Regaining PGN'S Market Share on PLN Muara Tawar Power Plant by Implementing Marketing Mix Strategy

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Kurniansyah, Agung Rahmat and Mahendra, Angga and Dhewanti, Atika Indra and Novel, Ryan (2018) Regaining PGN'S Market Share on PLN Muara Tawar Power Plant by Implementing Marketing Mix Strategy. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

PT Perusahaan Gas Negara, Tbk is one of the State-Owned Enterprises (BUMN) which is engaged in the transmission and distribution of natural gas. In year 2016, PGN's net total income has decreased significantly. This decrease was partly due to PGN's loss in their market (PLN Muara Tawar) and also neglection of PLN Muara Tawar to extend the long-term contract. PGN needs to immediately respond to this issue. The marketing mix strategy should be taken into consideration because the right marketing strategy could give a big impact on the result. The purpose of this study is to analyze the effects of gas prices, promõtion, quality of product and service and how to sell in order to regain market share on PLN Muara Tawar and secure big customers to maintain PGN revenues in the future. This study in this GFP is a qualitative research using collective data and SWOT analysis in order to formulate the marketing mix strategy. For each level customers have a moderate concern related to gas prices. For the product quality itself, each level of management has a less concern related to product quality. For the place / availability, each level management has higher concern related to this matter. For the Promotion, each level of management has the same concern as price related to this matter. Key words: Marketing Mix Strategy, Gas Price, Product Quality, Place, Promotion.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Library > GFP (Group Field Project)
Depositing User: Gandes Mranani
Date Deposited: 22 Jan 2020 04:34
Last Modified: 22 Jan 2020 04:34
URI: http://repository.ipmi.ac.id/id/eprint/382

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