PROPOSED MARKETING STRATEGY FOR SOLAR PV DEVELOPER COMPANY (CASE STUDY: PT XYZ)

• Main Author: Handasati, Fita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81904
• Institution: Institut Teknologi Bandung

The worsening global climate change requires immediate action, one of which is the adoption of renewable energy such as solar panels (solar PV) which can reduce carbon emissions and maintain environmental sustainability. In Indonesia, the potential for utilizing solar energy is 207.8 gigawatts, making it one of the largest potentials for the equatorial region. Currently, many solar PV companies have emerged to help reduce carbon emissions, leading to intense competition to acquire customers. PT. XYZ needs to thoroughly examine the formulation of marketing strategies through the analysis of internal and external conditions. Internal analysis includes assessing the potential values of the company such as STP (Segmenting, Targeting, Positioning), marketing mix (place, price, promotion, product, process, people, physical evidence), and value-chain activity. Meanwhile, external analysis includes the general environment such as PESTLE (Political, Economic, Technological, Legal, Environmental), industry scope, competitor analysis and consumer analysis by decision-journey approach in consumer behavior. The analysis results indicate that for the company to compete and gain more customers, it should target large enterprises. This is supported by interview results where 60% of large enterprise leaders expressed interest in installing solar PV. A B2B approach through direct marketing to the leadership of client companies is the main solution for acquiring customers, in addition to actively promoting solar PV services through public sources.