PROPOSED MARKETING STRATEGY TO INCREASE SALES FOR DISTRIBUTOR LIQUEFIED PETROLEUM GAS COMPANY (CASE STUDY: PT. LEMBANG ABADI INDAH)

• Main Author: Zatil Iman, Nadhilah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71982
• Institution: Institut Teknologi Bandung

Liquefied petroleum gas (LPG) demand has increased every year since the government implemented a policy to convert kerosene to gas. It continues to increase in the last 10 (ten) years. from 2011-2021. Increases in LPG consumption signifies that public demand is getting higher, in industrial, commercial and household sectors. However, PT. Lembang Abadi Indah does not benefit from this situation in which the company’ sales volume continues to decrease. Therefore, this research aims to identify the factors influencing this situation and develop the marketing strategy to resolve the issue. This research used a qualitative descriptive method which data is obtained through in-depth interview and literature review. Author conducted interview with the stakeholder of PT. Lembang Abadi Indah, which are shareholder of PT. Lembang Abadi Indah, field staff and loyal customers. As for the literature review, the data are obtained from internal report of the company, journals, newspaper, and public reports. To analyze the external conditions, PESTLE Analysis and Porter’s Five Forces will be used. In addition, to recognize the company’s strengths and weaknesses, Marketing Mix 7P will be used. At the end of the study, the results will be mapped with SWOT analysis, TOWS Matrix and Proposed Business Model Canvas. To conquer this unfavorable situation, the company needs to focus on customer relationship, product diversification and business process efficiency.