Comparative Analysis of Marketing Strategies of Ship Repair Yards Using Docking Facilities (Floating Dock, Airbag, and Cradle)- A Case Study of PT.XYZ

Abstract

This study aims to analyze the comparative marketing strategies of three Docking facilities operated by PT. XYZ, namely Floating Dock, Airbag Docking, and Cradle Docking, to increase the company's competitiveness in the national ship repair industry. The background of the study is based on the increasing number of registered vessels in Indonesia, which reached 72,313 units in 2021, while the national ship repair capacity has only reached around 150,000 DWT per year, far below the estimated need of more than 500,000 DWT per year. This condition requires optimization of Docking facilities and the development of appropriate marketing strategies. The study was conducted from August to October 2025 using qualitative descriptive methods through field observations, in-depth interviews, and analysis of PT. XYZ's internal documentation. The results of the study indicate that each Docking facility has different market segmentation and levels of marketing effectiveness. Airbag Docking is the most effective facility in terms of volume because the majority of repair demand comes from small to medium-sized vessels that dominate the East Java market. Floating Dock, despite handling fewer vessels, provides higher project value because it is used for certified work and meets high safety standards. Cradle Docking plays a role in retaining local customers through stable and low-cost services. These findings indicate that the combination of the three Docking facilities provides a strong competitive advantage for PT. XYZ in reaching various market segments. The study concluded that the effectiveness of marketing strategies is greatly influenced by the alignment between the technical characteristics of the Docking facilities, market needs, and the implementation of the marketing mix. These findings are expected to form the basis for developing more adaptive marketing strategies for shipyards in Indonesia.