PT Pertamina Mor Vi's Strategy To Face Asphalt Import Prohibition
Abstract
This research was conducted because of the import prohibition phenomenon by the
President of the Republic of Indonesia (RI), Mr. Joko Widodo, who stated that
asphalt imports would stop in 2024. This phenomenon is fascinating because
Indonesia also has a significant demand for asphalt compared to production. This
phenomenon also impacts PT Pertamina MOR VI, a state-owned company involved
in the asphalt business. This research was conducted to determine the strategy of
PT Pertamina Marketing Operation Region (MOR) VI to deal with this
phenomenon.
Research data was collected through an interview process. The Results obtained
from interview show that first strategy implemented was to increase the limitations
of the asphalt refinery at the Pertamina Refinery Unit IV and asphalt production on
Buton Island. After overcoming production limitations, PT Pertamina MOR VI
focused on setting national product prices based on the Argus Asphalt Index, Opex,
and sales margins to compete with global asphalt prices and competitors. The final
strategy was how PT Pertamina MOR VI maintained and increased its asphalt
marketing market share among agents. These three strategies effectively overcome
the cessation of asphalt imports in 2024.
Collections
- Management [4666]