Pengembangan Strategi Pemasaran Business-to-Consumer (B2C) di PT Triguna Pratama Abadi Menggunakan Porter’s Five Forces dan Analisis SWOT

Nadia Rofidah; Risma Fitriani

doi:10.56211/blendsains.v5i1.1691

Authors

Nadia Rofidah Universitas Singaperbangsa Karawang
Risma Fitriani Universitas Singaperbangsa Karawang

DOI:

https://doi.org/10.56211/blendsains.v5i1.1691

Keywords:

Business-to-Consumer; Limbah B3; Porter’s Five Forces; Strategi Pemasaran; SWOT

Abstract

Transformasi digital, peningkatan kesadaran lingkungan, dan penguatan regulasi pengelolaan sampah yang mengandung B3 membuka peluang bagi perusahaan jasa pengelolaan limbah untuk menjangkau konsumen akhir. PT Triguna Pratama Abadi yang selama ini berfokus pada pasar Business-to-Business (B2B) perlu menilai kelayakan pengembangan pasar Business-to-Consumer (B2C). Penelitian ini bertujuan menganalisis struktur persaingan industri, mengevaluasi faktor internal dan eksternal perusahaan, serta merumuskan prioritas strategi pemasaran B2C. Penelitian menggunakan pendekatan studi kasus deskriptif dengan data observasi, wawancara, dan dokumentasi. Analisis dilakukan melalui Porter’s Five Forces, SWOT, Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), dan matriks Internal–External (IE). Hasil Porter’s Five Forces menunjukkan hambatan masuk formal relatif tinggi karena tuntutan legalitas dan kapabilitas teknis, sedangkan daya tawar konsumen dan ancaman layanan informal atau substitusi cenderung tinggi. Skor IFE sebesar 3,00 menunjukkan posisi internal kuat, sementara skor EFE sebesar 2,85 menunjukkan respons eksternal pada kategori sedang. Kombinasi kedua skor menempatkan perusahaan pada Sel IV matriks IE dengan arah strategi grow and build. Strategi prioritas mencakup pengembangan kanal pemesanan digital, paket layanan rumah tangga sesuai ruang lingkup perizinan, promosi edukatif, kemitraan dengan pemerintah dan komunitas, serta efisiensi operasional untuk membentuk harga yang kompetitif.

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