Building A Competitive Advantage Through Castrol Bike Point

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Wicaksono, Agus and Datuan, Barmuli T. and Harahap, Mardongan and Suadi, Sismawati and Syafaruddin and Riyanto, Tori (2009) Building A Competitive Advantage Through Castrol Bike Point. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

This Group Field Project (GFP) was an evaluation of current Castrol Bike Point (CBP) as one of the marketing initiatives of PT. Castrol Indonesia in motorcycle oil division. The project focused on how to build a competitive advantage through Castrol Bike Point, by analyzing the day to day activities in selected Castrol Bike Point outlets. Currently PT. Castrol Indonesia has been successfully created 2,500 units of CBP in Indonesia, and faced many challenges to more develop these CBPs and to make them perform as expected. The analysis formulated based on the Field Survey done in Bogor, combined with Five Forces and Value Chain theories from Michael E. Porter, Marketing Strategies then built up as part of the Recommendations for Castrol. Some findings from survey said that Castrol's Oil Quality compared to other Brands is the best, and End Customers thought that its TV Commercial (TVC) was appealing, though the tagline Technology in the TV Commercial did not well understood by them. Porter Five Forces Analyses done by the group showed that Oil Industry where Castrol is in was attractive, and so was the Motorcycle Growth in Indonesia. The Value Chain Analyses described that Castrol had a distinguished value chain, with its strengths in Procurement, Financing, R&D, Sales and Distribution and Mass Marketing. The next step for Castrol is to make CBP as its competitive advantage by looking CBP as a strategic channel of distribution, a tool to build brand image and a place to execute its below the line activities.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 17 Jan 2020 03:10
Last Modified: 22 Jan 2020 02:51
URI: http://repository.ipmi.ac.id/id/eprint/352

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