scholar
Lestari, C., Manullang, R. R., & Novika, N. (2020). Analisis Akuntansi Manajemen Terhadap
Portofolio Boston Consulting Group Matrix; Studi Kasus Penata Kelolaan Portofolio Pada
Pt. Indonesian Paradise Property Tbk. Jurnal Akuntansi Bisnis & Keuangan, 7(2), 45–56.
Google Scholar
Muljadi, J., Dasipah, E., & Karyana, K. S. (2022). Pengaruh Manfaat Sistem Resi Gudang (SRG)
dan Peran Penyuluh PertanianLapangan (PPL) terhadap Penerapan Teknologi Serta
Dampaknya terhadap Keberhasilan Usahatani Padi (Survei Terhadap Petani di Kecamatan
Warungkondang, Kabupaten Cianjur, Jawa Barat. Agrivet: Jurnal Ilmu-Ilmu Pertanian Dan
Peternakan (Journal of Agricultural Sciences and Veteriner), 10(1), 12–18. Google Scholar
Pearce, J. A., Robinson, R. B., & Subramanian, R. (2013). Strategic Management: Formulating,
Implementating, and Controlling. Irwin/McGraw-Hill Columbus, OH. Google Scholar
Perubahan Atas Undang-Undang Nomor 9 Tahun 2006 Tentang Sistem Resi Gudang, Pub. L. No.
9, Pemerintah Pusat (2011). Google Scholar
Polakitan, C. D. (2015). Analisis komparasi risiko saham LQ 45 dan non LQ 45 pada beberapa
sub sektor perusahaan yang terdaftar di bursa efek indonesia (BEI). Jurnal Riset Bisnis Dan
Manajemen, 3(1). Google Scholar
Rangkuti, F. (2018). SWOT analysis: Techniques for Dissecting Business Cases. In Jakarta: PT
Gramedia Pustaka Utama (Revisi). PT Gramedia Pustaka Utama. Google Scholar
Sutopo, W., Bahagia, N., Cakravastia, A., & Arisamadhi, T. M. A. (2012). A Buffer Stock Model
to Ensure Price Stabilization and Availability of Seasonal Staple Foods under Free Trade
Considerations. Bandung Institute of Technology. Google Scholar
Zaroni, A. N. (2015). Globalisasi ekonomi dan implikasinya bagi negara-negara berkembang:
telaah pendekatan ekonomi islam. Al-Tijary, 1–22. Google Scholar