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.

Impact of Financial Performance and Economic Value Added (EVA) On Stock Returns before and after Covid-19 Pandemic: A Case Study of Telecommunications Companies Listed on IDX

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This research aims to investigate the impact of financial performance and Economic Value Added (EVA) on stock returns of telecommunication companies listed in the Indonesia Stock Exchange before and after the COVID-19 pandemic. Financial performance in this research is proxied by Return on Assets (ROA), Return on Equity (ROE), Price-Earnings Ratio (PER), Debt-to-Equity Ratio (DER), Net Profit Margin (NPM), and Earnings per Share (EPS). The study employs a purposive sampling method and selects 10 companies in the telecommunication sub-sector for analysis. The type of research used is a quantitative research design, including Panel Data regression analysis and the Wilcoxon Signed Ranks Test. The findings of this study show that ROA, ROE, and PER significantly impacted stock returns before COVID-19, however, this impact did not exist after the pandemic; DER, NPM, and EPS consistently affect stock returns both before and after the pandemic; and EVA only becomes significant after the pandemic. Simultaneously, ROA, ROE, PER, DER, NPM, EPS, and EVA influenced stock returns before COVID-19, but they did not have any impact after the pandemic. Despite these individual shifts, there are no significant differences in overall financial performance metrics and stock returns between the before and after COVID-19 periods. Future research should consider additional financial metrics or external factors such as market volatility, inflation rates, or industry-specific variables to provide a more comprehensive understanding of stock return determinants.