PROPOSED BUSINESS STRATEGY FOR PT PERTAMINA LUBRICANTS FACING ELECTRIC VEHICLE ERA

• Main Author: Bayu Sukmana, Brian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53243
• Institution: Institut Teknologi Bandung

Current technological developments have changed with the presence of Electric-Based Vehicles. In Indonesia, the development of motor vehicle technology has entered officially and is supported by Government regulations with various policies. PT Pertamina Lubricants as the Market Leader of Lubricant Producers and Sellers in Indonesia will be effected by the presence of this technology which will reduce the consumption of lubricants and in the end will reduce the Company's revenue. For the long term, the Company needs a strategy that is able to face the challenges of changing business conditions. This study uses primary and secondary data. Business environment analysis of the PESTEL framework in order to understand the existing conditions of the Business environment, PORTER's Five Force is used to analyze the current interest in the type of industry, and Competitive Analysis to see the abilities of competitors who is suitable. Internal analysis is carried out with the VRIO Framework to see the company's competitive advantage as well as Internal Interviews from the Internal Management team to see the internal perspective of the Company. From the Internal and External analysis, it is known that PT Pertamina Lubricants is facing changing business conditions. This requires implementing a new strategy for the company to face challenges in B2B, Diversification and B2C markets. The recommended strategy in facing current challenges is to become a Business Solution Provider in the B2B. the user on B2B market demand more than just regular oil, they need solution on equipment performance, waste oil handling, oil condition monitoring, etc and on the B2C Market the company will develop an App to generate revenue from which also endorse the independent workshop to sell the company product Specifically, in welcoming the EV Era the Company will develop a battery distribution by utilizing the Distribution Network in collaboration with the Independent Workshop for battery swab service. The battery swab service allows consumers to replace an empty battery with a full charged battery at multiple locations that have collaborated with PT Pertamina Lubricants. with the support of PT Pertamina Lubricants in a certain sales channel, it will greatly convince consumers that they get the best quality assurance. As well as diversify the business by referring to internal and collaborative resources. The Company will develop other products differ from lubricants to add a new revenue stream. All of these proposed strategies will ensure company’s sustainability in the future.