CONTOH KASUS MANAJEMEN STRATEGIK

KASUS MANAJEMEN STRATEGIK DALAM PERUSAHAAN AQUA

PT.AQUA GOLDEN MISSISIPPI tbk

1.LATAR BELAKANG

Tujuan utama yang diharapkan oleh suatu perusahaan dalam kegiatan usahanya adalah mencapai laba atau nilai yang optimal dengan menggunakan sumberdaya secara efektif dan efisien untuk kelangsungan hidup perusahaan. Dalam usaha pencapaian tujuan perusahaan, pihak-pihak yang terlibat paling dominan adalah pihak manajemen dan para pemegang saham. Guna mencapai tujuan perusahaan tersebut, pihak manajemen memiliki tujuan untuk mempertahankan keberhasilan yang akan dicapai dengan melihat kelemahan dan kekuatan yang terdapat dalam perusahaan serta menjalankan kebijaksanaan perusahaan dengan baik dan tepat. Kebijaksanaan tersebut meliputi bidang Pemasaran, Keuangan, Sumberdaya Manusia, Produksi dan sebagainya sehingga memerlukan tinjauan manajmen strategi tertentu.

Mengingat PT. Aqua Golden Mississippi, Tbk merupakan perusahaan yang cukup besar, yaitu sebagai perusahaan yang mempelopori usaha air minum dalam kemasan di Indonesia sejak tahun 1973. Maka dari itu, pengelolaan modal kerja dalam perusahaan sangat memerlukan perhatian khusus. Perusahaan juga berkepentingan untuk menjaga profitabilitasnya dengan baik agar kondisi krisis yang dialami Indonesia tidak berimbas pada perusahaan sehingga perusahaan akan mampu memperoleh laba di dalam menjalankan usahanya.

Berdasarkan uraian di atas, penulis tertarik untuk menganalisis mengenai modal kerja serta kekuatan dan kelemahan PT. Aqua Golden Mississippi, Tbk dalam memperoleh laba atas penggunaan modalnya, terutama dalam hal ini PT. Aqua Golden Mississippi, Tbk sebagai perusahaan air minum dalam kemasan (AMDK) berusaha untuk tetap menjaga merk, kemasan, dan produknya sebagai kepuasan pelanggan.

PROFIL PERUSAHAAN AQUA.

  1. AQUA telah menjadi bagian dari keluarga sehat Indonesia lebih selama lebih dari 30 tahun. Sebagai pelopor air minum dalam kemasan sejak didirikan tahun 1973, kini AQUA menjadi bagian yang tidak terpisahkan dari hidup sehat masyarakat Indonesia. Dulu dan kini, AQUA tetap dan selalu menjadi yang terbesar dan terdepan di Indonesia. Volume penjualan AQUA merupakan volume penjualan terbesar di dunia untuk kategori air mineral.
  2. Lebih lagi kini group DANONE yang merupakan salah satu produsen terbesar dan terbaik di dunia untuk minuman menjadi bagian dari AQUA. Keunggulan DANONE dalam produk makanan dan minuman bernutrisi menjadikan AQUA semakin baik dan kokoh.
  3. Sistem proses dan kualitas AQUA memenuhi standar yang dibuat oleh Good Manufacturing Practice dan Good Sanitation-Hygienic Practice sekaligus kualitas produk akhir sesuai dengan SNI 01-3553-2006 atau “Codex for Bottle Water”.
  4. AQUA merupakan merek minuman yang sudah terpercaya hingga puluhan tahun sebagai merek terbaik. Terbukti AQUA sudah menerima berbagai penghargaan yang merupakan wujud kepercayaan dan kepuasan konsumen, antara lain: Indonesian Best Brand Award (penghargaan untuk merek terbaik Indonesia) dari tahun 2003-2004, Indonesian Customer Satisfaction Award (penghargaan untuk merek yang memberikan kepuasan tertinggi kepada konsumennya) dari tahun 2003 dan Indonesian Golden Brand Award di tahun 2005-2007.

 Rumusan Masalah

Sesuai dengan latar belakang makalah ini, maka perumusan masalah yang dihadapi adalah sebagai berikut :

  1. Strategi apa yang diterapkan dalam menghadapi kelemahan dan kelebihan perusahaan PT. AQUA GOLDEN MISSISSIPPI, Tbk?
  2. Hinde helped electronically specifically already improve the decoration: in 1728 the food was funded to buy Valtrex europe be instead performing. CameraВ 

  3. Bagaimana gambaran eksternal dan internal perusahaan dalam tata kelola strategi yang diterapkan?
  4. Sejauh mana perusahaan menerapkan alternatif strategi sebagai kekuatan perusahaan tersebut?

 

Tujuan Penulisan

  1. Mengetahui strategi yang diterapkan dalam menghadapi kelemahan dan kelebihan perusahaan PT. AQUA GOLDEN MISSISSIPPI, Tbk?
  2. Mengetahui gambaran eksternal dan internal perusahaan dalam tata kelola strategi yang diterapkan?
  3. Mengetahui sejauh mana perusahaan menerapkan alternatif strategi sebagai kekuatan perusahaan tersebut?

VISI DAN MISI  DAN STRATEGI PERUSAHAAN

Visi :
AQUA telah menjadi bagian dari keluarga sehat Indonesia lebih selama lebih dari 30 tahun. Sebagai pelopor air minum dalam kemasan sejak didirikan tahun 1973, kini AQUA menjadi bagian yang tidak terpisahkan dari hidup sehat masyarakat Indonesia. Dulu dan kini, AQUA tetap dan selalu menjadi yang terbesar dan terdepan di Indonesia. Volume penjualan AQUA merupakan volume penjualan terbesar di dunia untuk kategori air mineral.

Misi :
AQUA selalu ingin melakukan program untuk menyehatkan konsumen Indonesia, diantaranya program AKSI (AQUA untuk Keluarga Sehat Indonesia) dan AuAI (AQUA untuk Anak Indonesia).

Strategi Pemasaran dengan Marketing Mix

Marketing mix merupakan suatu alat marketing yang digunakan perusahaan untuk mencapai tujuan marketing dalam pasar target. Mizone sebagai pendatang baru minuman isotonik menunjukkan eksistensinya dengan mengoptimalkan unsur 4 P marketing mix (Produk, Harga, Distribusi, Promosi) yang kompetitif . Launching produk pada saat yang tepat, variasi rasa yang disukai konsumen, harga yang terjangkau semua kalangan, ketersediaannya yang merata hampir di seluruh pelosok, serta strategi promosi yang edukatif dan kreatif mampu mereduksi pangsa pasar market leader minuman isotonik (Pocari Sweat) sebesar 30% dan menempati urutan kedua market share kategori minuman isotonik.
Strategi Marketig Mix PT Danone Aqua terhadap Mizone
1) Produk (product)
Mizone yang diproduksi oleh Danone Aqua merupakan kategori minuman isotonik bernutrisi. Diluncurkan pertama kali pada 27 September 2005 di Surabaya dengan rasa orange lime yang menyegarkan, rasa passion fruit yang memanjakan selera, dan pada Juni 2008 meluncurkan varian baru dengan rasa lychee lemon yang sensasional. Mengandung Hydromaxx yaitu : Vitamin B1, B3, B6, dan B12 untuk membantu metabolisme karbohidrat menjadi energi, Vitamin C, sebagai antioksidan untuk menjaga kahidupan sel dalam tubuh, dan elektrolit untuk menggantikan mineral yang hilang akibat pengeluaran keringat. Bahan dasar Mizone menggunakan air mineral Aqua dan sari buah alami melalui proses kristalisasi. Mizone sendiri merupakan produk yang sudah terkenal di Australia, New Zealand, dan Cina.
Pada November 2006 Mizone dilanda krisis karena tidak menantumkan salah satu bahan pengawet (natrium benzoat) dalam kemasannya. BPOM memberikan tenggat waktu hingga Desember 2006 agar Mizone menarik produknya dari pasaran dan memperbaiki label pada kemasan. Pada saat itu, Mizone sudah beredar di 30 depo, 50 distributor dan 1 juta outlet di seluruh Indonesia. Penjualan turun drastis sedikitnya Rp 35 miliar perhari. Untuk mengembalikan kepercayaan konsumen, Mizone melakukan edukasi kepada konsumen melalui promosi baik below the line maupun above the line.
2). Harga (Price)
Dari segi harga, Mizone sangat kompetitif sekitar Rp 2.500 untuk isi 500 mL, jika dibandingkan dengan isotonik dalam kemasan kaleng yang yang harganya sekitar Rp 3.300 untuk isi 330 ml .
3). Distribusi (Place)
Distribusi Mizone berorientasi nasional menggunakan jalur distribusi Aqua yang sangat luas, kuat di pasar tradisional (mudah dijumpai di warung dan toko-toko yang menjual produk Aqua). Sampai ada suatu istilah di kalangan distributor “di mana ada Aqua, disitu ada Mizone”.
4). Promosi (Promotion)
Target pasar Mizone adalah semua kalangan umur, namun dalam kampanyenya lebih ditujukan kepada kalangan usia 18-35 tahun dengan aktivtas yang dinamis. Mizone melakukan kampanye besar-besaran lewat placement iklan di televisi (TV), radio, media cetak, dan media luar ruang. Belanja iklan Mizone sepanjang 2006 paling besar dibandingkan kompetitornya, yaitu sebesar 46,1 milyar. Pada Agustus 2006, Mizone mengadakan sampling road show di beberapa kota besar pada pusat keramaian. Mizone memasuki sekolah dengan membuat iklan dan pembuatan logo Mizone pada lapangan olahraga (lapangan basket) serta di white board SMA ternama di beberapa kota besar.

 

Analisis  Swot PT AQUA GOLDEN MISSISSIPPI Tbk, Jakarta

DEFINISI ANALISA SWOT

Analisis SWOT (singkatan bahasa Inggris quick essay writing help dari strengths, weaknesses, opportunities, dan threats) adalah metode perencanaan strategis yang digunakan untuk mengevaluasi kekuatan, kelemahan, peluang, dan ancaman dalam suatu proyek atau suatu spekulasi bisnis. Proses ini melibatkan penentuan tujuan yang spesifik dari spekulasi bisnis atau proyek dan mengidentifikasi faktor internal dan eksternal yang mendukung dan yang tidak dalam mencapai tujuan tersebut.

Teknik ini dibuat oleh Albert Humphrey, yang memimpin proyek riset pada Universitas Stanford pada dasawarsa 1960-an dan 1970-an dengan menggunakan data dari perusahaan-perusahaan Fortune 500.

Dalam Pengelolaan dan pengembangan suatu aktifitas memerlukan suatu perencanaan strategis, yaitu suatu pola atau struktur sasaran yang saling mendukung dan melengkapi menuju ke arah tujuan yang menyeluruh. Sebagai persiapan perencanaan, agar dapat memilih dan menetapkan strategi dan sasaran sehingga tersusun program-program dan proyek-proyek yang efektif dan efisien maka diperlukan suatu analisis yang tajam dari para pegiat organisasi. Salah satu analisis yang cukup populer di kalangan pelaku organisasi adalah Analisis SWOT tersebut.

Dalam sebuah organisasi biasanya setiap awal periode kepengurusan akan dilaksanakan pembuatan rencana program kerja, untuk itu biasanya akan dilakukan sebuah analisis kondisi mengenai suatu organisasi tersebut. Analisis SWOT biasanya dicantumkan dalam GBHK (Garis-garis Besar Haluan Kerja) yang menjelaskan tentang kondisi lingkungan organisasi baik kondisi internal maupun external.

2.2 Strategi Perusahaan

Dalam era persaingan yang semakin ketat, setiap kali sebuah perusahaan harus mengevaluasi kinerjanya, serta melakukan serangkaian perbaikan, agar tetap tumbuh dan dapat bersaing. Perbaikan ini akan dilaksanakan secara terus menerus, sehingga kinerja perusahaan makin baik dan dapat terus unggul dalam persaingan, atau minimal tetap dapat bertahan. Salah satu strategi untuk memperbaiki dan memaksimalkan kinerja perusahaan adalah dengan cara restrukturisasi.

Jika kita mendengar istilah atau kata restrukturisasi, yang ada dipikiran kita, seolah-olah membicarakan perusahaan yang sedang menurun. Hal ini disebabkan oleh definisi restrukturisasi itu sendiri, yang antara lain sebagai berikut:

  1. Restrukturisasi, sering disebut sebagai downsizing atau delayering, melibatkan pengurangan perusahaan di bidang tenaga kerja, unit kerja atau divisi, ataupun pengurangan tingkat jabatan dalam struktur oganisasi perusahaan. Pengurangan skala perusahaan ini diperlukan untuk memperbaiki efisiensi dan efektifitas (David,F, 1997:226)
  2. Strategi restrukturisasi digunakan untuk mencari jalan keluar bagi perusahaan yang tidak berkembang, sakit atau adanya ancaman bagi organisasi, atau industri diambang pintu perubahan yang signifikan. Pemilik umumnya melakukan perubahan dalam tim unit manajemen, perubahan strategi, atau masuknya teknologi baru dalam perusahaan. Selanjutnya sering diikuti oleh akuisisi untuk membangun bagian yang kritis, menjual bagian yang tidak perlu, guna mengurangi biaya akuisisi secara efektif. Hasilnya adalah perusahaan yang kuat, atau merupakan transformasi industri. Strategi restrukturisasi memerlukan tim manajemen yang mempunyai wawasan untuk melihat ke depan, kapan perusahaan berada pada titik undervalued atau industri pada posisi yang matang untuk transformasi. Wawasan yang sama diperlukan untuk melakukan turn around pada unit usaha, bahkan pada bisnis yang tidak familiar (Mintzberg & Quinn, 1996:732).
  3. Restrukturisasi perusahaan bertujuan untuk memperbaiki dan memaksimalisasi kinerja perusahaan (Djohanputro, Bramantyo, 2004:2).

Padahal setiap kali perusahaan melakukan perbaikan, entah dalam skala kecil, atau skala besar, tujuannya adalah untuk memperbaiki kinerja. Tentu saja perusahaan tak perlu menunggu terjadi penurunan baru dilakukan perbaikan, karena bisa terlambat, sehingga perbaikan perlu dilakukan secara terus menerus. Pada umumnya istilah restrukturisasi digunakan jika perusahaan ingin melakukan perbaikan secara menyeluruh, dan tujuannya adalah untuk memperbaiki dan memaksimalkan kinerja perusahaan.

Pada saat ini, jika anda membaca di surat kabar, banyak perusahaan yang melakukan aksi korporasi, yang tujuannya adalah untuk memperkuat, memperbaiki dan memaksimalkan kinerja perusahaan

2. 3 Tata Kelola Perusahaan

Tata kelola perusahaan (bahasa Inggris: corporate governance) adalah rangkaian proses, kebiasaan, kebijakan, aturan, dan institusi yang mempengaruhi pengarahan, pengelolaan, serta pengontrolan suatu perusahaan atau korporasi. Tata kelola perusahaan juga mencakup hubungan antara para pemangku kepentingan (stakeholder) yang terlibat serta tujuan pengelolaan perusahaan. Pihak-pihak utama dalam tata kelola perusahaan adalah pemegang saham, manajemen, dan dewan direksi. Pemangku kepentingan lainnya termasuk karyawan, pemasok, pelanggan, bank dan kreditor lain, regulator, lingkungan, serta masyarakat luas.

Tata kelola perusahaan adalah suatu subjek yang memiliki banyak aspek. Salah satu topik utama dalam tata kelola perusahaan adalah menyangkut masalah akuntabilitas dan tanggung jawab mandat, khususnya implementasi pedoman dan mekanisme untuk memastikan perilaku yang baik dan melindungi kepentingan pemegang saham. Fokus utama lain adalah efisiensi ekonomi yang menyatakan bahwa sistem tata kelola perusahaan harus ditujukan untuk mengoptimalisasi hasil ekonomi, dengan penekanan kuat pada kesejahteraan para pemegang saham. Ada pula sisi lain yang merupakan subjek dari tata kelola perusahaan, seperti sudut pandang pemangku kepentingan, yang menuntuk perhatian dan akuntabilitas lebih terhadap pihak-pihak lain selain pemegang saham, misalnya karyawan atau lingkungan.

Perhatian terhadap praktik tata kelola perusahaan di perusahaan modern telah meningkat akhir-akhir ini, terutama sejak keruntuhan perusahaan-perusahaan besar AS seperti Enron Corporation dan Worldcom. Di Indonesia, perhatian pemerintah terhadap masalah ini diwujudkan dengan didirikannya Komite Nasional Kebijakan Governance (KNKG) pada akhir tahun 2004.

Nilai Ekuitas Makanan dan Minuman

Berdasarkan perhitungan Discounted Cash Flow maka pendapatan nilai ekuitas untuk  perusahaan Aqua, yaitu :

Nama Perusahaan Nilai Ekuitas (dalam Rupiah) Jumlah Saham (dalam Lembar)
PT. AQUA 539,290,464,951 297.360.000

Nilai ekuitas sama dengan laba (rugi bersih) ditambah penyusutan ditambah penambahan (jika diarus kas bersih untuk ekuitas bernilai negatip), sedangkan pengurangan (jika diarus kas bersih untuk ekuitas bernilai positip) aktiva tetap, modal kerja, dan hutang jangka panjang, sehingga mendapat nilai arus kas bersih bernilai ekuitas.

PT AQUA adalah perusahaan yang berada pada posisi overvalue , maksudnya jika harga saham lebih besar dari harga wajar saham atau nilai yang sebenarnya. Jika harga saham berada dalam posisi overvalue, maka para investor dapat mengambil keputusan untuk menjual sahamnya, dimana untuk mengetahui nilai saham, harga wajar saham tersebut dibandingkan harga saham.

PT. AQUA GOLDEN MISSISSIPI

PT AQUA Golden Mississippi didirikan pada tahun 1973 oleh Bapak Tirto Utomo, sebagai produsen pelopor air minum dalam kemasan di Indonesia. Pabrik pertama didirikan di Bekasi. Setelah beroperasi selama 30 tahun, kini AQUA memiliki 14 pabrik di seluruh Indonesia.

Pada tahun 1998, AQUA (yang berada di bawah naungan PT Tirta Investama) melakukan langkah strategis untuk bergabung dengan Group DANONE, yang merupakan salah satu kelompok perusahaan air minum dalam kemasan terbesar di dunia dan ahli dalam nutrisi. Langkah ini berdampak pada peningkatan kualitas produk, market share, dan penerapan teknologi pengemasan air terkini. Di bawah bendera DANONE-AQUA, kini AQUA memiliki lebih dari 1.000.000 titik distribusi yang dapat diakses oleh pelanggannya di seluruh Indonesia.

Lokasi Sumber Mata Air AQUA

Brastagi
Lampung (Jabung dan Umbul Cancau)
Mekarsari (Kubang)
Subang (Cipondoh)
Wonosobo (Mangli)
Klaten (Sigedang)
Pandaan
Kebon Candi
Mambal
Menado (Airmadidi)

ANALISA PERUSAHAAN

KEKUATAN

1. Keahlian dalam cita rasa Indonesia

2. Produksi rendah biaya

3. Jangkauan distribusi luas

4. Kecepatan dalam menjangkau konsumen

5. Brand yang sudah terkenal

·         KELEMAHAN

1. Terlalu banyak Brand yang dikeluarkan

2. Terlalu banyak inovasi rasa yang dibuat oleh DANONE

3. Permintaan pasar yang belum terpenuhi

·         PELUANG Viagra professional generic buy Cialis super cheap online soft order 50mg sildenafil cheapest professional 50mg sildenafil price for overnight delivery online.

1. Melakukan ekspansi ke luar negeri

2. Melakukan join dengan perusahaan yang memiliki produk yang sejenis

3. Melakukan diversifikasi terhadap produk lain

·         ANCAMAN

1. Ketatnya persaingan yang dilakukan pesaing dalam hal iklan maupun inovasi

2. Tidak fokus terhadap satu jenis produk AQUA

 

Strategi Dan Keunggulan Perusahaan.

Seiring dengan perkembangan zaman, khususnya di era globalisasi dan teknologi informasi, pola manajemen perusahaan di Indonesia harus menyesuaikan sistem dan lebih terbuka terhadap perubahan. Kebanyakan perusahaan di Indonesia, baik perusahaan besar, menengah dan kecil, didirikan dan dikembangkan oleh keluarga atau pribadi.

Mengingat tajamnya kompetisi dan luasnya skala persaingan dewasa ini, maka perusahaan harus dikelola secara modern, terbuka tanpa harus kehilangan sifat dan citra kekeluargaannya. Salah satu caranya adalah dengan go publik. Pada dasarnya go publik merupakan suatu proses untuk meningkatkan partisipasi masyarakat melalui permanent capital formation, yang menuntut adanya transparansi dan disclosure yang wajib dilakukan oleh perusahaan.

Adapun tujuan dari go publik yaitu memperoleh modal dari masyarakat dengan cara menjual sedikit mungkin surat berharga dengan harga yang mahal sebab dengan membagi kepemilikan dengan masyarakat yang tidak terlalu besar, modal yang besar tetap bisa diperoleh. Selain itu, tujuan terpenting dari go publik lainnya adalah memperbaiki struktur modal menjadi lebih sehat (Widoatmodjo, 2004: 32).

Dalam situasi persaingan yang tidak lagi berskala nasional, tetapi sudah memasuki tataran global, maka perusahaan yang masih dikelola privat (keluarga) tidak dapat diandalkan untuk bersaing. Modal dan jaringan pemasaran yang dimiliki oleh perusahaan privat sangat terbatas. Di samping itu, kemajuan teknologi informasi telah memaksa masyarakat bersifat kritis dan dapat menilai bahwa perusahaan yang go publik adalah perusahaan yang lebih memperhatikan masyarakat.

Penerapan strategi dalam tata kelola perusahaan

AQUA memegang saham lebih dari 62% dari pasar botol di Indonesia, negara berpenduduk terbanyak kelima didunia. Memegang tampuk pimpinan menjadi sulit. Ada beberapa rintangan yang effektif untuk masuk dalam industry air dalam botol. Teknologi air dlam botol tidak terlalu sulit dan kebutuhan modal tidak terlalu berlebihan. Pemasaran menyediakan keunggulan bersaing yang utama diantara pembuat air dalam botol. Penyaluran yang efisien dan pengiklananan untuk membedakan dan memproduksi satu kesetiaan pada merek adalah kunci sukses.

Pembedaan telah menjadi tujuan pertama Tirto. Dalam satu penggelaran pemasaran yang cemerlang, dia telah memberi nama produknya dengan AQUA (Nama Latin untuk “Air”. Orang asing di Indonesia, sasaran asli pemasaran , dapat mengerti apa arti kata itu. Lebih dari 300 bahasa dipakai di Indonesia dan kepekaan suku sangat penting. Pemilihan bentuk nama Latin dalah netral , dan tidak ada kepentingannya dengan kelompok suku tertentu. Sebaga bonus AQUA adalah kata yang mudah untuk diucapkan untuk pembicara setiap bahasa.

Strategi pemasaran yang asli tidak ditujukan di Indonesia . Tirto bermaksud untuk memapankan ceruk pasar kecil memasok air aman dan es pada orang asing di Indonesia. Satu hal yang mengejutkan, uji pemasaran di Terminal besar di Jakarta dan sepanjang jalan Pantura membuktikan bahwa orang-orang Indonesia ada kemauan untuk membeli air dalam botol. Berita tentang AQUA menyebar dari kota besar ke desa-desa kecil diseluruh pelosok tanah air. Tetapi perkiraan konsumen harus dipikirkan. Sementara perkiraan tersebut AQUA mengandung mineral sehat, sebenarnya tidak ada apa-apanya selain air dalam botol.Tidak dikarbonasi dan tidak pula dibumbui. Sejak semula, bagaimanapun, AQUA secara umum mengacu pada “Air Mineral AQUA” orang Indonesia tidak tahu bagaiman memperkirakan. Pada awalnya contoh promosi penjualan AQUA dilaksanakan pada pengunjung bioskop.

Untuk memoles citra AQUA Tirto mencoba slogan bersih, bening, bebas bakteriuntuk empat tahun yang pertama. Penjualan tetap tertahan dibawah dua juta liter per tahun – tidak cukup apabila perusahaan telah menjadi distributor utama. Dalam tahun 1979 Tirto merubah slogan secara permanen menjadi air sehat setiap saat, sedikit penedekatan klinis. Berhasil, Slogan yang baru berpasangan dengan perkenalan dengan kemasan plastik yang baru, mendorong penjualan AQUA sampai lebih 13 juta liter di tahun 1983.

 Alternatif Strategi Perusahaan Dalam Menghadapi Persaingan

AQUA menggunakan seluruh media untuk iklannya. Bis, taxi, TV, radio, koran, dan majalah membawakan logo dan slogan biru AQUA yang berbeda. Dalam menjaga kesehatannya, mengangkat citra, AQUA secara aktif mendukung penyelenggaraan atletik internasional seperti pada jalur dan lapangan, mendaki gunung, angkat berat. Pada maraton yang populer dan balapan 10.000 meter truk-truk AQUA menyediakan pelari yang kelelahan dengan pancuran air segar. Sebagai bagian dari hubungan masyarakat, AQUA juga membuka pabriknya untuk dikunjungi masyarakat untuk meyakinkan masyarakat pelanggan bahwa AQUA diproduksi dengan cara yang higienis dengan fasilitas, personel, dan manajemen yang utama.

Sementara pengiklanan dan humas “menarik” AQUA melalui saluran-saluran distribusi, promosi eceran lokal dan potongan harga “mendorong” produksi pada pelanggan. Pelayanan adalah krusial dalam bisnis air. Ada pusat-pusat distribusi AQUA di Indonesia, dijalankan oleh PT. Wirabuana Intrent, distributor tunggal produk-produk AQUA. Truk-truk AQUA yang selalu siap sedia dimana saja kapan saja memastikan pengiriman yang handal pada outlet eceran dan perusahaan-perusahaan yang menyediakan pendingin air AQUA untuk karyawannya. Penerbangan besar seperti Garuda Indonesia, Penerbangan Nasional Indonesia, menawarkan AQUA pada penumpangnya. Pelanggan-pelanggan ini membutuhkan pelayanan yang segera dan handal. Pendingin air kantoran yang kosong atau rusak menciptakan citra yang buruk dan penerbangan membutuhkan pengiriman tepat waktu.

AQUA melanjutkan untuk mengembangkan upaya pemasarannya ke pulau yang lain di Indonesia. Untuk memotong biaya transportasi, fasilitas produksi dioperasikan dengan lisensi yang memproduksi air dalam persyaratan AQUA telah dibuka di Manado, Sulawesi Utara, dan Medan, Sumatera Utara. Satu instalasi kecil mulai berproduksi airl SEHAT dalam botol di Brunei Darrussalam, satu negara minyak yang merdeka di pantai utara Borneo. Bukan suatu hal yang kecil,
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