Articles

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 for Pt. Kereta API Indonesia (Persero) to Increase the Number of Passengers

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PT. Kereta Api Indonesia (Persero) or known as KAI is a State-Owned Enterprise in Indonesia with the obligation of organizing transportation that prioritizes passenger comfort, safety, and security. KAI is the only train transportation service in Indonesia, so it has a strong advantage over other modes of transportation. However, the Covid 19 pandemic has a great impact on KAI which resulted in a significant decrease in the number of passengers in KAI operating areas in Bandung in 2020-2022.

Therefore, the purpose of this study is to analyze internally and externally what factors influence the decline in passengers on KAI, and what strategies are appropriate for KAI to implement in order to increase the number of passengers in the future. The internal analysis uses 3 tools, namely STP analysis, 7P analysis, and VRIO analysis, which is intended to determine the strengths and weaknesses of KAI. External analysis is carried out using 4 tools, namely PESTEL, Porter’s 5 Forces, competitor analysis, and customer analysis aimed at knowing the external opportunities and threats being faced by KAI. The findings from the internal and external analysis are used to analyze the SWOT. In the SWOT analysis, it was found that KAI has 3 weaknesses and 4 threats being faced. Then the TOWS Matrix is used to formulate the right proposed strategy for KAI in overcoming existing weaknesses and threats. There are 12 alternative strategies from the results of the TOWS analysis which are then grouped into 4 categories, namely ST strategy, WT strategy, SO strategy, and WO strategy. In these 4 categories, QSPM analysis is used to calculate the greatest weight value for each strategy based on the expert judgment from the KAI. The chosen strategy is the ST strategy which has 3 strategies, namely Implementing Social Marketing that shows the benefits of using KAI for the society & environment, Improving the quality of the services to increase value, and Attractive promotions only available for new members. It is hoped that the selected recommendation strategy can be implemented properly by KAI so that it can reach a wider range of consumers in order to increase the number of passengers