Articles

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.

Proposed Marketing Strategy to Increase Sales of SAMI RAOS

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Ready-to-cook food has become more popular since post-pandemic.  Remote work and government regulations to avoid crowds have shaped mealtime routines, making convenience a priority. Ready-to-cook foods are in demand because people want quick, easy meals without disrupting their work schedules.  This shift in consumer behaviour favours the ready-to-cook food industry because consumers want fast, convenient meals. Given the ready-to-cook industry’s remarkable progress and resilience in difficult pandemic circumstances, MSMEs are competing to produce products with diverse culinary options to gain an edge in the market. The ready-to-cook food industry offers international, traditional, and health-focused options.   SAMI RAOS is a MSME that sells a variety of ready-to-cook foods. The company has been recognized for preserving and promoting Indonesian and Sundanese cuisine, such as baso aci, cuankie, and mie yamin in ready-to-cook form. The objective of this study is to identify the determinants that impact and improve the sales of SAMI RAOS products. This study employed quantitative methods, including consumer analysis, with a sample size of 227 individuals. The questionnaires were distributed online and utilised the Likert scale for measurement. The author employed both internal and external analysis techniques to conduct a comprehensive descriptive analysis of the company. The research employed internal analysis techniques such as Marketing Mix, STP (Segmentation, Targeting, and Positioning), Value Chain Analysis, and VRIO Analysis. The research incorporated various external analysis techniques, including PESTEL analysis, Porter’s Five Forces analysis, competitor analysis, and customer analysis. The data obtained from these analyses will be used to generate a SWOT and TOWS analysis, which will serve as the basis for developing a business solution and implementation plan. According to the research findings, SAMI RAOS needs to make various improvements to its promotional activities and revamp certain management activities in order to strengthen its position in the market, optimize company resources and capabilities, and mitigate external risks.

Propose Marketing Strategies of Oasis Siliwangi Sport Hotel to Increase Brand Awareness and Purchase Intention

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After the outbreak of the COVID-19 pandemic in 2020, there was a rise in tourist visitors from different parts of Indonesia to Bandung, resulting in a direct boost in the occupancy rate of star hotels in the city. Because of this growth, numerous hotels developed, with the majority being 3-star establishments. The Oasis Siliwangi Sport Hotel is a three-star establishment in Bandung, offering a range of facilities and an ideal location. Oasis Siliwangi Sport Hotel in Bandung is now struggling with a lack of brand awareness, resulting in potential customers being unaware of the hotel’s existence and room occupancy rates. Consequently, this has led to a decline in the intention to make reservations. The objective of this study is to determine the variables that influence the level of brand awareness for Oasis Siliwangi Sport Hotel and develop effective marketing strategies to enhance the likelihood of customers choosing to stay at Oasis Siliwangi Sport Hotel. Data collection comes from primary data and secondary data. The primary data collection strategy is quantitative, utilizing a questionnaire for consumer analysis and hypothesis testing. Secondary data will be acquired from national and international scientific journals, previous research, book literature, government reports, and other reliable source of internet sites. The survey was disseminated to 217 potential target market participants with prior experience lodging at the hotel. The gathered data is analyzed using SMART PLS. The research findings indicate that Advertising and Social Media Marketing positively influence Brand Awareness. Furthermore, brand awareness, price, and facilities influence customer’s purchase intention. Based on these findings, several recommendations and strategies are made. These include create exciting bundling package and loyalty program, optimize promotion activities, utilize advertising to reach consumers, and strengthen hotel facility.

Proposed Marketing Strategy for PT Safaat

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Indonesia has strong economic growth, driven by a large and growing consumer market, provides significant opportunities for companies in the fuel transportation sector to access a growing middle class and increasing consumer purchasing power. However, the fuel transportation industry is faced with various challenges, including regulatory issues, safety and technological advances. Despite its success as one of the largest fuel transportation services companies in South Sumatra, PT Safaat faces challenges in reaching new customers and retaining existing customers in a highly competitive market. With the increasing number of players in the fuel transportation industry, PT Safaat needs to find effective ways to differentiate itself from its competitors and promote its services to a wider audience. The object of research in this final assignment is the condition of the fuel industry market in Indonesia which is currently being followed by PT Safaat. A contextual framework for appropriate marketing strategies for companies is needed to address these issues.

This final project research uses internal and external environmental analysis to find company business solutions. Internal analysis uses Resource Analysis, Capability Analysis, Value Chain Analysis, STP Analysis and Marketing Mix. External analysis uses PEST analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Consumer Analysis. SWOT analysis is carried out to analyze the company Strengths, Weaknesses, Opportunities and Threats and through TOWS Analysis to obtain marketing strategy development from this research.

Proposed Marketing Strategy Development for Local Cattle Frozen Semen Sales (Case Study: Balai Inseminasi Buatan Lembang)

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BIB Lembang was constructed in 1975 and became the first Artificial Insemination Center to be developed in Indonesia. BIB Lembang is also a Technical Implementation Unit which is under the Director General of Livestock and Animal Health and is responsible to the Director General of Livestock and Animal Health and is technically fostered by the Director of Livestock Breeding and Production with production duties. Marketing, testing, and monitoring of superior livestock semen quality, as well as preparation of artificial insemination methods. Meanwhile, based on the author’s initial research and problem-solving efforts, The research’s findings indicate that although BIB Lembang continues to have strong customer loyalty, a large number of its patrons still choose imported cattle frozen semen to local cattle frozen semen. The purpose of this study is to identify the factors that influence customer satisfaction in relation to service quality, as well as the impact of human resources capability and technological infrastructure support on the quality of local cattle frozen semen products. Additionally, a business strategy to enhance competitiveness in the local cattle semen market will be designed. Both quantitative and qualitative methods will be used in this study. STP methodology and customer analysis both employ quantitative methodologies. Internal study of “Current Marketing Capability” and the search for preferences in “secondary data” were used in the data collection process. Seven people were interviewed using the qualitative method, one of whom was the head of BIB Lembang. Based on the research findings, companies can implement business strategies such as service quality to boost sales of local frozen cow semen. These strategies should be complemented by superior human resource competence, adequate technological infrastructure, good online ordering facilities – Sijalu, and customer satisfaction. To develop a SWOT Analysis and TOWS matrix for BIB Lembang in order to obtain a competitive edge and boost sales of local cattle frozen semen, the internal and external aspects will be analyzed using PESTEL analysis, competitor analysis, current marketing capability, and competitor analysis.

Marketing Strategies in the Implementation of Product Sells in Small Company: Cases Studies in Company Amaaraa.Id

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This study attempts to determine the best marketing plan for boosting product sales turnover at the Amaaraa.id company in Makassar City. Observations, interviews, and documentation of research objects are utilized as data gathering techniques in the qualitative descriptive research approach. The data is then analysed using SWOT analysis. According to the research’s findings, the Amaaraa.id Enterprise’s turn-around plan in the city of Makassar is based on SWOT assessments that are in Quadrant III. Companies have good prospects, but they also have internal flaws that they can address by changing their tactics. Thus, this approach enables continued expansion, increased growth, and maximal advancement.

Development of the Marketing Strategy to Boost Wedang Sirih Rempah Product Market Share

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Wedang Sirih Rempah, is a herbal beverage prepared from herbal spices produced by one herbal beverages company in Central Java Province, Indonesia. The purpose of this study was to identify internal and external elements as well as alternative and priority strategies for marketing the new product Wedang Sirih Rempah. This study used descriptive qualitative and quantitative approaches and was conducted from January to June 2023. CV Mamigus Restu Bagus was used as the company case study. Purposive sampling was employed to identify study locations, and purposive sampling was also utilized to pick respondents. Primary data and secondary data were utilized as supporting data. The data collected through observation and direct interviews with the company’s key informants were then described using a qualitative descriptive method. While the data acquired through surveys with key informants and supporting informants were examined quantitatively using SWOT analysis and QSPM. The findings of the interviews and observations yielded the factors of strengths, weaknesses, opportunities, and threats. The findings of data analysis suggested that the priority strategy in marketing Wedang Sirih Rempah was to perform and increase offline and online promotions through social media and marketplaces, with the maximum TAS score of 6.54. That was, this strategy then be proposed to the corporation for use in the marketing of Wedang Sirih Rempah in order to increase the market share of the company.

Proposed Marketing Strategy to Improve Mutual Fund Asset under Management (AUM) Growth of PT. Anargya Aset Management

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People frequently use the asset under management (AUM) of investment management companies as a key indicator when evaluating their investment options. Anargya AUM is not competitive enough, ranking 72 from 95 investment managers in Indonesia. Anargya feels the need to prioritise increasing their AUM in order to capture leads so it can be converted into sales. Anargya needs to evaluate their marketing strategy to increase brand awareness, in hope to increase their mutual funds AUM. The author will then examine the marketing mix (7P) and lastly SWOT/TOWS matrix was developed before coming up with a marketing communication strategy that is appropriate for the research object. Mediocre marketing strategy can hinder the company’s ability to be presence both in physical and digital. Anargya not prepared enough to communicate its brand message. This investment management company can overcome the challenges and improve their marketing strategy and social media presence, leading to enhanced brand awareness