PROPOSED MARKETING STRATEGY FOR SOLAR ENERGY COMPANY (CASE STUDY OF LENSOLAR BUSINESS UNIT PT. SURYA ENERGI INDOTAMA)

• Main Author: Nadia Pratiwi, Dyla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67698
• Institution: Institut Teknologi Bandung

Indonesia has the potential to utilize solar energy where the sun can shine all year round. Currently, the government supports using solar energy in Indonesia by using a Solar Rooftop Power Plant for private homes. PT Surya Energi Indotama (SEI) took advantage of this business opportunity and, in 2018, established a new business unit called LenSOLAR. Currently, LenSOLAR has an office at Jalan Soekarno Hatta No. 439 Bandung City. The problem faced by LenSOLAR is that the sales target set by the management is not achieved. The qualitative research method collects data through direct interviews with managers and staff from the LenSOLAR business unit. The author conducted two analyzes, namely internal and external. The internal analysis consists of STP analysis and marketing mix analysis to analyze marketing activities. The external analysis consists of PEST analysis and SWOT analysis. After conducting internal and external analysis, the author conducted a root cause analysis to identify problems. The study results show that there are two main problems. First, the lack of education and promotion on social media results in low interaction between LenSOLAR and its followers. Second, the prospective customers obtained are not followed up regularly because there is no integrated customer database, and there is overlapping work between salespeople and digital marketing officers. This final project focuses on developing a marketing strategy. To develop a marketing strategy plan, the author uses TOWS analysis based on the SWOT analysis results. There are eleven strategies that LenSOLAR can do to increase sales. The author selects four priority strategies that LenSOLAR can implement in line with the available resources. The strategies that LenSOLAR will implement until December 2022 are: adding a sales force & digital officer, creating a customer database system, designing an integrated marketing communication strategy, and promoting product discounts at certain events.