MARKET EXPANSION FOR AIRWAY BILL CARGO AGENT (CASE STUDY OF PT SURYAGITA NUSARAYA BANDUNG)

• Main Author: Reinaldo Tunardi 29116159, Stephen
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31093
• Institution: Institut Teknologi Bandung

Indonesia logistic market is currently in the growth stage as shown by the growth of demand, online business and the improvement of technology in Indonesia. PT Suryagita Nusaraya known as SN Cargo is a logistic and freight forwarder. As a company with a national scale, SN Cargo Bandung still get some difficulties both on operational and financial sectors because of less income and high level of competition that existed. This research aims to get new marketing strategy in order to increase SN Cargo Bandung revenue. <br /> <br /> Internal and external analysis are used to explore the current condition of SN Cargo Bandung. External analysis is to analyze macro and micro factors that exist in company’s environment. Porter’s Five Forces Analysis is used to analyze the logistics industry in order to find out the opportunity of SN Cargo Bandung. Internal analysis is to analyze the company condition and ability of SN Cargo Bandung. The tools are STP, 7P and SWOT analysis. <br /> <br /> After the analysis, it found that SN Cargo Bandung does not have any clear market segmentation and market strategy. They only have 2% revenue from market share, and 65% of their selling are in account receivable. To solve this problem and increase the revenue of SN Cargo Bandung, there are some business alternatives which are determine the objective(s) in order to expand the market.