PROPOSED MARKETING STRATEGY OF GREEN JET FUEL OR SUSTAINABLE AVIATION FUEL (SAF) FOR PERTAMINA POST DEVELOPMENT OF BIOREFINERY PLANT

• Main Author: Gunawan, Wahyu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74456
• Institution: Institut Teknologi Bandung

PT Pertamina is currently developing Biorefinery Plant and will be able to produce Sustainable Aviation Fuel (SAF) which the demand is going to keep growing in the future driven by policy to decarbonize airline industry. The objective of this research is to develop a marketing strategy for SAF product of Pertamina. Literature review shows that marketing strategy is a crucial component of a successful organization where marketing plays an important role in business. The conceptual framework used in this research is Wheel of Consumer Analysis where marketing strategy is defined by three main factors which are consumer environment, consumer behavior and consumer affection and cognition. The design of this research is qualitative design where data will be collected from primary sources such as documents, reports, and journal and from secondary sources which is interview to airline companies as customer. Environment analysis will be conducted both external analysis and internal analysis. For the external analysis, this research will use PESTEL Analysis, Industry Analysis, Competition Analysis, and Consumer Analysis. While the internal analysis will make use of Segmenting, Targeting, Positioning (STP), Marketing Mix and Resource and Capability. In the first stage, internal and external factors will be assessed and then put in the SWOT (Strength, Weakness, Opportunity, Threat) analysis. In the matching stage, alternative strategies will be developed using the TOWS (Threats, Opportunities, Weaknesses, Strengths) Matrix. Finally, the final analysis will use the QSPM (Quantitative Strategic Planning Matrix) to assess the viability of each of those alternative strategies. Based on QSPM there are top five strategies feasible to be implemented which are strengthen ties with domestic and foreign airlines and initiate marketing campaign, focus on developing domestic market and cementing SAF business in domestic, increase production to fulfil the rising demand, build strong relationships with feedstock suppliers and make long term contract, and expand global presence by collaborating with international companies and expand capability to sell products to export. Strategies are suggested to be implemented within a timeframe of 1-3 years involving various divisions in the company such as sales team, business development and operation.