The Analysis of Marketing Strategy of PT. Buana Amanah Karya (Warehousing, Freight Forwarding and Custom Clearance)

Abstract

Nizar, Mohammad. TheAnalysis of The Marketing "Strategy of PFT. Buana Amanah Karya (Warehousing, Freight Forwarding and Custom Clearance). International Program. Management Department, Faculty of Economics, Islamic University of Indonesia. Yogyakarta, 2005. Successful companies know how to adopt a continuously changing marketplace. They practice the art of market oriented strategic planning through monitoring their external environment (such as: economics, social, technology and competitor) and evaluating internal environment of their company (such as: human resources performance, finance, marketing, and research & development). As a result, company will know their business position in the market and organize its business in a way that will keep the company healthy even when unexpected events negatively affect any of its business. Based on the discussion above, the objectives of this research first, are to identify the position of market attractiveness and business strength of PT. Buana Amanah Karya. Second, to analyze the marketing strategy that will be able to support the company position from its competitors. The research uses the Market Attractiveness-Business Position Analysis, IFE-EFE Matrix and SWOT Matrix analysis. By using those three methods of analysis, it will determine the position and strategy used by the company. Then, from the analysis, the researcher will propose other strategy choices that can be used as a consideration for the company to determine their future strategies. Finally, from the research findings it can be found that PT. Buana Amanah Karya has a good position in the business. In the Market Attractiveness-Business Position Analysis, the company lies on Quadrant V. Itmeans that the company can be said as a moderate attractive industry interms ofseaport services. The company should implement growth strategy through concentration inthe company's current industry that can be achieved into other geographic locations and/or by increasing the range of product offered to the current market. The company can acquire market share, production facilities, distribution outlet, or specialized technology through research and development or externally through acquisition or joint ventures with other industry in the same industry.