Analysis of Marketing Strategy for Barge Chartering PT Rizki Bina Nusantara

Abstract

This study aims to analyze the marketing strategy of PT Rizki Bina Nusantara's barge charter services and identify internal and external factors influencing the company's marketing strategy development. This research is motivated by competition in the barge charter business and the need for companies to optimize their marketing strategies to retain customers and expand their market. In addition to marketing aspects, this study also examines the company's weaknesses related to employee work risks and the risk of shrinkage or weight differences in wood cargo during the shipping process. This study employed a descriptive qualitative approach. Data were obtained through interviews, observation, and documentation. The analysis employed the 7Ps of the service marketing mix, which encompasses product, price, place, promotion, people, process, and physical evidence. Furthermore, the study identified the company's internal and external factors and employed a SWOT analysis to formulate alternative marketing strategies appropriate to PT Rizki Bina Nusantara's specific needs. The research results show that the company has several key strengths, namely service quality, on-time delivery, company experience, and customer relationships. On the other hand, the company has several weaknesses, namely a marketing strategy that is not optimal in utilizing digital media, the risk of employee work accidents, and the risk of shrinkage or differences in the weight of wood cargo that can incur costs for the company. The company's opportunities come from the development of digital technology and the potential for market expansion, while the main threat relates to competition in the barge charter business. Based on the SWOT analysis, the company needs to develop strategies that strengthen service excellence and punctuality as a differentiation strategy, develop digital marketing, strengthen relationship marketing, and expand its market network. These marketing strategies must be combined with strengthening occupational safety and load control to mitigate operational and financial risks. Therefore, PT Rizki Bina Nusantara's marketing strategy needs to be integrated, incorporating marketing enhancements, service quality, risk management, and market development to enhance the company's competitiveness and sustainability.