Gap Analysis between External and Internal Profile (Case Study of PT. X)

As a new chemical manufacturing company in the field of pulp and paper, PT. X must have strategy determination in order to synergize the strengths of internal resources and the environment at a strategic point of competition. One way of doing so is by competitive audit. This case study aimed to analyze the gap between PT. Xs external profile business environment and internal profile to determine PT. Xs position and level of competition in the present and decision making in the future. The approach taken based on four components which are customer, company, competitor and change as used in The Strategic Marketing Plus 2000 concept. The audit results of customers, competitors and change form an external profile called Competitive Setting Profile (CSP) whereas Alignment Company Profile (CAP) is the result of the companys audit which forms an internal profile. The negative gap between the profiles indicates that strategy, tactics, and value applied by PT. X are still lagging behind competitors.