Grand Strategy for PT Rima to Increase The Market Share of Bulk Cement

Abstract

The research is about grand strategy for PT RIMA as a bulk cement distributor in East Java to increase market share. The aim of the thesis is to study and analyze grand strategy that PT RIMA should be applying in order to achieve growth in market share for bulk cement sales. The research applies PEST Analysis, Five Forces Porter Analysis as well as SWOT Analysis. The method being used in this research is qualitative approach. The techniques being used to collect data are open-ended interview, observation and documentation. Based on the research that has been conducted, there are four outcomes that should be applied by PT RIMA, first, changing pricing strategy from being price maker to become price facilitator. Second, to develop promotion via online activity. Third, improve distribution strategy by developing railway transportation mode. Fourth, implementing rapid growth strategy to increase bulk cement market share.