Articles

Proposed Business Strategy in Improving Customer Base to Promote Company Growth (Case at PT. AKSI)

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The research explores Indonesia’s economic growth linked to investments, particularly in manufacturing facilities, which drive demand for supporting products like lighting. Exxent Lighting, focused on government street lighting, faces revenue fluctuations due to seasonal government purchasing patterns (Q1 and Q4 peaks, Q2 and Q3 lows). This study identifies the industrial sector as a viable market to address these revenue gaps. Using qualitative methods including interviews and market reports, the author analyzes market needs and conducts internal and external assessments using various marketing and business strategy frameworks. Findings reveal strong brand loyalty to market leaders, but declining satisfaction due to service failures, alongside cost efficiency pressures driving demand for alternative lighting solutions. Based on these insights, the study develops a tailored value proposition and proposes a new business model for Exxent Lighting to enhance competitiveness in the industrial market.

Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

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This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata’s marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business’s numerous problems. The SWOT analysis aides in evaluating the company’s environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company’s numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter’s Five Forces analysis, the research investigates the industry’s structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras’s internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata’s efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.