Articles

Collaborative B2B Business Development with Regulator and Universities: A Case Study of Glodon Indonesia

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Implementation Building Information Modeling (BIM) is aimed to create an effective, efficient and accountable construction process through the application of digital construction technology. This thesis takes PT Glodon Technical Indonesia as a case study, which indicates an empirical study of a company that provides a BIM technology for construction services industry in Indonesia. This study analyzes the role of regulators and universities in the business development of a technology company with B2B (Business to Business) products. This paper discusses the company’s situation, marketing methods, strategic collaboration and market coverage. Then analyzed through the impact of government regulations, strategic cooperation with regulators and capacity building with universities. Lastly, based on an analysis of the goals and options of corporate strategic planning, this study puts forward the strategic direction of business development collaboration with regulators and universities.

Proposed B2B Marketing Strategy to Increase Sales of Jenderal Kopi

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Jenderal Kopi is one of the restaurants in Bandung that focuses on Indonesian coffee. After the pandemic subsided, based on data from the official website of the West Java local government, there was a phenomenon with the emergence of new restaurants/cafes and coffee shops in Bandung, which posed a threat to Jenderal Kopi. Based on internal data and information from management, Jenderal Kopi is also facing problems related to sales and the number of guests, which are stagnant and tend to decline in 2022 compared to 2021, when the Covid-19 pandemic was at its peak. After conducting an in-depth interview with one of the owners of Jenderal Kopi, Jenderal Kopi has a significant asset that can be utilized, namely the Probatone 25 kg roasting machine. Probatone is a market leader in the coffee machine industry. This sophisticated machine has met industry standards and can do large quantities of production, and has advantages compared to other brands of coffee roasting machines. In this paper, the author conducts qualitative research by conducting preliminary surveys and in-depth interviews with various parties as a new potential market segment for Jenderal Kopi to accomplish sales with a Business to Business (B2B) mechanism because previously, Jenderal Kopi only did Business to Consumer (B2C) sales. The author also analyzes the factors that influence the buying interest of the potential new market for Jenderal Kopi. The analysis was conducted internally using: Segmenting, targeting and positioning, Marketing mix, VRIO Framework and Business Model Canvas, and external analysis consisting of Porter 5 forces, PESTEL analysis, Competitor analysis and Consumer analysis. As a result of the author’s research, Jenderal Kopi still has a potential market in the B2B sector and needs from several business sectors to fulfill roasted beans in their operations/activities: hotels, restaurants/cafes/coffee shops, and political parties. In the end, after discussing again with one of the owners of Jenderal Kopi, the new segment chosen for the B2B market was the hotel industry with consideration of the large and sustainable number of orders. In conclusion, Jenderal Kopi needs to take several steps and adjustments for marketing its new sales mechanism as a solution to get additional sales by maximizing the use of existing assets. With these other sales, it is expected that Jenderal Kopi can continue to compete with new entrants in the same industry.

Marketing Strategy to Increase Sales for Distributor Liquefied Petroleum Gas Company (Case Study: PT. Lembang Abadi Indah)

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Liquefied petroleum gas (LPG) demand has increased every year since the government implemented a policy to convert kerosene to gas. It continues to increase in the last 10 (ten) years. from 2011-2021. Increases in LPG consumption signifies that public demand is getting higher, in industrial, commercial and household sectors. However, PT. Lembang Abadi Indah does not benefit from this situation in which the company’ sales volume continues to decrease. This research aims to identify the factors influencing this situation and develop the marketing strategy to resolve this issue. This research is a qualitative descriptive which data is obtained through in-depth interview and literature review. Furthermore, the results will be mapped with SWOT analysis, TOWS Matrix. To conquer this unfavorable situation, the company needs to focus on customer relationship, product diversification and business process efficiency.

Proposed Ideal Business Model of an IoT Online Store (Case Study of Cosmic.id)

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Cosmic.id is one of the businesses engaged in the IoT industry. It has been established since 2018 and is selling the products via e-commerce (Tokopedia). Cosmic.id has three products categories; in-house products (LoRa, and Development Board), resale products (Resistor, Connector, Capacitor, and etc) and custom products or services (Bridge Monitoring System, Temperature Sensor, and etc). Currently, Cosmic.id serves 2 segmented customers; B2C and B2B. Both segment give profit to the company, but since the internal resources are limited, then Cosmic.id has to decided which segment that the company should focus on, so the company could gain more revenue and have stable revenue for each month. The research objective of this thesis is to discover the ideal model business of Cosmic.id, B2B or B2C, therefore they could focus more to gain more revenue for the business. Also, another purpose is to discover whether the existing Unique Value Proposition is still relevant to the target model and what needs to be fixed. The research conducts in qualitative study, interviewing existing and prospective customers, both B2C and B2B customers. During the research, it was found that the B2B segment has a big opportunity for Cosmic.id’s revenue streams. It could give more revenue to the business, but some efforts have to be done to reach that market. In addition to that, some parts of the existing Unique Value Proposition are not relevant to the current condition. The end outcome of this study is the focus on B2B customers and the new Unique Value Proposition, which will be applied in this business and is given in the form of OKR and KPI in accordance with consumer needs. It is hoped that Cosmic.id and the team would do their best to provide the products that the market really needs and apply the new Unique Value Proposition both for B2B and B2C customers, so that the company will have stable revenue and could be sustained in the future. It is also hoped that Cosmic.id could contribute to the IoT development in Indonesia since there are not many LoRa manufacturers in Indonesia.

Proposed Marketing Strategy to Enter Methanol Market as Diversification for National Gas Company

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Methanol is a key material used as feedstock in the chemical industry which is mainly produced from natural gas and coal. Indonesia is well-known for its natural resources including the large reserves of natural gas which become the third largest in the Asia-Pacific. However, Indonesia and even Asia are having gaps between production and demand that need to be fulfilled. Indonesia only has one methanol producer and still importing a large amount of it despite the increasing demand. A national natural gas company is considering the possibility to produce methanol in order to fulfill the gaps as well as diversification to give adding value to natural gas and also commercialize the oversupply of natural gas from the termination of the export contract. The objective of this research is to find the best business strategy for the company considering various challenges and opportunities. The methodology used in this research is qualitative and quantitative methods using secondary data and primary data. The primary data is collected through a qualitative questionnaire that involved companies that confirm the obstacles in sourcing methanol. The collected data is used to conduct external and internal analysis through PESTEL, Porter’s Five Forces, Customer Analysis, and VRIO Framework. The identified opportunities and challenges are then used to generate strategy through TOWS Matrix and 4P Marketing Mix. As a result, it is recommended for the company that will become a methanol supplier to set a competitive product price, choose a strategic place with high access to resources, promote the sustainability impact and multiplier effect to attract stakeholders and shareholders, and utilize the existing customer channel of natural gas to commercialize the new product.