BUSINESS DEVELOMPMENT STRATEGY OF PASSENGERS TRANSPORT BY CREATING NEW MARKET AND NEW PRODUCT IN PULAU SERIBU AND DKI JAKARTA (CASE STUDY : PT SADEWA GEMILANG INDUSTRI)
The background of this research is several incidents of ships burning on Pulau Seribu because ships are not roadworthy and are still operating on Pulau Seribu. PT. Sadewa Gemilang Industri wants to expand its business network throughout Indonesia and this is an important opportunity for Sadewa t...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/70216 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The background of this research is several incidents of ships burning on Pulau Seribu
because ships are not roadworthy and are still operating on Pulau Seribu. PT. Sadewa Gemilang
Industri wants to expand its business network throughout Indonesia and this is an important
opportunity for Sadewa to expand in Jakarta and its surrounding areas. The purpose of this research
is to see business development opportunities in Pulau Seribu with new products from Sadewa.
Basically this research uses a qualitative approach with the research subjects being the number of
daily passengers, sea transport business owners who are still operating, the number of DKI Jakarta
Provincial Transportation Department, Kalbu Cooperatives. Data collection techniques were
carried out by means of interviews, observation, and documentation with related stakeholders,
namely the DKI Jakarta Transportation Agency, the Office of Harbor Masters and Port Authorities
and the National Transportation Safety Committee. Then analyze the data using the Ansoff
Strategy Matrix to determine the strategy used by Sadewa. And that strategy is diversification
where Sadewa will be faced with new markets and new products.
After determining the strategy used in this research, then carry out external and internal
analysis. In conducting an external analysis, this research uses the PESTEL method (Politics,
Economics, Social, Technology, Environment and Legal) and the Porter 5 forces method where
these methods are used to identify issues that occur. In determining the internal analysis of this
study to identify issues that exist within the company's internal. In determining the solutions and
strategies for this research using the SWOT analysis and TOWS Matrix methods and obtaining
solutions and strategies that must be carried out to open a new branch, namely marketing, Sadewa needs to carry out a large-scale promotion, carried out by conveying information from one person
to another. The biggest threat if Sadewa opens branches in DKI Jakarta and Pulau Seribu is a
political issue. Through this proof, PT. Sadewa must carry out product development activities to
achieve the company's aims and objectives, and the company is expected to implement product
development strategies carefully and precisely |
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