The Marketing Mix Strategy of Train Cargo Transportation: Evidence from Indonesia

Author:

Ricardianto Prasadja1,Alfarizky Dicky Panca1,Kusuma I Gusti Ngurah Agung Eka Teja,Wibowo Heriyanto1,Nugroho Sinung Tri1,Pribadi Ocky Soelistyo2,Mulyani Haniva1,Datunabolon Datunabolon1,Apriyadi Darmawan ,1,Endri Endri3

Affiliation:

1. Postgraduate Program, Institute of Transportation and Logistic Trisakti, Jl. Ahmad Yani No.85, Rawasari, Jakarta Timur 13210, INDONESIA

2. Politeknik Perkeretaapian Indonesia Madiun, Jl. Tirta Raya, Kota Madiun 63129, INDONESIA

3. Faculty of Economics and Business, Universitas Mercu Buana, Jl. Meruya Selatan No. 1, Kembangan, Jakarta Selatan 11650, INDONESIA

Abstract

This research aimed to understand the marketing mix implemented by the Cargo Transportation Unit of Kereta Api Indonesia Daop 6 Yogyakarta, Indonesia, and to study and know its position. The main problem was that many cargo transportations used the service handling system of Door-to-Door, which was relatively cheaper than cargo transportation using a train that still implemented the Station-to-Station service. The research method used the Boston Consulting Group matrix to know the market growth, market share, and quadrant position of Kereta Api Indonesia Daop 6 Yogyakarta. The collected data were then analyzed using the calculation of Market Growth Rate, Relative Market Share, and Boston Consulting Group Matrix. From the Market Growth Rate calculation, the result was as much as 8.5%, and from the total Relative Market Share, the result was 0.5 < 1. Furthermore, based on the Boston Consulting Group matrix, Quadrant IV (Dogs) shows alternative strategies to implement: Divestment, Retrenchment, and Liquidation. The main factor causing the low market growth of the Cargo Transportation Unit of Kereta Api Indonesia Daop 6 Yogyakarta is a crucial finding of this research.

Publisher

World Scientific and Engineering Academy and Society (WSEAS)

Subject

Computer Science Applications,Control and Systems Engineering

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