PROPOSED MARKETING STRATEGY TO INCREASE REVENUE FOR PT. PIPA TANPA KAMPUH INDONEISA IN SEAMLESS STEEL PIPE INDUSTRY

• Main Author: Kristanto, Rendy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65200
• Institution: Institut Teknologi Bandung

PT. Pipa Tanpa Kampuh Indonesia (PTKI) is one of the industrial companies for manufacturing seamless steel pipes in Indonesia which has the ability to produce the final product Oil Country Tubular Goods (OCTG) and pipelines (Linepipe), which are used to support operations in the upstream oil and gas industry. PTKI facilities currently has an average Local Content of 27.11% for High-Grade products and 21.02% for Low-Grade products. Indonesia's oil and gas companies currently operate more in the Onshore area, which generally uses OCTG products with the Low-Grade type. PTKI has been producing products with the High-Grade type, where the market demand for this product is gradually decreasing every year. It was affecting the Company’s revenue the utilization of the installed production capacity decreased in recent years. Therefore, the company is attempting to penetrate the market for Low-Grade products, which requires developing an effective marketing strategy to compete in this highly competitive market segment. This research uses qualitative data collection as primary data, which includes in-depth interviews with internal management and customers and direct observations. Then, secondary data uses literature studies, such as internal company documents, theories from books, journals, articles, and the internet. Furthermore, an internal & external analysis of the company is carried out. PESTEL analysis, Porter's 5 Forces, competitor analysis, and customer analysis with interviews are used to conduct external analysis. Meanwhile, Porter's Value Chain analysis, Segmentation-Targeting-Positioning (STP), Marketing mix 7P, and internal management interviews are used to conduct internal analysis. Further analysis was carried out using the SWOT (Strength, Weakness, Opportunity, and Threat) method to identify several important problems and their implications for the Company. Then, this problem identification was used as the basis for formulating alternative strategies using the TOWS Matrix framework and strengthened by Root-cause analysis (RCA) with the Five Why's method. According to the analysis, it can be concluded that PTKI's customers, specifically oil and gas companies, respect the existing regulations, particularly those regulating the use of domestic products, and they expect a fast delivery time for Low-Grade products. Therefore, it may be recommended to the company that product differentiation be considered to increase local content and do strategic stocking of materials commonly used in Indonesia to meet customer needs with fast delivery times.