Proposed Marketing Strategy of Green Jet Fuel or Sustainable Aviation Fuel (SAF) for Pertamina Post Development of Biorefinery Plant
نویسندگان
چکیده
PT Pertamina is one of Indonesia's national energy companies that focuses on handling all the country's business. Indonesia through has developed 3,000 Bbl/day Biorefinery plant in Cilacap will produce SAF or Green Jet Fuel as main products. The demand for keep increasing future. It estimated by 2030, reach up to 7 billion gallons 5% global jet fuel demand. driven airline industry wish decarbonize themselves because aviation contributes 2.5% carbon-dioxide emission. Global organization like ICAO and IATA push meet net zero emission 2050 encouraging airlines use SAF. objective this research develop marketing strategy product Pertamina. conceptual framework important design business have acceptable choices are suitable organization. Both external internal analysis be conducted study. For analysis, PESTEL Analysis, Industry Competition Consumer Analysis. While study make Segmenting, Targeting, Positioning (STP), Marketing Mix Resource Capability. In first stage, factors assessed. matching alternative strategies using TOWS (Threats, Opportunities, Weaknesses, Strengths) Matrix. Finally, final QSPM (Quantitative Strategic Planning Matrix) assess viability each these strategies. Based there top five feasible implemented which increase production fulfil rising demand, strengthen ties with domestic foreign initiate campaign, build strong relationships feedstock suppliers long term contract, expand presence collaborating international capability sell products export, focus developing market cementing domestic.
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ژورنال
عنوان ژورنال: European Journal of Business and Management Research
سال: 2023
ISSN: ['2507-1076']
DOI: https://doi.org/10.24018/ejbmr.2023.8.3.2010