Penentuan Prioritas Implementasi Strategi Pemasaran Dalam Business-To-Business (B2B) Pada Perusahaan Gas Multinasional (Studi Kasus Pada PT XYZ)

Anggraini, Shafira Diva (2025) Penentuan Prioritas Implementasi Strategi Pemasaran Dalam Business-To-Business (B2B) Pada Perusahaan Gas Multinasional (Studi Kasus Pada PT XYZ). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT XYZ merupakan perusahaan asing gas industri memproduksi oksigen dan nitrogen. Pelanggan PT XYZ yaitu perusahaan B2B. Permasalahan pada strategi pemasaran yang kurang menjangkau luas karena adanya kompetitor dengan produk yang sama. Tujuan penelitian adalah merumuskan dan menentukan prioritas strategi pemasaran B2B untuk PT XYZ. Analisis strategi yaitu Internal Factor Evaluation (IFE) Matriks, Extrenal Factor Evaluation (EFE) Matriks, Internal-External (IE) Matriks, Grand Strategy Matrix, Competitive Profile Matrix (CPM), Threats-Opportunities-Weakness-Strength (TOWS) Matriks, Strategic Position and Action Evaluation (SPACE) Matriks, Boston Consulting Group (BCG) Matriks, dan Quantitative Strategic Planning Matrix (QSPM). Manfaat penelitian adalah mengembangkan strategi pemasaran, memberikan layanan yang unggul, solusi yang komprehensif, serta dapat membangun hubungan jangka panjang dengan pelanggan. Hasil penelitian menyatakan bahwa PT XYZ berada dalam posisi yang strategis yang sangat menguntungkan dengan kekuatan internal yang signifikan dan lingkungan eksternal yang kondusif untuk pertumbuhan. Hasil IFE Matriks sama dengan 1, hasil bobot dikali rating 2,76 menunjukkan PT XYZ berada pada kondisi internal yang mendukung. Hasil EFE Matriks sama dengan 1, hasil bobot dikali rating 2,66 menunjukkan PT XYZ mampu merespon peluang dan ancaman secara efektif. Hasil IE Matriks meliputi skor IFE 2,76 dan skor EFE 2,66 menunjukkan PT XYZ berada di Kuadran 5. Hasil Grand Strategy Matrix meliputi skor IFE 2,76 dan skor EFE 2,66 yang berada di Kuadran I. Hasil CPM Matriks PT XYZ sebesar 3,50 menunjukkan PT XYZ lebih unggul. Hasil TOWS Matriks diperoleh masing-masing 5 strategi dari internal dan eksternal PT XYZ. Hasil SPACE Matriks meliputi nilai Financial Position sebesar +3,76, nilai Competitive Position sebesar -3,00, nilai Industry Position sebesar +4,33, nilai Stability Position -3,67, posisi SPACE Matriks berada di sumbu X 1,33 dan sumbu Y 0,08. Hasil BCG Matriks meliputi Relative Market Share terhadap kompetitor PT XYZ terdapat Perusahaan X sebesar 0,62<1 dan Perusahaan Y sebesar 0,25<1 dan Market Growth Rate dibawah 10% (1,79%) menunjukkan PT XYZ berada di kuadran Dog. Hasil QSPM Matrix dengan strategi pertama Market Penetration memperoleh TAS sebesar 3,15 dan strategi kedua Market Development memperoleh TAS sebesar 3,05. Hasil penelitian ini dapat membantu PT XYZ untuk merumuskan strategi pemasaran yang adaptif, memberikan layanan unggul dan solusi komprehensif guna membangun hubungan jangka panjang dengan pelanggan.
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PT XYZ is a foreign industrial gas company producing oxygen and nitrogen. PT XYZ customers are B2B companies. The problem with the marketing strategy is that it is less widely accessible due to competitors with the same products. The purpose of this research is to formulate and determine the priority of B2B marketing strategy for PT XYZ. The strategy analysis includes Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, Internal-External (IE) Matrix, Grand Strategy Matrix, Competitive Profile Matrix (CPM), Threats-Opportunities-Weakness-Strength (TOWS) Matrix, Strategic Position and Action Evaluation (SPACE) Matrix, Boston Consulting Group (BCG) Matrix, and Quantitative Strategic Planning Matrix (QSPM). The benefits of this research are developing marketing strategies, providing superior services, comprehensive solutions, and being able to build long-term relationships with customers. The results of this research state that PT XYZ is in a very advantageous strategic position with significant internal strengths and external environment that is conducive to growth. The IFE Matrix result is equal to 1, the weight multiplied by the rating of 2,76 indicates that PT XYZ is in a supportive internal condition. The EFE Matrix result is equal to 1, the weight multiplied by the rating 2,66 indicates that PT XYZ is able to respond to opportunities and threats effectively. The IE Matrix result includes an IFE score of 2,76 and a EFE score of 2,66 indicating that PT XYZ is in Quadrant 5. The Grand Strategy Matrix result includes an IFE score 2,76 and an EFE score 2,66 which are in Quadrant 1. The CPM Matrix results of PT XYZ is 3,50 indicating that PT XYZ is superior. The TOWS Matrix result obtained 5 strategies from each internal and external PT XYZ. The SPACE Matriks results include a Financial Position score of +3,76, a Competitive Position score of -3,00, and Industry Position score of +4,33, and a Stability Position score -3,67. The SPACE Matrix position is at 1,33 on the X-axis and 0,08 on the Y-axis. The BCG Matrix results include a Relative Market Share (RSP) relative to PT XYZ's competitors, with Company X at 0,62<1 and Company Y at 0,25<1, and a Market Growth Rate below 10% (1,79%), indicating PT XYZ is in the Dog quadrant. The QSPM Matrix results, with the first strategy, Market Penetration, obtained a TAS of 3,15 and the second strategy, Market Development, obtained a TAS of 3,05. The results of this study can help PT XYZ formulate adaptive marketing strategies, providing superior service and comprehensive solutions to build long-term relationships with customers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Business-to-Business, Industri Gas, Prioritas Strategi, Strategi Pemasaran, Business-to-Business, Gas Industry, Marketing Strategy, Priority Strategy
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Shafira Diva Anggraini
Date Deposited:	29 Jan 2026 04:06
Last Modified:	29 Jan 2026 04:06
URI:	http://repository.its.ac.id/id/eprint/130917

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