Irwan Suarly, Rudy Pramono, John Purba, Gracia Ugut
Indonesian Cement Industry is experiencing excessive supply over its local demand. Meanwhile, the external players are still very eager to build more capacity in Indonesia. Their actions provoke local players to build more capacity in order not to lose out of the competition in the domestic market. Two major players, PT. Semen Indonesia Tbk. (SMGR) with 55% market share and PT. Indocement Tunggal Perkasa Tbk. (INTP) with 25% market share are mostly impacted by the industry turbulence. Various countermeasures have been taken; however, the result is still beyond expectation. The purpose of this paper is to investigate strategic management responses toward phenomena crisis of the cement industry in Indonesia during 2014-2020, period before Covid-19 in 2014-2019 and during Covid-19 in 2020. It will be done through comparison study between strategic actions taken by SMGR and INTP, as they suffered the most in times of crisis. By having a clear understanding about the differences and the similarities actions of the two, it is expected to produce a thematic alternative solution for the future of cement industry. The basic design of this study is using a Qualitative Research Methodology by adopting Case Study Research Method.