Credited by:

Chikita Tiara Griska 01032681620004

Nyayu Khairani Putri 01032681620005
Fitri Utami Alex 01032681620009
Nurul Laras Liestiani 01032681620015
M. Fauzan 01032681620023
History of Sampoerna
 Brief Information
PT Hanjaya Mandala Sampoerna Tbk.
("Sampoerna") is one of the leading cigarette
manufacturer in Indonesia.
produce a number of brands of cigarettes are
known, such as Sampoerna Kretek, A Mild, as
well as the "King of Kretek" legendary Dji Sam
Soe.
An affiliate of PT Philip Morris Indonesia and part
of Philip Morris International, the leading
cigarette manufacturer in the world.
 History of Sampoerna
1913 : Liem Seeng Tee, a Chinese immigrant, began his business in Surabaya to
manufacture and market kretek cigarettes, under the brand Dji Sam Soe.
1930: Liem Seeng Tee then formally formed a company under the name Sampoerna
and moved both his family and factory to a building
1959: Sampoernas operation was then passed on to the second generation of the
family, Aga Sampoerna, who focused on the production of premium hand-
rolled kreteks.
1978: The third generation of the family, Putera Sampoerna, took the helm of
Sampoerna. Under his leadership, Sampoernas growth accelerated.
1989: Sampoerna launched the A Mild, a popular kretek cigarette brand in
Indonesia.
1990: Sampoerna became a public company, establishing a modern corporate
structure and embarking on a period of investment and expansion.
2005: With its business success, Sampoerna drew the interest of PMI. This led to
PMID, a subsidiary of PMI, acquiring majority ownership of Sampoerna
2008: Sampoerna inaugurated a machine-made kretek manufacturing facility in
Karawang, West Java, with an investment of USD 250 million.
Apr, 2017 :
The Business Vission And Mission
 Vision characterised

Adult smokers

Three Hands Employees

Philosophy and Business
partners

Society
Sampoerna address it through
Delivering high quality products in their preferred
price category

Continually seeking out in period of time what

adult smoker wants and match their expectations

Provide competitive compensation and good

working condition for employees

Building relationship with business partners

Giving back to society

 Good Companys vision
Sampoerna explained what their goals, and what need to
S Specific be done. Through deliver the high quality products, and
build the relationship with partners and society

M Measurable
The measurement is when the goals are already achieved.
So far, Sampoerna already obtained their goals and
objectives

The visions of Sampoerna are able to accept. It proofed

A Achievable with what already done by those responsible for
achieving it

The visions of Sampoerna are possible to attain. It

R Realistic reflects by what Sampoerna done until now

Sampoerna clearly stated that they continually seeking

T Timed out in period of time to their customer needs and tried to

match their expectations
 Mission Outline
1. Providing high quality products to adult
smokers in the price category of brand
choice
2. Provide competitive compensation and a
good working environment for employees
and foster good relationships with business
partners
3. Giving contribution to the wide community
 MISSION ANALYSIS ASPECTS
Aspects in our analysis that match with company
mission statements:
1. Costumers
2. Product or Services
3. Philosophy
4. Self Concept
5. Concern : Public Image
6. Concern : Employees
 Costumers
Sampoerna mission is to provide a high quality
products to adult smokers in the price
category of brand choice.
In facts Sampoerna consumers are not limited
to adults only, but also a favorite choice for
teenagers in Indonesia especially in their Mild
Variants.
It still meets the criteria of the missions.
Product
 Philosophy
The basic beliefs, values, aspirations, and
ethical become priorities of the firms.
As mentioned in their mission statement that
they also focus on the activities of economic
empowerment, education, environmental
protection, and disaster management.
 Self Concept
The firm commit their major competitive advantage
as mentioned in their mission statement. Such as :
1. Provide high quality products
2. Price category of brand choice
3. Competitive compensation
4. Good working environment for their employees
5. Maintains good relationship with business
partners
6. Contribution to the wide community
 Concern : Public Image
The firm is highly response to the social,
community, and environments. As their
mission to give a contribution to the wider
community.
By giving a contribution to the community,
they also build their public image.
 Concern : Employees
Employees become a valuable asset in the HM
Sampoerna.
Compensation, work environment and good
opportunities for career development and
self-esteem is a key element in building
employee motivation and productivity in the
firm as mentioned in the mission statements.
Value of The Company
 Value of The Company
Delivering high quality products for adult
smokers in the preferred brand price category

Providing competitive compensation and good

working conditions for employees, and building
strong relationship with business partners.

Giving back to the society at large. Sampoerna

owes its success to the support of communities
throughout Indonesia.
 Porters Five Generic Strategies
Focus Best Value

HM Sampoerna is a little bit expensive rather than

other cigarettes product. Because, they offer best
quality of tobacco
Internal and External Assessment
 THE INTERNAL AUDIT
STRENGTHS
1.Increasing in ROE 33% from 1750 to 2269 IDR
2.Best company in term to satisfy the customers (2013 award)
3. HMS is the market leader in tobacco industry
4. Increasing in total revanue by 12.6 %
5.HMS has lot of variant product
6.HMS has loyal customers
7.HMS achieve 2013 top brand award
8.Increased in customer 8,6 %
WEAKNESSES
1. Decreasing in sales volume of SKT 13%
2. Work termination of 2700 labors in 2 main factorles
3. Unaffordable price caused by promotion and material cost
4. Slow growth on certain product (Avolution)
5. havent had the ability to compete in a Global Market
6. Inappropriate in capital allocation
 THE EXTERNAL AUDIT
OPPORTUNITIES
1. Plan affirmation of * RUU Pertembakauan
2. Indonesian smoker are the second highest in the world
3. Demand for cigarette increasing (8%) anually
4. Exporting of cigarette grownging (7,4% - 10%) anually
5. indonesia is growing 1,49% anually in population
6.Variant invention
7.Smoking has became a new urban lifestyle
8. Inovation of LTLN in Cigarette Product
THREATS
1.Increase in cigarettes tax rate of 8,72% on average
2. Trend toward healthy life
3. Increase in cigarette industry total production of 5,55 %
4.Government regulation of Tobacco Advertising Restrictions
5. Increasing on tobaco price of 25%
6. Demand for electric cigarette growing recently
7. Probability indonesia join FCTC
8. MUI statement of cigarette prohibition
 WO STRATEGIES
SO STRATEGIES
1. Making the strategies to promote the
1. New products innovation for global
certain product (Avolution) in the
target market
global market
2. Looking for investor
2. Making new variant inventions
3. Increasing the promotion to gain brand
3. Promotion through sponsoring the big
awareness and expand the business
events to gain brand awareness of the
4. Maintaining the market power of HM
customer
Sampoerna popular product(mild)

ST STRATEGIES
1. Joining to the anti-cigarette campaign
to gain brand awareness
2. Controlling the market through
decreasing prices of the certain
product
3. Conduct the research to find the
cheaper raw materials
4. Promoting the Brand image The
Finest Quality to the customer
WT STRATEGIES
1. Decrease the producing of the certain
products
2. Making the CSR strategy to deal and
anticipate the MUI statement and
government regulation
3. Brand image of a certain products
4. Taking the advantage from the
annually events to promote the
products
The Strategy
 Market Driven Strategy
PT Sampoerna already oriented Market Driven
Strategy since the emergence of product A mild.
A mild product is one of the implementation of the
strategy due to market driven product
A mild products have the unique views from first
communication theme 'Taste of the Future' who
want to characterize the product A mild differ not
taste but also a future lifestyle.
 Blue Ocean Strategy
Blue Ocean Strategy used by PT. HM Sampoerna in
business can be seen with the launch of A Mild
A-Mild is a unique product, which does not belong to any
category: sigaret keretek tangan (SKT), sigaret keretek
mesin (SKM) regular and sigaret putih mesin (SPM).
SKM mild:
- Low Tar Low Nicotine
- also make changes to the packaging of A-Mild to reduce
the content of 20 sticks into 16 bars
- 1994 A-Mild replace campaign motto Taste of the future
and become with How low can you go
 "Customer Value" On Products
Limited edition: A Mild, Sampoerna provide
added value by providing a different view of
cigarette packs outstanding and listed joke on
cigarette packs are limited editions such as
Kalo cinta itu buta, buat apa ada bikini
 Diversification
PT. HM SAMPOERNA Tbk. diversify products to increase
market penetration or differentiate products from another
products.
Product of PT. HM SAMPOERNA Tbk are:
- Dji Sam Soe
- A Mild
- U Mild
- Sampoerna Hijau
- Avolution
- Kraton Dalem
- Panamas
- Komet
- Sampoerna Pas
- A Flava