STRATEGY FORMULATION FOR SPECIFIED COAL AS A PRODUCT OF COAL BLENDING FACILITY IN INDONESIA

• Main Author: SYAH ANAK AMPUN (NIM 29316019), SYAIFUL
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31182
• Institution: Institut Teknologi Bandung

This research is undertaken based on the phenomenon that emerged in 2016 where the Paiton Power Plant in Probolinggo Region, East Java Province lacked of coal supply in the process of electricity generation. At the same time, Jokowi-JK government was intensively building infrastructure, including the Electricity Program 35,000 MW. This was then addressed by the Government by re-issued the Domestic Market Obligation (DMO) policy. However, the policy is not fully effective. One reason is a difference in specification between coal from mine and coal required by power plants. This provides an opportunity for the Coal Blending Facility (CBF) to start a nationwide coal blending business. The purpose of this research is to understand the external and internal environment conditions of CBF which further to determine the appropriate components in formulating business strategy and marketing strategy for CBF to market specified coal. It uses qualitative method, in which primary data are obtained through purposive direct interviews. While secondary data are obtained through literature study. The results of analysis show that both of business strategy and marketing strategy are good but still insufficient to overcome the fierce competition in the energy business. Some additional strategies are required to strengthen CBF’s competitive advantage.