SWOT AND GAP ANALYSIS FOR NEW PRODUCT DEVELOPMENT AT PT. DUTA KARYA MANDIRI

摘要

PT. Duta Karya Mandiri (PT. DKM) is a supplier of Avanza and Xenia bars-headrest components which manufactured by PT. Astra International, Tbk. The bargaining position of PT. DKM to PT. Astra International, Tbk. is low due to the absence of legal cooperation agreement so that the ordering of these products can be stopped by PT. Astra International, Tbk. at any time if other suppliers have better product quality with more competitive price. The purpose of this research was to analyze the SWOT and the Gap of new product development at PT. DKM. This product is expected to be an opportunity for PT. DKM which want to explore new product business into Business to Business market The research was qualitative by using the direct technique with a depth interview method in the form of the semi-structured interview. Based on the SWOT and the Gap analysis, it was seen that to maximize the usage of the factory, utilizing scrap materials, and establish new consumers to expand their source of income, it is necessary to develop new products such as capstock hanger which can be marketed to the general supplier of apartment developers.