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

Supply chain strategy and supplier environment on competitive advantage: The moderating role of environmental uncertainty

“…The company needs to have a deep understanding of its customers, its industry, and its competitors. Sustainable competitive advantage can be achieved through a combination of factors such as technological innovation, strong branding, efficient supply chain management, skilled labor, and strategic partnerships (Kwak et al, 2018;Ricardianto et al, 2023a) A sustainable competitive advantage is vital because it enables a company to maintain its market position, achieve higher profits, and adapt to changes in the competitive environment (Li & Liu, 2014;Fathony et al, 2020). In the context of the garment industry in Indonesia, sustainable competitive advantage can be achieved through initiatives such as implementing sustainable and ethical practices in the supply chain, investing in new technologies to improve productivity and efficiency, or developing strong brands that are recognized for their quality and innovation.…”