Development of Green Shipyard Marketing Strategy to Enhance PT PAL Indonesia’s Competitiveness in the Green Industry Era

Global challenges are pressuring the maritime industry, including shipyards, to adopt sustainable practices, as it contributes nearly 3% of global greenhouse gas emissions. Indonesian shipyards, such as PT PAL, face difficulties implementing standardized environmental management systems. This study examines how PT PAL, a strategic national industrial company, can develop and implement an effective green shipyard strategy. The research uses a qualitative case study and phenomenological approach, conducted from March to July 2025, involving key informants from Strategic Planning, Production, Supply Chain, and Technology divisions. Data collection includes in-depth interviews, direct observations, and document analysis. Thematic and narrative analyses with NVivo software are used. Coding results show "Green Technology" as the most dominant theme in the Production Division (6%), focusing on eco-friendly practices and adherence to global standards like ISO 14001 and IMO MARPOL. The Strategic Planning Division emphasizes "Technology Adaptation," integrating green technologies into long-term plans. The Technology Division is committed to eco-friendly tech adoption to reduce carbon emissions. Key challenges include limited investment capital for infrastructure and technology, lack of local technology, and a shortage of skilled green-industry labor. However, opportunities exist through increasing global demand for sustainable products, government incentives, and advancements in digital technology. The study aims to provide recommendations for PT PAL's green transformation and enhanced competitiveness in the international shipbuilding market.