Jendela Pendidikan, JURNAL ILMIAH KEGURUAN DAN ILMU PENDIDIKAN

ANALYSIS OF STRATEGIC PLANNING AND MARKETING

STRATEGY TOWARDS THE DEVELOPMENT OF ECO GREEN CITY
IN PT. ADVANCED INDONESIAN ENERGY

Sigit Wisnu Dermawan1, Yani Soleha2, Arini Egi Tiarawati3, Edi Hamdi4, Tantri
Yanuar Rahmat Syah5, Ferryal Abadi6
Faculty of Business Economics Esa Unggul University of Indonesia1, 2, 3, 4, 5, 6
Email: sigitwisnudermawan@gmail.com

ABSTRACT

Marketing plays an important role in the strategic planning process. Marketing management provides the greatest
functional contribution in the strategic planning process to obtain the desired results based on the prevailing
conditions and structures by using the best resources and company advantages to achieve its goals. This study
aims to analyze the marketing strategy towards the development of an eco green city at PT. Advanced Indonesian
Energy. This type of research uses descriptive research with a qualitative approach. Sources of data used are
primary data and secondary data. Data collection techniques using interviews and documentation. The information
obtained from the data collection was analyzed in three ways, namely reduction, data presentation, conclusion
drawing and verification. The results of the study are based on the QSPM strategy from PT Energi Indonesia Maju
which will focus on building closeness with the PLTU to conduct waste co-firing, so the main objective of
marketing is to ensure coordination and operational approval of the PLTU Indramayu and the local government
of Tasikmalaya in the short term. Prior to full operation, the main objective of marketing is to ensure long-term
cooperation with PLTU Indramayu. With a long-term cooperation with PLTU, the company can also ensure its
sustainability.

Keywords: Strategy, Planning and Marketing

Introduction metric ton or equivalent to Rp. 980,000,-

Electricity is one of the main types of (nine hundred and eighty thousand rupiah)
energy used by humans to be able to carry assuming 1 USD = Rp. 14,000,-. One
out daily activities. In today's time of digital metric ton of coal can produce about 1,000
disruption, electricity has become very kWh. Pltu Indramayu currently requires
important not only for activities at night but 12,000 tons of coal per day. On the other
almost every activity and element of human hand, the use of coal as raw material for
life requires electricity in both small and coal-fired power plants causes adverse
large quantities. In Indonesia, PT PLN impacts on the environmental ecosystem
(Persero) carries out its function as a power and the health of the surrounding
plant and distribution for the public interest. community due to the dangers of FABA
However, in addition to PT PLN (Persero), (fly ash & bottom ash) from coal waste.
there are private companies that are also Coal combustion often leaves residue
electricity developers or Independent in the boiler furnace so that slagging and
Power Producers (IPPs) for their own use fouling can occur on the inside of the
and their excess energy is supplied back to furnace (the phenomenon of sticking and
PLN. accumulating coal ash that melts on the heat
Most of the power plants in Indonesia exchanger tube or boiler wall). These two
today are steam power plants that use coal phenomena can have a great impact on
as the main raw material. However, coal boiler operations, namely heat delivery
prices are very volatile with a maximum problems, decreased boiler efficiency, pipe
limit on coal sales for energy of USD 70 per clogging, and pipe damage. If this happens

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continuously, it can result in the function of process with a leadership role in defining
burning coal not being optimal. Meanwhile, business missions, analyzing
the biomass of waste pellets can burn environmental situations, competition, and
completely so that the incidence of slagging business situations.developing goals and
and fouling can be reduced strategies and defining product plans,
Pellets as a coal co-firing material can distribution markets and quality to
be a solution because the price is fairly implement business strategies. According
more stable. One thing that is a concern to Pearce and Robinson in Ramadan and
with the use of pellets is the quality of the Sofiyah (2013), that marketing strategy is a
pellets themselves which are influenced by way to obtain the desired results based on
weather conditions and humidity levels so the prevailing conditions and structure by
sometimes a proper drying process is using the best resources and advantages of
needed to ensure the calories produced are the company to achieve its goals.
as expected. The waste pellets produced are Kotler and Amstrong (2004) state that
usually equivalent to Low energy Coal marketing strategy is a managerial process
(Brown Coal) because they have a calorific for developing and keeping an
value of <7000 calories per gram. The need organization's goals, expertise, and
for electricity is getting higher and higher, resources in line with ever-changing market
the failure to achieve the target of using opportunities. Marketing strategy planning
renewable energy accompanied by high is very important in the process of
waste yields in Indonesia makes the developing a business unit (Kurniawati and
business in the field of processing waste Marlena, 2020). The purpose of strategic
into pellets for electrical energy is one of planning is to shape and perfect the
the solutions to the current conditions in company's business ventures and products
Indonesia that will be sustainable and also so that they meet profit and growth targets.
have a big impact. Therefore, this study aims to analyze
Considering that the need for marketing strategies towards the
electricity will increase in line with development of eco green cities in PT.
economic development and population Advanced Indonesian Energy.
growth. Every company, whether engaged
in products or services, has a goal to stay Methode Research
alive and develop. The current business This type of research uses descriptive
growth conditions are quite high, which can research with a qualitative approach. The
be seen from the growth of company data sources used are primary data and
companies with similar products as secondary data. Primary data is data
competitors, so that there will be obtained directly from the company from
competition in fighting for market and PT. Energi Indonesia Maju is competent to
consumer shares. In this case, the company provide valid and reliable information.
should know the market, where the While secondary data is data that is not
products or services produced will be obtained directly and is useful for
offered or marketed (Prasetyo and Ruhandi, supporting primary data, secondary data
2019). can be obtained through literature studies
Marketing plays an important role in by studying books, company
the strategic planning process. Marketing documentation, and articles related to this
management makes the most functional research. Data collection techniques use
contribution in the strategic planning interviews and documentation. The

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information obtained from the data strategies and defining product plans,
collection was analyzed through three distribution markets and quality to
stages adopted from Miles and Huberman implement business strategies. The right
(1984), namely reduction, data strategy to be used by companies is to
presentation, conclusion drawing and diversify through innovation and
verification. development of marketing strategies
(Fahmi, 2015).
Results and Discussion There is a strategic planning of PT.
Marketing plays an important role in Advanced Indonesia Energy as follows in
the strategic planning process. Marketing the sector sector will have an approach to
management makes the most functional the local government and PLTU for long-
contribution in the strategic planning term cooperation. While in the field of
process with a leadership role in defining technology to the use of the latest
business missions, analyzing technology and strict quality control to
environmental situations, competition, and produce pellet products that meet the
business situations.developing goals and standards.

Table 1. Short, Medium, and Long Term Strategies

Short-Term Action Plan Medium-Term Action Plan Long-Term Action Plan
(Year 1) (Year 2 - 5) (Year 6 - 10)

● Equip equipment up to ● Equip equipment up to ● Expansion of 3 waste

5 units and equipment each. a total of 30 units and management locations (Bekasi,
equipment each. Indramayu and Bandung).

● Coordination of up to ● Coordination of up to ● Coordination up to 100% of all

50% of all villages in 100% of all villages in villages in Bekasi, Indramayu and
Tasikmalaya Local Tasikmalaya Local Bandung local governments.
Government. Government.

● Socialization of the ● Socialization of the ● Socialization of waste bank

waste bank program to 50% of waste bank program to 100% of programs to the people of Bekasi,
the people in Tasikmalaya City. the people of Tasikmalaya city. Indramayu and Bandung.

● Coordination with ● Achieving the quality ● Additional supply of waste

waste management officers of human resource work where pellets up to 0.5% co-firing coal with the
100%. 100% of waste pellet products Indramayu power plant.
pass QC

● Establish long-term ● Held activities ● Held activities together with

cooperation with PLTU together with PLTU PLTU Indramayu.
Indramayu. Indramayu.

● Trial of waste pellet ● Trial of waste pellet samples at

samples at PLTU Indramayu. PLTU Indramayu from 3 new places.

● Passed laboratory tests. ● Pass laboratory tests of waste

pellet products from 3 new places

● EIA certification. ● Extension of AMDAL ● Extension of AMDAL

certification in the 4th year. certification in the 7th and 10th years.

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Short-Term Action Plan Medium-Term Action Plan Long-Term Action Plan

(Year 1) (Year 2 - 5) (Year 6 - 10)

● Implementation of ● Implementation of ● Implementation of a waste

waste banks in 30% of waste banks in 100% bank of 50% in each new location.
Tasikmalaya city. Tasikmalaya city.

● Recruitment of 43 ● Recruiting an ● The increase in the number of

people outside the BOC and additional workforce of 37 human resources up to a total of 802
BOD people for staff & non-staff people.
levels

● ISO 9001 & 14001 ● Obtained ISO 9001 & ● Surveillance audits for ISO
certificate application. ISO 14001 certificate. every 6 months.
● Surveillance audits for ● ISO recertification in the 8th
ISO every 6 months. year.
● ISO recertification in
the 5th year.

There are several targets that will be Interaction, Common Interest and
carried out by PT. Advanced Indonesia Experience) in accordance with the B2B
Energy, which is to supply not only to coal- target market. Based on interviews
fired power plants in Java, but coal-fired conducted with PT. Advanced Indonesia
power plants throughout Indonesia, Energy, obtained as follows.
especially coal-fired power plants with 1. Networking
large electricity use, namely on the islands Based on the channels on the Lean
of Java and Bali. So that the use of waste Canvas Model, networking focuses on
can be used properly and does not pollute obtaining long-term contracts by
the environment. The marketing strategy is establishing and maintaining good
divided into a marketing mix (product, relationships and communication with
price, place, and promotion) (Amalia, general managers, job directors,
2016). procurement teams at PLTU Indramayu.
Marketing mix commonly referred to 2. Interaction
as marketing mix is a very important basis Interaction focuses on how the
to be the foundation in running a business. company promotes so that the products that
Marketing mix is a concept of marketing have been produced can be sold. a) PT
strategy with the aim of increasing the Energi Indonesia Maju conducts
attractiveness of potential customers. communication interactions directly to the
Marketing is an activity that is considered local government and also pltu. Conducting
important by the company to increase sales promotional activities that provide
volumes. Supported by the rapid education through social media, and
development of communication websites, which will help in reaching a
technology, various marketing programs wider scope. b) collaborating with students,
are always formulated by companies to CSOs and NGOs by involving several CSR
increase sales turnover in order to compete programs that can assist in the
with similar companies (Wahyuandari, implementation of the waste bank program
2013). run by PT. Advanced Indonesian Energy. c)
The target market at PT Energi Free product trials and introductions will be
Indonesia Maju is Business to Business carried out using the results of production
(B2B) which will use NICE (Networking, in the first 3 months. Of course, testing of

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product results will be carried out to ensure of the waste pellets during the distribution
that the products produced are in process to the PLTU. By ensuring good
accordance with the expected standards so quality of waste pellets, the company can
that they can be used properly by provide more value and guarantee the
customers. quality expected by PLTU Indramayu.
3. Common Interest This marketing strategy is carried out
Common interest will be one factor by PT Energi Indonesia Maju, to get targets
that will determine the sustainability of this in the market. According to Fahmi in
company because the agreement with Suryatman, Kosim and Samudra (2021),
PLTU is expected to be a long-term one of the shortest definitions of marketing
agreement (more than 10 years), so this is "profitably meeting needs". Broadly
price factor is very important because it defined, marketing is a social and
needs to be able to answer two conditions managerial process by which individuals or
including (i) the price needs to be set lower organizations acquire what they need and
than competitors (fellow waste pellets or want through the creation and exchange of
other pellets that can be used as cofiring value with others.
material) but can also be (ii) higher or equal
to competitors for Getting the expected Conclusion
profit and target in the short, medium and Marketing management makes the
long term, of course, by offering a tighter most functional contribution in the strategic
commitment regarding the certainty of planning process with a leadership role in
supply and quality of waste pellets. defining business missions, analyzing
On the other hand, the purchase price environmental situations, competition, and
of waste (honor or incentive to collectors) business situations.developing goals and
and the amount of waste that is consistent strategies and defining product plans,
with the amount above the minimum, are distribution markets and quality to
also very important things to achieve a good implement business strategies. The right
profitability point. Without an adequate strategy for companies to use is to diversify
amount of waste, the use of the machine through innovation and development of
will not be optimal so that the profits marketing strategies.
obtained are also not optimal as well. Based on the QSPM strategy of PT
4. Experience Energi Indonesia Maju will focus on
The experience will focus more on building proximity to the PLTU to co-firing
the size of the waste pellets produced, pass waste, the main purpose of marketing is to
trials and meet the specified standards to be ensure coordination and operational
adapted to the generating machine at the approval of the Indramayu PLTU and
Indramayu power plant. Likewise, the Tasikmalaya Regional Government in the
quality measured by the dryness level of the short term. Before the full operation runs,
waste pellets. The dryness quality of pellets the main goal of marketing is to ensure
in addition to being influenced by the long-term cooperation with the Indramayu
weather and a good production process is power plant. With long-term cooperation
also influenced by the packaging and with pltu, the company can also ensure its
delivery process - nyang is carried out. sustainability properly.
Therefore, it is necessary to ensure that the As for the things that need to be
packaging used and the delivery process are considered by the sales division of PT.
good in order to maintain the dryness level Advanced Indonesian energy, which is

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internal and external. In terms of internal, Beverly Hills CA: Sage Publications
the sales division of PT. PT. Energi Inc.
Indonesia Maju must coordinate with the Prasetyo, E.Y. & Ruhandi, A. (2019).
quality control team to ensure and maintain Marketing Strategy for Investaso
the quality standards of the products to be Development of Raw Material
sold in accordance with the standards Component Business at PT. Ega
required by customers, while in external Nusantara. Journal of Business
terms, the sales division of PT. Energi Management, 81(2), 105-114.
Indonesia Maju. Energi Indonesia Maju Ramadan, A., & Sofiyah, F.R. (2013).
must be able to convince customers about SWOT analysis as a foundation in
the quality of waste pellet products offered determining marketing strategy
very well and have met the standards, (McDonald's Ring Road study).
besides that the sales division is obliged to Journal of Management Information
build a good communication relationship Media
with customers as a form of responsibility Suryatman, T. H., Kosim, M. E., &
for fulfilling customer rights and providing Samudra, G. E. (2021). Marketing
the best service to customers in this case Strategy Planning With SWOT
PLTU Indramayu. Analysis In An Effort To Increase
Sales Of Adidas Shoes In PT.
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