Articles

Proposed Marketing Strategy to Increase Sales for Home Bedding Business (Case Study: Beddo Chingu)

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The overall consumption of mattresses in Indonesia has experienced a positive growth rate from 2012. The development of digital businesses in Indonesia has also increased, and it is undeniable that competition in the bedding industry is becoming more intense as more offline bedding sellers shift to online. The increasing competition of the bedding industry can be felt by one of home bedding industry brands, namely Beddo Chingu. Beddo Chingu is a home bedding business that mainly offers bed linen and was established in December 2021. Beddo Chingu uses e-commerce and social media to sell the products. There are promotions that have been applied such as advertising in Shopee, flash sales, discount, post content and paid promotion in Twitter. These promotions didn’t last long and Beddo Chingu faced fluctuating sales. This research aims to identify current internal and external conditions of Beddo Chingu, to identify root cause of Beddo Chingu sales issue, and to propose a suitable marketing strategy for Beddo Chingu. This research method uses quantitative and qualitative approaches to create suitable marketing strategies. The analysis tools that will be used in internal analysis are such as STP, Marketing Mix 4P, and VRIO, while for external analysis are PESTEL, Five Forces Model, customer analysis, and competitor analysis. Questionnaires survey with 124 respondents of current customers of Beddo Chingu have been conducted to gain insight from the customer’s point of view regarding the marketing mix. In addition, interviews with customers and potential customers were also conducted to obtain more detailed insights from preliminary surveys. From the analysis that has been conducted by researcher, there will be an internal strength and weakness, and external opportunity and threat result that can be called SWOT. Root causes of Beddo Chingu issue are low frequency of promotion, lack of value delivery in content, limited distribution channels, Lack of pattern design variations, limited product Stock Availability due to the long production process, and limited manpower. Based on the TOWS matrix, suitable marketing strategies classified into the marketing mix 4p will be proposed to increase sales of Beddo Chingu.

Proposed Marketing Strategy for Sales Increase for PT Aino Indonesia

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Tourism is one of the key drivers of the Indonesian economy, and the B2B (business-to-business) segment is a critical component of the tourism industry. A 2019 report by Indonesia Investments summarized that President Joko Widodo of Indonesia emphasized that the tourism industry should become the biggest industry in Indonesia in terms of foreign exchange earnings at the time. Indonesia with its huge number of islands (more than 17.000 islands) has so much potential ranging from beautiful beaches and countryside, flora & fauna, diving spots, wildlife, culture, culinary, historic relics as well as vibrant city life. Its inability to be able to realize its full potential and exploit it is the challenge for Indonesia to grow.

Aino Indonesia is a B2B company focusing on internet technology and creates solutions for different industries, one of which is the tourism ticketing system. Aino as an innovation technology company realizes that the world’s challenges during pandemic are getting higher, therefore always creates the latest innovation to provide the best value for clients. Currently, Aino has not achieved its annual revenue target. With the case in mind, Aino needs a marketing strategy to increase its sales revenue. The investors of the company are expecting Aino to reach its promised revenue projections as there will be a huge change of the government and political structure in future years that might be a huge obstacle.

The results of the study show Aino Indonesia require the development of the right strategy to maximize all internal and external aspects. On internal factors, Aino Indonesia has advantages ranging from customized product development, multi apps linked environment, university network, multiple offices, salespeople with personal connections, product team experiences, and payment gateway license from Bank Indoensia. While in the external factors, Aino Indonesia has a great opportunity by looking at the increase in tourism trends in Indonesia, increase of spending ability of local people, increase in ability of using technology and ticketing system, supporting legal influences from the government, and little impact to the environment due to less paper being used to create a ticketing gateway. Therefore, Aino Indonesia needs the right strategy to increase its sales.

Propose New Marketing Strategy for the New Branch of Café Kopi Madi

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In 2019, Covid-19 that hit Indonesia greatly affected all segments. The decline in sales and revenue received by the company has made some businesses unable to withstand this pandemic. However, in 2022, Indonesia has begun to be free from the Covid-19 pandemic, little by little. Kopi Madi is a coffee shop that was built in 2020, when the Covid-19 pandemic was still hitting Indonesia. But Kopi Madi has survived until now because of the products offered and requests from customers that continue to increase every year. And in 2023, Madi Coffee has expanded its wings and opened its first branch in the Tebet area, South Jakarta. Seeing the increase in income derived from Kopi Madi, the owners opened branches to expand their market. However, from the sales results for the first and second months, Kopi Madi (Tebet) is very far from being successful. Therefore, this research was also conducted to find out what strategies are suitable for Kopi Madi (Tebet) in increasing its sales.

This study aims to investigate effective marketing strategies to increase sales at Kopi Madi (Tebet). In a competitive industry like coffee shops, it is important for business owners to develop and implement the right marketing strategy to attract customers and increase revenue. The analysis used is a qualitative and quantitative analysis of the internal and external data of Kopi Madi (Tebet). And the results obtained from processing the data will be formulated using the SWOT Analysis and TOWS Matrix to find a suitable strategy. And after getting the strategy to be implemented, a plan is needed to implement the strategy at Kopi Madi (Tebet).

Development of Sustainable Tourism Potential in Belitung

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Belitung Island is a district that has unique tourism potential. Currently it has been designated as Belitong UNESCO Global Geopark which has Spectacular Granite Views in Southeast Asia’s Tin Belt. “Belitong” is the traditional name of Belitung Island, a tin-rich island with fascinating history, spectacular geology, and beautiful landscape. The formulation of a strategy to improve the quality of Belitung tourist destinations is prepared by conducting a mix method. The strategy to improve quality is prepared based on the results of the SWOT analysis. Belitung has the potential for marine tourism which has high competitiveness with the main strength of its uniqueness and diversity of marine tourism attractions. The priority strategy is to improve quality by carrying out an aggressive strategy, namely utilizing strengths to take advantage of existing opportunities by supporting aggressive growth policies based on sustainable tourism.

Proposed Marketing Strategy for Initiation Development and Increase Sales Performance of CV Jonifer Embroidery

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Textile activities continue to expand their role along with the times and technology, not only for the purposes of art-culture and clothing needs in a limited environment, but this activity already be used as a source of income. One of the businesses engaged in the field of Textiles and Textile Products is Jonifer Embrodiery Convetion. This company is one of the pioneers in the convection business in Padang and has been operating for 12 years. The problem the company is currently experiencing is a decline in sales from 2021 to 2022. Therefore, this research will focus on finding the main problems related to Jonifer Embroidery’s internal and external conditions to create a marketing strategy using the SWOT Matrix which is then formulated through the TOWS Matrix and produce a new marketing strategy for the Jonifer Embroidery. The proposed marketing strategy consists of cooperating with companies or communities, providing product guarantees to maintain customer trust, optimizing business websites for promotional media, product innovation, marketing using social media, creating customer loyalty programs, making attractive banners, offering several promotions sales, and selecting Key Opinion Leaders (KOL).

Business Strategy to Increase the Asset Value of Pt. Martheen House (Case Study: Land in Pattimura Airport, Ambon)

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PT. Martheen House is the owner of the Idle Assets in North Maluku, Ambon. Numerous project options exist in the vicinity of Asset Idle, including the Pattimura international airport in Ambon, the processing of raw materials from crushed stone, and the surrounding countryside. In addition to numerous project options, Idle Assets also has office space and a total fisheries asset and facility value of Rp 7,761,500,000. In this study, PT. Martheen House intends to devise a plan to raise the selling price of its assets. Alternative projects that boost the resale value of these assets will be analyzed and profitable project ideas will be selected. utilizing SWOT to determine the internal components of an organization PESTLE to study competitors to explain external elements from the company that must be open, Porter’s Five Force to enable the company to overcome the underlying opportunities and dangers in the company’s external environment. After performing a Feasibility Study to establish the alternatives and the US Index to determine the chosen resource, the corporation must maximize capital in the form of Equity, Debt, or both to determine which resource to select. The final step is to determine the internal financial position using Financial Ratio Analysis.The investigation reveals that the chosen alternative project is the crushed stone processing project for Rp. 2.035 billion, the Warehouse Project + small office for Rp. 8.787 billion, and the Transit Hotel Project for Rp. Using loans to finance the implementation of this alternate project is doable. Due to the company’s internal financial predicament, it will implement the first alternative project selected, the crushed stone processing project.

Proposed Marketing Strategy to Increase Revenue for PT. Pipa Tanpa Kampuh Indonesia in Seamless Steel Pipe Industry

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PT. Pipa Tanpa Kampuh Indonesia (PTKI) is one of the industrial companies for manufacturing seamless steel pipes in Indonesia which has the ability to produce the final product Oil Country Tubular Goods (OCTG) and pipelines (Linepipe), which are used to support operations in the upstream oil and gas industry. The Company currently has an average Local Content of 27.11% for High-Grade products and 21.02% for Low-Grade products. The plant most likely produces products with the High-Grade type, where the market demand for this product gradually decreases every year. It was affecting the Company’s revenue which decreased in recent years; moreover, the utilization of the installed production capacity has also decreased. Therefore, the Company is attempting to penetrate the market for Low-Grade products, which requires developing an effective marketing strategy to compete in this highly competitive market segment. This research conducts internal & external analysis of the Company using PESTEL analysis, Porter’s 5 Forces, competitor analysis, and customer analysis with interviews are used to conduct external analysis. Meanwhile, Porter’s Value Chain analysis, Segmentation-Targeting-Positioning (STP), Marketing mix 7P, and internal management interviews are used to conduct internal analysis. Further analysis was carried out using the SWOT, TOWS matrix and Root-cause analysis (RCA) with the Five Why’s method. According to the analysis, it can be concluded that PTKI’s customers respect the existing regulations, particularly those regulating the use of domestic products, and they expect a fast delivery time for Low-Grade products. Therefore, it may be recommended to the Company that product differentiation be considered to increase local content and do strategic stocking of materials commonly used in Indonesia.