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The Marketing Mix Strategy of Train Cargo Transportation: Evidence from Indonesia
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This research aimed to understand the marketing mix implemented by the Cargo Transportation
Unit of Kereta Api Indonesia Daop 6 Yogyakarta, Indonesia, and to study and know its position. The main
problem was that many cargo transportations used the service handling system of Door-to-Door, which was
relatively cheaper than cargo transportation using a train that still implemented the Station-to-Station service.
The research method used the Boston Consulting Group matrix to know the market growth, market share, and
quadrant position of Kereta Api Indonesia Daop 6 Yogyakarta. The collected data were then analyzed using the
calculation of Market Growth Rate, Relative Market Share, and Boston Consulting Group Matrix. From the
Market Growth Rate calculation, the result was as much as 8.5%, and from the total Relative Market Share, the
result was 0.5 < 1. Furthermore, based on the Boston Consulting Group matrix, Quadrant IV (Dogs) shows
alternative strategies to implement: Divestment, Retrenchment, and Liquidation. The main factor causing the
low market growth of the Cargo Transportation Unit of Kereta Api Indonesia Daop 6 Yogyakarta is a crucial
finding of this research.
Prasadja Ricardianto - Personal Name
Ocky Soelistyo Pribadi - Personal Name
I Gusti Ngurah Agung Eka Teja Kusuma - Personal Name
ENDRI ENDRI - Personal Name
Datunabolon - Personal Name
Sinung Tri Nugroho - Personal Name
Heriyanto Wibowo - Personal Name
Haniva Mulyani - Personal Name
Darmawan Apriyadi - Personal Name
DICKY PANCA ALFARIZKY - Personal Name
Ocky Soelistyo Pribadi - Personal Name
I Gusti Ngurah Agung Eka Teja Kusuma - Personal Name
ENDRI ENDRI - Personal Name
Datunabolon - Personal Name
Sinung Tri Nugroho - Personal Name
Heriyanto Wibowo - Personal Name
Haniva Mulyani - Personal Name
Darmawan Apriyadi - Personal Name
DICKY PANCA ALFARIZKY - Personal Name
2224-2678
NONE
electronic file
English
WSEAS TRANSACTIONS on SYSTEMS
2023
vol. 22, pp. 272-281, 2023 Volume 24, Nomor 2, Desember 2022: 103-118,
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