PROPOSED MARKETING STRATEGY FOR KOPANA TOP GAS REGULATOR TO INCREASE SALES

• Main Author: Zahra Aulya, Sintya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63683
• Institution: Institut Teknologi Bandung

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.