Articles

Proposed Marketing Strategy for Branding Consultancy in Bandung (A Case of POT Branding House)

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Brand Awareness and perception of a consultancy is an important aspect to have in a way to expanding new business and targeting new clients. In order to do this, local branding consultancy have to own their brand awareness and conduct a measurement survey to the targeted SME to exposing their current position. This paper will present the analysis of brand awareness and brand expectation of branding consultancy by using quantitative semantic scale survey to the local SME in Bandung to know if the brand awareness and expectations factors have direct impact to POT Branding House hiring requirements. The results show 1) POT Branding House brand awareness is low, thus these SMEs are not fully aware of this consultancy to be able to hire them, 2) Digital presence is one of the crucial judgments towards a brand, POT Branding House digital presence is also low and need a higher performance 3) Price, product offer, portfolio and skills are factors that are important to be included. From those interpretation, the researcher formulated a marketing mix that includes promotion (to represent digital presence), price, product offer, and physical evidence (portfolio) to the implementation plan that will be spread out into two years of operation.

Proposed Marketing Strategy to Increase Customer Loyalty with Customer Satisfaction at Restaurant

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The restaurant industry is a highly competitive space, with a large number of businesses vying for customers and trying to stand out in a crowded market. There are several factors that contribute to the competitiveness of the industry, including the abundance of options available to consumers, the increasing popularity of food delivery and takeout services, and the use of technology to enhance the customer experience. In order to succeed in this industry, restaurants must offer high-quality food and service, and also differentiate themselves from their competitors through unique offerings, strong branding, and effective marketing strategies. Additionally, restaurants must be mindful of trends and changes in consumer preferences and adapt their business models accordingly in order to stay competitive. To address these issues, the company must devise a strategy that addresses the underlying causes. This could entail conducting a market analysis and determining the needs of the target customer base. The restaurant’s strengths, weaknesses, opportunities, and threats were identified using a SWOT analysis. Based on this analysis, it was determined that changing the company’s TOWS strategy would be the best course of action. This could be accomplished by implementing a revised service marketing mix. The purpose of this study was to better understand the relationship between the 7P marketing mix, customer satisfaction, and customer loyalty in order to retain customers. According to the findings, there are four variables that can influence customer satisfaction (Product, People, Process, and Physical Evidence). Customer satisfaction has a significant impact on customer loyalty and should be incorporated into restaurant marketing mix strategy.

Proposed Integrated Marketing Strategy to Increase Brand Awareness for PT Karya Seni Hadiprana (Hadiprana Artwork)

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PT. Karya Seni Hadiprana (KSH) is a consultant and contractor company that provides artwork in architecture and interior industry. The company provides customize premium artwork products and services that have local content inspired from the rich of Indonesian culture. However they are having decreasing numbers of new customers and revenue streams due to global pandemic of COVID-19. Digitalization in architecture and interior industry also impact the PT KSH compare with other competitor who already utilized digital marketing strategy. The purpose of this study is to find out the reasons of the business issues, due to changing of customer behavior impact from Covid-19 and digitalization in architecture and interior industry. The research method uses qualitative descriptive methods. Qualitative descriptive methods are used to acquire primary data and make observation from in-depth interview with the company executives. The collection data is then to create internal and external analysis. The internal analysis is to gather the information about PT KSH internal conditions with Marketing Mix, Business Model Canvas and VRIO analysis, while the external analysis is used to evaluate the external factor of architecture and interior industry as well as customer behavior. Furthermore, after internal and external analysis was conducted, the researchers used SWOT analysis and find the weakness of the company, which lack of digital marketing strategy. Based on the analysis, researchers presented new integrated marketing strategy by optimizing digital marketing and improve marketing knowledge in order to increase awareness of products and services of PT Karya Seni Hadiprana.

Proposed Marketing Strategy to Increase Awareness of Linkaja’s Benefits

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The e-wallet industry in Indonesia is growing, with these developments creating intense competition. LinkAja is one of the e-wallet in Indonesia which was launched in 2019. LinkAja is initiated by BUMN (State-owned enterprises) and HIMBARA (State-owned bank association). LinkAja’s total awareness is quite high compared to its competitors, but just some customer regularly uses it. It is clear that although consumers are aware of the LinkAja brand, they are unfamiliar of its benefits. The purpose of this study is to propose a suitable marketing strategy to increase awareness of LinkAja’s benefit which is expected to increase the initiation of increasing the number of active users. Researchers use qualitative and quantitative methodologies in conducting research. Data collection is done by conducting interviews with LinkAja employees, distributing questionnaires to customers, and also collecting other supporting data. External and internal analysis was carried out to map the SWOT analysis. The tools used to perform external analysis are PEST (Political, Economic, Social, Technological) analysis, Porter’s Five Forces, and customer analysis. While the tools used to perform internal analysis are STP (Segmenting, Targeting, Positioning) analysis and marketing mix. The proposed new marketing strategy is carried out using the TOWS matrix derived from the SWOT analysis. There are eight new marketing strategies classified into marketing mix variables that represent, product, price, place, and promotion. Some of the marketing strategies are optimizing LinkAja as a solution for the transformation of conventional payments into digital payments, creating promotions in the form of free transfer fees and top-up fees, expanding to marketplace as a digital payment method, and highlighting LinkAja competitive advantage and product value to win market competition.

The Use of Marketing Mix and Business Model Canvas to Improve Sales Performance in MSME (Case Study: Waroeng 17)

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MSMEs has declared to be one of the most crucial pillars in Indonesia’s economic. The pandemic that abruptly hit the economic in 2020, has resulted in the vastly growing number of MSME. One area that has the biggest number of MSMEs is Bogor Regency, West Java. Although the businesses has created many job opportunities for people, the intensity of the market rivalry and low entrants barrier has made numbers of them decrease in the sales performance. Waroeng 17 is one of the MSMEs that suffers from decreasing sales performance in Bogor Regency, West Java. The business sales performance is categorized to unstable while it has potential in growing for the future. This research aims to analyze the environmental elements that affect Waroeng 17’s sales performance and translate it to strategies that would improve the sales performance. The methodology this research used is qualitative method by collecting data through interviews and observation. Secondary data used in this research is obtained through books, journals, news, and other reliable resources. For the environmental analysis, this research utilized the Porter’s 5 Forces and  Customer Analysis to get insights from external environment. Furthermore, this research used VRIO analysis to define the business’ competitive advantage. The data collected then summarized using SWOT analysis and formulated in the TOWS Matrix, Marketing Mix (4P’s), and Business Model Canvas. The result of the research is there are four strategies from the marketing mix’s framework regarding the improvement of products, price, place, and promotion to improve the sales performance. The conclusion is the Waroeng 17 need to optimize the social media platforms as marketing tools and increase their sales. Waroeng 17 are also recommended to partner with delivery services such as GoJek, Shopee, and Grab. The technology utilization and transfer knowledge are also necessary in the business process especially in the financial and operational activities.

Pork Satay Menu Creation as Culinary Tourism Baha Tourism Village, Badung, Bali, Indonesia

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Analysis of the food menu offered periodically to tourists, it is hoped that the manager of the pork satay restaurant will be able to get optimal profits that can be used for business development in the future. Based on the background of the problem, the purpose of this study is to determine the process of making the types of pork satay offered by restaurant managers, and as a marketing strategy for pork satay menus in increasing food sales in the Baha tourist village area, Badung Regency, Bali. This research formulates a marketing strategy which is then elaborated with various marketing programs. Data were collected using observation, interviews, literature study, and then by using the marketing mix) namely 1) Products such as sweet pork satay, spicy pork satay; 2) Price where each menu has its price; 3) Place, namely by using direct distribution; 4) Promotion such as the installation of restaurant name signs, personal selling, sales promotion, and publicity. Then the analysis is carried out using the engineering menu. The technique of determining the informants using purposive sampling. This research will find out the menu offered by restaurant managers in the Baha tourist village area, Badung Regency, Bali, there are 4 menus (53.77%) of pork satay classified as a star, meaning that it is popular and profitable, 2 menus (46.23%) are classified as a plow horse, meaning popular but less profitable. Based on the results of the discussion, it can be suggested that restaurant managers in the Baha Tourism Village area should further improve the quality of food and beverages to get maximum profit.

Tapping the New Source of Growth: New Marketing Strategy for a Heavy Equipment Distributor in the Nickel-Mining Sector

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Indonesia which owns 23% of the world’s nickel reserves, is in the early phase of the nickel sector development, which affects the heavy equipment industry to support operations. PT Kaizen Distributor, Tbk is a seller of an Articulated Dump Truck (ADT) and the sole distributor of the Kaizen brand in Indonesia. To date, the corporate has focused only on sales to the coal and gold mining sector and is yet to conduct nickel-mining market penetration to the fullest. This is indicated by a decrease in the corporate nickel sub-sector contribution from 26% to 16% and instability of unit sales. While the current ADT competition is very competitive, therefore, the purpose of this research is to formulate a new marketing strategy to focus on the nickel-mining segment. The qualitative methods were used by carrying out observations, in-depth interviews, and utilizing supporting data from internal and external corporate reports. SWOT Analysis is a generic framework used for business environment analysis. The Positioning Maps and the Existing 4Ps Marketing Mix are used to assess the corporate’s positioning and strategies. As the research result, the corporate needs to develop strategies based on the relationship between the corporate’s internal-external environment factors using TOWS and make changes in Positioning regarding more product variety and more attractive promotion campaigns. This repositioning is supported by the development of the Existing 4Ps Marketing Mix, such as by improving the features of existing products and proposing a larger capacity type, considering pricing strategies, increasing supply allocation, widening market area coverage, attractive maintenance packages, flexible financing, and product bundling package offers. Also, the addition of other 3Ps as a form of improvement is by evaluating salesperson’s competency in entering new markets, increasing the efficiency of customer surveys, and adding new product support points.