Competitive Strategy of Bottled Oolong Tea Beverage

Fuad Wahdan Muhibuddin, Arief Daryanto, Yandra Arkeman

Abstract: This study is aimed to formulated competitive strategy of Oolong tea through strategic planning analysis used Competitive Profil Matrix (CPM), Porters Five Forces, Strategic Position and Action Evaluation (SPACE), and Quantitative Strategic Planning Matrix (QSPM) as strategic tools analysis. This study provided necessary information of critical success factors and served as the basis for oolong tea strategy. Based on the result of analysis, the management of oolong tea suggested implementing market penetration as priority strategy, followed by market development, product development, and concentric diversification

Keywords: Competitive, Critical Success Factors, Strategy Priority, Tea Beverage Industry