PROPOSED MARKETING STRATEGY FOR PT. PK IN FACING THE ISSUE OF FERTILIZER SUBSIDY DIVERSION TO KARTU TANI

• Main Author: Pratiwi, Revita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36064
• Institution: Institut Teknologi Bandung

PT. PK is one of the fertilizer factory which is given the task by the government in distributing subsidized fertilizers for farmers. Currently, Farmer who registered in the Farmers Group has amount of subsidized fertilizer according to the allocation based on Rencana Definitif Kebutuan Kelompok (RDKK) and are only permitted to purchase subsidized fertilizers to registered Retailers which have been set. The current fertilizer subsidies is in the form of price subsidies where farmers buy at a cheaper price and the price gap will be paid by the Government to PT. PK. However, in 2017 there was a direction from the Holding Company to PT. PK and other subsidiaries to begin preparing for the implementation of Kartu Tani as a form of transfer of subsidies from price subsidies to direct subsidies to Farmers. When subsidies divert to Kartu Tani, Farmer has the flexibility to buy fertilizers from any retailer. PT. PK must be able to compete with competitors of other fertilizer producers. Although from the results of the 2018 customer survey, customer loyalty is at the level of "Very Loyal" but there is uncertainty about this loyalty in the future. The focus of this research is to determine the root cause of the problem from the possibility of switching customers to other producers. The analysis carried out was external analysis with PESTEL analysis, Porter Five Forces Analysis, and internal analysis with Stakeholder Analysis and Distribution Analysis. Based on the results of the analysis, it is known that the root causes such as: weather conditions, distribution routes, stock availability and cheaper price from competitors. Some recommendations are formulated based on SWOT and root cause analysis as a solution to deal with uncertainties in customer activity in the future.