EFFECTIVITY OF REWARD & REWARD STRATEGY TO INCREASE MARKET SHARE OF BIOSOLAR TRADING OF PT ABC IN INDONESIA

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Arya, Abdul and Prawiraatmadja, Widhyawan and Daryanto, Wiwiek Mardawiyah (2020) EFFECTIVITY OF REWARD & REWARD STRATEGY TO INCREASE MARKET SHARE OF BIOSOLAR TRADING OF PT ABC IN INDONESIA. South East Asia Journal of Contemporary Business, Economics and Law, 21 (5). pp. 336-343. ISSN 2289-1560

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Abstract

Petroleum products are materials derived from crude oil as it is processed in oil refineries. Gasoil, or in Indonesia known as its famous brand “Solar”, is one type of petroleum products that is used widely for diesel engine and other machineries. This research will focus on PT Bahan Bakar Industri (PTBBI), a real company in Indonesia, but not a real name, which involves in non-PSO (Non Public Service Obligation) market of ”Biosolar”, which is a mix between Solar with mandatory biodiesel in the form of Fatty Acid Methyl Ester (FAME), trading business in Indonesia. Biosolar consumption for industrial sector in Indonesia is declining from the year of 2017 to 2019. PTBBI, which has 74.8% of its revenues come from non-PSO fuel trading business, must face reality that its Biosolar sales volume had been decreasing on those years. Furthermore, from year of 2017 to 2019, Biosolar market shares of PTBBI have also declined from 13.3% in 2017 to 12.3% in 2019. This has become a problem for PTBBI because Biosolar consists of 93% from the total sales of PTBBI. Industry rivalry condition of non-PSO Biosolar trading business is high. Other players create many attractive and valuable propositions to customers, such as innovative pricing, good supply guarantee, satisfying after sales service, and strong customer’s technical support. This research analyzes non-PSO Biosolar trading business situation to formulate and evaluate a business strategy of PTBBI namely “sales game” to maintain and to regain its market share. Sales game is created to increase sales volume, revenues and profit margin of PTBBI from direct selling, by evaluating its progress from May 2020 until June 2020 shows that it is estimated will increase the market share of PTBBI by 0.25% in the end 2020, from 12.3% to 12.55%.

Item Type: Article
Subjects: H Social Sciences > HG Finance
Divisions: Research And Community Empowerment > Journals
Depositing User: Dr. Wiwiek Mardawiyah Daryanto
Date Deposited: 17 Nov 2020 08:53
Last Modified: 17 Dec 2021 09:33
URI: http://repository.ipmi.ac.id/id/eprint/947

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