PROPOSED STRATEGY KEY ACCOUNT MANAGEMENT OF TRAC ASTRA TO INCREASE COMPETITIVE ADVANTAGE IN AFFILIATE CUSTOMER SEGMENT ASTRA INTERNATIONAL GROUP

• Main Author: Fadil Hakim, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49290
• Institution: Institut Teknologi Bandung

In the middle of challenging situation of rent car businesses, the primary focus for corporate customers (B2B) is to maintain efficiency in operational budget that prioritize price than quality specially in procurement transportation solution needs. With this condition, it opens up chances for many rent car businesses to offer lower price rather than prioritize safety and quality standards. For TRAC Astra, this is a challenge to be able to adjust the budget of their affiliated customers (Astra International Group) with the high price however align to safety and quality standards. Therefore, this study use internal and external analysis to determine the solution for key account management of TRAC Affco (affiliate company) division in order to increase customer satisfaction with high price conditions among affiliate customers of Astra International Group. Consider the environmental analysis to maintain competitiveness, the internal analysis conducted in this study includes SCA (Sustainable Competitive Advantage) analysis and VRIO analysis where the analysis is carried out to ensure that the company resources are sufficiently supportive to increase competitiveness. After conducting internal analysis, external analysis is also carried out through PESTLE and Porter Five Forces analysis to ensure opportunities, pressures and threats for companies that possibility occured in the vehicle rent industry so in the future can be mitigate or be used well. After conducting internal and external analysis of company, the customer journey need to be analysed using service blueprint method as a tools to analyze the service quality problem of TRAC Affco. Through service blueprint, the service delivery of key account management in TRAC Affco can be visualized and the company can identify the touch points that most likely has a failure or frustration point to occurred. In order the improvements to be made, a 'Seven Service Quality Gaps' analysis is needed to define the 'gap' of service quality failure which become the roots of the problem that causes every frustration point occured in TRAC Affco's customer journey so that the author can determine the corrective steps through the proposed appropriate solution to eliminate the frustration point.