PROPOSED MARKETING STRATEGY FOR CNG PRODUCT FROM PT MIGAS HILIR JABAR

• Main Author: Iskandarsyah, Ridhwan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75577
• Institution: Institut Teknologi Bandung

Currently, the demand for fuel in Indonesia is increasing in line with population growth. One of the fuels experiencing a surge in demand is Compressed Natural Gas (CNG), derived from natural gas. This rising demand has led to intense competition in the CNG market. PT Migas Hilir Jabar is facing difficulties in competing in this market due to higher product prices compared to competitors and limitations in human and financial resources. At present, PT Migas Hilir Jabar has only one customer, Grand Hotel Preanger. Therefore, the company needs to analyze the reasons why potential customers are not choosing them as a CNG supplier. This research uses a qualitative descriptive method and involves interviews using the AIDA model. The selection of companies by the researcher is also in line with the target market of PT Migas Hilir Jabar. The collected data is analyzed using various analytical methods such as marketing's 4P analysis, competitor analysis, consumer analysis, PESTEL analysis, SWOT analysis, and TOWS analysis. The research findings indicate that the company needs to improve sales efficiency, collaborate with strategic partners to optimize CNG business operations, ensure a suitable supply of CNG that meets customer demand by securing direct allocations from the central government, and build brand awareness to become more recognized and expand their market reach.