Marketing Plan, Operational Plan, and Human Capital Plan as Efforts to Achieve the Short-Term Strategy of PT Bestindo Jaya Indonesia

Abstract

The research objectives were (1) to analyze the achievement of 10% market share of PT Bestindo Jaya Indonesia’s gas stoves in Indonesia for 10 years, (2) to improve the ability to assemble flatbed folding burners gas stove with INS (Indonesian National Standard) quality using modern technology, and (3) analyze the allocation of human resources according to the company’s needs. This research used an ethnographic qualitative approach to take effective business decisions for PT Bestindo Jaya Indonesia. The recommended alternative strategies were marketing penetration to achieve the target market share; employee training and establishment of a quality management system to improve product assembly capabilities; and the implementation of the Human Capital management strategy program design to conform the allocation of human resources to the company’s needs. Keywords: Marketing Plan, Operational Plan, and Human Capital Plan.