PROPOSED MARKETING STRATEGY FOR COMMERCIAL SINGLE BRANDING PRODUCT OF PT PUPUK INDONESIA (THE CASE OF UREA FERTILIZER NITREA)

• Main Author: Rezia Litsbarki, Mirza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68327
• Institution: Institut Teknologi Bandung

PT Pupuk Indonesia (Persero) is a fertilizer-focused BUMN Holding. In August 2020, PT Pupuk Indonesia changed its name to Activist Holding from Strategic Holding. PT Pupuk Indonesia (Persero) continues to pursue a number of strategic goals, including centralization, business transformation, decarbonization, and sustainability measures. Prior to the centralization function, the PT Pupuk Indonesia Group had over 100 product brands, resulting in poor market conditions due to many brands being sold in the same marketing region. Based on the sales volume of PT Pupuk Indonesia which decreased in 2019 and increased in 2020 and decreased again in 2021. Therefore, PT Pupuk Indonesia requires a proposed new marketing strategy that is appropriate to be able to increase sales of PT Pupuk Indonesia products in a wider market. area in Next year To undertake a company analysis, companies must be aware of both internal and external business situations. PESTEL, Porter's Five Forces, and competitor analysis are all examples of external analysis. STP Analysis (Segmenting, Targeting, Positioning), VRIO, Diamond Model and Marketing Mix Analysis are used in the Internal Analysis, which is subsequently constructed according to the TOWS Matrix and Business Model Canvas. According to the findings, PT Pupuk Indonesia (Persero) should concentrate on its strengths. Then, from upstream to downstream, PT Pupuk Indonesia (Persero) must enhance its marketing strategy. For the product Urea Nitrea, to be more specific.