Abstract :

A fertilizer firm with management responsibilities for subsidiarized businesses is PT Agriculture’s Company. PT Agriculture will become an activist holding in August 2020. The business of PT Agriculture is still working toward a number of strategic objectives, such as corporate transformation, decarbonization, and sustainability initiatives. The PT Agriculture Company had over 100 product brands prior to the restructuring function, which led to bad market circumstances as a result of multiple brands being offered in the same marketing territory. Due to the fact that each PT Agriculture Company group has a unique strategy, this leads to a silo mentality that is not consolidated. The company’s flagship urea product, produced by PT Agriculture, has been designated the Urea Fertilizer Brand. The right marketing strategy is necessary for PT Agriculture’s business to be able to commercialize items that could end up representing the company’s products and compete in the market.

Companies must be aware of both internal and external business situations in order to conduct a company analysis. External analysis examples include the PESTEL analysis and Porter’s Five Forces. In the internal analysis, VRIO and the Diamond Model are utilized.

The results suggest that PT Agriculture’s Company should concentrate on its advantages. Then, PT Agriculture’s Company must improve its marketing plan from upstream to downstream. To be more specific, regarding the product urea.

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Keywords :

Activist Holding, Business Model, fertilizer commodity, Marketing Strategy

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