Analysis of Marketing Strategies Based on Porter Model in Freight Forwarding Companies for Supporting Export and Import Activities (Case Study at Pt. Global Trans Nusa Pekanbaru)

Abstract

This study aims to determine the porter model at PT. Global Trans Nusa and
formulating a marketing strategy that can be used by PT. Global Trans Nusa in order to
remain competitive. This research uses a qualitative descriptive method, which is to explain
systematically and to describe accurately and clearly. PT. Global Trans Nusa applies a
porter model in its company. Which has a high level of threat, namely competitive rivalry and
threat of new entrants. Competitive rivalry tends to increase due to the increasing number of
competitors below. In the threat of new entrants, the government has a policy to facilitate the
licensing of the establishment of this industry and this will make it easier for competitors to
increase in this industry. In facing these threats, PT. Global Trans Nusa needs to formulate a
marketing strategy in order to remain competitive in this industry by segmenting, targeting
and positioning.