Articles

Proposed Integrated Marketing Strategy to Increase Brand Awareness for PT Karya Seni Hadiprana (Hadiprana Artwork)

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PT. Karya Seni Hadiprana (KSH) is a consultant and contractor company that provides artwork in architecture and interior industry. The company provides customize premium artwork products and services that have local content inspired from the rich of Indonesian culture. However they are having decreasing numbers of new customers and revenue streams due to global pandemic of COVID-19. Digitalization in architecture and interior industry also impact the PT KSH compare with other competitor who already utilized digital marketing strategy. The purpose of this study is to find out the reasons of the business issues, due to changing of customer behavior impact from Covid-19 and digitalization in architecture and interior industry. The research method uses qualitative descriptive methods. Qualitative descriptive methods are used to acquire primary data and make observation from in-depth interview with the company executives. The collection data is then to create internal and external analysis. The internal analysis is to gather the information about PT KSH internal conditions with Marketing Mix, Business Model Canvas and VRIO analysis, while the external analysis is used to evaluate the external factor of architecture and interior industry as well as customer behavior. Furthermore, after internal and external analysis was conducted, the researchers used SWOT analysis and find the weakness of the company, which lack of digital marketing strategy. Based on the analysis, researchers presented new integrated marketing strategy by optimizing digital marketing and improve marketing knowledge in order to increase awareness of products and services of PT Karya Seni Hadiprana.

Integrated Industrial Marketing Strategy in Social Media to Increase Electrical Products Awareness for PT Unindo Hi-tech Pratama

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In this era of information, it requires everyone to have a marketing knowledge. Marketing knowledge can be implemented for every businesses in all over the world. In B2B business, there is a term of industrial marketing strategy which is a similar marketing strategy, but can be implemented for a long-term relationship with the customers. PT. Unindo Hi-tech Pratama is one of Hiwin distributor in Indonesia which provide mechanical and electrical spare parts for industrial automation needs. The purpose of this study is to find out the reasons for the lack of awareness of the Hiwin electrical products in PT. Unindo Hi-tech Pratama. The research method uses qualitative methods. Qualitative methods are used to obtain primary data and make observations from interviews with owners, employees, and customers. The collected data is then used to create internal and external analysis. Internal analysis is used to gather information about PT. Unindo Hi-tech Pratama internal conditions with VRIO analysis and marketing mix, while external analysis is used to evaluate the industry environment as well as define the behaviour of customers of the company. Furthermore, after external and internal analysis was conducted, the researchers used root cause and produced the cause of the problem on the lack of effective promotions and limited resources in raising awareness of Hiwin electrical products. Based on the analysis, researchers presented a new industrial marketing strategy by maximizing digital marketing and improve marketing division management in order to increase awareness of Hiwin electrical products.