PROPOSED MARKETING STRATEGY FOR NON-SUBSIDIZED LPG BRIGHT GAS 5.5 KILOS OF PT PERTAMINA (PERSERO) BY PT SATRIA TRI ENERGI

• Main Author: IBRAHIM OSWALDO - NIM : 29114311 , MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29230
• Institution: Institut Teknologi Bandung

As a distributor company that is having a cooperation contract with PT. PERTAMINA (Persero) then PT. Satria Tri Energi indirectly also has an obligation to distribute the new product, Bright Gas @ 5.5 Kg (net). Therefore companies need to study their prospective customers. The methodology used by author in studying the market or company’s prospective customers is to use the company’s internal analysis and company’s external market analysis. Internal analysis is used to determine the current condition of the company in terms of STP and SWOT, while external analysis is used to know the condition that comes from outside the company with market research method by distributing quistionaire to the prospect, analyzing the competitor either from PT. PERTAMINA (Persero)’s other partners or from private parties, then general environment by PEST Analysis and Industrial by Porter’s Five Forces Analysis. <br /> <br /> Results show current PT. Satria Tri Energi is too focused on industrial areas, while products are being promoted by the government and also PT. PERTAMINA (Persero) is more inclined to home users. Here the company must rearrange their target into some retailer which located on or near residencial area which has characteristics as their domicile is Kabupaten Tangerang and or Serang, their income and expenses level are part of low group level, they use a stove with 2burner, they buy LPG product at nearest retailer and they are already now about Bright Gas 5.5 Kg’s product. <br /> <br /> Then, PT. Satria Tri Energi can determine their position as set their pricing into as low as possible, provide an appropriate refill’s weight, nice and clean tube with the safety seals by PT. PERTAMINA (Persero) and company’s own seal. They also need to be close to their prosepect customer and maintain their stock in retailer level. For the promotion they need to intensively make a socialization event. And the last thing is they need to rebrand their company’s attribute to attract more subsidized LPG’s customer, so they want to move to Bright Gas @ 5.5 Kg (net).