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Abstract
This study aims to design a strategy for the company to face competition in the pharmaceutical distribution business in nuclear medicine facilities. As a company that acts as an importer, PT Gamma Mitra Lestari faces the challenge of intense competition with several competitors who have direct distribution power. This research uses a qualitative approach with an in-depth interview method with the company's key person to identify internal and external factors that affect business strategy. External factor analysis was conducted using the PESTEL model and Porter's Five Forces, while internal analysis used the VRIO framework to assess the company's resources and capabilities. The results revealed that PT Gamma Mitra Lestari has advantages in terms of relationships with suppliers and product quality, but is still limited in terms of efficient distribution channels. Based on these findings, the suggested strategies include improving market education to expand technology adoption and raise awareness related to nuclear medicine in new hospitals, supplier diversification to reduce the risk of dependence on a single supplier, and collaboration with BRIN and leading hospitals to develop products and meet local market needs with high TKDN. This research provides implications for other nuclear medicine industry players in designing adaptive and sustainable business strategies.
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Copyright (c) 2025 Ni Putu Pebriyantika Suri, IGM Wirabrata, Laili Savitri Noor
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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References
Astarina H, Dwi Listiawadi F, Raina Ismuha R. 2016. Prospek Perkembangan Kegiatan Radiofarmasi Berdasarkan Hasil Audit Quality Management Audits in Nuclear Medicine Practices (QUANUM). Pusat Teknologi Radioisotop dan Radiofarmaka BATAN.
Baker, P. (2008). The design and operation of distribution centres within agile supply chains. International Journal of Production Economics, 111(1), 27-41.
David, F. R. (2011). Strategic Management: Concepts and Cases. Pearson Education.
Djarwanti, RPS., Priyadi F., dan Setiaji, D., 2020. Potensi Pengguna Produk Radiofarmaka Hasil Litbang PTRR BATAN di Indonesia. Pusat Teknologi Radioisotop dan Radiofarmaka-Prosiding Seminar Nasional Inovasi dan Pendayagunaa Teknologi Nuklir.
Hanif, H. R., dan Parantika, A. (2023). Strategi Bauran Pemasaran 7P Menggunakan Pendekatan Analisis SWOT dalam Upaya Meningkatkan Daya Saing Mangata Coffee & Eatery. Media Wisata, 21(1), 164–177.
Hax, Arnold. C, Nicolas S. Majluf. Strategic Management. USA: An Integrative Perspective: Prentice Hall, Inc; 1984
Kartamihardja, H. (2013). Perkembangan Kedokteran Nuklir Dan Radiofarmaka Di Indonesia. Departemen Ilmu Kedokteran Nuklir Universitas Padjajaran.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education. Hal: 57-119 ; 514-544
Kamaluddin, I. (2020). Analisis Swot Untuk Merumuskan Strategi Bersaing Pada Pt. Menara Angkasa Semesta Cabang Sentani. Jurnal Ilmu Manajemen Terapan, 1(4), 342-354.
Pearce, J. A., & Robinson, R. B. (2013). Strategic Management: Planning for Domestic & Global Competition. McGraw-Hill Education. Hal: 20
Sari, Y. (2020). Analisis Strategi Pemasaran Suplemen Makanan Sakatonik ABC Pada PT Enseval Putra Megatrading Cabang Lampung. Business and Enterpreneurship Journal (BEJ), 1(2).