PROPOSED MARKETING STRATEGY OF PT. PELABUHAN INDONESIA III (PERSERO) PROPERTY THE CASE OF TEGAL PORT

• Main Author: Esti Widiyastuti, Art'Sera
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42482
• Institution: Institut Teknologi Bandung

The land is one of the principal capital for the company to develop its business, plays a role in the manufacturing industries and industries that require land/ factory/ warehouse/ field support. However, it often happens and hinders the company's process; for example, there are land disputes by other parties. PT Pelabuhan Indonesia III (Persero) is a State-Owned Enterprise (BUMN) which is engaged in port services. The company has 43 ports spread across seven provinces, with total fixed assets of land around 2,439 Ha. Of the entire area remaining 23.16% or about 564 Ha which has not been used/ unemployed. The existence of vacant land can have an impact on the land is used by other parties and it will cause high costs, so the right marketing strategies are needed to be able to optimize the land. The object of research in this final project is the existence of untapped/ vacant land in Tegal Port. Based on the Port Master Plan, its area is in the docking zone/ shipyard. The shipyard industry consists of new shipbuilding, ship repair/ maintenance, the supply of ship components, ship scraping and also shipping consultants. To solve the problem, the conceptual framework is needed to have alternative marketing strategies that are appropriate for the company. In this final project will use external and internal analysis, for external analysis using PEST Analysis; Porter's Five Forces Analysis; Competitor Analysis and Customer/ Market Behavior. Meanwhile, the internal analysis will use Marketing Mix analysis, Resource Analysis and value chain analysis. Furthermore, the SWOT analysis is carried out to support the company's strengths, weaknesses, protection and opportunities. Through "Five Why Analysis" and "TOWS Analysis", six alternative marketing strategies were obtained. And from the six alternatives, the strategy of cooperation with other companies/ partners through collaborative asset development is the right strategy to solve the land problem in Tegal Port