PROPOSED BUSINESS STRATEGY FOR PT. PERTAMINA (PERSERO) GAS STATION

• Main Author: Sukendar Setiady, Deny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42426
• Institution: Institut Teknologi Bandung

Align with changing and shifting in regulation, technology, people behavior & lifestyle, there is shifting in Indonesia oil & gas industry and has an significant impact not only for the Upstream sector but also downstream sector especially fuel retail business. PT. Pertamina (Persero) as the biggest Indonesia State Own Enterprise, is the market leader of Gas Station business (retail) in Indonesia. Amid the challenging situation, Pertamina Gas Station as a revenue generator for Pertamina Marketing Directorate Downstream Business, is targetted to maintain their market share and continuously growth. The Objectives of this research are to analyze current condition and to formulate the best business strategy for SPBU Pertamina business in order to maintain market share and growth continuously. As the method of this research are using internal and external analysis. Internal Analysis using VRIO analysis, Value Chain Analysis, and internal Pertamina Interviews. Meanwhile external analysis is using PESTEL, 5 Porter Forces and Competitor Analysis. The result of internal and external analysis is formulated into SWOT table consist of strength, weakness, opportunity and threat for SPBU Pertamina, and then formulated into TOWS Matrix. After that, continue to strategy formulation using Corporate Strategy, 5 Diamond Strategy and Business Model Canvas. The new proposed business strategy is divided into 3 categories which are maintain domestic market domination by improving their primary activities (Supply Chain, Distribution, Operation, Marketing & Sales and After Sales Service), overseas market expansion and improvement business model through PCG Triangle Concept (Profitable Growth, Customer Focus and Geographical Centric) and divided into short and long term plan.