PT Biofuel Unggul Lestari's Marketing Strategy In Developing The Used Cooking Oil (UCO) Export Market

Hafiz Darussalam; Tantri Yanuar Rahmat Syah; Edi Hamdi

doi:10.69693/ijim.v4i3.2727

Authors

Hafiz Darussalam Universitas Esa Unggul
Tantri Yanuar Rahmat Syah Universitas Esa Unggul
Edi Hamdi Universitas Esa Unggul

DOI:

https://doi.org/10.69693/ijim.v4i3.2727

Keywords:

Marketing Strategy, Used Cooking Oil, Export, Supply Chain, B2B

Abstract

The development of the Used Cooking Oil (UCO) export market faces challenges related to supply continuity, quality consistency, traceability requirements, sustainability certification, and competition for feedstock. These conditions are relevant to the business development of PT Biofuel Unggul Lestari (PT BUL), which operates a Business-to-Business (B2B) model involving the collection, quality control, and trading of UCO for export markets. This study aims to analyze PT BUL's external and internal environments, formulate strategic alternatives, and determine the priority marketing strategy to support UCO export market development. A case study approach was employed using data from PT BUL's Business Plan and relevant supporting information. The analysis consisted of external and internal factor evaluation using EFE and IFE, followed by SWOT, IE Matrix, and the Quantitative Strategic Planning Matrix (QSPM). The results indicate an EFE score of 2.68 and an IFE score of 2.74. The QSPM identified the Integrative Supply Chain Strategy as the highest-priority strategy with a Total Attractiveness Score (TAS) of 7.80, exceeding Market Development (6.11), Market Penetration (6.07), and Product Development (5.74). The priority strategy focuses on strengthening the supplier network, improving quality control, developing traceability, fulfilling sustainability certification requirements, and strengthening relationships with international buyers. The findings indicate that PT BUL's export market development should integrate B2B marketing strategy with supply chain capabilities. This approach enables quality, supply continuity, transparency, and sustainability compliance to become integral components of the company's value proposition in international markets.

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