MAINTAINING PERTAMINA’S LPG MARKET LEADERSHIP IN THE HOUSEHOLD SECTOR USING ‘BRIGHT HOME SERVICE MODEL

• Main Author: Akbar, Walid
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46210
• Institution: Institut Teknologi Bandung

LPG has become most used energy for household sector in Indonesia after Government Program to Convert Kerosene to LPG in 2007. In Indonesia’s LPG market, Pertamina is a market leader in all segment including household, commercial and industry. In the digital era, the business landscape moving with utilization of technology resulted consumer behavior shifting. Pertamina has been trying to grab that opportunity with building digital infrastructure named Bright Home Service. Meanwhile, as of August 2019, LPG Non PSO Sales target has not been achieved, showing same conditions with last few years. For LPG business where profit margins being controlled by Government for LPG PSO, the growth of LPG Non PSO sales is a way to achieve more profits in order gaining sustainable growth. PT Pertamina is determined to build and implement comprehensive strategy for all LPG Non PSO distribution channels to create seamless consumer experience in order to increase LPG Non PSO sales volume. The purpose of this final project is to analyze the challenges that Pertamina would face for increasing LPG Non PSO sales volume based on the internal analysis (The Value Chain Analysis & VRIO Framework) and external analysis (PESTEL Framework, Five Forces Model) which we formulated into SWOT Analysis. Then, continue to strategy formulation to overcome the challenges using ‘Bright Home Service Model’ based on Omnichannel Retailing, Crossing the Chasm, Marketing Channel Management, and Marketing Mix LPG Non PSO. Implementation on proposed strategies divided into short and long term.