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ANALYSIS OF MARKETING STRATEGIES BASED ON PORTER MODEL IN FREIGHT FORWARDING
COMPANIES FOR SUPPORTING EXPORT AND IMPORT ACTIVITIES
(Case Study at PT. Global Trans Nusa Pekanbaru)
Student Name : Yoanna Zamadayanti Pertiwi Student ID Number : 5404171126
Supervisor Lecturer : Wan Junita Raflah B.Sc., M.Ev,Dev Student Institute : Politeknik Negeri Bengkalis
ABSTRACT
This study aims to determine the porter model at PT. Global Trans Nusa and formulating a marketing strategy that can be used by PT. Global Trans Nusa in order to remain competitive. This research uses a qualitative descriptive method, which is to explain systematically and to describe accurately and clearly.
The data collection techniques used in this study were interviews, observation, and documentation. The results of the research that have been done show that based on the porter model, PT. Global Trans Nusa applies a porter model in its company, namely c, threat of new entrants, threat of subtitutes, bargaining power of customers, bargaining power of suppliers and competitive rivalry. Which has a high level of threat, namely competitive rivalry and threat of new entrants.
Because competitive rivalry tends to increase due to the increasing number of competitors below. In the threat of new entrants, the government has a policy to facilitate the licensing of the establishment of this industry and this will make it easier for competitors to increase in this industry. Of course, in facing these threats, PT. Global Trans Nusa needs to formulate a marketing strategy in order to remain competitive in this industry by segmenting, targeting and positioning.
Keywords: PT. Global Trans Nusa, Freight Forwarding, Porter Model, Marketing Strategy.
