Application of Marketing Mix in Rental Company (Case Study of Pt. Asialog)

Abstract

Since the change into new century, United nations has promoting several urgent matters for improving humanity as whole. One of the point is the severance of climate change, in which affecting all daily activities including business. The matter has force government to enforce more strict regulation for reducing the cause of climate change, one of the main cause is the reducing of planet earth’s green area. Therefore, it affecting all business operation of forest company. In addition, the matter becoming much worst due to massive illegal logging and other acts of reducing forest without responsibilities to mend the damage. The affected companies including PT. ASIALOG are experiencing in lower revenue, this circumstance push the company to finding alternative business opportunity. It author goal to formulating marketing strategy with finding strong alternative product for the company. nevertheless, there are several critical points to address, the company declare specific request for the alternative business limited to current company’s area of operation. Second, the alternative business should based on company’s tugboat and barge assets. In this research, the method author used is qualitative research through structured interviews with various stakeholders in the industry and framework used is marketing mix 7Ps with preliminary framework of STP (Segmentation, Targeting, and Positioning). The main point is compare target market of current PT. ASIALOG with alternative business of tugboat and barge using Porter’s five forces template. Following the study, author find alternative business of tugboat and barge for PT ASIALOG is competitive sound and profitable in long term. Based on Porter’s five forces analysis, aspects with high threat level of current business is 21 compare to alternative business of tugboat and barge with 5 aspects. Following the target market analysis, author purposing brand positioning using brand concept image management. The brand image divide into two aspects of functional and symbolic to formulating marketing strategy using marketing mix 7Ps. Overall, author conclude that the alternative business for PT. ASIALOG is competitive and profitable in long term.