PROPOSED BUSINESS STRATEGY FOR PT KURNIA ENERGI GLOBALINDO TO GAIN COMPETITIVE ADVANTAGE IN INDUSTRIAL FUEL BUSINESS

• Main Author: Adhi Wicaksono, Malik
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42645
• Institution: Institut Teknologi Bandung

PT Kurnia Energi Globalindo established in 2018, it is an industrial fuel distributor company that supply oil fuel for industrial purposes. The company located in Kemayoran, Central Jakarta. The main product of PT Kurnia Energi Globalindo is Biodiesel B-20. PT Kurnia Energi Globalindo partnered with an importer company, the storage location is in Tanjung Priok North Jakarta. The Biodiesel fuel product is an imported product that has a good standard in quality. PT Kurnia Energi Globalindo also provides delivery service to the customer location. Currently the service area of the company is covered region of Jabodetabek, West Java and Banten. In 2019, the Government of Republic Indonesia established new regulation of fuel price, with new price formulation. The formulation rules cause the selling price of industrial fuel is set to low, considering that in 2019 is a political year, which the national election will be held in 2019. The low prices setting makes PT Kurnia Energi Globalindo face difficulties to compete with the other competitors, thus impacted to the company revenue to decline in 2019. To overcome that problem, the author formulated the business strategy that will be submitted to PT Kurnia Energi Globalindo. The method used in formulating business strategies is using external and internal analysis. To external analysis is using Porter’s Five Force Model, PESTEL, and competitor analysis. Marketing analysis, Marketing Mix, VRIO and Business Model Canvas are used to internal analysis of company. The author conducted interviews, survey and observations with the stakeholders to gather all the information needed to formulate the problem, in order to formulate business strategy for PT Kurnia Energi Globalindo. In formulating business strategy, the author use Porter’s Generic Strategies, Diamond Matrix, TOWS Matrix and developed to proposed new Business Model Canvas. Then it will be completed with implementation plan, that consist of short-term and long-term strategy. Based on the result of the strategy formulation, a suitable strategy to be applied to PT Kurnia Energi Globalindo is a differentiation strategy, which the products offered is unique and has additional value, which that will give competitive advantage for the company compared to the competitors, and avoid price war on the lower market segment. It can be by becoming an authorized distributor partner of big brand oil company. In addition there are internal improvements that must be done by the company in order to gain company competitive advantage.