Analisis Strategi Kemitraan dan Saluran Distribusi pada Produk Es Kristal “ADEM” (Studi Kasus PT Tirta Bakti Laju Kencana)

Abstract

This research was conducted on ADEM brand ice crystal products at the company PT Tirta Bakti Laju Kencana which is located in Dusun Japanan Rt. 03 Rw. 04 Popoh Village, Wonoayu District, Sidoarjo Regency, East Java. This study aims to find out and analyze the partnership strategy and distribution channels that have been carried out by PT Tirta Bakti Laju Kencana and then identified using the SWOT theory which consists of the strengths, weaknesses, opportunities and threats that exist in the company.

The results of this study indicate that the partnership strategy carried out by the company PT Tirta Bakti Laju Kencana uses an agency pattern, namely partners are given special rights in developing or selling products created by the company, and the distribution channels used by the company PT Tirta Bakti Laju Kencana in distributing products from the company to hands of partners using indirect distribution channels, namely through intermediary partner agents. This research also provides solutions to the problems faced by the company PT Tirta Bakti Laju Kencana in implementing the partnership strategy and its distribution channels.