Proposed Marketing Strategy to Increase Sales of Djakarta Transport Jaya

: PT Djakarta Transport Jaya faced profit problems five years ago, one of which was the lack of knowledge about the right marketing strategy and limited access to a wide marketing platform. The author conducts quantitative research through surveys and in-depth interviews with new potential market segments that can help PT Djakarta Transport Jaya increase sales in the B2B market. The author also analyzes the factors that can influence the buying interest of new market candidates of PT Djakarta Transport Jaya. The results of this research are expected to be a solution for PT Djakarta Transport Jaya in increasing profits through the implementation of appropriate marketing strategies and optimization of access to extensive marketing platforms. Thus, PT Djakarta Transport Jaya can reach new potential markets and increase its competitiveness in the B2B market. The analysis was conducted internally using: Segmenting, targeting and positioning, Marketing mix, VRIO Framework and Business Model Canvas, as well as external analysis consisting of Porter 5 forces, PESTEL analysis, Competitor analysis and Consumer analysis. The results of the author's research, PT Djakarta Transport Jaya can emphasize a wide reach to remote areas by upholding the speed and security of shipments on social media platforms. Using social media marketing such as the use of IG ADS, FB ADS and TikTok to reach new consumers by highlighting the completeness of the fleet. Focus on a sophisticated tracking system and service activities carried out by SDM Djakarta transport jaya. Strengthening social media content with interesting topics such as technological innovations such as IoT which is used to monitor the performance and punctuality of vehicle trips to increase customer satisfaction and lastly Keeping prices competitive with competitors in order to attract new customers and retain old customers.


INTRODUCTION
The shipping expedition industry in Indonesia is highly competitive, and companies must focus on increasing their credibility to attract consumers.This industry is a mainstay for Indonesia and was a major contributor to the country's 5.44% economic growth in the second quarter of 2022, with transportation and warehousing leading the way with 21.27% growth.Other sectors that contributed to the growth included accommodation and food and drink, electricity and gas procurement, other services, information and communication, and corporate services.PT Djakarta Transport Jaya is a transportation company that has been established for 27 years, providing fast and safe shipping services.However, the company is facing a challenge in increasing its target market and sales.Through further research, the main problem was identified as a lack of brand awareness due to a name change in 2018.The company has loyal customers who appreciate the quality service, responsibility for delivery security, and competitive prices with competitors.However, the company has failed to build brand awareness for new customers, resulting in stagnant sales and overreliance on existing customers.
To address this problem, the author proposes conducting further research to determine effective marketing strategies that can increase brand awareness, attract new customers, and increase sales.The research questions include identifying the factors that influence PT Djakarta Transport Jaya's brand awareness and proposing appropriate improvements to existing marketing strategies.The results of this research can provide valuable insights for the company to optimize its marketing efforts and distinguish its transportation services from other competitors in the market.Effective and creative marketing strategies, such as online marketing and identifying the right target audience, can help the company to increase consumer interest and create a competitive advantage for the company.By implementing these strategies, PT Djakarta Transport Jaya can attract more customers and ultimately increase its profits and success in the transportation industry.SWOT ANALYSIS SWOT analysis is a methodology used to identify strengths, weaknesses, opportunities, and threats in the external environment of a company, organization, or situation.By utilizing this approach, strategies can be developed to maximize strengths and opportunities, while minimizing the impact of threats and weaknesses.(Seki & Biler, 2016 cited in Ermetin, 2023).

RESULT ANALYSIS OF EXTERNAL AND INTERNAL ENVIRONMENTS
This chapter will discuss the analysis and business strategies that will be adopted in this study.The author will discuss the analysis of the internal and external situation of the company PT Djakarta Transport Jaya with the aim of finding solutions to business problems that are being faced today.The results of the research will produce strategic suggestions that will help the company in overcoming these problems.

External analysis Porter 5 Strengths
A study on the truck transportation industry utilized Porter's Five Forces analysis to determine industry competitiveness, including the threat of new entrants, competition among firms, substitution threats, consumer bargaining power, and supplier bargaining power.This analysis can help companies develop effective business strategies to compete in the market: A. New Arrivals Threat: Djakarta transport jaya services include the transportation industry that focuses on transporting goods in large quantities so that vehicles are needed including truck groups which certainly require a lot of capital if someone wants to build a business like Djakarta transport jaya.This means that it will be difficult for new businesses to enter the market because it requires a lot of capital to buy vehicles that are able to load goods in large quantities.So based on this, the threat of newcomers is categorized as low.

B. Threat of Substitution:
PT Djakarta Transport Jaya can experience the threat of alternative products such as industrial logistics services (Samudera logistic) which are increasing and continue to innovate along with technological advances, but their prices are quite high if they want to transport goods in large quantities.Therefore, companies need to consider companies that want to use services from samudera logistics at prices that are quite much more expensive than Djakarta transportation jaya.So based on this, it is categorized as low.

C. Bargaining Power of Suppliers:
PT Djakarta Transport Jaya relies on suppliers of fuel, spare parts, and infrastructure to run its operations.Therefore, companies should consider the reliability, availability, and supplier alternatives to reduce the risk of depending on a single supplier.With abundant fuel, Djakarta transport triumphant to find other suppliers.So based on this, it is categorized as Low.

D. Buyer's Bargaining Power:
In the transportation industry, for Djakarta transport Jaya customers include B2B with the average from companies that have long been consumers of Djakarta Transport Jaya.This is because they have believed in the services provided by Djakarta transport Jaya so far.and until now they still use the services of Djakarta transport Jaya.Therefore, it can be said that consumers from Djakarta transport Jaya do not easily move to competitors of Djakarta transport Jaya.So based on this, it is categorized as low.

D. Competition In The Industry:
The transportation industry is generally quite competitive, and PT Djakarta Transport Jaya is no exception.However, the completeness of the fleet owned by Djakarta Transport Jaya makes it quite difficult for consumers to find other cargo services considering that Djakarta transportation Jaya includes a cargo transportation company that is quite flexible with its fleet and prices that are negotiable to old and new players.So based on this, it is categorized as low. .

PESTEL Analysis
The PESTEL framework covers political, economic, social, technological, environmental and legal factors that may have an impact on business.Analysis: A. Politics (Opportunity) Indonesia is entering the period leading to the 2024 General Elections which political conditions tend to be stable, despite several controversial issues being debated.The government will continue implementing large-scale policies such as national economic recovery and infrastructure improvement.PT Djakarta Transport Jaya has an opportunity to benefit from strong political support and policies supporting the transportation sector, including investment in transportation infrastructure and improved public transportation services.

B.
Economy (opportunity) Indonesia's projected economic growth of 4.9-5.2% in 2023 is still positive and can lead to increased government funding for transportation infrastructure, creating opportunities for logistics companies.Monitoring economic factors is important for logistics companies to make informed decisions and mitigate risks.The government's national economic recovery programs and policies also support the transportation sector and present opportunities for companies like PT Djakarta Transport Jaya to develop competitive business strategies in response to economic changes.

C.
Social (Opportunity) Since the PPKM rule has been lifted, increased travel has resulted in high levels of traffic congestion and pressure on transportation companies to provide fast and accurate services.Transportation industry players can consider these social factors when designing effective and responsive business strategies to meet changing social conditions in Indonesia.

D.
Technology (opportunity) Technological factors, such as the Internet of Things (IoT), can significantly affect transportation companies.IoT can provide benefits to transportation companies such as real-time monitoring of fuel consumption, vehicle conditions, and performance.IoT can also optimize operational efficiency, reduce operational costs, increase customer satisfaction, and improve road safety.Examples of IoT implementation in transportation include traffic management systems and road condition monitoring to prevent congestion.

E. Environment (Opportunity)
The environmental condition of Djakarta Jaya transportation in Jakarta which is now hot has not become a temporary opportunity to expedite the company's operations because there is no flooding in the process of shipping goods to various regions.DKI Jakarta and surrounding areas are vulnerable to flooding during the rainy season.In addition, Jakarta's congested condition is a challenge for Djakarta Transports Jaya to deliver its goods quickly and safely to customers.

F. Law (Opportunity).
The transportation industry in Indonesia faces challenges related to strict environmental and transportation safety regulations, as well as a complicated bureaucracy for licensing and vehicle approval.PP No. 13 of 2017 National Spatial Plan provides zoning regulation directives for the National Transportation Network System with the aim of regulating the optimal use of space and minimizing the negative environmental impact of transportation.These legal conditions pose challenges for the transportation industry in Indonesia.Competitor analysis PT Djakarta Transport Jaya seems to have an edge in terms of services when compared to its two competitors.Their services include direct fleet GPS tracking for consumers and faster delivery times, which are not provided by their competitors.Additionally, PT Djakarta Transport Jaya has a more complete fleet compared to their competitors.

Consumer analytics
Through in-depth interviews with some potential customers, it was found that social media is very important in building brand awareness of a product or service and increasing consumer buying interest.Brand awareness is also crucial in promoting and increasing consumer buying interest in a brand or product.Consumers consider service, price, and product availability when deciding whether to use a service or buy a product.The quality of service and affordable prices can influence consumer perceptions of a service or product.Internal analysis STP When starting a business, the STP model helps marketers prioritize offers, create and deliver personalized and relevant messages, and engage different audiences, thus helping to create a marketing plan.STP Kudimon Healthy Food is provided with the following analysis: Segmentation Based on the segmentation analysis, it can be seen that PT Djakarta Transport Jaya has three segmentations with three types of industries and products/goods delivered each differently.

Targeting
As a company engaged in cargo transportation with company to company (B2B), the target of PT Djakarta Transport Jaya is regular customers, loyal customers, potential customers namely stevedoring companies, construction project companies, iron companies and sugar companies.

Position
Position statement Description:__________ Target Segment ▪ Companies engaged in the distribution sector of goods, manufacturing companies, retail, and so on that want to ship goods in large quantities with on-time delivery services and delivery at affordable costs.

Consumer Issues
▪ Companies often find it difficult to get a safe fleet in protecting goods in the process of shipping goods.▪ Many small companies often ship goods but do not have their own fleet ▪ Companies need third-party logistics services to reduce their operational costs, as they avoid investing in physical infrastructure, vehicles, and personnel.Consumer job to be done ▪ Companies need a fleet to deliver their goods in order to deliver goods more efficiently, quickly, safely and reliably.

Terms of Reference
 Logistics companies that specialize in delivering heavy goods such as iron, and construction. Logistics companies that provide delivery of goods are not only urban areas but can be to inland or remote areas.

Basic Requirements
Has a transportation service car in the form of Colt diesel, Trenton, and trailer.Unique Value Proposition All fleets are equipped with GPS for consumers to monitor the fleet during the delivery process.
Reason to believe A logistics company that has 3 complete car vehicles to offer to companies with fast, safe and affordable freight forwarding services that are still used by customers since the 1997s.distinguished from competitors Has an extensive network and has extensive services to areas outside JABODETABEK such as West Java.Unlike its competitors only in the JABODETABEK and Banten areas. .Marketing mix (current) 1.The results are land transportation: iron transportation services, construction and sea frenegh forwarders: export and import transportation services at ports 2. Price with price strategy: receivables, using DP first if it has been paid off until the shipment has just been paid off and the price is in accordance with the distance of delivery.Then for the price of a colt diesel car: IDR 1,000,000-IDR 5,000,000 (ordinary shipping changes depending on the distance), tronton size cars: IDR 1,500,000-IDR 6,000,000 (ordinary shipping changes depending on distance) and 40 feet trailer size cars: IDR 2,000,000-IDR 7,000,000 (ordinary shipping changes depending on distance).So the price is based on cost based because the determination of the selling price of the product is based on the costs incurred, such as operational and non-operational costs 3. Place: Jalan Peternakan No 19, Kapuk Jakarta Barat and Jalan Peternakan No 18, Kapuk Jakarta Barat.Strategic place: close to iron storage warehouses and close to Tanjung Priuk Port.
This article discusses a research project that focuses on the business operations of PT Djakarta Transport Jaya.The study employs way, to maximize the effectiveness of their marketing strategies.(Kotler & Keller, 2016).VRIOThe VRIO framework is a tool used to measure internal analysis by asking four questions about a company's resources or capabilities to determine their competitive potential .The four questions are: value, rarity, inimitability, and organization.The elements include valuable, rare, difficult to imitate, and organized.If a company successfully identifies all four components of the VRIO framework, it achieves sustainable competitive advantage.(Pearson/Prentice Hall, Aribowo, 2021, Cardeal, 2012,Newbert, 2008, Durand,  2010).