This group field project is meant to design a marketing strategy for PT Balfour Beatty Sakti Indonesia.

The market consists of government market and private market. In the government market BBS should give more attention to the irrigation, energy and communication sectors since the government development budget is relatively increasing this year. The private sector is expected to play a more important role in the construction industry. Therefoe, BBS should also consider this market more seriously. In the longer term the company should evaluate the possibility of creating demand. This is related with BBS capability in the turnkey project and the ability to arrange source of finance. Some of the strengths of BBS lie in the quality of the srvices offered, good image and the capability to offer turnkey project including financial package arrangement. The company should maximize these strengths.

BBS have not fully utilized the advantages of using promotion such as advertising, presentation/seminar to consultants, main contractors and clients, printing company's profile. BBS should decide type/types of promotions they want to focus on. The result is long term.

There is not clear marketing intelligence to give feedback information for the executives who have to decide the pricing policy. A lear system will be very helpful for the estimators to achieve more competitive pricing system.

A staff appraisal system and incentive system will be very useful to motivate the staff. This will make a fit between the company objective, the task and the staff. They will do the task for the benefit of the company as well as for their own.

The Business Development Team will be able to perform better if there is a more coordinated distribution of work. This can be achieved for example by conducting periodically short meetings.



Reseach Location : PT Balfour Beatty Sakti Indonesia.

Supervisor By : n.a

Accepted on June 30, 1987



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