ANALISIS PORTOFOLIO MIX KAPAL TANKER MILIK DAN SEWA SEBAGAI PENERAPAN LOW COST STRATEGY DISTRIBUSI LPG PT PERTAMINA (PERSERO) DIT. PEMASARAN DAN NIAGA

Low cost strategy is centered on the capability of the company to produce and deliver products of competitive quality at lower costs. This strategy involves the firm winning market share by appealing to cost-conscious or price-sensitive customers. the firm must be able to operate at a lower cost than its rivals. Regarding with the conversion program LPG by Government, Pertamina Shipping, one of division in PT PERTAMINA ( PERSERO) have planning to conduct the investment of purchasing LPG vessels. Besides as part of strategy replacement Pertamina own vessel, also aim to apply the low cost strategy at Its sea transport distribution. This Research have target is to do the analysis which representative for portfolio change between amount of Pertamina LPG rent and own vessels, and also propose the ideal portfolio mix alternative between Pertamina LPG rent and own vessels with the optimal expense. Research conducted by using qualitative and quantitative analysis. Qualitative analysis is used to know the environmental influence of external company. Resource Based View analysis is used to measure the internal analysis of company. Measuring and analyzing the industrial environment competitive is used by Five Forces of Porter analysis. Measuring of calculation of purchasing vessel investment economics conducted to support the quantitative analysis. Resulting of research indicate that by applying strategy to master some of LPG vessels become the ship own, hence company will own the opportunity to apply the low cost strategy at its sea transport distribution. Purchasing 5 unit of LPG vessels looked into will weigh against the condition of Pertamina�s financial. From research is also known that the value of purchasing �Resale� better than purchasing of new vessel