PROPOSED BUSINESS STRATEGY FOR PT ANEKA TAMBANG (ANTAM) TBK FOR MARKET DEVELOPMENT IN ORDER TO INCREASE EXPORT OF FERRONICKEL

• Main Author: Ina Putri Ginting, Jessika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65734
• Institution: Institut Teknologi Bandung

PT Aneka Tambang (ANTAM) Tbk is part of the SOE's Holding Mining Industry, a vertically integrated, export-oriented, diversified mining and metals company. ANTAM has two significant commodities, which are gold sectors and nickel sectors. Nickel-based products consist of Nickel Ore, Ferronickel, Bauxite, and Alumina. Ferronickel is a high-grade product of nickel downstream, which contains 20%- 25% of nickel. ANTAM is the only company in Indonesia that produce Ferronickel. Stainless steel companies primarily consume Ferronickel. Many other nickel companies are producing the substitute product of Ferronickel, which is Nickel Pig Iron (NPI). Ferronickel and NPI serve the same nickel market, while NPI contains lower nickel and is cheaper than Ferronickel. The government of Indonesia supported the development of downstream industries for new energy. The growth of the battery industry is escalating, which can be seen through the increased demand for the new market. Technology is currently improving the process of transforming Ferronickel and NPI into Nickel Mattes (Ni Mattes), which used to be an intermediate component in producing electric vehicles (EV). Based on the global market, there is enormous demand for Ferronickel supplies worldwide. However, the capacity exports of Ferronickel in ANTAM are still far behind the demand of the global market. This study analyzes business problems using the PESTEL, Porter's Five Analysis framework, Competitor Analysis, VRIO, Resources Based Views, STP, Marketing Mix (4P), and Porter's Value Chain to identify the external environment and internal environment of ANTAM. SWOT analysis is used to capture the strength, weaknesses, opportunities, and threats that may affect the business of ANTAM. Root Cause Analysis defines problems that affected ANTAM and need to be solved. Data and information were obtained from various sources such as interviews with the internal of ANTAM, observation, and study from the literature. The study found that ANTAM has lower export sales caused of the limited market scope, lack of promotion, and no product development. To overcome the problems faced by ANTAM, the author proposes a business strategy for ANTAM for market development to increase the export of Ferronickel by using the Strategy Diamond Framework and Ansoff Matrix as the strategy that will be implemented in ANTAM. The stages in this strategy were concerned more with the issues and providing solutions to increase Ferronickel export. Therefore, ANTAM should focus on market development to reach the broader market and fulfill the demand for Ferronickel in the global market.