PROPOSED MARKETING STRATEGY FOR KOPANA TOP GAS REGULATOR TO INCREASE SALES
The policy of converting kerosene to Liquefied Petroleum Gas (LPG) is a policy issued by the government in 2007. The purpose of implementing this policy is to overcome energy constraints, reduce dependence on the use of kerosene, reduce abuse of kerosene subsidies, and provide a practical and cl...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/63683 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The policy of converting kerosene to Liquefied Petroleum Gas (LPG) is a policy issued
by the government in 2007. The purpose of implementing this policy is to overcome
energy constraints, reduce dependence on the use of kerosene, reduce abuse of kerosene
subsidies, and provide a practical and clean fuel for use by households and microenterprises.
The
implementation
of
this
policy
has
a
positive
impact
on
the
community's
economic
activities.
The
conversion
of
kerosene
to
LPG
has
driven
the
growth
of
the
LPG
stove
industry
and
manufacturers
of
LPG
stove
accessories
in
line
with
the
need
for
LPG
stoves.
PT
Multi
Top
Indonesia
is
one
of
the
producers
of
LPG
gas
regulators.
PT
Multi Top Indonesia, in collaboration with the Pertamina Retired Employee
Cooperative to make a gas safety lock regulator with the Kopana Top Gas brand. The
safety lock regulator has the advantage of cutting off the gas flow if there is a leak to
prevent fires. In the last three years, the company experienced a decline in sales. One
of the challenges that must be faced is selling premium regulator products whose prices
are relatively higher than competitors. Consumers are price-sensitive and tend to
consider price first over quality before they decide to buy a product. This study aims
to analyze the company's external and internal environment and propose marketing
strategies to increase Kopana Top Gas regulator sales. The external environment
analysis was carried out using PESTEL, Porter's Five Forces, competitor analysis, and
consumer analysis. The results of the external environment analysis found several
opportunities and threats from outside the company's environment. Consumer analysis
which is part of the external environmental analysis is carried out by distributing
questionnaires to consumers. The results of the consumer analysis are then processed
using the SmartPLS software with the SEM-PLS method to measure the correlation
between the variables used in this study and will be one of the consideration for the
preparation of the SWOT. Internal environment analysis was performed using
Resource-Based View analysis and VRIN. The results of the internal environment
analysis found several strengths and weaknesses from within the company. SWOT
analysis is carried out by combining the analysis results of the company's external and
internal environment. The SWOT analysis will be formulated into a TOWS matrix to
find alternative marketing strategies that the company can apply to increase sales. |
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