Articles

Proposed Business Strategy for Enhancing the Market Competitiveness of Argo Parahyangan Facing the Jakarta – Bandung High-Speed Train

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This research analyzes the competition between the Argo Parahyangan train and the Jakarta-Bandung High-Speed Train (HST) on the Jakarta-Bandung route. The objective is to make an informed decision about the continuation of the Argo Parahyangan train, considering passenger preferences. Factors such as accessibility, comfort, travel cost, safety, and travel time influence passengers’ mode of transport choice. The study identifies travel cost and time as primary considerations for passengers. Proposed strategies include optimizing schedules, enhancing customer experience, promoting scenic views, utilizing social media, offering promotions, and forming partnerships. Implementing these strategies would enhance the market competitiveness of the Argo Parahyangan train, operated by the Indonesian Railway Service Company, in response to the Jakarta-Bandung HST operations.

Proposed Marketing Strategy Based on Customer Value Using CLV Model (Case Study of Natione Tech)

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This research focuses on customer engagement strategies for technology companies to become industry leaders. It emphasizes the importance of leveraging profitable customers through Customer Lifetime Value (CLV) analysis, segmentation and targeted marketing. By analyzing real data from Natione Tech, the study identified three key factors: current value, potential value, and customer loyalty. Based on this analysis, 57 customers are categorized into high, medium, and low-profit segments, each requiring tailored marketing approaches. The strategies include personalized communication, cross-selling, exceptional customer service for high-profit customers; flexibility, trust-building, and direct assistance for medium-profit customers; and competitive pricing, loyalty programs, and targeted campaigns for low-profit customers. These strategies empower companies to excel in the customer engagement platform market and strengthen their position as technology leaders.

Proposed Service and Marketing Communication Initiatives to Strengthen Blibli Positioning in E-Commerce Industry

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Since the beginning of the pandemic, the trend of online shopping in Indonesia has been increasing as people are reluctant to shop outside their homes. This triggered the growth of the e-commerce industry, which then resulted in high competition in the industry. Each company provides a wide selection of products and competitive prices to increase sales. Blibli, as one of the leading e-commerce companies in Indonesia under Djarum Group, believes that there needs to be other initiatives beyond price and product variety to strengthen the company’s position. Blibli is committed to providing convenience and security in shopping by providing maximum service. By using primary and secondary data, the author analyses conditions of competitors, customer segmentation that prioritizes services, and how to effectively communicate the services that Blibli has. Primary data is obtained through questionnaires distributed to active users of e-commerce. Through the research conducted, it can be concluded that Blibli’s main competitors (Tokopedia and Shopee) currently do not use services as a differentiator. The author also proposes customer segmentation, namely the millennial generation, who are aware of the importance of service in online shopping. Blibli’s “positioning” proposed in this research is basically in accordance with Blibli’s current “positioning,” but Blibli needs to update its marketing communication strategy so that customers understand Blibli’s advantages. The proposal submitted by the author is expected to help Blibli strengthen its position in the industry as a company that always prioritizes customer satisfaction through excellent services.