Articles

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.

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.

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.

Democratic Leadership Style and Corporate Performance in Selected Food and Beverages Manufacturing Companies in South-West Nigeria

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Leadership plays a prominent role in contributing to the effectiveness of organisations carrying out business in competitive environments. Democratic leadership encourages collaborative decision making in organisations involving superior and subordinates. However, an organisational environment characterised by poor management and planning hinders successful application of democratic leadership. This study investigated how democratic leadership style affected the performance of selected food and beverages manufacturing companies in South-West, Nigeria based on a review of extant literature that indicated the need for more studies in this regard.

The study was conducted based on a survey research design. The questionnaire was used for data collection. Slovin’s formula was used for obtaining the sample size while stratified sampling technique was the basis for classifying the employees into levels – top management, middle management, and low-level workers. Simple random sampling was adopted in collecting data from each level. The predictor and outcome variables were measured on a four-point Likert scale that ranged from strongly disagree, 1, to strongly agree, 4.

The results of the study indicated that democratic leadership produced positive effect (β = .422, t = 8.663, p < 0.05) on corporate performance. The implied potential to boost the sales of the studied companies. However, the value of the coefficient of determination, .167, indicated the need for improving planning activities as a means of enhancing the potential of achieving increases in corporate performance through variation in democratic leadership style.

It was indicated in the conclusion of the study that it was necessary for future research to incorporate more leadership styles into the model of this study. This would enable the companies to determine the potential contribution of individual leadership styles to corporate performance as well as their collective contribution.

Proposed Marketing Mix Strategy for Indonesian Restaurant in The Netherlands (Case Study: Pasundan)

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Indonesian and Asian culture has had a profound influence on Dutch culture and society due to colonialization. Food is one area where this cultural mix has had a significant impact. Many parts of Indonesian cuisine were adopted and became popular dishes in the Netherlands until now. However, vast number of Indonesian food enthusiasts cannot considerably enhance sales of Pasundan, an Indonesian restaurant in Nijmegen, the Netherlands. Based on analysis of the root cause it was found that some elements from 7P marketing mix, namely Price, Place, Promotion, and Process were the problematic ones. This study aims to generate findings to propose new marketing mix for Pasundan. In order to propose new marketing mix external and internal analysis is performed to gain a comprehensive and in-depth understanding of company difficulties. External analysis focuses on PESTEL, competitor analysis, and online consumer analysis. Marketing Mix (7P) and Segmenting, Targeting, and Positioning (STP) are included in the internal study. The proposed strategies are put together into a new marketing mix plan that is expected to provide a solution to the existing business problem and can be implemented by Pasundan.

Enhancing Car Showroom Profitability through K-Means Clustering for Customer Segmentation

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Indonesia is known to be one of Southeast Asia’s largest markets for used cars. Used car showrooms in Indonesia are numerous and varied, some focus on one car brand, some focus on the lower middle class, some focus on the upper middle class, and some provide all types of cars. One of them is PQR Showroom, Even though PQR Showroom was able to generate such a great amount of sales, the profits generated by the PQR showroom are not proportional to the amount of capital invested.

To increase the profit, we proposed the solution using descriptive analytics and prescriptive analytics using K-Means. We also carry out simulations by comparing sales in existing years with the results of the descriptive and prescriptive analytics that have been made for the expected profit.

The results show that the simulation comparison with the data we have obtained from descriptive and prescriptive analysis gives the best-expected profit compared to the initial sales results at the PQR Showroom.

It shows that the data using descriptive and K-Means is great than before. The fastest cars that have been sold is LCGC and the most wanted car is MPY Toyota Avanza and the best profit that can generate is SUV Toyota Fortuner.

Marketing Strategy to Increase Sales for Distributor Liquefied Petroleum Gas Company (Case Study: PT. Lembang Abadi Indah)

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Liquefied petroleum gas (LPG) demand has increased every year since the government implemented a policy to convert kerosene to gas. It continues to increase in the last 10 (ten) years. from 2011-2021. Increases in LPG consumption signifies that public demand is getting higher, in industrial, commercial and household sectors. However, PT. Lembang Abadi Indah does not benefit from this situation in which the company’ sales volume continues to decrease. This research aims to identify the factors influencing this situation and develop the marketing strategy to resolve this issue. This research is a qualitative descriptive which data is obtained through in-depth interview and literature review. Furthermore, the results will be mapped with SWOT analysis, TOWS Matrix. To conquer this unfavorable situation, the company needs to focus on customer relationship, product diversification and business process efficiency.

Premium on a Budget: Second-hand iPhones in Indonesia

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Apple, as one of the major players in the global smartphone market, does not have a strong position in the market but there are unique patterns found in the iPhone market in Indonesia as the second-hand market is thriving, although the newer iPhones keep releasing annually. This research is trying to explore the uniqueness of the Indonesia market through several interviews conducted and observation. Through analysing the company’s internal capabilities and market conditions in Indonesia, it is found that despite the annual changes, Apple has preserved the older iPhone due to longer life cycle support by the company, releasing the older iPhones as ‘cheaper versions’ at discounted prices as the part of strategy to maintain the premium images of iPhones. This strategy not only meant to increase the sales of iPhones, but also to increase the consumer base of the iOS product as the iPhone was considered a gateway of the Apple software and product ecosystem. The buyer desired to have the iOS experience on a budget. However, most second-hand iPhones in Indonesia were not registered under Indonesian authorities which could potentially be blocked by the Indonesian government and buyers’ concern about the used quality product. Solutions proposed for the Indonesian market meant selling the certified refurbished iPhone that officially shipped to Indonesia as the budget iPhone options with better quality control to ensure the consumer’s peace of mind.