#TITLE_ALTERNATIVE#

• Main Author: ARIEF SETIAWAN (NIM 29106400), MUHAMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8681
• Institution: Institut Teknologi Bandung

Since government of Indonesia declare UU No. 22 Tahun 2001 about Oil and Gas, give chance for local and global company to be part of players who compete in oil and gas retail market. PT. XYZ, will be the one who take competition on fuel retail station business at 2008. XYZ needs marketing plan as guidance for marketing activity and to face competition from ABC, DEF, and GHI.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Now Fuel retail station industry is developing, they not only compete in price and quantity assurance but also in services, facility, and additional product. They compete in fuel product with octane level 92 and 95 or well known as special product. As soon as possible Government will declare policy to limit consumption of subsidize fuel, this policy will give effect for increasing demand of special fuel.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Right now consumer has high bargaining power, because they has choice to buy fuel product and to choice fuel retail station. This research using analysis factor to determine which component of marketing mix has high influence for consumer decision. The research shows that physical evidence (secure fuel retail station, comfort fuel retail station, and clean fuel retail station) is the highest component of marketing mix which influences consumer decision process to select fuel retail station. The second ones are mini market and fast food with drive thru facility.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> XYZ first targeting is to sell fuel 20 ton a day. In the middle they targeting 20 tons a day and in the future they targeting 200 SPBU in Indonesia. They target market are people who using car which year production from 2000 and minimum machine capacity is 1.500 CC. XYZ give additional product like mini market and fast food with drive thru service as stimuli for consumer to choice XYZ fuel retail station. Price of XYZ fuels product will be compete with ABC price and will always follow the fluctuating of world oil price.