Articles

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 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.

Proposed Business Strategy for New Healthcare Innovation of Electro-Capacitive Body Stimulation (ECBS) Technology

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One of the greatest healthcare challenges in Indonesia is providing an adequate environment and healthcare infrastructure that ensures that people obtain the best treatment that conforms to their expectations, preferences, and needs. Therefore, healthcare technology players have a crucial role in overcoming this challenge and creating a better solution to the system. Electro Capacitive Body Stimulation (ECBS) is a technology that utilizes electric pulses to stimulate the body’s muscles and organs to optimize waste removal and nutrient transport process. As a result, the body will be conducive to physical well-being. For the elderly, who start to experience slowing down in physical ability and degeneration of organ functions, this technology is beneficial to maintain their health condition and prevent future chronic disease. However, the market performance is not live up to the fineness of this technology, even with all its benefits and technological advancement. As a matter of fact, sales have been disappointing by the year since the product is launched to the public. A number of factors contributed to this unsatisfactory sale encompassing internal and external conditions of the company. Through the analysis of internal and external environments as well as primary and secondary data, research is conducted to identify the contributing factors to the unsatisfactory sales and potential value of the technology. Based on the analysis and findings, a SWOT analysis that defines the unsatisfactory business performance factors and potential technology value and the TOWS matrix that bases the business strategy can be described. It includes the diamond model, STP and 7PS marketing, and business model canvas as the proposed solution for the business.

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 Dairy-Free Coffee Shop in Jakarta (Case Study: Mad For Coffee)

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The coffee industry in Jakarta is a thriving and dynamic market, with a large number of coffee shops, cafes, and restaurants serving various types of coffee and snacks. After the COVID-19 pandemic, the plant-based lifestyle is becoming increasingly popular in Jakarta. More and more people in Jakarta are choosing to adopt a plant-based lifestyle, either for ethical, health, or environmental reasons. Along with that, the market opportunity for dairy-free coffee shops in Jakarta is significant and growing. Many consumers in Jakarta are looking for healthier, more sustainable, and ethical food options, and dairy-free coffee shops cater to these needs. Mad for Coffee is one of the players in the coffee shop business, with their unique selling proposition as a dairy-free coffee shop. It is owned by one of the famous influencers in Indonesia, who is a vegetarian and also has a vegan community. With a huge number of competitors, Mad for Coffee needs to increase their market awareness and sales to make the business sustain for a long period of time. Based on the external analysis, the author found the coffee industry has intense competition. Competitors not only come from other dairy-free coffee shops, but also from regular coffee shops because they also provide a variety of dairy-free milk options. Moreover, from the internal factor, Mad for Coffee are not utilizing the power of their famous owner and their friends to help promote or to build partnerships or to collaborate with their coffee shop. From internal and external analysis in Mad for Coffee, then the author obtained SWOT analysis. From SWOT analysis, the author found that Mad for Coffee lacks marketing programs such as special discounts or loyalty programs to retain customers. Also, their social media contents are not really exposing their products and their strong branding as a dairy-free coffee shop. From matrix TOWS analysis, the author proposed several alternative marketing strategies that can be implemented by Mad for Coffee. Those alternatives are improving promotion by representing several strong points on Mad for Coffee and ads placement in social media, collaborating with influencers, community and media, developing loyalty programs and product promotion, and improving facilities and human resources in Mad for Coffee.

Business Strategy Proposal for Solar Energy EPC Company

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Catur Elang Energi (CEE), as one of the business diversifications of PT. Catur Elang Perkasa was established in 2020 to support Indonesian government to increase the new and renewable energy contribution in Indonesia by providing EPC (Engineering, Procurement, Construction) service for roof top solar power plant. In 2022, revenue generated from their operations is not good enough to achieve the target given by management. This research conducted to know the external and internal factor and propose strategy to improve CEE performance. This study further analyzes how the company runs its business from an external and internal perspective. This study uses external analysis such as PESTEL analysis, Porter’s five forces, and competitor analysis. Moreover, there are also internal analysis such as Segmenting, Targeting Positioning (STP) analysis, Marketing Mix. Then a further analysis was conducted by using a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats of Catur Elang Energi business. Business Model Canvas used to define and communicate Catur Elang Energi business and TOWS Matrix will help Catur Elang’s develop its business and sales. the recommendation given include product development for solar energy related product, promotional campaign, developing agent network, and partnership with financial institution. Strategy implementation in the form of Gantt chart also made based on recommendation that can be implemented by PT. Catur Elang Perkasa.

Proposed Marketing Strategy for Schouten.id to Increase Brand Awareness and Purchase Intention

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Schouten.id is a local men’s fashion brand that sells basic wear products and was founded in 2017. Schouten currently has five product categories: outerwear, shirts, pants, and hats. Every year, the number of MSMEs in the fashion sector grows, resulting in the emergence of many new competitors; however, some old competitors have also become obstacles. According to Schouten’s sales data from 2020 to 2022, sales have fluctuated. The author conducted preliminary interviews with fifteen random people, only two of whom were familiar with the Schouten brand. With these findings, it is possible to conclude that Schouten’s use of social media and promotional methods is still not optimal, resulting in a lack of brand awareness. According to the fishbone diagram’s description of the problem, the fluctuations that occur in Schouten are also influenced by product and place factors. The purpose of this research is to determine what factors cause sales fluctuations at Schouten, what factors influence purchase intention, and what marketing strategy suggestions are appropriate to increase brand awareness at Schouten. To achieve the research objectives, the authors will conduct external and internal analysis, resulting in TOWS as a solution. PEST analysis, Porter’s Five Forces Analysis, competitor analysis, and customer analysis were used for external analysis. Customer analysis was conducted by distributing questionnaires at random to 200 respondents, including potential customers. SmartPLS 4 is then used to process the data using the PLS-SEM approach. Then, for internal analysis, VRIO analysis, marketing mix, and STP are used. The TOWS matrix produced 11 strategies, and as many as six of them were chosen to formulate new marketing strategy proposals, which Schouten could then implement based on the implementation plans that had been created.

Proposed Marketing Strategy for Sustainable Growth of Persib Official Store

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PT Persib Bandung Bermatabat is in charge of the football club Persib Bandung, which is one of Indonesia’s teams. The Persib Official Store, located at Graha Persib, 3rd floor, Jalan Sulanjana No. 17 Bandung, is managed and sold by PT. Persib Bandung Bermatabat. The Persib Official Store sells merchandise divided into three product categories: Fashion, Jersey, and Accessories. The issue that arises in this business is that sales fluctuate from January to June 2022. As a result, the purpose of this study is to learn about Persib Official Store’s business situation and to recommend the best marketing strategy for increasing sales and becoming more competitive in the football merchandise industry’s development.The research method uses qualitative research methods. Qualitative methods are used to obtain primary data and make observations from in-depth interviews with Persib supporters. The data collection is then used to make internal and external analysis. Internal analysis is used to gather information about Persib Official Store’s internal conditions using Marketing Mix 4P analysis, STP, and VRIO analysis, while external analysis uses Porter’s five forces analysis, competitor analysis, and customer analysis to determine external factors from the football merchandise industry. Furthermore, after carrying out internal and external analysis, the researcher used SWOT analysis and found the company’s weaknesses, namely the lack of optimal marketing and social media strategies. Furthermore, after conducting a SWOT analysis, the researcher used TOWS analysis and found a solution to present a new marketing strategy by having a team digital marketing and optimizing their social media to increase customer awareness and purchase intention.

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