BUSINESS IMPROVEMENT FOR PT PERTAGAS NIAGA IN UTILIZING LNG AS ENERGY ALTERNATIVE FOR RETAIL MARKET IN BANDUNG AREA

• Main Author: Tameswari Utoro, Dyta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46278
• Institution: Institut Teknologi Bandung

To reduce the rate of LPG imports, it is necessary to have other alternatives energy in Indonesia that can fill the demand gap that currently cannot be met. LNG is a derivative of natural gas that can compete with the role of LPG today. In fact, there are already some consumers who have switched to using LNG as their fuel for kitchen use, such as in the areas of Bandung, Jakarta and Bali. Unfortunately, LNG is not very well known by the public, so that not a few LNG production that is not utilized domestically is instead exported to other countries. Whereas, if seen to support the energy mix declared by the National energy council, it can be used for a good cause. This raises the question of what strategies Pertagas Niaga needs to carry out as the only business entity that receives LNG trade allocation and licenses in order to survive or even develop retail LNG business onward. To analyze and conduct research on this issue, primary data will be collected through in-depth interviews with several Pertagas Niaga workers who come from different levels of work by using qualitative method and also observations of Pertagas Niaga LNG business conditions. Secondary data will be obtained through literature, journals, textbooks, articles, academic publication, etc. Meanwhile, tools that will be used to reformulate business strategy for Pertagas Niaga are PESTLE Analysis, Porter’s Five Forces, Strategic Diamond Model, SWOT Analysis, Ansoff Matrix, TOWS analysis, and also Business Canvas Model. From the results of observations that have been made, it is known that Pertagas Niaga has a very strong position because of the allocation and LNG commercial licenses they have and also there is no direct competition in the market. However, other findings obtained from the analysis using the tools mentioned earlier lead to the need for some improvement from current business activities, such as support from the government or other investors for the construction of LNG distribution infrastructure facilities in Indonesia in order to shorten the current supply chain, then fostering good relations with stakeholders who have an important role in the smooth running of the LNG business, and also marketing activities need to be boosted as an effort to increase LNG sales, especially in Bandung area.