Evaluasi Kinerja Penjualan Mikro-Spbu Dengan Porter Five Force Model, Swot, & Pestle Analisis

Bhakti, Hendra (2024) Evaluasi Kinerja Penjualan Mikro-Spbu Dengan Porter Five Force Model, Swot, & Pestle Analisis. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032211168_Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2026. Download (3MB) | Request a copy

Abstract

Persaingan industri penjualan bahan bakar minyak yang semakin berkembang, memunculkan konsep bisnis baru dengan potensi pasar yang lebih terkonsentrasi. Exxonmobil Indonesia bekerjasama dengan PT. Indomobil Prima Energi membuat waralaba yang selanjutnya dilakukan oleh investor dengan skema penjualan bahan bakar minyak skala UMKM yang dibangun pada daerah-daerah yang belum terjangkau SPBU konvensional dengan target pengembalian investasi 3 tahun. Namun, realisasi kinerja penjualan waralaba tidak mencapai target terhadap rencana kelayakan bisnis sangat berbeda. Kondisi tersebut selanjutnya dievaluasi kinerjanya menggunakan beberapa indikator melalui metode balance scorecard. Selanjutnya diteliti menggunakan analisa persaingan, dari porter’s five force model didukung dengan analisis menggunakan metode SWOT, PESTLE. Proses pengumpulan data dilakukan dengan cara interview dan observasi pada objek penelitian. Dari hasil penelitian kinerja bisnis menggunakan balance scorecard diketahui bahwa kondisi Perusahaan dalam kategori kurang sehat BBB. Selanjutnya dievaluasi kondisi internal dan eksternal perusahaan dimana kondisi perusahaan dalam kuadran V yaitu dalam tahap pertumbuhan dan stabilisasi. Perusahaan diusulkan meningkatkan promosi guna meningkatkan kinerja penjualan.
=================================================================================================================================
Competition in the fuel oil sales industry is growing, giving rise to new business concepts with more concentrated market potential. Exxonmobil Indonesia collaborates with PT. Indomobil Prima Energi created a franchise which was then carried out by investors with a UMKM scale fuel oil sales scheme built in areas that are not yet accessible to conventional gas stations with a target return on investment of 3 years. However, the realization that franchise sales performance does not reach the target of the business feasibility plan is very different. This condition is then evaluated for its performance using several indicators through the balanced scorecard method. Next, it was examined using competition analysis, from Porter's five force model supported by analysis using the SWOT and PESTLE methods. The data collection process was carried out by means of interviews and observations of the research object. From the results of business performance research using a balanced scorecard, it is known that the company's condition is in the BBB unhealthy category. Next, the company's internal and external conditions are evaluated, where the company's condition is in quadrant V, namely in growth and stabilization. The company is proposed to increase promotions to improve sales performance.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Kinerja, Pemasaran, SPBU, Porter’s Five Model, Indikator, Performance, sales, gas stations, SWOT, PESTLE, Indicators
Subjects:	H Social Sciences > HG Finance H Social Sciences > HG Finance > HG4529 Investment analysis H Social Sciences > HG Finance > HG4910 Investments
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Hendra Bhakti
Date Deposited:	02 Feb 2024 02:22
Last Modified:	02 Feb 2024 02:22
URI:	http://repository.its.ac.id/id/eprint/105917

Actions (login required)

View Item