Articles

Proposed Marketing Strategy to Increase Brand Awareness and Purchase Intention of Sliced Tobacco for PT. Taru Martani 1918

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Tobacco is a leading agricultural commodity in Indonesia. So that it can improve the national economy and improve the welfare of local farmers. Cigarette consumers in Indonesia are very high because people in Indonesia have a smoking culture that has been passed down from generation to generation until today. This triggers the development of cigarette companies in the market. PT Taru Martani is a tobacco company that produces sliced tobacco and cigars. PT Taru Martani has been operating since 1918. However, brand awareness at PT Taru Martani is still low. Therefore, this study aims to obtain a strategy to increase brand awareness and purchase intention at PT Taru Martani. The external analysis used by the author is PESTLE analysis, Porter’s Five Forces analysis, customer analysis, and competitor analysis. While the internal analysis uses marketing mix analysis, VRIO analysis, and STP analysis. Then internal and external factors were analyzed using SWOT analysis, TOWS analysis, and QSPM analysis.

Based on the results of the research, it is known that the causes of problems at Taru Martani are: lack of brand awareness, the use of digital platforms that are not optimal, and product distribution that is not widely distributed. The strategies generated based on the analysis are marketing strategies based on culture and lifestyle, increasing and expanding promotional activities by utilizing social media platforms and online marketing channels to increase visibility and brand awareness, increase product information updates and communicate the advantages of Taru Martani products to consumers, expand networks distribution, focus on product and service quality, as well as discount and promotional offer strategies.

Proposed Marketing Strategy for Increase Sale of PT. Biops Agrotkekno Indonesia

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The objectives of this research are to evaluate the market segmentation of PT. BIOPS Agrotekno Indonesia and looking for opportunities to increase sales by reaching potential markets with new segmentation, targeting and positioning in the form existing business and to propose a new marketing strategy for PT BIOPS Agriculture to continue to grow without spending additional investment capital, but by utilizing existing assets to increase sales of PT BIOPS agriculture Indonesia. The author collects primary data by conducting interviews. As part of the preliminary research, the author interviews 10 individuals who have an interest in agriculture. The author employs a qualitative research methodology, utilizing in-depth interviews with the owner, management, and potential customers of PT. BIOPS Agrotekno Indonesia to explore the proposed solution. Additionally, the author conducts interviews with individuals in the hospitality industry to obtain relevant answers to the research questions at hand. The analysis conducted in this research consist of external analysis (Porter 5 forces, PESTEL analysis, competitor analysis, consumer analysis), internal analysis (STP, marketing mix, VRIO analysis, value chains analysis, BMC), SWOT analysis, TOWS analysis and QSPM. Based on the research results, it can be concluded that the sale of precision agricultural products for PT. BIOPS Agrotekno Indonesia is influenced by factors such as trust, service quality, and product quality. To enhance the marketing strategy and boost the sales of precision agricultural products, the company can implement the following strategies in the Case Study of PT. BIOPS Agrotekno Indonesia: (1) maximize promotional channels to reach untapped potential market segments, (2) leverage Encomotion awards and political support for specialized training targeting millennials interested in agricultural technology, and (3) improve promotion channels to deal with increasing competition in the market.

Proposed Marketing Strategy to Increase the Awareness of Bulan Imunisasi Anak Nasional (BIAN) in Bandung City

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Bulan Imunisasi Anak Nasional or BIAN is an Health Ministry of Republic Indonesia program that aims to enhance the children’s health by immunize them with a mass Complete Immunization and Follow-Up Immunization in Indonesia especially for the children that did not have immunize yet since the pandemic in 2020. Bandung City which is included in West Java Province has the lowest coverage of BIAN Immunization among the other City/Districts in West Java.

This research is aimed to figure out what factors affected the low coverage of BIAN Immunization in Bandung City and analyze the situation regarding the field report in the implementation phase and how to solve it by applying better strategies in upcoming BIAN events. The analysis that was conducted are External and Internal Analysis to find what factors that related to the issue. In the External Analysis, the author uses Customer Analysis, Stakeholder Analysis, and PESTEL Analysis to indicate any external factors that affected the low coverage of BIAN Immunization. In the Internal Analysis, the author uses Tangible Analysis, Intangible Analysis, and Interview Data from stakeholders that hold the event. There are several findings in External and Internal Analysis especially in Advertisement and Public Relation became the strong factor that affected the main issue because of low awareness of the target audience. From several analyses and the findings, there are four proposed strategies to increase the awareness of the target audience to participate in the event to enhance the coverage of the immunization in Bandung City. The first one is improvement in Public Relation strategy that needs to be more organized and comprehensive especially with external parties. The second strategy is improvement in Advertisement strategy, especially in social media activation and Advocacy Advertisement. The third strategy is collaboration with brands that have a strong family image in the health sector. The fourth strategy is initiation in having Key Opinion (KOL) as the face of BIAN in Bandung City. In academic recommendation, the next author should consider the current situation of the target audience especially in their awareness towards the event and the current coverage of the immunization.

Business Strategy Proposal for Solar Energy EPC Company

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Catur Elang Energi (CEE), as one of the business diversifications of PT. Catur Elang Perkasa was established in 2020 to support Indonesian government to increase the new and renewable energy contribution in Indonesia by providing EPC (Engineering, Procurement, Construction) service for roof top solar power plant. In 2022, revenue generated from their operations is not good enough to achieve the target given by management. This research conducted to know the external and internal factor and propose strategy to improve CEE performance. This study further analyzes how the company runs its business from an external and internal perspective. This study uses external analysis such as PESTEL analysis, Porter’s five forces, and competitor analysis. Moreover, there are also internal analysis such as Segmenting, Targeting Positioning (STP) analysis, Marketing Mix. Then a further analysis was conducted by using a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats of Catur Elang Energi business. Business Model Canvas used to define and communicate Catur Elang Energi business and TOWS Matrix will help Catur Elang’s develop its business and sales. the recommendation given include product development for solar energy related product, promotional campaign, developing agent network, and partnership with financial institution. Strategy implementation in the form of Gantt chart also made based on recommendation that can be implemented by PT. Catur Elang Perkasa.

Proposed Marketing Strategy for Sustainable Growth of Persib Official Store

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PT Persib Bandung Bermatabat is in charge of the football club Persib Bandung, which is one of Indonesia’s teams. The Persib Official Store, located at Graha Persib, 3rd floor, Jalan Sulanjana No. 17 Bandung, is managed and sold by PT. Persib Bandung Bermatabat. The Persib Official Store sells merchandise divided into three product categories: Fashion, Jersey, and Accessories. The issue that arises in this business is that sales fluctuate from January to June 2022. As a result, the purpose of this study is to learn about Persib Official Store’s business situation and to recommend the best marketing strategy for increasing sales and becoming more competitive in the football merchandise industry’s development.The research method uses qualitative research methods. Qualitative methods are used to obtain primary data and make observations from in-depth interviews with Persib supporters. The data collection is then used to make internal and external analysis. Internal analysis is used to gather information about Persib Official Store’s internal conditions using Marketing Mix 4P analysis, STP, and VRIO analysis, while external analysis uses Porter’s five forces analysis, competitor analysis, and customer analysis to determine external factors from the football merchandise industry. Furthermore, after carrying out internal and external analysis, the researcher used SWOT analysis and found the company’s weaknesses, namely the lack of optimal marketing and social media strategies. Furthermore, after conducting a SWOT analysis, the researcher used TOWS analysis and found a solution to present a new marketing strategy by having a team digital marketing and optimizing their social media to increase customer awareness and purchase intention.

Proposed Marketing Strategy for Initiation Development and Increase Sales Performance of CV Jonifer Embroidery

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Textile activities continue to expand their role along with the times and technology, not only for the purposes of art-culture and clothing needs in a limited environment, but this activity already be used as a source of income. One of the businesses engaged in the field of Textiles and Textile Products is Jonifer Embrodiery Convetion. This company is one of the pioneers in the convection business in Padang and has been operating for 12 years. The problem the company is currently experiencing is a decline in sales from 2021 to 2022. Therefore, this research will focus on finding the main problems related to Jonifer Embroidery’s internal and external conditions to create a marketing strategy using the SWOT Matrix which is then formulated through the TOWS Matrix and produce a new marketing strategy for the Jonifer Embroidery. The proposed marketing strategy consists of cooperating with companies or communities, providing product guarantees to maintain customer trust, optimizing business websites for promotional media, product innovation, marketing using social media, creating customer loyalty programs, making attractive banners, offering several promotions sales, and selecting Key Opinion Leaders (KOL).