Integration Strategy of Marketing and Supply Chain PT Semen Indonesia (Persero) Tbk. Holding Company

Abstract

This research focuses on exploring the marketing and supply chain integration strategy at PT Semen Indonesia (Persero) Tbk. Holding Company. The status of the state-owned enterprise (SOE) cement industry has dominated the cement market share in Indonesia after the holding strategy, but the data shows that the market share of Semen Indonesia sales has continued to decline. Another problem is that the accumulated cost of revenue has increased sharply, especially since the income growth is not significant, so that gross income has decreased. This research presents integration activities that occur at the corporate and functional level in the marketing and supply chain directorates. The case study method is used in this research to track the integration of marketing and supply chains as an effort to improve the company's sales performance. Data was collected through in-depth interviews in the Marketing Research & Analysis section of PT Semen Indonesia (Persero) Tbk and secondary data in the form of company annual reports. The results of this study indicate that PT Semen Indonesia (Persero) Tbk integrates marketing and its supply chain through a strategy of unifying the two functions in one directorate. The marketing and supply chain functions at each Operating holding have been revoked, all of them directly managed by the Holding Company. The supply chain is centrally integrated in the form of transportation, distribution and procurement functions. In the marketing aspect, the Holding Company integrates the marketing planning and marketing control and marketing functions as well as the sales function.
 Keywords: Strategy; Integration; Marketing; Supply Chain; Holding Company

Supply Chain Conceptual Model in Logistic Operation Strategies for Best Practice Performance

“…In addition to playing a role in ensuring that the 5 th Sores company's products reach consumers, SCM also plays a role in obtaining quality third parties and supporting roles for the progress of business organizations. SCM is an integrated method among the parties involved, either directly or indirectly in producing products or services [2], [4]. Where it starts in the process of getting raw materials from suppliers, goes to the production process and ends in the delivery process to end users based on the spirit of collaboration in order to realize the common goal of customer satisfaction [5].…”