REFORMULATING COAL SALES STRATEGY TO FULFILL GOVERNMENT’S DOMESTIC MARKET OBLIGATION : STUDY IN PT HARAPAN BATUBARA TERDEPAN

• Main Author: Fahmi Irsan, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46216
• Institution: Institut Teknologi Bandung

The high coal production in Indonesia is followed by high export activities, not accompanied by high domestic sales. This makes it difficult for all domestic coal user industries to run their factories. The Ministry of ESDM through PERMEN ESDM regulates domestic sales obligations (DMO) of 25% of total annual production, with the threat of reducing the number of permits for the following year's production if the 25% provision is not achieved. PT Harapan Batubara Depan (HBT) like most coal companies in general, PT HBT has difficulties in fulfilling DMO. HBT's DMO achievement in 2018 was 8.5%. To analyze this problem and find a solution to the sales strategy that the company needs to do in resolving this problem, interviews with people involved in the DMO policy both inside and outside the company and attend seminars related to the DMO. There are several ways that have been done to analyze the condition of the company, using Generic and Thematic Framework. The first is internal analysis using VRIO and external analysis using PESTEL Analysis. Both analyzes are the basis of the company's SWOT preparation. In addition, Industry Value Chain and Stakeholders Mapping. Analysis are used to see the scope of the company's work in selling and interacting with stakeholders.