Citation:

Riyo Denta Artani, Gallang Perdhana Dalimunthe. "Strategic Marketing Transformation Toward Renewable Energy: An Integrated Internal-External Analysis of PT PLN (Persero) UP3 Gunung Putri-West Java, Indonesia" International Research Journal of Economics and Management Studies, Vol. 4, No. 6, pp. 228-236, 2025.

Abstract:

Indonesia’s national decarbonization roadmap, targeting net zero emissions by 2060, presents urgent strategic challenges for PT PLN (Persero) and its regional units, including PLN UP3 Gunung Putri. Operating within a competitive and industrially dense market, this study explores the internal and external factors influencing PLN’s ability to transition toward renewable energy services, specifically Renewable Energy Certificates (REC) and Electric Vehicle (EV) programs. Adopting a qualitative case study approach, the research integrates PESTLE, Porter’s Five Forces, SWOT, and TOWS Matrix frameworks, supplemented with primary data from internal staff and customer interviews. The findings reveal internal constraints in strategic execution, particularly ineffective CRM design due to the absence of behavioral segmentation, automation, and goal alignment. Externally, opportunities emerge from rising ESG compliance demands, regional tariff advantages, and supportive government regulations. The TOWS Matrix provides 11 practical strategies, ranging from ESG-driven CRM transformation and REC bundling to internal incentive restructuring and employee capacity building. Strategic ambidexterity emerges as the guiding principle, balancing operational stability with green innovation. The study contributes theoretically by bridging regulatory analysis, strategic management, and organizational behavior within a state-owned enterprise context. Practically, it informs policymakers and utility managers of the pathways to accelerate decarbonization through customer-centric innovation and internal alignment. This research recommends digital CRM upgrades, policy engagement, and targeted KPI realignment to meet both customer demands and national policy mandates. Future research should evaluate the post-implementation impact of REC and EV bundling on industrial customer adoption.

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Keywords:

Renewable Energy, Strategic Ambidexterity, PESTLE, SWOT, TOWS Matrix, CRM Transformation, Electric Vehicle (EV), Renewable Energy Certificate (REC), Environmental Social Governance (ESG).