INITIATIVE STRATEGY TO BE THE FIRST-CHOICE SURVEYOR TO DO THE SUPERINTENDING JOB IN INDONESIA

Abstract

Coal remains one of the most strategic energy commodities in global trade, making the role of Testing, Inspection, and Certification (TIC) companies indispensable in every export or domestic shipment. These entities ensure that coal quality and quantity comply with contractual agreements, positioning them as key actors in maintaining trust and transparency across the supply chain. However, this critical role also intensifies competition among TIC companies. This study addresses the gap between customer satisfaction and the company’s actual competitive standing. Using a qualitative approach through in-depth interviews with coal producers, traders, and end-users, the research explores the factors influencing surveyor appointment decisions. Analytical tools—including business process mapping, economic and global segment analysis, stakeholder mapping, and SWOT—were used to assess internal and external conditions comprehensively. The findings offer strategic insights for TIC companies to formulate focused, sustainable, and adaptive strategies that enhance competitive advantage and reinforce their credibility within the global coal supply chain.