NEW BUSINESS STRATEGY FOR PT TIGA PELITA TO INCREASE SALES AND GAIN COMPETITIVE ADVANTAGE IN THE LUBRICANT OIL INDUSTRY AFTER THE PANDEMIC COVID-19 CRISIS

• Main Author: Akbar, Faisal
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70667
• Institution: Institut Teknologi Bandung

Lubricants Oil is a chemical substance, which is generally a liquid that is applied between two moving objects to reduce frictional forces. Lubricant Oil serves as a protective layer that separates the two surfaces in contact. The importance of lubricant oil to the engine makes the lubricants to be a commodity. Along with the COVID-19 pandemic, operations in several industries have decreased. PT Tiga Pelita is one of distributor Golden Lubricant that struggled to sell the product in the Covid-19. In 2020, PT Tiga Pelita experienced a decrease in sales volume of -4% year on year, situation shown by company reports. Therefore, high competition to sell this product will occur in the next few years. The data used in this study came from literature studies, interviews with internal parties, and questionnaires by external parties. External analysis using PESTEL, Porter's five forces, competitor analysis, and internal analysis using the VRIO Framework. The solution in this research is explained using TOWS analysis, diamond strategy analysis, and Porter's generic strategy. Actions that can be taken are (1) arranging for increase product knowledge of customer, (2) increasing marketing referral promos, (3) organizing offline customer gatherings, (4) and training to improve sales executive competence.