BUSINESS STRATEGY TOWARD CUSTOMER’S BEHAVIOR ON CONTAINER STACKING UNIT

• Main Author: Fahruraji, Firman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42639
• Institution: Institut Teknologi Bandung

Indonesia is a country consisting of 20% of the land area and 80% of the territorial waters. With 17,508 islands scattered throughout Indonesia that are connected to the territorial waters, so that there is a need for equitable development and economy in the entire territory of Indonesia which is realized by the existence of good transportation links between islands with each other. One effective and efficient method of transportation for these conditions is to use a sea transportation system which of course requires the packaging of goods before distribution; namely in the form of containers. Along with the development of the industry, the flow of goods from within and outside the country (export-import) that use containers will also increase rapidly so that the impact on the decline in effectiveness and efficiency of the use of containers if not accompanied by a good handling process. The success of container handling is influenced by distance, time and cost factors, so that it can meet the demands of safe, fast, and cheap. To achieve these demands optimally, it is necessary to have a simulation of a good container transport handling system This study aims to simulate container handling systems so that it is expected to optimize the use of container handling tools and utilization of container fields which in turn will have an impact on increasing the profit from the container field manager. In 2014, the density level at the Semarang Container Terminal reached 95% (TPKS a, 2014), thus affecting the service to the container service speed. Other factors hampering the performance of container services such as the density of container transport vehicles from inside and who will enter the port due to toll gate access mixed with public vehicles, From the case he experienced, this study was designed for 3 purposes, namely: 1. Analyzing the factors – customer behavior stacking containers in the container stacking area of the Semarang Container Terminal. Analysis of internal and external factors that have an impact on the business; 2. The strategies used include from the external and internal side by entering directly from service users through questionnaires, interviews and forums held in order to achieve service user satisfaction so that service users become satisfied and loyal to the company; 3. Proposed Marketing Strategy From an external & internal point of view, the author has shown that even though the port location is very strategic, the competition is very tight. Competitors not only from service providers through seaports but also other competitors such as container depots on line 2 (outside the stacking area at ports), warehouses (alternatives other than containers), dry ports and terminals for self-interest owned by the government or the private sector, therefore competitive strategies need to be formulated & implemented. The proposed marketing strategy is the main topic in the research of this final project to improve service and capacity building. Finally, the writer will try to analyze the factors of customer behavior in the Semarang Container terminal especially the container stacking area by using Value Proposition Canvas Analysis and apply the Five forces analysis, PESTLE (Political, Economy, Social, Technology, Legal and Environment), SWOT and TOWS as business strategies to optimize its function as an alternative solution to overcome congestion in TPKS. In this study, the authors recommend that government and stakeholder factors need to be collaborated and involved in improving service performance and container stack availability.