PROPOSED MARKETING STRATEGY FOR BADAS PORT PT PELABUHAN INDONESIA III (PERSERO)

• Main Author: Dwi Muharrom, Roby
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53324
• Institution: Institut Teknologi Bandung

Badas Port is one of the state-owned companies PT Pelabuhan Indonesia III (Persero) or commonly abbreviated as "PT Pelindo III", Badas Port is located on the Sumbawa island. The problem faced by Badas Port at this time is the lack of competition in the loading and unloading business, especially in dry bulk cargo, dry bulk cargo is one of the leading commodities on the Sumbawa island. The objectives of this study are first, to determine the climate of business competition and the causes of the loss of business competition, second to determine the internal and external conditions at Badas Port, third to provide suggestions for appropriate marketing strategies to overcome these problems. Apart from this, this study also aims to provide recommendations to the management of PT Pelindo III on the company's long-term strategy. Strategy proposals are implemented through data analysis obtained from several sources such as interviews and focus group discussions from internal and external parties of the company. The results showed that the problem of PT Pelindo III at Badas Port is the absence of competitive advantages that are owned by the company due to several things such as lack of marketing activities carried out by management, employee mindset, to less than optimal use of company assets. By using external analysis (PESTEL; Porter Five Force; Competitive Analysis; and Customer Analysis) and internal analysis (STP Tools: Segmenting, Targetting, Positioning; 7P Marketing Mix, Resource Based View; and Porter Value Chain), recommendation on this final project can be formulated through SWOT Analysis continued by using TOWS Matrix, New Segmenting, Positioning, and Targeting, New Marketing Mix, and Strategy Diamond Model designed for the implementation of improvement strategies. On corporate level, this proposal recommended to collaborate with stakeholders to do some joint investment, and use application data to find out market trends which are used as the basis for determining the company's long-term investment.