PROPOSED MARKETING STRATEGY FOR PT. SEJAHTERA SENTOSA

• Main Author: Andreas Josep, Brian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39366
• Institution: Institut Teknologi Bandung

PT. Sejahtera Sentosa is a company in oil and gas downstream business. PT. Sejahtera Sentosa product is surface wellhead. On the 2014 there was downturn on oil and gas industry which caused sales of PT. Sejahtera Sentosa excessively declined. To survive PT. Sejahtera Sentosa reduce cost by doing employee laid off. However, after industry becomes better and steadily on uptrend, sales of PT. Sejahtera Sentosa still stagnant and face difficulties to gain new project because keep losing when participating in the tender. To understand the whole company condition, analysis from external and internal company is required. External analysis was using PESTEL framework, Porter’s Five Forces framework, competitor analysis and customer analysis. Then for internal analysis was using VRIO framework, 7P Marketing Mix and STP analysis. From external and internal analysis, it was found several problems. Root cause analysis performed using Kepner-Tregoe to find out solution for the problem. From external analysis, there are several factors which affecting surface wellhead business in Indonesia such as government investment, operator on each block, energy consumption trend, customer business culture, foreign exchange risk, government regulation and bargaining power of supplier and buyer. There are three important key aspect highlighted by customer, which are price, delivery and personnel. Based on internal analysis, there are some operational hiccups due to merger and past economic down turn. Personnel knowledge is not balance hence causing back and forth communication. Business flow process seems no longer applicable for current market condition. Account manager don’t have proper tactic to deal with competitor during tender. Based on problem analysis using Kepner-Tregoe, there are 3 main concerns that cause low winning rate during tender. First is due to not achieve T&C agreement. Second is wrong price strategy. Third is manufacturing plant not ready towards upcoming project. Refer to all analysis above, marketing strategy formulation was created using TOWS matrix and Strategy Diamond. To increase the winning rate into above 50% Sejahtera Sentosa need to improve its 7P marketing mix to tackle the three main concerns above when participating in the tender. Marketing strategy need to be implemented by company to attain the objective. In the implementation plan, the marketing strategy will cause some changes and requires involvement from many parties. Hence the implementation plan also will incorporate Kotter change management model.