Sales Strategy of RSS1 Rubber at PT Perkebunan Nusantara IV Regional I to Achieve Key Performance Indicators (KPIs)

Abstract

Industri karet alam memiliki peran strategis dalam perekonomian global, khususnya dalam mendukung sektor otomotif dan manufaktur. Sebagai salah satu produsen utama karet alam dunia, Indonesia menempati posisi penting dalam rantai pasok global. Namun, industri ini menghadapi tantangan signifikan berupa volatilitas harga internasional, pengetatan regulasi keberlanjutan, serta meningkatnya persaingan antarnegara produsen (International Rubber Study Group [IRSG], 2023; Porter, 2008). Volatilitas harga karet global berdampak pada ketidakstabilan pendapatan produsen dan menuntut penerapan strategi pemasaran yang lebih adaptif. Pendekatan value-based pricing menjadi relevan karena menekankan penciptaan dan komunikasi nilai produk kepada pelanggan sebagai dasar penetapan harga, bukan sekadar mengikuti mekanisme pasar. Strategi ini memungkinkan perusahaan untuk meredam dampak fluktuasi harga sekaligus memperkuat diferensiasi produk melalui kualitas, sertifikasi, dan posisi strategis di pasar internasional (Anderson et al., 2006; Kotler & Keller, 2016; Barney, 1991). Selain itu, penerapan European Union Deforestation Regulation (EUDR) memperketat persyaratan ketertelusuran dan keberlanjutan bagi komoditas karet alam, sekaligus membuka peluang bagi produsen yang mampu menyediakan produk bersertifikasi untuk mengakses pasar premium (European Commission, 2023; FAO, 2020). Berdasarkan kondisi tersebut, penelitian ini bertujuan merumuskan strategi penjualan karet RSS1 berbasis nilai melalui pendekatan SWOT, TOWS, dan Quantitative Strategic Planning Matrix (QSPM) guna menentukan strategi prioritas yang mampu meningkatkan daya saing dan mendukung pencapaian Key Performance Indicators (KPI) Direktorat Pemasaran (David et al., 2017; Gürel & Tat, 2017; Weihrich, 1982).

The natural rubber industry plays a strategic role in the global economy, particularly in supporting the automotive and manufacturing sectors. As one of the world’s major natural rubber producers, Indonesia occupies an important position in the global supply chain. However, the industry faces significant challenges, including international price volatility, tightening sustainability regulations, and intensifying competition among producing countries (International Rubber Study Group [IRSG], 2023; Porter, 2008). Volatility in global rubber prices has contributed to income instability among producers and necessitates the adoption of more adaptive marketing strategies. The value-based pricing approach has become increasingly relevant, as it emphasizes the creation and communication of product value to customers as the basis for pricing decisions, rather than relying solely on market-driven pricing mechanisms. This approach enables firms to mitigate the impact of price fluctuations while strengthening product differentiation through quality, certification, and strategic positioning in international markets (Anderson et al., 2006; Kotler & Keller, 2016; Barney, 1991). Furthermore, the implementation of the European Union Deforestation Regulation (EUDR) has imposed stricter requirements on traceability and sustainability for natural rubber commodities, while simultaneously creating opportunities for producers capable of supplying certified products to access premium markets (European Commission, 2023; FAO, 2020). Based on these conditions, this study aims to formulate value-based sales strategies for RSS1 rubber using the SWOT, TOWS, and Quantitative Strategic Planning Matrix (QSPM) approaches to identify priority strategies that enhance competitiveness and support the achievement of the Marketing Directorate’s Key Performance Indicators (KPIs) (David et al., 2017; Gürel & Tat, 2017; Weihrich, 1982)