| Summary: | With the entry of the foreign competitors in the BBM retail industry, such as
Petronas and Shell, PT. Pertamina improves all the business aspects. Several
programs among of them are Pertamina Way Program and �Pasti Pas� Certification
Program. The Programs are to improve the service to the consumers in the SPBU
(refueling station for the public).
However, nowadays, SPBU with the �Pasti Pas� certification is the usual
matter, even Pertamina will decrease the margin or take over the ownership for the
SPBU which does not follow. In addition, the price has the determined standard. The
strategy such as what is applied, in order that among the SPBU which have �Pasti
Pas� certification, SPBU Pakem 44.555.07 remains to be the main option for the
consumers in fulfilling the BBM need.
Internal and external analysis have been conducted to recognize the general
environment of the company and the oil fuel retail industry environment. The
external analysis is conducted by analyzing the general business environment, the
Analysis of 5 business competition powers based on the five main aspects (five forces
competition).
The internal analysis by analyzing the value chain, all kinds of activities in
the value chain of the company are expected to be able to provide the significant
contribution toward the value creation, in addition, it is felt that it is required to dig
the capability and competence of the company so that the company can have the
competitive advantage which is right in the BBM retail industry.
The research result shows that SPBU 44.555.07 has an excellence in the cost
with the good losses management handling, maintaining the certification as the SPBU
�Pasti Pas Gold�, saving the electricity, setting the goods procurement system.
Second is that an excellence in the differentiation of the services to the
customers with the innovation without violating the SOP standard of SPBU �Pasti
Pas�, the innovation is expected to be created new experience in the mind of
consumers that the customers are served very well. The experiesnce felt is hoped to
be delivered to their friends, families, relations, or even other people.
Third is that the differentiation in the human resources management by
applying the innovative culture to all employees, which provides the economy benefit
to the company and employee, which next the idea will be chosen to be followed up
in the implementation phase.
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