BUSINESS STRATEGY IMPROVEMENT AT PT. BETA MANDIRI EXPRESSINDO

• Main Author: Rizandi, Bimo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35604
• Institution: Institut Teknologi Bandung

In the global era, the logistics industry is one of the most interesting to analyze. PT Beta Mandiri Expressindo is one of the companies involved in logistics services, shipping goods by road and sea lane. This company has been established since 1998 and sent goods towards all regions in Indonesia. The types of goods related to this company are heavy equipment such as excavators, tractors, generators, and construction equipment. Problems that occured at PT. Beta Mandiri Expressindo is a significant decrease in sales in the past year and the limited number of customers owned by the company even though it has been established for a long time and has experience in its field, one of which is due to lack of marketing or promotional activities. This situation getting worse because of the very competitive industry. In conducting research on PT. Beta Mandiri Expressindo, the authors conducted an analysis using PEST Analysis, Porter 's Five Forces, VRIO, and Importance Performance Analysis. The data needed regarding this research was obtained through interviews, questionnaires, and other sources. The result show that the problems occurred at PT. Beta Mandiri Expressindo is caused by limitation of connections and internal conditions of the company that have not been effectively and efficiently in getting consumers. PT. Beta Mandiri Expressindo has advantages namely the image of the company that is classified as good from the point of view of consumers as well as their abilities and experience in the world of heavy equipment logistics. However, PT. Beta Mandiri Expressindo is still constrained by poor marketing activities and limited capital and trucks owned by the company. The recommended strategy to PT. Beta Mandiri Expressindo by implementing cost focus is to search for new truck vendors and in the long term is expected to buy more trucks to cut costs. Strategy Diamond Model is used to explain the business strategy that must be done by the company and is complemented by the current situation of the company in a business model canvas. Importance Performance Analysis is used to determine what factors are important for heavy equipment logistics industry and how consumers assess the performance of PT. Beta Mandiri Expressindo. The results of this research can be concluded that PT. Beta Mandiri Expressindo could more focus by using the cost focus strategy. Doing door to door marketing, customer satisfaction surveys, and potential route selection, as well as increase the numer of trucks to optimizing company’s performance is a configuration of the focus cost.