STRATEGI DIFERENSIASI PRODUK DAN JASA DI INDUSTRI DIGITAL PRINT

Abstract

analyse the differentiation strategy of Products and Services in the Digital
Print Industries Denpasar. Increasing number of businesses Digital Print makes each company
requires differentiation of products and services as their business differentiator. Increasing
number of players and strategies tendency to slam the price makes this Industry almost come
to red ocean bussiness that would endanger the existence of the industry itself.
This study analyzing qualitative data from the company of Digital Print which is
considering quite strong, aggressive and survive in the competition. There are several players
in the industry in Denpasar where researchers perform data collection and analysis. The
selection of two company hat described in Results were based on data collectionfromsuppliers
of Machinery and Raw Materials that’s conducted by researchers. Both are rated have the
different characteristics and both leading the industrial marketin Denpasar Digital Print with
more than sixty percent market share.
In this Study the mentioned two Companies have specific characteristic to face the
competition, survive and win the competition. One company has numbers of outlets, long outlet
working hours, and price leadership. This company is still making an investment of new
production machinestobust the image ofits business. Other companies choose to stay focuson
specific consumer segments, with a premium quality. This company is usinga good partnership
strategy with the corpotate customer. Thi scompany continue to invest the latest production
machines to create advantages compared to its competitors and promote quality products
andgoodservicesfor his market segments. SWOT analysisis used to analyze the Differentiation
Strategy of Products and Services in accordance with their strengths, weaknesses,Opportunity
and Threats that are owned by their respective companies. Summary of Product and Services
Differentiation Strategy were used by the two companies later in the analysis compared with
existing theories of Differentiation Products and Services.

Keywords: Digital Print, Differentiation Strategy of Products and Services.