Restoring Market Share and Brand Relevance of PT XYZ in The Crop Protection Market: Strategic Rekomendations

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Sihombing, Rikson Candra (2026) Restoring Market Share and Brand Relevance of PT XYZ in The Crop Protection Market: Strategic Rekomendations. Masters thesis, IPMI Institute.

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Abstract

PT XYZ is a global crop protection company whose flagship shallot fungicide, coded here as Product A, competes in an Indonesian crop protection market that grows globally over the long term yet is increasingly commoditized by low-cost generic competition. The company faces two key challenges: declining market share, with share falling 0.51 percentage points from 2.51 percent in 2022 to 2.00 percent in 2023 while sales declined 27 percent; and eroding brand relevance, as generics with the same active ingredients narrow differentiation and attract price- sensitive farmers. The project aims to recommend strategies that strengthen the brand against generics and reposition it around farmers' needs, delivering an actionable strategic roadmap. It applies a qualitative case study, using semi- structured interviews with the marketing and sales leaders and secondary data, namely a 2022 value proposition study, market-share records for 2018 to 2023, and the company profile, analyzed through Porter's Five Forces, PESTLE, Gap, SWOT, and TOWS, over a nine-week timeline. Its deliverables comprise the market and industry analysis, problem diagnostics, framework outputs, and a final recommendations report. The results show that the brand can regain market share not by matching generic prices but by converting its functional trust into loyalty, assured availability, and value-based selling, and can be repositioned from product supplier to farming partner attuned to farmers' needs and values. It recommends, for the organization, repositioning as a farming partner with a loyalty program; for the industry, leading on stewardship and education; for the business, value-based selling and assured availability; and for the customer, advisory support and reliability.

Keywords: Market Share, Brand Relevance, Crop Protection, Competitive Strategy, Brand Repositioning

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Master of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	28 Oct 2026 07:25
Last Modified:	28 Oct 2026 07:25
URI:	http://repository.ipmi.ac.id/id/eprint/3099

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