Perpustakaan Digital ITB

PT Pertamina Retail is a subsidiary PT Pertamina (Persero) which engages in the field of Pertamina’s Gas Station management where the managed gas station will become a pilot standard for privately owned gas stations. While for the scope of this company is only at gas stations owned by Pertamina. The organizational structure of PT Pertamina Retail is divided into two functions namely Support Function and Business Function. In this thesis, author conduct researched in Bright Olimart which is a business unit by Lubricant Business Function. Bright Olimart established in January 2014, but during the business run until 1st Semester 2017 Bright Olimart has not been able to make a profit. Author conduct a researched in the external environment and internal condition of Bright Olimart to know the condition in a whole. From the internal conditions of the authors using Marketing Mix analysis, Resource Based Approach and analysis of recent sales conditions and on external Bright Olimart using PEST Analysis, Porter Analysis, and Competitor Anlysis. After performing both external and internal analyzes, the authors summarize the SWOT analysis and to determine Bright Olimart's business unit strategy using Fishbone to analyze root causes and TOWS. From the strategy contained in TOWS. The author approaches business strategy as a program for improving Bright Olimart among others: Guaranteed Oil Change Program, Presenting Publication Material, Bright Olimart Smartclub, Bright Olimart Standardization Outlet, Profit Sharing with Mechanics and improving distribution. The six strategies are expected to increase revenue by Bright Olimart then the results can cover the losses experienced so far. Going forward, hopefully, Bright Olimart will be the market leader in accordance with the vision of the company becoming a leading retailer.