Articles

Strategic Competitor Analysis for Market Re-entry: The Case of PT. Primacon Mahatama Sejahtera

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This study investigates the strategic marketing framework and its impact on the business growth of PT Primacon Mahatama Sejahtera, an architectural firm in Bogor. It specifically analyzes the interior design company industry over five years (2018-2023), focusing on two service lines: interior design only, and a combination of interior design and architecture. The research employs a qualitative approach,. The data reveals a peak in project numbers in 2018, followed by a significant decline in 2020 due to the COVID-19 pandemic, which resulted in prolonged stagnation in sales. A detailed competitor analysis highlights a substantial gap in digital presence, with competitors achieving higher engagement through effective use of social media platforms. The study outlines strategic recommendations for PT Primacon to enhance its digital marketing efforts, including leveraging social media analytics, increasing interactive content, and collaborating with influencers. Additionally, it emphasizes the need for improved sales management practices to adapt to evolving consumer preferences. integrating e-commerce capabilities to showcase and sell design services or custom furniture could streamline client engagement and broaden market reach. Embracing sustainable design trends could also position Primacon.Gallery is a pioneer in environmentally conscious architecture and interior design, appealing to the growing demographic of eco-conscious consumers. Additionally, diversifying into corporate and commercial projects could unlock new revenue streams and diversify the company’s market presence. Nevertheless, Primacon.Gallery must navigate several threats. The increasing competition from influencers offering lower-priced services could erode its market share among budget-conscious clients. Economic downturns could dampen client spending on premium design services, impacting revenue streams. The rapid pace of technological advancements in design software necessitates continuous investment in training and technology upgrades to maintain its competitive edge. Moreover, market saturation in the interior design sector could make it challenging to distinguish itself from competitors offering similar services. Shifts in client preferences towards new architectural and design trends could require significant adjustments in service offerings and expertise, demanding ongoing innovation and adaptation.

These findings underscore the importance of a robust digital strategy and adaptive sales management in driving future growth and maintaining competitiveness in the architectural and interior design industry.

Driving Business Growth through Data Decision Making: The Role of Marketing Automation

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The business landscape has transformed significantly with the abundance of information and rapid technological advances, creating numerous opportunities for data-driven decision-making to foster company growth. This research evaluates the impact of marketing automation systems on marketing communication channels using a quantitative analysis approach with data from organizations that have implemented these systems. Marketing automation has become essential for businesses, automating repetitive tasks such as email marketing and customer segmentation. This software personalizes messages for different segments, increasing customer engagement, adoption rates, and accelerating company growth while enhancing profit margins. This research contributes new knowledge by demonstrating the positive effects of marketing automation on organizational growth rates. It shows that companies adopting automated platforms see dramatic efficiency increases. Businesses using these platforms for data-driven decision-making experience higher effectiveness rates and attract more customers, improving overall performance. The study also addresses potential challenges during implementation, such as integrating data management systems and customizing processes for organizational readiness. Examining how marketing automation supports business growth, the insights gained are relevant for both academia and practitioners. This research highlights the importance of information-based marketing strategies and the potential of marketing automation to foster sustainable business growth. The findings provide practical guidance for optimizing marketing activities to achieve a competitive edge through appropriate marketing automation systems.

Proposing Business Growth of PT. DECRA Group Indonesia through Knowledge Management

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The informatics industry market has shown promising growth in the post-COVID era, presenting certification companies with lucrative business opportunities. The informatics market’s GDP growth rate ranks fourth among other fastest-growing industries in Indonesia, demonstrating a 7.19% increase from 2022 to 2023. PT. DECRA Group Indonesia, a certification company, have intention to penetrate a new market which is IT Industry. Knowledge plays a crucial role in the certification process, especially ISO auditors are required extensive knowledge across various business types. Therefore, this research focuses on exploring the role of knowledge management in supporting the growth of PT. DECRA Group Indonesia. The study aims to investigate how knowledge management approaches can enable DECRA Group Indonesia to improve their resources and capitalize on the IT market. The data collection method in this research involves gathering qualitative data through interviews with the business owner and HR manager as the primary sources. These interviews aim to gain an in-depth understanding of their perspectives on the company’s business growth. Additionally, secondary data sources such as the company’s website, competence review forms, and lists of employee competencies will be utilized to supplement the research. The analysis employs Goal-Analysis approach using Fishbone Diagram model to identify what key areas in achieving company’s goals. Building upon the analysis, KM Framework Table is constructed based on the People, Process, and Technology for each improvement that need to be made. Then SECI Model, derived from the KM Framework Table, guides the implementation of knowledge management practices, facilitating the conversion of tacit knowledge into explicit knowledge to foster innovation and organizational learning. Furthermore, to ensure successful implementation in SECI model, an Integrated Learning Cycle model is developed, which takes into consideration the communication channels and learning processes that are crucial for the effective knowledge transfer and acquisition. To facilitate the practical implementation of knowledge management strategies, a KM Roadmap is developed by providing a simple-structured approach for DECRA in aligning its people, processes, and technology considerations to support knowledge management initiatives. In conclusion, this research emphasizes the critical role of knowledge management in driving business growth for PT. DECRA Group Indonesia, enabling the company to enhance its internal operations, develop competencies, capitalize IT market successfully, and leverage knowledge as a strategic asset for sustained innovation and competitive advantage.

The Impact of Biotechnology Product Innovation and Corporate Strategy in Medium-Scale Seaweed Industry Companies on the Company Business Growth (Case Study: Ocean Fresh CV)

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A product innovation approach that can have a positive impact on both the environment and consumers is biotechnology. Seaweed, a material obtained from the sea, offers a lot of potential. Future prospects for several industries include the use of seaweed product innovation employing a biotechnology method. This research is based on business issues and how to maximize existing potential. This research aims to study the performance of the corporate strategy and the development of product innovation in a biotechnology-based company, namely Ocean Fresh CV. Data collection was carried out by means of semi-structured interviews with the directors of the company and analyzed by evaluating internal factors and discussing using the Balanced Scorecard approach. This study shows that the Company’s Strategy and Product Innovation carried out at Ocean Fresh CV have positively impacted business growth so far. The results of this analysis will be made in the form of a Matrix Scenario Planning to be able to provide business solutions that can be implemented by companies for future business growth.