Articles

Marketing Strategy Using new wave Marketing Approach to Increase Customer Loyalty in Cement Industry (Dynamix Case)

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Cement Industry is becoming more dynamic; a decade ago, market conditions were still very ideal, with demand and production in balance, but the presence of new entrants tightened competition, forcing Dynamix to survive in the face of an attack from low-cost cement products This study was conducted to determine what can be done to preserve and boost sales through effective marketing strategy and a focus on customers. The investigation began by examining the market’s dynamic competition and evaluating Dynamix’s strengths and weaknesses, as well as potential risks posed by competitors or emerging market segments in Indonesia. The presentation is carried out in a systematic and detailed manner to offer recommendations that meet the needs of facing against competitors. To gain a comprehensive understanding, a study approach was used that included both quantitative and qualitative analysis to investigate the stages of the customer’s decision-making process when choosing which product to use.

The study also examines literature on marketing strategy, using the most recent techniques as a reference, where the theory has been applied by various companies. Having the right theoretical framework will be one of the main base foundations in providing insight and perspectives to build the most effective marketing plan. With this research, it is hopes to contribute Dynamix journey to meeting future challenges by implementing the explained strategy of focusing on target customers through recommended activities in terms of communication material selection and marketing activities. Hopefully, this study will be able to make Dynamix the leading cement brand in Indonesia.

Accelerating Industry 4.0 for Plant Efficiency Case of PT. Bangun Perkasa

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Industry 4.0 buzz has moved from hype to investment and real benefit today. Many companies expect to significantly increase their portfolios of digital products, services, and operations. Hence, the companies have a mission to have highly digitalized horizontal and vertical value chain processes. The cement industry as one of the heavy manufacturing industries a has target to increase plant efficiency. It will include equipment efficiency, energy utilization, productivity, and production maintenance cost by implementing the transformation.
Cement market competition become more challenging and harder in Indonesia with the growth of new cement players. As the result, capacity was getting higher and higher. Even though the demand increase was not significant so the utilization of the cement industry drop to 60% approximately. Therefore, the need for cost efficiency is more urgent for business sustainability and one of the key factors is Industry 4.0 transformation.
This research will focus on the assessment and actual implementation of Industry 4.0 in the cement plant PT. Bangun Perkasa. PT. Bangun Perkasa is on level 3 with the predicate “Company is at MATURE step in Industry 4.0 transformation” by using INDI 4.0 (Indonesia Industry 4.0 Readiness Index) tool from Indonesia Ministry of Industry. As a result, most technologies that are considered as important to be accelerated and deliver more benefit for plant efficiency are big data analytics & advanced algorithms and smart sensors.