Articles

Improving Performance of Customer Relationship Management to Leverage Customer Loyalty (Case Study: MILKY CRM Loyalty Program)

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Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, CRM implementation faces challenges from both external and internal factors within an organization. Ineffective CRM implementation can lead to customer dissatisfaction, decreased loyalty, reduced profitability, and missed business opportunities. This research aims to improve the MILKY CRM loyalty program by identifying the key root causes and proposing alternative solutions, ultimately determining the best alternative to enhance the program. The methodology includes in-depth interviews and analysis using the Kepner-Tregoe framework, which involves problem analysis, decision analysis, and potential problem analysis. Supported by external and internal analyses such as Porter’s Five Forces, Customer Journey Mapping, and an Integrated CRM Scorecard, the results are then utilized for a SWOT analysis.

The problem analysis identified 21 attributes as the root causes affecting MILKY CRM loyalty program performance. These attributes include Consumer Behaviour Change, Aggressiveness of Competitors, CRM Agency Capability, Healthcare Apps Strategic Partnership, Potential New Segments generated by New Entrants, CRM Differentiation, Strong Brand Reputation, Content Management, Ability Services Program, Customer Engagement, Customer Experience Improvement, Win Back Lapsed Customers, Incomplete metrics tracking on CRM scorecard, Financial Budget Constraints, Personalization Services & Rewards, Digital Acquisition Transition, Segmentation & Tiering Review, Balancing Strategy on Customer Acquisition & Retention, IT System Capabilities, and Human Capability on CRM. In the decision analysis section, alternative solutions were generated through TOWS analysis, and the best alternative was determined using the Analytical Hierarchy Process (AHP) tool. The top chosen strategy, Strategy #2: Optimizing CRM & Organizational Strategies for Enhanced Customer Engagement & Operational Efficiency (W/O Strategies), is recommended for future improvement. Focus areas include communication, resources, technology, and KPI metrics to mitigate potential problems. Overall, this research provides valuable insights and recommendations for enhancing the performance of the MILKY CRM loyalty program, ensuring its effectiveness in meeting customer needs and driving business success.

Proposed Business Strategy Improvement for Project Management Consulting Form (Study Case: PT ABC)

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PT ABC is a service company in the field of project management, established in 2005. It operates with three main businesses: project management training, project management applications, and consultancy services. Project management is a crucial element for executing projects effectively within a company. In various industries, there is a growing demand for knowledge and consultation on how to manage projects efficiently, leading to the emergence of companies specializing in project management consultancy, such as PT ABC, to address these challenges. This research aims to uncover the root problems of the company to identify implementable solutions. Several analyses are employed in this study, including General Environment Analysis, Industry Analysis, and Competitor Analysis for external insights. For internal analysis, resources analysis, value chain analysis, marketing mix, and STP analysis are utilized. The study then progresses to map SWOT analysis and TOWS analysis. From these analyses, weaknesses and strengths of the company are identified, guiding the formulation of appropriate strategies to compete in the market. The research reveals that PT ABC possesses several strengths that have enabled the company to endure over time. Noteworthy strengths include its reputation and a skilled human resource pool in project management, garnering attention in the project management industry. Additionally, the company has a competitive advantage through technological innovation in its application, setting it apart from competitors and providing potential added value when maximized. However, there are areas for improvement, such as refining the application products and establishing a dedicated marketing team to focus on promoting all of PT ABC’s products rather than just one.

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.

Proposed Marketing Strategy for Coffee Shop in Jakarta

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Most Indonesian people, especially the millennial generation, has adopted hanging out and drinking coffee into their way of life as a way to support their daily activities. coffee consumption hit 3,3 million bags @60kg, and the end of the year of 2021 it reached 5 millions of bags. Sicangkir Coffee is a coffee shop that placed in Pasar Minggu, South Jakarta which following the trend since 2018. After Pandemic covid-19 hit indonesia in 2020, sicangkir sales decline a lot and trying to regain the sales they used to have. Sicangkir have challenges due to proliferation of coffee shops in Jakarta.

Finding an appropriate marketing strategy to improve Sicangkir Coffee sales is the goal of this study. Internal and External analysis is carried out to understand business problem broadly and deeply. Analysis of the internal focus on STP (Segmenting, Targeting and Positioning) and Marketing Mix (7P), while the external analysis focus on PEST analysis, Porter Five Forces and Competitor Analysis. In this research both primary and secondary data were collected for analysis. All the analysis result are summarized in SWOT framework (Strenghts, Weakness, Opportunitites and Threats) and further analyzed using TOWS matrix to generate several strategies proposals.

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).

Proposed Marketing Strategy for Fashion and Accessories Brand to Increase Brand Awareness and Sales Performance (Case Study: Carbon is Lyfe)

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The world of fashion and accessories is now growing quickly. The presence of digital platforms for conducting marketing and promotion of products also supports this development. The growth of this industry presents Carbon is Lyfe, a local men’s fashion and accessory brand, with a chance to keep growing. However, Carbon is Lyfe encounters several challenges when growing its business, including low brand awareness and incompletely met sales goals. This study aims to analyze the internal and external environment of the Carbon is Lyfe company, identify the variables influencing customer’s brand awareness and purchase intentions for fashion and accessories, and recommend suitable marketing strategies for Carbon is Lyfe. The research method used is qualitative and quantitative methods. Qualitative methods are used to determine the internal condition of the company and are conducted by interviewing the CEO of Carbon is Lyfe. Meanwhile, quantitative methods are used to determine external business conditions, namely customer analysis, by distributing online questionnaires to the target market of Carbon is Lyfe. The questionnaire results were then processed using the PLS-SEM method using the SMART PLS software. After knowing the internal and external conditions of the Carbon is Lyfe business, the author uses a SWOT and TOWS analysis to formulate appropriate strategies to solve existing problems. As a result of this study, the authors propose five marketing strategies that are suitable for internal and external conditions to increase brand awareness and sales performance of Carbon is Lyfe.

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).