Evaluasi strategi PT Shell Indonesia dalam mengembangkan bisnis ritel bahan bakar minyak di Indonesia

Indonesia as one of the bigges population country in the word is an attractive market for all companies in downstream oil & gas retail sector in the world. PT Shell Indonesia is a company who found their first oil field in Pangkalan Berandan, North Sumatera, Indonesia more than 100 years ago. Shell was taking the opportunity on the downstream oil and gas deregulation by the government in Indonesia by entered the downstream fuels industry by their first retail station in Year 2005. Shell retail station was the first foreign brand in Indonesia for more than the last 40 years. The aims for this research is to evaluate the strategy of PT Shell Indonesia in developing their retail fuels business in Indonesia via their retail station. The research is conducted through analysis of every strengh, weaknesses, opportunities and threats which Shell is facing, the analysis of politic, economic, social and technology and also the value chain analysis from Shell. This is a descriptive research by processed all the readily available and public data and information and used the analysis tools such as SWOT analysis, PEST analysis, Five Forces analysis, and Value Chain analysis. The analysis showed that the strategy which implemented by Shell in developing their retail fuels business in Indonesia through their retail station is correct. Shell used their experiences for more than 100 years operating in more than 50 countries to entered the downstream retail fuels business in Indonesia which is still dominated by subsidised fuels from PT Pertamina (Persero). The entrance of Shell has changed the downstream retail fuels business in Indonesia and increased the retail stations standarization for specification, services, and fuel products offer to the customers in Indonesia