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.

Analysis of Digital Transformation on Consumer Behavior for Shopping in Offline and Online Store (Case Study: UNIQLO Indonesia)

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Uniqlo is one of the world’s largest Apparel Fashion firms. Uniqlo’s business strategy integrates the entire clothing-making process, from planning and design to production, distribution, and retail. Uniqlo expanded its retail operations in Indonesia on February 13, 2013, and presently has 65 stores in 25 cities throughout the country. Uniqlo Indonesia must face obstacles in this digital era shift; during the COVID-19 pandemic, the rate of business owners creating e-commerce stores and customers purchasing online surged rapidly. Uniqlo has the lowest online sales contribution rate among its competitors, with 16% Online Sales Contribution and 84% Offline Sales Contribution. Uniqlo aspires to boost its online sales contribution to 20%. This study offers a maximized omnichannel integration approach between Uniqlo Indonesia’s online store and Uniqlo Indonesia’s offline stores to achieve Uniqlo’s aim of becoming the number one global apparel company. This research includes an internal analysis that includes value chain analysis and resources analysis to evaluate Uniqlo Indonesia’s internal condition and determine strengths and weaknesses, an external analysis that includes general environment analysis, industry analysis, and competitor analysis to evaluate Uniqlo Indonesia’s external conditions and determine threats and opportunities, and a customer journey analysis that includes the five A’s. Following the analytical phase, TOWS Matrix, Business Model Canvas, and Value Proposition Canvas were produced to help improve the formulation of the solution for Uniqlo Indonesia. Uniqlo Indonesia should improve every touchpoint across all integrated channels in the customer journey using Uniqlo Indonesia resources to improve the omnichannel integration strategy. This research’s business strategy and solutions can be utilized by Uniqlo Indonesia to boost customer awareness, sales, and customer loyalty.

Digital Marketing Strategy Formulation to Increase Engagement in Course and Training Institution Industry (Case Study: PT Karisma Garuda Mulia)

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PT Karisma Garuda Mulia is a course and training institution located in Malang City, East Java. The training programs created by PT Karisma Garuda Mulia are centered on developing IT and digital technology skills which include courses in Microsoft Office Professional, graphic design and multimedia, web development, digital architecture, civil engineering application, and digital marketing. Along with the emergence of online e-learning platforms, the business started to experience some difficulties. The problem faced by PT Karisma Garuda Mulia is the low engagement and lack of digital marketing strategy to help its business generate sales.

The purpose of this research is to create an appropriate digital marketing strategy to increase the engagement to help smooth the customer journey. This research is conducted by identifying problems internally and externally using STP Analysis, Marketing Mix (7Ps), PESTEL analysis, Porter’s Five Forces and competitor analysis. After doing those analysis, researchers also analyze the PT Karisma Garuda Mulia’s digital marketing efforts by incorporating the Hierarchy of Effects model.

This research is conducted using qualitative method. The researchers conduct an in-depth interview with several employees of the company to gain insights about the company’s digital marketing efforts. The result of the interviews indicates that there is a lack of appropriate digital marketing strategy used by the company. Using the interview insights, the researchers construct a digital marketing strategy using a RACE planning framework.

The result of this research is that the company needs an appropriate digital marketing strategy with a clear marketing channel in each stage of the RACE planning framework. The marketing channels used are search engine marketing and content marketing in reach stage, website and demo classes in act stage, email marketing and customer service support in convert stage, and lastly community building and feedback surveys in engage stage.

Proposed Digital Marketing Strategy Using Existing Customer Journey Analysis Case Study: PT SS

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PT SS is an Indonesian electricity provider that has been in operation for over 25 years. PT SS has a primary client in the utilities industry. In 2018, the government implemented a regulation that decreased the company’s revenue. In order to boost revenue, market penetration must be increased. With digital marketing, the objective is to expand the market to non-utility industries.Currently, the internet serves as a medium for discovering information anywhere and for connecting individuals with one another. In addition to this, it can also be utilized for media marketing. Digital marketing is a sort of business in which a person or company engages in internet-based marketing. Both B2C and B2B companies can utilize digital marketing media to promote their products.This paper provides an overview of PT SS’ issues, specifically unsuccessful digital marketing. The analysis is conducted utilizing internal analysis, namely Marketing Mix and STP, external analysis, including PESTLE, Five Porter Analysis, and competitor analysis, followed by SWOT analysis. Then, customer journey analysis is utilized to determine the consumer’s journey when dealing with PT SS via the Internet. To create a digital marketing plan, the writers use the RACE framework to develop marketing strategies for new and existing PT SS customers. Utilizing this approach, the right use of social media and digital marketing methods to handle PT SS’s issues is determined.