BUSINESS AND MARKETING STRATEGY DEVELOPMENT OF INDUSTRIAL PACKAGE GASES BUSINESS UNIT PT. JKL INDONESIA

• Main Author: SUBEKTI PRIYANTO (NIM 29316123), HENDRO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27811
• Institution: Institut Teknologi Bandung

JKL Indonesia, is a multinational company which its group JKL headquartered in Paris, France. The company has dealt with industrial gases such as Oxygen, Nitrogen, Argon, Hydrogen, etc. for industrial and medical purpose since 1902. The existence in Indonesia starting in 1993 with the development of air separation plant in Cilegon. Throughout the years the company has grown the business to cover mostly western part of Java and some limited area in East of Java. One of the expansion is the establishment of industrial gases filling facility in Cikarang, west of Java, to produce packaged gases in cylinder for industrial. Starting in 2014, the new facility have to face the tight competition between major player and smaller local company. Therefore a business and marketing strategy that will ensure sustainable competitive advantage need to be established. <br /> <br /> The purpose of this study is to define the business and marketing strategy for Industrial Package Gases (IPG) Business Unit PT. JKL Indonesia to gain competitive advantage and regain its market share. This study is began in the business issue exploration with the development of conceptual framework and research approach. Then analysis of company external and internal environment analysis. The external environment analysis is conducted using the PESTEL analysis to understand the macro situation of the company, Porter’s Five Forces and analysis of competitor to assess the competitive position of the company in the industry. The internal environment analysis is conducted using the Resource Based View to explore the core competence of the company, then Value Chain analysis to evaluate the company activities in delivering products and services to consumers. The environment analysis then is concluded with the SWOT analysis that summarizes company’s internal strengths and weaknesses and external opportunities and threats. <br /> <br /> In developing the business solution which is the business and marketing strategy for the business unit, the strategy that is directed globally is discussed. Then the business unit is analyzed to define which generic strategy suitable to achieve the global objective and strategy. The analysis defined that the suitable generic strategy is the overall or broad differentiation. The strategy for growth then analyzed using strategy-planning gap analysis. Subsequently on the marketing strategy, which consist of target marketing and marketing mix. In target marketing, segmentation, targeting, positioning and differentiating is conducted, aligned with the overall differentiation strategy. The last part of the marketing strategy, which is the tactic are the Marketing Mix -4P (Product, Place, Promotion, Price). Finally the business strategy and the marketing strategy are convert into plan by defining the priority and timeline of the execution.