Articles

Marketing Strategy for a Premium Service Office Provider in a Competitive Market in Jakarta. Case Study: The Executive Centre

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The rise of remote work, the gig economy, and the demand for flexible workspaces have significantly impacted the traditional office market, necessitating innovative marketing strategies. This study aims to explore the marketing strategy of premium serviced office providers, focusing on The Executive Centre in Jakarta’s Central Business District (CBD). The research investigates key factors influencing business decisions and customer preferences, providing a comprehensive marketing analysis framework.

The study employs market segmentation, competitive analysis, and SWOT analysis to develop targeted marketing strategies. Key findings suggest that strategic location, transparent pricing, and flexible lease terms are critical in attracting and retaining clients. Recommendations include leveraging digital marketing, forming partnerships with property agents, and addressing the evolving needs of multinational companies and modern workers.

The study also examines the literature on marketing strategies, applying the most recent techniques used by various companies. By incorporating a robust theoretical framework, this research aims to provide insights and perspectives for building the most effective marketing plan. The goal is to enhance The Executive Centre’s market positioning and contribute to meeting future challenges through strategic marketing activities.

Proposed Marketing Strategy to Increase the Sales of Coffee Shop in Banjarmasin (Case Study: Eastland Coffee)

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Eastland Coffee is a coffee shop located in Banjarmasin, South Kalimantan. Eastland Coffee serves a variety of drinks and food such as coffee drinks, non-coffee, snacks, and heavy meals. Previous research shows that there is a potential of coffee industry in Indonesia due to the high and ever-increasing coffee consumption, as well as the thriving coffee shop businesses available in the country. However, the preliminary analysis shows that the sales of Eastland Coffee have a negative trendline and never meet its monthly target. On top of that, the brand awareness is low. Thus, it is at the utmost importance to generate a marketing strategy to increase the sales and the brand awareness. The author conducted internal and external environment analysis with several marketing frameworks. The author also conducted survey that generates 185 respondents. The survey was then ultimately used for the customer analysis. All the analyses result in a proposed marketing strategy in the form of new target market and positioning, as well as new marketing mix (7Ps) for Eastland Coffee to implement in the near future.

Proposed Marketing Strategy to Increase Sales for Lip Tint (Case Study: Feyrely)

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Feyrely.id is a local makeup brand under PT Orion Care Indonesia. Established during the COVID-19 pandemic era, Feyrely.id utilize digital marketplaces for its sales. The brand mainly offers lip products, including lip tint, at affordable price. While the cosmetic market shows significant growth and lip tint products are trending, data indicates low and declining sales of lip tint products, coupled with low brand awareness among consumers. Therefore, this research is conducted to help increasing Feyrely.id’s sales and brand awareness. This study employs both qualitative and quantitative methods. Quesionnares are spread through various consumers to obtain data, along with interviews with Feyrely.id internal team. Secondary data from books and online sources also compliment this research. This research results in the new segmentation, targeting, and positioning for Feyrely.id and a new marketing mix, including product, place, price, and promotion. It can be concluded that Feyrely.id has a solid standing in cosmetic industry with their lip tint products but needs several adjustment to keep being competitive.

Marketing Strategy for Indonesian Law Firms to Attract Multinational and Foreign Clients (USLS Law Firm)

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The objective of this research is to develop an effective marketing strategy for USLS Law Firm, a local Indonesian law firm, aiming to penetrate multinational and foreign markets. As the legal industry in Indonesia becomes increasingly competitive, with numerous local law firms establishing international affiliations, USLS Law Firm faces the challenge of enhancing its global presence. This study adopts a comprehensive research methodology, including VRIO, STP Model, Marketing Mix, Business Model Canvas, Competitor Analysis, Customer Analysis, PESTEL, and Porter 5 Forces, and in-depth interviews with USLS Law Firm’s clients and multinational companies. The research proposes several marketing strategies recommendations for USLS Law Firm. These include forming strategic partnerships with reputable international law firms, enhancing training and development programs for junior lawyers, adopting advanced technologies, targeting specific international markets, revising pricing strategies, improving office infrastructure, and strengthening marketing channels through Integrated Marketing Communication (IMC). Additionally, the importance of cultural sensitivity training is emphasized to improve client relationships and service delivery. By implementing these strategies, USLS Law Firm can achieve sustainable growth and maintain its reputation for delivering high-quality legal services, not only for local market, but also multinational and foreign markets.

Proposed Marketing Strategy to Increase Sales of F&B Business (Case Study: Kapau Anak Sultan)

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Kapau Anak Sultan is a quick-service restaurant chain specializing in Nasi Kapau, a mixed rice dish from Nagari Kapau, West Sumatra. Established in early 2021, Kapau Anak Sultan currently has over 20 outlets all over the Jabodetabek area and other cities in Indonesia. According to the external analysis, the constant rise of GDP mostly due to F&B businesses and the increase in monthly expenditure for food and beverage has made the outlook for the F&B businesses in Indonesia promising. However, the sales of Kapau Anak Sultan are declining, and brand awareness is still considered low compared to competitors. Thus, this research was conducted to provide Kapau Anak Sultan with marketing strategies aligned with the business strategy. This research used primary and secondary data. To obtain the primary data, both qualitative and quantitative methods were used in this research. To determine the current customer and internal conditions, an in-depth interview with the CEO and management was carried out. Furthermore, an online survey was conducted for the customer analysis, in which 224 respondents were obtained. Meanwhile, the secondary data, for instance, textbooks and previous research journals were used to determine the external conditions. This research affords the new segmentation, targeting, and positioning for Kapau Anak Sultan and provides the new marketing mix (4Ps), such as product, price, place, and promotion. In summary, Kapau Anak Sultan needs to re-assess its resources and capabilities to deliver excellent marketing strategies and be able to survive in the strict competition in the F&B industry.

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.

Integrated Marketing Communication Strategy to Increase Brand Equity of BPJS Kesehatan

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BPJS Kesehatan, the implementing body of the JKN Programme, is confronted with the challenge of maintaining program sustainability due to a significant number of inactive participants in the PBPU segment, a situation primarily attributed to the organization’s low brand equity. The primary research objective of this study is to To develop integrated marketing communication strategy to increase BPJS Kesehatan brand equity. The methodelogy used is qualitative and quantitative research. Despite possessing commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan’s struggle stems from deficiencies in marketing communication. Internally, the organization recognizes its potential to build brand equity but acknowledges a gap in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, notably in terms of loyalty and awareness towards the JKN program. The identified target demographic for BPJS Kesehatan within the PBPU segment includes individuals aged 18-35, residing in urban and densely populated areas, with an upper-class socioeconomic status. While these individuals generally express trust in BPJS Kesehatan, they lack awareness of the program details. To address these challenges, a recommended strategy involves implementing an Integrated Marketing Communication approach with a specific theme: “ease of health insurance, which is reliable.” Key messages emphasizing affordability, accessibility, quality, value, convenience, technology, and social impact should be conveyed. Utilizing diverse marketing channels such as television, online video, social media campaigns, mobile app optimization, and events can enhance communication effectiveness. Additionally, BPJS Kesehatan should consider developing supplementary benefits to augment services and increase participant loyalty. It is also crucial to empower employees to serve as effective communicators, enhancing their assertive communication skills to bolster the organization’s overall communication strategy.

Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

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This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata’s marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business’s numerous problems. The SWOT analysis aides in evaluating the company’s environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company’s numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter’s Five Forces analysis, the research investigates the industry’s structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras’s internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata’s efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.

Proposed Marketing Strategy to Increase Sales Snack Food Popcorn (Case Study: Karmellow)

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Karmellow is one of the popcorn snacks produced by PT Suara Matahari Trading (SUMATRA Group). Karmellow has three flavours of popcorn in 20 grams at an affordable price. Based on the research, there is a demand for snack food, especially popcorn, for consumers in Indonesia due to increasing snack food sales and the increasing global market size of popcorn snacks. However, the trendline of sales of Karmellow popcorn is declining, and the awareness of Karmellow is considered low. Therefore, this research was conducted to help Karmellow increase sales and brand awareness by creating an excellent marketing strategy. In this research, both qualitative and quantitative methods are used. In-depth interviews were conducted with the COO and employees of SUMATRA to know the internal conditions. Secondary data, such as textbooks, was also gathered to determine the external conditions. Besides this, the research also distributed online questionnaires to 252 respondents. This research results in the new segmentation, targeting, and positioning for Karmellow and a new marketing mix (4Ps), such as product, place, price, and promotion, as the proposed marketing strategy for Karmellow. It can be concluded that Karmellow has an opportunity in Indonesia but needs several marketing strategies.

Proposed Marketing Strategy for Music Band in Indonesia (Case: YOI Band)

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YOI is an Indonesian music group that was founded in Bandung. They have been successful since the publication of their first album in 2007, however they have struggled with decreasing sales in recent years. The band members stated that improper management, especially with regard to marketing initiatives that make them less competitive, is the primary cause of the issues. In order to improve YOI’s business performance, this research suggests a marketing plan. The SWOT analysis, TOWS matrix, and 4P Mix Marketing framework are among the various of the strategic analytical techniques and frameworks that were utilized in this research to help formulate strategy. The research’s approach focused on consumer analysis, while gathering data from surveys, interviews, and secondary sources. In order to identify opportunities and threats facing YOI, the research also included an external analysis that considered political, legal, economic, demographic, sociocultural, technological, global, and physical aspects. The industry analysis was conducted using Porter’s Five Forces model. In order to get a deeper understanding of the competitive environment, this research also conducts competitor and internal analysis to pinpoint YOI’s strengths and weaknesses. The findings indicate that YOI had challenges such as low barriers to entry and intense competition, while simultaneously benefiting from advantages such as a strong brand reputation and a favorable economic climate. In order to address the difficulty and make the most of the prospects, the research suggested focusing on the young and established enthusiasts segments, and strategically positioning by aligning YOI’s capabilities with their desires. The study provided strategies to harness the influence of social media users in order promote YOI’s positive image and undertake product differentiation initiatives to address the intense competition. The study concludes with proposing a marketing strategy and implementation plan to effectively tackle the issues faced by YOI and capitalize on the potential available.