PROPOSED BUSINESS STRATEGY FOR PT. SEJAHTERA TO ACQUIRE NEW CUSTOMER AND MAINTAINING THEIR BUSINESS SUSTAINABILITY

• Main Author: Marsha, Andina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49251
• Institution: Institut Teknologi Bandung

The oil and gas industry has experienced significant volatility in the last decade. This volatility has caused investment related to oil and gas in Indonesia also decreased. However, oil consumption numbers are still high. Oil reserves in Indonesia keep on decreasing, however, oil producer companies in Indonesia are expected to do more exploration to increase oil production. PT Sejahtera is one of the Oil and Services Company that operated in Indonesia. On of the product sold by PT Sejahtera are Pumping Unit. Pumping units are used in the exploitation process on-shore. One of the biggest customers of the Pumping Unit produced by PT Sejahtera is Chevron Indonesia. However, Chevron Indonesia's contract is going to be taken by Pertamina, therefore Chevron Indonesia is no longer purchasing Pumping Unit from PT Sejahtera. This occurrence caused decreasing in PT Sejahtera revenue since the profit from selling pumping units was proportionally big. In this research, Author address this problem and proposing a business strategy to maintain the previous customer and acquiring the new one. The analysis is done by using quantitative methods. Author use PESTEL, VRIO, and SWOT Analysis as a general framework and BMC and Service Gap Analysis as Thematic Framework in this research. Author suggests PT Sejahtera apply Differentiation Focused Strategy from Porter's Generic Strategy especially on the services aspect that is given to PT Sejahtera's Customer. PT Sejahtera also needs to improve their service quality to meet with the customer expectation to maintain them while acquiring the new one.