1.

1 Company & Brand Profile

Semen tiga roda is a brand that produce and sell cement which is under PT
Indocement perkasa company. Semen tiga roda has been legally existed since
1975. In 2013, they are expanding their own factories around Java Island. The
largest shareholder is Heidelberg Cement, the most known as global leading
market in this segment. Tiga Roda successfully selling the most cements in
Indonesia. Beside that, Tiga Roda also successfully become the only one producer
that selling white cement in Indonesia.

1.2 STEEPLE

1. Social analysis
Cement is important materials and be required in infrastructures process,
it means that the demand of cement probably high.

There are many constructors in Indonesia, especially in Jakarta such as

residential properties, office building , industrial , hotel projects etc. In
2015, Project information services or BCI Asia informed that more than
3000 constructions project in Indonesia. Generally, the demand will
increasing and stable for a long term.

2. Technology
Using online media such as TVC (advertising) on TV media to promote
Tiga roda.

Using website to help customer to reach Tiga Roda easily and inform
distribution place, address and telephone through their own website.

3. Education
Lack of education and lack of knowledge about cements materials could
determine customers option to buy the products.

People who have good education can choose the right product because
they understand the product. Usually they are constructors who have
enough experiences in infrastructure.

4. Political
When the government regulations change, it will affect to the industry
sales because new regulations may be different, such as regulations of tax,
custom, business license and pricing policy. The price will not be stable
and may rise anytime.

As a part of ASEAN, Indonesia and others countries in aseans region had

been agree about giving freedom to their people to work in countries that
parts of Asean. Due to their regulations, there will be more competitors
from overseas and that will be more difficult to every industry to survive.

5. Legal
 Every companies need to register business license as an evidence that
firm is legal and also a proof for ownership but if we didnt register our
brand to SIUP (Surat Izin Usaha Perdagangan ) there is a chance
competitor will duplicate product or brand.

There could be a possibility industry or firm will be banned because its

illegal. According to the ethics, Industry should fulfill what their promise
to customer. While producing cement, industry or firm should make sure
the process is right and always look for every materials that should been
used for produce cement.

Industry cant mention race, ethnicity, gender and religion on TVC or

media online, it could lead negative perception towards the brand.

6. Environmental
Because of its proximity to equator, Indonesia has tropical climate. The
weather is hot and humid. In order to reduce the tropical climate, there
are eco-friendly cement which can help to reduce global warming. The
image of this segment will turn to be good and people will not hesitate to
use cement.

Due to the growth of infrastructures in Indonesia, there will be a chance

government will control the growth. That will makes industrys demand
and sales lower.

1.3 SWOT

1.3.1 SEMEN TIGA RODA

Strength:
Tiga Roda has four appreciation which shows that the quality of Tiga Rodas
Cement can be trusted since 1975, it means that Tiga Rodas experiences are
good enough with the other competitor.

Tiga Roda has an image that they are the most popular brand and best cement in
customer perception.

Weakness:
Tiga Roda still going through difficulties on the producing budget which make
the price of Tiga Roda more expensive that the other competitor with Rp.
52.000 / per sac

Opportunities:
Semen Tiga Roda/PT. Indocement has registred their company to Indonesia
Stock Exhanges. With opening their account in IDX, people will put they money to
invest on Tiga roda, so automatically makes Tiga Roda have more capital to
expand their company.
 Infrastructure in Indonesia currently are expanding and have a good progess
where the demand of cement will high because cements are needed as important
materials in constructors process.

Threat:
Tiga Rodas price still higher than competitors, there will be many chance of
competitors with the same quality offer lower price that Tiga Rodas

Because theres no plenty differences for cement products, it makes new

competitor easily reach the same as segment to compete.

There may be a chance for people to duplicate the products or fake cement
undername Tiga Rodas

1.3.2 OLD CSR:

Strength:
Tiga Rodas had corporate with YLBH to clean Kanal River so the CSR will be
morea successful because there is other institution support our CSR.

Weakness:
Tiga Rodas just clean Kanal River as a CSR for a once only, It should be repeadtly
to be cleaningup.

The impact isnt good as Tiga Rodas expected

CSR program didnt passed smoothly because on the CSR program there is just
scavangers and gonverment cleaner join in the program.

Tiga Rodas didnt make some seminar/education class to educate people to

throw the tash on the river

Tiga Rodas didnt supply any facilities to make a better change, they just cleaning
up the river but they didnt change the WARGA mental

Opportunities:
This CSR can motivate people and make some awareness about our environment
so they can change they lifestyle from trash anything wherever I want to trash
anything only in trash bin.

Threat:
When the CSR is on progress suddenly the Kanal River get raining and flood. The
CSR progress also had been unrest
 1.3.3 NEW CSR:

Strength:
Tiga Rodas could be respected by gonverment because Tiga Rodas help
government to develop infrastructure for less fortune
PT. Indocement have large of shareholders so it makes PT. Indocement have
enough of capital to do the CSR Program

Weakness:
Will spend a lot expense in many areas such as cement production expense,
transportation expense, labour wage expense. This CSR also makes Tiga Rodas
spend a lot of money for the program and couldnt get any income.

Opportunities:
Create the credibility to change customers decision to choose what products
they want to buy and use.

The sales could rise within 3 months

Threat:
CSR will be not smooth as we expect if the weather is not good such theres have
been flood, so Tiga Rodas cant send cement to the places that got flood.

Labor neglience in delivering cement

Fraud will be possibility happen when the cement distributed

2.1 Objective

Previous CSR PT Indocement :

In 2015, PT Indocement together with Yayasan Buruh dan Lingkungan Hidup

(YBLH) had done clean up activities related to environments at that time. The
purposes are to celebrate environments day and create awareness of the
societys behavior to living healthy life at once. PT Indoncement and YBLH realize
that create a life style is very hard for society. So, through this act they want to
change societys behavior towards environment surround them.
The acts to clean up river are located in Taman Wahidin residences and around
public school. The acts had been done four times but there are still no good
results after that. Where as the trash still can be found inside the river, because of
certain people still throw trash to the river. Due to the results, they decided to
move the activities from Gunung saharis bridge to river in north region and done
within one month. Hundred of scavengers and dustman were involved together
with PT Indoncement and YBLH cleaned up the river. ( Pikiran rakyat, 2010)

We think that this CSR is not relevant because the activity had been done only
once. Therefore they dont get to achieve what they wanted. Until now, as we can
 see, the truth is no transformations from the society to living healthy life or to not
throw trash carelessly.

NEW CSR: 12.000 sacs for a better place.

The activities is PT Indocement help infrastructure of Rumah Susun in Jakarta

which be held in 2017 by giving 12.000 sac for each infrastructure of Rusuns
location in order to help the less fortune to live in a better place. PT Indocement
shows empathy and wants to get involved to creating a better life. Related to
Kompas.com stated, that there are 2.394 units which will be done in 2017. The
locations of the infrastructures were divided into eight locations. There are KS
Tubun, Binaan Rawa Buaya at west Jakarta, Rawa Bebek, Cakung Barat,
Jatinegara Kaum, Bekasi road Km 2, Pinus Elok at east Jakarta, and Marunda at
north Jakarta. Giving 12.000 for each location may help government to reduce
their cost for the infrastructure. This program will be from 03 of January 2017
until 03 December 2017. PT Indocement will bring 250 sacs to the each primary
location once a week. If the program running successfully, the perception
towards the brand will definitely good and become center of attention to all
people around Indonesia, especially in Jakarta. Customer will trust the credibility
that PT Indocement have, for sure it will determine their decision to buy and use
the products. Possibility the sales could rises up to 30% and be achieved within 6
months.

2.2 SMART
Specific:
The areas that Tiga Rodas will distribute cement:
KS Tubun
Binaan Rawa Buaya, West Jakarta
Rawa Bebek
Cakung Barat
Jatinegara Kaum
Bekasi Road Km 2
Pinus Elok, East Jakarta
Marunda , North Jakarta

Measurable:

Achievable:

Relevant:

Time-oriented: 3 December 2017

2.3 TARGET MARKET

- Distributor untuk memperjual kembalikan
- toko bangunan (mitra 10)
-