Perancangan Strategi Pemasaran dan Manajemen Risiko Bisnis untuk Layanan Logistik Rantai Dingin

Abstract

Dalam era globalisasi, kebutuhan logistik rantai dingin di Jabodetabek semakin meningkat. PT Toyota Motor Manufacturing Indonesia (PT TMMIN) melihat peluang tersebut dan menghadirkan inovasi layanan logistik rantai dingin dengan nama brand “Toyota Mobility Logistics (Tomologi)”. Proyek ini bertujuan untuk merancang strategi pemasaran dan manajemen risiko bisnis untuk ekspansi layanan logistik rantai dingin. Metode yang digunakan yaitu Segmenting, Targeting, Positioning (STP) yang dikombinasikan dengan Product, Price, Place, Promotion (4P) untuk merancang strategi pemasaran, dan metode House of Risk (HOR) untuk merancang manajemen risiko bisnis. Strategi pemasaran yang dirancang menghasilkan segmentasi dan target pasar yang ditujukan pada pelaku usaha rantai dingin wilayah Jabodetabek yang bergerak pada logistik middle-last mile dan yang mengalami keterbatasan modal untuk membangun atau membeli fasilitas berpendingin. Rancangan 4P meliputi product yang memenuhi kebutuhan dan standar, price sebesar Rp10.000 per kg/km, place di wilayah Jabodetabek, dan promotion secara daring dan luring. Hasil perancangan risiko bisnis menghasilkan 3 prioritas aksi mitigasi risiko berdasarkan 10 kejadian risiko dan 4 prioritas sumber risiko bisnis.

In the era of globalization, the need for cold chain logistics in the Greater Jakarta area (Jabodetabek) is increasing. PT Toyota Motor Manufacturing Indonesia (PT TMMIN) has identified this opportunity and introduced an innovative cold chain logistics service under the brand name "Toyota Mobility Logistics (Tomologi)." This project aims to design a marketing strategy and business risk management plan for the expansion of cold chain logistics services. The methods used include Segmenting, Targeting, Positioning (STP) combined with Product, Price, Place, Promotion (4P) for designing the marketing strategy, and the House of Risk (HOR) method for designing business risk management. The marketing strategy devised targets businesses involved in the cold chain sector in the Jabodetabek area, focusing on middle-last mile logistics and those facing capital constraints in building or purchasing cooling facilities. The 4P plan includes products that meet needs and standards, a price of Rp10,000 per kg/km, a place in the Jabodetabek area, and promotions both online and offline. The business risk management design resulted in three priority risk mitigation actions based on ten risk events and four priority business risk sources.