PERUMUSAN STRATEGI PEMASARAN PRODUK BAJA UNTUK PEMENUHAN KEBUTUHAN INDUSTRI PERTAHANAN DALAM NEGERI (STUDI KASUS: PT KRAKATAU STEEL)

Yusuf Saputro, NIM.: 22206061008 (2024) PERUMUSAN STRATEGI PEMASARAN PRODUK BAJA UNTUK PEMENUHAN KEBUTUHAN INDUSTRI PERTAHANAN DALAM NEGERI (STUDI KASUS: PT KRAKATAU STEEL). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Steel is the primary raw material used by the defense industry for the production of military equipment such as warships, aircraft, and armored vehicles. The national steel industry currently faces several critical issues, including high steel imports that significantly impact the domestic steel industry's economy. Additionally, the non-competitive domestic steel prices hinder marketing and sales due to high production costs, export duties, and complex regulations. This study aims to develop marketing strategies for PT Krakatau Steel's steel products applied for defense purposes. The study employs a mixed method approach using Analytic Hierarchy Process (AHP) and SWOT analysis. The results of this study show that the defense industry in Indonesia tends to choose steel suppliers with the priority of affordable product prices, uncomplicated bureaucratic processes, financial stability of supplier companies, and payment mechanisms that can be owed. The study also provides marketing strategies for PT Krakatau Steel to sell steel to the defense industry. These strategies include setting the price of military steel products based on the current market index of military steel products. Other strategies can be implemented through collaborations with the government, domestic steel industry, and defense industry to protect the domestic market from unfair trade practices through strategic collaborations. Therefore, PT Krakatau Steel can ensure the continuity and consistency of steel orders for defense needs.

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