ROPOSED MARKETING STRATEGY OF NON-SUBSIDIZED COMPOUND FERTILIZER (NPK) PT. PUPUK SRIWIDJAJA PALEMBANG FOR LARGE TEA PLANTATION COMPANY IN WEST JAVA USING B2B CONSUMER APPROACH

• Main Author: Lanova, Windy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53053
• Institution: Institut Teknologi Bandung

PT. PUSRI is a state-owned company that produces NPK compound fertilizer. So far, PT. PUSRI just focuses on selling its subsidized fertilizers so that penetration into the market for non-subsidized fertilizers is not optimal. The trend of consumer interest in using compound fertilizers has made PT. PUSRI increases its NPK fertilizer production capacity to meet market demand. Business issues faced by PT. PUSRI are: the increasing number of gaps between NPK production and sales in the subsidized sector, so that sales must be pushed to the non-subsidized sector, PT. PUSRI has started to explore the plantation sector to market non-subsidized NPK by segmenting West Java, but there is no data sales for non-subsidized NPK fertilizer in West Java due to unclear target, even though West Java has potential need of NPK fertilizer in plantation sector, moreover PT. PUSRI has not yet have any cooperation with plantation company and parties in West Java. In this study, analysis carried out are: internal and external analysis, consumer analysis, competitors and influencer analysis, in order to get the root cause and the opportunity to market the non-subsidized NPK fertilizer in the plantation sector in West Java. The target consumer determined is B2B company, a state-owned tea plantation company which has the largest area and productivity for tea commodity in West Java. The study conducted is a qualitative research through web research and validated by the triangulation method through in-depth interviews with key persons. The findings that become the root causes are: There are closer competitive competitors to consumers, Many substitute goods for compound fertilizers, Complex bureaucracy to get into state-owned company, STP’s are still general for non-subsidized NPK, The consideration of distribution costs, No active promotion in the West Java, Target consumers have never used NPK fertilizer because it has not been recommended by legal research institutions, Distrust issue of NPK fertilizer composition and comfortability on system that has been running. Based on these findings, PT. PUSRI needs to plan some strategy to approach B2B consumer includes Redefining STP for non-subsidized NPK fertilizer PT. PUSRI, Improving product, place, price and promotion strategies according to consumer needs, Collaborate with their legal research institute to get approval on NPK fertilizer product for tea plantation, and Taking a B2B consumer-based approach by forming expert specialist sales team, namely a personal approach with buying center participants to build awareness and trust, as well as Redeveloping the e-PAS system to accommodate consumer needs as supporting system.