MARKETING STRATEGY OF PETROKIMIA GRESIK NON-SUBSIDIZED
NPK FERTILIZER TO WIN MARKET COMPETITION

MARKETING STRATEGY OF PETROKIMIA GRESIK NON-SUBSIDIZED
NPK FERTILIZER TO WIN MARKET COMPETITION

Business Strategy, Internal External Analysis, Strategic Positioning, Diamond
Strategy

PT Petrokimia Gresik is faced with a very fast changing business environment
(turbulence). The global economic slowdown coupled with a decline in
international commodity prices led to lower prices for imported fertilizers. The
government began decreasing the amount of subsidized fertilizer each year. This
reduction in allocation is a warning that the government will completely revoke
the fertilizer subsidy. With the reduction in subsidies, there will be a potential
non-subsidized NPK market, thereby attracting the interest of competitors in the
private sector. Changes in the business environment provide opportunities as
well as threats for PT Petrokimia Gresik to realize its vision. The study uses
internal and external analysis to identify the factors that have the most potential
to influence the achievement of company goals. The research explores
information directly from sources using the interview method (in-depth
interview). This study aims to find the company's strategic position according to
the internal external (IE) matrix concept and provide recommendations for
strategy formulation with the diamond concept. The results showed that the
strategic position of PT Petrokimia Gresik was hold and maintain. The strategy
that can be developed by the company is an intensive strategy, namely
developing existing products and developing markets by penetrating the market
into the plantation sector. In addition, the company's business strategy was
formulated based on the concept of a diamond strategy including arena, vehicle,
differentiators, staging, and economic of logic.

Barra Selabean Sasiwou

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

peri irawan

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