Proposed Business Strategy to Maximize PT PLN (Persero) UID Lampung Performance in Agriculture: Bed Dryer Product Case
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Lampung Province is one of Indonesia’s leading agricultural regions, with significant potential to support national food security through agricultural downstream development and post-harvest modernization. One of the government’s key initiatives is the development of bed dryer facilities. However, despite this growing opportunity, PT PLN (Persero) UID Lampung has experienced declining industrial electricity sales and relatively low electricity utilization in the agricultural sector. This study aimed to formulate a business strategy for PT PLN (Persero) UID Lampung using a qualitative approach. The Analysis–Formulation–Implementation (AFI) framework was applied through PESTEL Analysis, Porter’s Five Forces, the VRIO Framework, SWOT Analysis, the Ansoff Matrix, Segmentation–Targeting–Positioning (STP), Value Proposition Analysis, and Differentiation–Marketing Mix–Selling (DMS) to identify strategic opportunities and formulate recommendations. The study is expected to provide actionable business strategies that enable PLN UID Lampung to expand productive electricity utilization, strengthen its role within the agricultural ecosystem, and enhance long-term organizational performance while supporting sustainable agricultural development.
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