INNOVATION AND STRATEGY IN TENDER MARKETING PT CHOP’S APPROACH TO ENCHANCE TENDER SUCCESS

• Main Author: Tiffany
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/85727
• Institution: Institut Teknologi Bandung

In the era of intense global competition, businesses, particularly those in the Engineering, Procurement, Construction, and Installation (EPCI) sector, had to innovate and strategize effectively to thrive. Indonesia, poised to become a global economic powerhouse by 2045, witnessed significant transformations in its energy landscape driven by policy shifts, fluctuating energy prices, and environmental concerns. PT Chop, a key player in the Indonesian energy industry, exemplified the challenges and opportunities faced by EPCI companies. This study examined how PT Chop integrated innovation and strategic planning in its tender marketing processes to secure lucrative contracts amidst a competitive and dynamic environment. By exploring PT Chop’s organizational structure, vision, mission, and business challenges, particularly in tender marketing, this research identified key factors influencing tender success. It further proposed strategic measures to enhance PT Chop’s competitiveness in the market. Using qualitative methods such as interviews and document analysis, this study employed frameworks like VRIO, PESTEL, Porter’s Five Forces, and SWOT analysis to evaluate internal and external factors affecting PT Chop’s tender outcomes. The findings underscored the importance of financial stability, efficient resource management, strategic affiliations, and robust quality control in achieving tender success. The proposed strategies aimed to enhance PT Chop’s market penetration, improve document preparation and procurement processes, and strengthen relationships with suppliers and subcontractors. This comprehensive approach not only aimed to secure immediate revenue through successful tenders but also to build long-term partnerships and expand PT Chop’s market presence in the Indonesian energy sector.