MARKETING STRATEGY OF LSP BADAK TO BECOME CENTER OF EXCELLENCE

• Main Author: Sulistyo Nugroho, Feri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36355
• Institution: Institut Teknologi Bandung

On its fourth decades, Badak LNG has developed highly skilled and competent workforce and is able to produce the largest LNG production and shipment in the world. Based on the latest benchmark by worldwide reputable assessor (Phillips Tawnsend Associates Inc.) among eighteen (18) LNG companies representing more than 80% of the worldwide LNG production, Badak LNG got rank 1 for the main aspects in producing LNG i.e. Safety, Health, and Environment, Plant Reliability, Operating Cost, and Maintenance Cost. This result places Badak LNG places honorable position in LNG industries. However, on the other side, Badak LNG, now, is declining in producing LNG due to feed gas shortage. Innovation or breaktrough ideas are needed in order to make Company remains exist even grows and sustains. Lembaga Sertifikasi Profesi (LSP) Badak LNG, Professional Certification Institution, is one of the way outs to make Badak LNG still exists, regrows, and sustain. Since LSP Badak LNG was established in 2016, LSP Badak LNG has been certifying only for internal. For expanding to external, as business purpose, it needs analyses to have comprehensive solution. Analyses of Business Situation using VRIO, Dynamic Capabilities, PESTLE, SWOTBSC, and Cause Effect were performed to know internal and external factors of Company and to know the main causes why training and certification business for external is not progressing. The nature of Badak LNG business, as a non-profit company, and no appropriate marketing strategy were suspected as the main causes. Efforts to make Profit Company is being done by revisiting the Badak Processing Agreement (BPA) and proposing organization change in order to be in line with new businesses. Therefore, the focus of this paper is to resolve the marketing strategy. For this purpose, further analyses using survey, TOWS, Porter’s 5 Forces, Business Model Canvas, Segmenting Targeting Positioning, and Mix Marketing were performed. Based on survey result it is known that 86% strongly agree and 14% agree that training & certification is important. 79% respondents are to be high user of certification, and 16 % to be medium user of certification. The personality of respondents is 63% ambitious and 30% determined. These results mean this is a big market for training and certification business. Respondents are dominant to strongly agree and agree on all parameters of survey, however majority of respondents are shifting-loyal. It means that LSP Badak LNG must strive to be the best to win the competition if any competitors enter this market. By having this data and performing all analyses above, in order to become Center of Excellence, the marketing strategy of LSP Badak LNG must prioritize high potential market, highlight and promote the differentiation/ value propositions, maximize channels of communication/ marketing and customer relationship, and apply strategic alliances.