IMPLEMENTATION MARKETING PLAN FOR MINING CONTRACTOR SERVICE COMPANY IN INDONESIA

: Mining contractor service business in Indonesia is still one of the businesses that is quite competitive. The ministry of energy and mineral resources ( ESDM) notes that production in Indonesia is increasing every year. Indonesia ’s coal production will increase from 2020 -2021 to reach 7,2 %, based on the increase in the value of this coal production. PT. ANP, our company is very confident that our mining services business will grow. Of course, to be a better company than our competitors, our company must be able to provide added value to our customers in order to meet the needs of our customers. To be able to survive in the long term in the mining services business, our company will carry out a marketing strategy by starting our business by working with companies that are georgraphically established, owners, and mining areas that are not categorized as difficult access and high risk. Our company is also a mining contractor service company with a medium-scale level that produces coal between 50,000-200,000 tons per month, this is also one of the advantages for our customers to choose us as partners because in medium-scale companies our rate are cheaper. Method is using STP and Marketing Mix ( NICE and 7 P ) strategies. This analysis can help mining contractor service companies in Indonesia use their marketing strategy.


Introduction
In the midst of intense competition in the service business, contractor service business actors in Indonesia 1 , in this case mining 1 Randell Jared Mahabir  Maintaining the company's existence depends on the company's ability to see market opportunities that exist 3 . Under these conditions, the company's marketing sector plays a very important role in terms of seeing existing market opportunities. In this journal, we are planning a mining contractor service business which will first focus on coal mining 4 . The demand for coal is still very large with the value of reserves in Indonesia 5 , the business plan being undertaken will take market share in Kalimantan, especially East Kalimantan. The area that will be our target market is Loa become a company providing mining contractor services to meet the needs of the land owner. Our company will process the mining activities required by the land owner, in other words carry out exploitation activities or the coal mining process which then produces coal for the land owner. This work will include several works, namely joint survey with land owners, land clearing, top soil stripping, blasting, overburden/soil material stripping, mining material, and coal hauling/hauling to the conveyor at the port.
As a new company that has the advantage of starting a business by providing experts and experience in many small and medium scale projects, of course we will not take risks, with experts who have experience working in the field of medium -scale mining, we will try to carry our methods and approaches relationship in making offers to clients. Our marketing plan to be successfull in PT. ANP of course we have to analyze and implementation of segmenting, targeting, positioning (STP) and marketing mix strategies. Segmentation, targeting, and positioning are core disciplines in marketing strategy, both in a domestic and global environment. Mistakes in these areas are likely to be costly and may result in failure; getting it right is a critical prerequisite for corporate success 6 .

Method
This study investigates 7 . Marketing mix that is the focus of PT. ANP as business that makes the target market Business to Business (B2B) is to use NICE, namely Networking, Interaction, Common Interest, and Experience. Because the PT. ANP is mining services company that must pay attention to its end users, PT. ANP also uses 7P marketing mix strategy (Product, Price, Promotion, Place, People, Process, Physical Evidance).
Marketing objectives are made in accordance with the strategy chosen is Cost Focus on Porters's Generic Strategy. Focus strategy: This strategy concentrates on specific target or market segment 8 . PT. ANP implements a strategy of customer relations, relationship marketing, digital marketing and experience skilled employees. PT. ANP will develop marketing objectives through several stage. These marketing goals cover the short, medium and long term. The approach strategy to the most important land owners will be carried out by PT. ANP. Then the next is doing digital marketing through websites, social media and digital seminars.
To support the goals set above, PT. ANP marketing target will be taken at the customer segment, namely medium-level lnd owning companies with a coal production rate of around 50,000 -20,000 tons/month which has been explained in the Lean Business Canvas.
The segmentation taken by PT ANP in offering mining contractor service products on Business to Business (B2B) for middle class contractors is coal production between 50,000 -200,000 tons/month, which is based on the plan to carry out mining in the Loa Tebu area which is an area located in the Kutai kartanegara. Coal in the area enters into deposits in the Kutai basin. Coal in the Kutai basin is carried by the Batuayu Formation, the Wahau Formation and the Balikpapan Formation. The coal accounted for 2.371 billion tons, of which 1.743 million tons were resources and 627.8 million tons were reserves. The IUP area is in the Loa Tebu area, Tenggarong District, with an IUP area of±100ha. The area is located in the Kutai basin area with topographical conditions with the highest elevation point of 40 meters above sea level and the lowest point of 15 meters above sea level. The IUP area is next to the Mahakam River, which is quite close to the beach. The reach of the location to the IUP location can be reached by road. Based on the geological map, the IUP area is included in 2 formations, namely the Balikpapan formation and the Balang Island formation. Both of these formations are known as carriers of quite a lot of coal. The coal found in this area is in the Lignite class with an analysis of the range of ash, sulfur content, and calorific value in the Balikpapan Formation, namely the Balikpapan Formation: Ash 3.28-3.78 %, St 0.11-0.18%, CV 5245 -5500 cal/gr..
Coal in this area includes coal that is economical enough to be mined with sufficiently supportive IUP areas in the form of coalcarrying formations, namely the Balikpapan formation and the Balang Island formation. Then, this area becomes an area that has the potential to have quite large coal with one other factor, namely this area is also full of geological structures. The coal in the IUP area, precisely in Loa Tebu, has quite a large potential with lignite rated coal. Then, in terms of location this area is quite strategic which is close to the beach where the beach is one of the transportation routes for coal distribution to other areas.
The marketing mix that is the focus of PT ANP as a business that makes the target market Business to Business (B2B) is to use the 7P marketing mix strategy (Product, Price, Promotion, Place, People, Process, Physical Evidance) to help the resulting services become a benefit value for client/land owner. With the concept of NICE, namely Networking, Interaction, Common Interest, and Experience. However, because PT ANP is a contractor service business that must pay attention to closeness with the land owner, so that it is not only of value to PT. ANP tp becomes a benefit value for the client/land owner.

Sales
PT ANP will carry out marketing activities to achieve optimal sales targets by describing its sales activities with NICE, namely Networking, Intraction, Common Interest, and Experience. Sales for PT. ANP is a corporate image and a door for clients to see the company more deeply. The advantage sales force is a strength for the company, especially in the service sector 9 . So it is very important that sales must be able to maintain a good image and establish good relations with clients.
Acquisition of PT ANP's revenue stream from Year 1 for the first 6 months where the company is still preparing tender reviews, surveying mine sites, re-mapping, preparing infrastructure such as Office building, workshops, Camp/mess, then there is also work on repairing mine road access. The 1st year of the 2nd semester is just the start of the first cut or the first excavation and production.

Results and Discussion
Based on the description of marketing planning in the materials and method above, the following are the results of marketing plan discussions at PT. ANP. PT. ANP will be conduct three stage of objectives that is short, mid and long term objectives as in Table  below. PT. ANP is the owner of mining land in the East Kalimantan area, for areas specifically located in the Sugar Cane Loa, Kutai Kertanegara Regency, where the Sugar Cane Loa has quite large coal reserves of 627 million tons, the market in this Sugar Cane Loa is still very much potential for contractors to work on mining services can be up to tens of years. But PT. ANP because its segment is in the middle production will only take on coal production between 6 million to 24 million per year. Target achievement is carried out in stages. The short-term target in the first year focuses on the target at Kutai Kertanegara, with the first year's production target of 500,000 BCM Overburden and 50 thousand Tons of Coal assuming an SR of 1:10, then in the 2nd year it increases the overburden production target to 1 million BCM and 100 thousand tons of coal. Then for the 3rd to 5th year, overburden production is 1.8 million BCM and 180 thousand tons of coal. Example of a potential client with PT. ANP is PT. Multi Harapan Utama which has a land reserve located in Kutai Kartanegara Regency, PT. ANP will cooperate with PT. MHU Coal to meet domestic and international market demands. Achievement of the target in stages based on the agreement on the value of the work contract with the land owner as shown in the table below: The mining contractor service business is one of the business groups that has a big risk but will generate enormous benefit values. The close relationship with the land owners is very strong in planning to start this business. Then the ease of calculating efficient and effective contract rates also greatly determines this business expansion. One thing a company must have is modern heavy equipment technology to ensure the availability of heavy equipment to carry out the mining process. This is the main capital for high production. 2 The above determines its positioning as a mining contractor service company that will be able to compete in the medium contractor market.

Marketing Mix
The marketing mix that is the focus of PT ANP as a business that makes the Business to Business (B2B) target market is to use NICE, namely Networking, Interaction, Common Interest, and Experience.

A. Networking
Where in building networking several supporting factors are Experienced Skilled Employees One of the founders of PT ANP is an expert and top management in a large mining contractor company with large production value, customer relation oriented, using digital marketing tools also holding events.

B. Interaction
Internal and Eksternal interaction This discussion is held to maintain trust and close personal relationships with investors, as well as to give appreciation that they are involved indirectly through the ideas presented. With good emotional ties, investors will of course also indirectly promote their contracting business to their business networks.

C. Common Interest
Every service business actor, of course, expects the services they have to be known by their consumers. customer trust has a reason between customers and companies, so efforts to build cooperative relationships will be easier. Trust is defined as the level of reliability guaranteed by one party to another in a particular exchange relationship 10 . So trying with various promotional media trying to introduce its services. This mining contractor service business will be run with a production target starting with a small value then step by step will increase in the 3rd year. In line with the company's mission, which is to develop and strengthen the network through contract mining cooperation and build business relationships with land owners, by providing an effective and efficient contract process, then high and modern heavy equipment technology.

D. Experience
This experience is important and will be a big consideration for the success of the tender because in this experience we will show more profiles of experienced experts in the field of coal mining exploitation, the work of experts from previous 10 J, F Sofya, I Kristin, and U Kustiawan, 'Pengaruh Kepuasan Pelanggan, Kualitas Layanan Dan Promosi Di Sosial Media Yang Dimediasi Oleh Komitmen Dan Kepercayaan Terhadap Loyalitas Pelanggan Traveloka', Jurnal Kajian Manajemen Bisnis, 11.2 (2022), 125-40. projects, and the reputation of the results of the work of coal mining workers. the expert which of course can be confirmed at the previous company. In fact, most of the landowners also know our experts and top management from experience management. In terms of experience, more experience will have positive impact on effectiveness and efficiency 11 .

Sales
To be able to carry out marketing activities in mining work contracts, PT ANP formed a sales team (Sales Force) as follows:

Revenue Stream
PT ANP's revenue stream is obtained from work contract agreements with land owners/clients in accordance with the Overburden and coal production targets agreed every year with a 5-year contract period. The next contract will be reviewed according to PT ANP's production performance. Procurement of heavy equipment, so mining contractors 11 Ali and Anwar. who have available inventory of heavy equipment will immediately win the mining tender.

Conclusion
As a company that is more competent in the field of mining contractor services, PT. ANP must be able to have a marketing strategy that best suits the client's needs. The appropriate strategy can make the business growth of PT. ANP will be more advanced and make profits increase every year. Segmenting strategies must be directed. The target customer must be clear. So, that human resources owned by the company can work efficiently and effectively. Companies should also be able to take the right positioning to attract customers and minimize competition. PT. ANP in marketing partnership product focuses on Business to Business (B2B). Nice's strategy would be more appropriate to use on B2B consumers. However, as a company with a two sided platform, the 7P concept can complement the NICE strategy. In NICE Strategy, networking and Experience is the main thing in running the strategy, without strong networking and good experience it is difficult to get B2B customers. Sales Activities should also be able to consider with the resources owned by both the sales team and costs in order to carry out all marketing activities in accordance with the strategy set in order to achieve sales targets so as to generate profit for the company.