ANALISIS STRATEGI BERSAING PT. PERTAMINA RETAIL DALAM MENGHADAPI PERSAINGAN BISNIS HILIR SPBU
The object of this study is PT. Pertamina Retail which is a subsidiary of PT. Pertamina (Persero) engaging in the gas stations business. This study aims to analyze the external and internal environment of the PT. Pertamina Retail, evaluate the competitive strategy of PT. Pertamina Retail, and identi...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/99685/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55870 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | The object of this study is PT. Pertamina Retail which is a subsidiary of PT.
Pertamina (Persero) engaging in the gas stations business. This study aims to
analyze the external and internal environment of the PT. Pertamina Retail,
evaluate the competitive strategy of PT. Pertamina Retail, and identify alternative
strategy that can be adopted by PT. Pertamina Retail for competing in the gas
stations business in Indonesia.
In the analysis of the company's external environment, researcher applies
Porter's five forces analysis to identify key success factors in the gas station
business. Furthermore, researcher adopts value chain analysis to assess
company's internal environment that leads to identification of PT. Pertamina
Retail's competitive advantage. Based on the analysis of company's external and
internal environment, researcher conducts SWOT analysis to identify strengths
and weaknesses of PT. Pertamina Retail, as well as threats and opportunities that
are potential for the company. Completions of these three stages of analysis
allows the researcher to evaluate existing competitive strategies implemented by
PT. Pertamina Retail and identify alternative strategy that can be adopted by PT.
Pertamina Retail to increase company's competitiveness in the gas stations
business today.
From the results of this study, it can be concluded that the product
differentiation strategy through the development of non-fuel retail business, is an
effective competitive strategy that is currently implemented by PT. Pertamina
Retail. Moreover, the company may also develop focused differentiation strategy
in alternative fuels as an alternative competitive strategy, such as biofuel and fuel
gas. This innovation may result in great competitive advantage for PT. Pertamina
Retail as a pioneer in the industry for alternative fuels retailer in Indonesia. |
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