#TITLE_ALTERNATIVE#

• Main Author: PRANANDITYA (NIM 29106424), ARIES
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7281
• Institution: Institut Teknologi Bandung

XYZ is an oil and gas company that operates in downstream area which includes refining, marketing and delivery of oil products. The business of XYZ is selling and distributing Total lubricant products for vehicle. Along with the change in government regulation, a business opportunity in downstream area appears for oil companies beside Pertamina. XYZ as one of those companies is interested to join in fuel retail selling business through its petrol stations. XYZ see the opportunity and market potential in Indonesia is still very large. Because of that, XYZ already arrange petrol stations development plan and marketing plan at several locations in Jakarta. After Jakarta, XYZ will aim other big cities in Indonesia especially in Java and Sumatera including Bandung.<p> <br /> <br /> <br /> <br /> <br /> XYZ is targeting to build 300 to 400 petrol stations in period of 8 to 10 years nationwide. To reach the target consumer and face the competition, it is very important to XYZ to arange a whole marketing policy by observing the market dynamic behaviour. To choose the right marketing strategy is the main and the most important factor in the succes of company's marketing program. One of the important elements of marketing strategy is to create the marketing mix to meet the market demand and preference. This research wil focus on marketing mix formulation for Total petrol station at Bandung.<p> <br /> <br /> <br /> <br /> <br /> To solve the business challenge face by XYZ in the implementation of Total petrol station marketing strategy, there is several business solution alternatives for Total. As the first step, Total must decide the market segment which will be the target of the marketing program and Total petrol station's positioning. The next step is creating a value proposition in Total's products and services to differentiate Total from its competitors. This differentiation effort objective is to create consumer satisfaction and loyalty. Last but not least is formulating the marketing mix based on the STP and value propositon.<p> <br /> <br /> <br /> <br /> <br /> The implementation plan based on the marketing mix that has been made will form in a certain pilot project. This project wil make the marketing mix as the basis in Total's marketing strategy execution.