MULJONO, DJOKO (2010) RENCANA BISNIS PABRIK PLATE MILL UNTUK MENINGKATKAN RENTANG PRODUK PT KRAKATAU STEEL. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
PT Krakatau Steel (PTKS) as a national company has been established since 1970. The main products are hot rolled steel coil/plate, cold rolled steel coil/sheet and wire rod. As a market leader in flat product, most of the national steel demand can be supplied by PTKS, however for the steel plate with more than 2 meter width, can not be fulfilled. Therefore PTKS have to build a plate mill to supply the plates. When PTKS owned the plate mill, then it will increase its product range. This research is first study the domestic market of steel plate, followed by study about the internal & external factors that possibly affect the steel market, analyse the economic feasibility to build plate mill, then formulate the marketing strategy to win the market. Steel plates are utilized in many aspects, they are: automotive, ship industry, general construction, boiler & pressure vessel, container, and oil & gas pipe. The research shows that the domestic demand of steel plate is widely open to be supplied from PTKS new plate mill. The development of plate mill with capacity of 500.000 ton per year needs investment cost as much as 306.225.000 USD. The feasibility analysis shows that the project is feasible to be executed with : IRR (6%) : 12,7% NPV (6%) : 105.846.166 USD Payback Period : 4,6 year The project will be more feasible if the steel plate price increase or the slab price decrease. However it is not feasible if the slab price increase by 5% or the plate price decrease by 5%. The marketing mix is proposed in order to get success in marketing the plate, such as the company should maintain the high quality product, obtaining a competitive price of raw material to reduce production cost, increase the promotion through mass media; either electronic or non electronic, and build a representative office in a prospective area, then PTKS has to put some stock of the plates. So, any time when the customer needs a plate, it can be served easily.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-209 |
| NIM/NIDN Creators: | 1310402-004 |
| Uncontrolled Keywords: | MM, TESIS MAGISTER MANAJEMEN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | RIA SYAFITRI |
| Date Deposited: | 16 Jul 2022 02:34 |
| Last Modified: | 16 Jul 2022 02:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/65322 |
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