Abstract

AbstractThis research focuses on exploring the marketing and supply chain integration strategy at PT Semen Indonesia (Persero) Tbk. Holding Company. The status of the state-owned enterprise (SOE) cement industry has dominated the cement market share in Indonesia after the holding strategy, but the data shows that the market share of Semen Indonesia sales has continued to decline. Another problem is that the accumulated cost of revenue has increased sharply, especially since the income growth is not significant, so that gross income has decreased. This research presents integration activities that occur at the corporate and functional level in the marketing and supply chain directorates. The case study method is used in this research to track the integration of marketing and supply chains as an effort to improve the company's sales performance. Data was collected through in-depth interviews in the Marketing Research & Analysis section of PT Semen Indonesia (Persero) Tbk and secondary data in the form of company annual reports. The results of this study indicate that PT Semen Indonesia (Persero) Tbk integrates marketing and its supply chain through a strategy of unifying the two functions in one directorate. The marketing and supply chain functions at each Operating holding have been revoked, all of them directly managed by the Holding Company. The supply chain is centrally integrated in the form of transportation, distribution and procurement functions. In the marketing aspect, the Holding Company integrates the marketing planning and marketing control and marketing functions as well as the sales function.
 Keywords: Strategy; Integration; Marketing; Supply Chain; Holding Company

Highlights

  • PTSemen Indonesia (Persero) Tbk, whose initial name is PT Semen Gresik (Persero) Tbk, is one of the cement industries in Indonesia

  • The status of the state-owned enterprise (SOE) cement industry has dominated the cement market share in Indonesia after the holding strategy, but the data shows that the market share of Semen Indonesia sales has continued to decline

  • The results of this study indicate that PT Semen Indonesia (Persero) Tbk integrates marketing and its supply chain through a strategy of unifying the two functions in one directorate

Read more

Summary

Introduction

PTSemen Indonesia (Persero) Tbk, whose initial name is PT Semen Gresik (Persero) Tbk, is one of the cement industries in Indonesia. The company has dominated the cement market share in Indonesia after the holding strategy. The rising trend of national economic growth received a Integration Strategy of Marketing and Supply Chain PT Semen Indonesia (Persero) Tbk. Holding Company positive response by the cement industry in Indonesia. The growth is quite significant, even the growth trend in 2017 is the highest compared to previous years. Data from the Indonesian Cement Association (ASI) noted that domestic cement sales in 2017 grew by 7.6% from the previous year or sold cement valued at 66.35 million tons. Sales in the retail sector were still under pressure even though the growth was not so significant, while in the overseas market segment (exports) it increased by 82.7% from 2016 or sold to 2.93 million tons [2]

Methods
Results
Conclusion
Full Text
Published version (Free)

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call