Tender Competition: Business Strategy to Increase Sales (Study Case: PT CSR)

Abstract : This study examines the business issue that PT Cuindo Sadiya Rizky (PT CSR), a small Indonesian company that provides railway spare parts, is facing, the business relies on a single state-owned company’s project tenders, as a result, there are risks like inconsistent revenue, operational delays, and a lack of long-term planning, due to PT CSR’s lack of a set system, single primary client, and restricted capacity to fulfill tender requirements, these issues frequently arise, helping PT CSR develop a well-defined and organized B2B business plan is the aim of this study, the backdrop stems from the need for small suppliers in public projects to be more prepared, particularly as market demands and governmental regulations change frequently, the issue in this instance is evidently that there is no increase in the source of income and that no solid foundation for long-term growth has yet been established, the primary presumption is that the business needs a better plan but wishes to continue operating in this tender-based market and by taking more steady, transparent, and expert actions, the study hopes to support PT CSR’s survival. This study employs a thematic qualitative approach using documents, company reviews, and interviews to achieve its objective, the analysis is aided by a number of tools: Porter’s Five Forces helps determine how difficult the competition is, the Marketing Mix (4P) is used to evaluate the company’s offer to the client, SWOT analysis is used to determine the company’s internal strengths and weaknesses, and VRIO determines whether the company has anything unique to offer, several important points emerge from the findings, PT CSR excels at pricing and networks, but struggles with systems and planning, the business must improve its SOPs, diversify its clientele, enhance its tender documents, and form vendor groups in order to participate in larger tenders, all of the recommendations are reasonable and doable within a year, it demonstrates how they can lower risks, stabilize, and continue to expand, the research also adds value to the study of business strategy by showing how theory can be used in real small business cases in developing countries.