Abstract
The purposes of this research are to analyze the vertical integration strategy of CV. Putra Umban on its Productions and marketing of Nata de Coco and to analyze the law consequences on the vertical integration strategy of CV. Putra Umban on its production and marketing based on law number 5, 1999 in Pekanbaru.This research is of sociological law. Technique of data collecting used are observation, interview, and library research. The sources of data in were taken from primary and second any data.The results of this research showed that vertical integration strategy used by CV. Putra Umban, together with Sari Nata de Coco company and Sari Coco was top-down control. The agreement started from collecting the raw materials, processing, marketing to PT. Garuda Food placed at Pasir Putih, KM 8, Desa Baru, sub-district Siak Hulu, District Kampar. Law consequences to the vertical integration strategy of CV. Putra Umban on production and marketing the products of Nata de Coco was closure to the access for rival company to raise costs.Another law consequence was the emergence the coordinations that could lead to collusion. This was allegedly in contrast with law number 5 of 1999 against prohibition of vertical integration.
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