PROPOSED MARKETING STRATEGY TO INCREASE SALES OF GASKU IN BANTEN AREA

• Main Author: Anggaprawira, Raditya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38849
• Institution: Institut Teknologi Bandung

Natural gas is the third most primary energy used in the country after oil and coal. In 2015, Indonesia is still the largest 10 largest gas producer in the world with a production capacity of 75 billion m3 per year. However, the use of natural gas itself is still not maximized because the amount of natural gas consumption in Indonesia is still much lower, which is only 39.7 billion m3. As for the rest, Indonesia only exports natural gas abroad. Indonesia is considered not able to utilize the available natural resources properly. Because actually the natural gas can be reprocessed into a product that has more value and is useful. The government has begun to try to do various ways to reduce the growth of fuel use by diverting to other alternative energy to meet domestic energy needs. This situation is an opportunity for the National Gas Company (PGN) to develop their income and business. PGN through its subsidiary, PT Gagas Energi Indonesia, has CNG products used for transportation, called My Gas. However, in fact CNG sales in Indonesia are still very low, especially for transportation. There are several factors, namely the high investment in building filling stations, the need for converter kits, the Lack of Public Knowledge, and the Lack of Government Support. The purpose of this Final Project is to increase the sales of my Gas outside the Jakarta area, namely in Banten. The method used in this study is mixed methods, qualitative and quantitative. Qualitative methods were used by conducting interviews with Gagas management and qualitative methods were carried out by distributing questionnaires to online taxi drivers. After using several tools to analyze internal and external conditions of Gagas. PESTEL analysis is used for external analysis and VRIO Analysis and Value Chain Analysis is used for internal analysis. Furthermore, the SWOT analysis is used as a summary of the results of internal and external analysis. To formulate the strategy to be used, the author uses the TOWS matrix, Ansoff Matrix, STP, and 6P Mixed Marketing. The final result of this study is to propose a new strategy that is used to increase my Gas sales in Banten, namely by building cooperation with the government, increasing the value of products, Building SPBGs, and developing converter kits.