The Indonesian Journal of Business Administration
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Proposed Marketing Strategy for Enjoy Tour and Travel
No full textAbstract – Nowdays every people need a holiday for entertaining themself after density of their activity. Holiday for every people has been important. Todays how many tour and travel services which is can help us to arrange our holiday so it easier to do a holiday. The business players in the Tour and Travel industry were competing to gain profit by providing various attractive offers so that customer prefer to receipts their services compared to its competitors. Enjoy Tour and Travel participate in providing tour and travel services, especially in Bandung and Jakarta. Enjoy Tour and Travel be operates since 2011. And in 2012 Enjoy Tour and Travel doing the expansion of destination in their business. And nowdays they faced the problem the unsuccessful the expansion and the increasing of the competitor in this industry. The variuous analysis such as external analysis, internal analysis, customer analysis, competitor analysis and SWOT analysis doing to know the root cause of the problem that faced by Enjoy Tour and Travel. The main cause of this problem then grouped by three type, they are the problem of no strategy marketing, the problem of limited financial of company and the problem of barrier to entry is low. To rising this problem, the writer proposed the solution for Enjoy Tour and Travel. The Solution business consist of the proporse the STP and proposed the marketing mix. As for the plan implementation for doing the solution business that proposed consist of plan implementation marketing mix, budgeting financial and plan time activity. Keyword : Tour and Travel, Strategy Marketing, Marketing Mi
Analysis of Corporate Financial Decisions at PT Telekomunikasi Indonesia Tbk in Order to Increase Its Firm Value
No full textAbstract— Any firm goes through the same life cycle – start up, rapid expansion, high growth, mature growth and decline. There are similar characteristics shared by firms within the same phase of life cycle in term of choices to increase firm value. They also typically share the same financial performances although some firm may not face the same circumstances. But it is rather an exception than the norm. PT Telekomunikasi Indonesia, Tbk (Telkom) has seen its growth decelerating. While on the other hand, it wishes to achieve market capitalization ofIDR 300 trillion by 2015. This paper analyzes corporate finance decisions of Telkom in its bid to increase the stock price. This study also employ the concept of corporate finance as outlined by Damodaran (2010), in which corporate finance can be detailed into three important decisions: investment, financing and dividend decision. This study found the investment decision, represented by IDN, to be feasible from the valuation standpoint. However, it is subject to Telkom satisfying several assumptions. The capital structure of Telkom is also found to be optimal, in the sense that the cost of capital is the lowest. On dividend front, this study concluded that Telkom still has more cash to be returned to the shareholders.The implementation of IDN should be done in an orchestrated and well-planned manner. Units responsible for deploying the capital expenditure should keep up with the schedule. Any late deployment will impact the ability of Telkom to grab certain markets. While for returning cash to shareholders, this study prefer stock buyback to dividend as the former provides more flexibility.          Keyword: Corporate Finance, Valuation, Capital Structure, Dividend, Stock Buybac
Proposed Marketing Strategy to Reach 1 Million Members Value for A New Venture in Travel Industry (Case Study: Jar Travels, The Travel Community)
No full textAbstract. In 2013, WTCC (2014) stated that total travel and tourism provided a massive input to the global economy, The numbers not only has displayed a massive contribution of global tourism and travel to the world economy, but it also shown a great potential of this business in the future globally.Indonesia is the country that has strong performance in the region. Stated as one the biggest contributor demand for business travel in the next 10 years. Indonesian travel market growth estimate in 2012 until 2020 about 5.9 % per year. JAR Travels is a start up company, in traveling industry. It positioned the company as travel community, aimed to grab members to join the company in order to utilize the community further. JAR Travels targeted to grab 1 million members in the following four years, but in the first year they only achieved 0.04% from the target. Gap between target and reality becoming issue of this research, and the objective of this research is to propose the solutions to reach the target. In order to formulate the solutions, the situational analyses were conducted to find the root caused. S.T.P and Marketing Mix analysis were done by collecting data of existing condition from the company, completed with 5C analysis to scan the external situation and internal company environments. The result of the analysis were found that the root caused of the problems was un-effective current marketing strategy due to un-clear STP, marketing mix and the marketing communication.From the analysis, JAR Travels is proposed to implement new marketing strategy to achieve membership target. The proposed strategy is using market penetration and proposed the new segmenting and targeting as the new marketing strategy, free membership as the product modification, the system or media to generate and maintain member, and also the replacement of MLM to Internet Referral Marketing.Keyword: strategic marketing, online travel community, referral marketing, word of mouthÂ
Proposed Strategy Marketing For Kids Footwear Product ( Case Study: The Little Harper)
No full textAbstract. Nowadays many mothers dress up their kids, then get picture of them through their handphone or tablet, and then they upload that photo to social media like Facebook, Twitter, or Instagram. The Little Harper attempted to capture that phenomena for their business. That is why they are selling their product online through social media. It is not easy to do online business, especially new online shop. The Little Harper had to face problem, such as lack of brand awareness, lack of trust from their customers, and compete with other online shop. A survey have been conducted to mothers who had child between 0-5 years. Purpose of this survey to know opinion and habit of them when buying their child shoes. A statistical analysis is used to help finding best solution for solving The Little Harper’s problem. First, cluster analysis is used to classify 102 individuals into 3 clusters based on 29 variables. Second, cross tabulation analysis is used to know which cluster has most respondent according to age, level of education, occupation, and monthly expenditure. According to cross tabulation analysis result, cluster 1 is selected clusters among 3 clusters. The last step, discriminant analysis is used to choose variables that have influence in intensity purchases of The Little Harper’s customers. Result from discriminant analysis will be target of The Little Harper to attract their target market. Besides that, customer profiles of target market also be required by The Little Harper. This customer profiles is just from cluster 1 as selected cluster. After that, positioning formula must be created to makes The Little Harper’s brand look different with others and has certain image in their customer’s mind. For increasing trust from customers, The Little Harper will make return facility and payment method through transfer between bank account. For increasing brand awareness, The Little Harper will use celebrity endorsement, do sales promotion, and put advertisement in print media. Key Words: marketing strategy, cluster analysis, discriminant analysis, kids footwear, kids shoe
The Decision Making Process For Business Growth Plan of Kebab Mini Babe Juki
No full textAbstract - In this globalization era, business competition is getting intense in domestic or global. This phenomenon makes the business leader being more creative and competitive in making the approach to its customer. The strategy they used is about how to grab wider market and serve them well. This phenomenon happens regarding to the variability of consumer needs in every sector, especially in food consumption. Nowadays consumer has several needs and behavior in food consumption depending on several variables such as age, daily activities, and healthy lifestyle. The changing of people’s food consumption pattern opening wide opportunity for side dish business due to the high demand for side dish. Good nutrition, affordable, easy to serve and easy to consume are the most preferred side dish. These are the benefit that Kebab Mini Babe Juki offers to their consumer to consume them as the preferable side dish. The trends and demand for side dish that occur in Indonesian people food consumption’s habit gives Kebab Mini Babe Juki wide opportunity to grow its business. Kebab Mini Babe Juki which already existed for two years is in the situation where the kiosk permanently closed for several reasons. KMBJ take this situation as the turning point to design new strategy for the next business growth plan. Slow growth of the business is one of important factor that encouraging KMBJ to find new strategy in order to gain optimal profit and better growth in the future. In this research, all available options that KMBJ have in finding the right strategy will be analyzed using decision making tools and technique. By using the decision making process, it is hoped that the optimal result could be applied in the real business activities of KMBJ. The business issues exploration explore The Kebab Mini Babe Juki’s business situation in general and its internal issues. Its general business situation will be explained by using PESTEL, Porter’s five forces and business model. Then the internal issues will explore the problem analysis that delivered by fishbone diagram.The business solution started by the data gathering about competitors, supplier, frozen food industry and consumer that delivered by interview and questionnaire then continue with the decision making process that will be done by using SMART Analysis. By analyzing the result of SMART Analysis, the best outcome will be considerate as the best option to choose or the combination of options to choose then implemented in Kebab Mini Babe Juki’s business growth plan. Keyword: SMART Analysis, Side dish consumption, Business growth pla
The Influence of Creative and Cultural Elements On The Boarding House in Order to Develop an Appropriate Business Model to be Applied at GW Indekost
No full textAbstract - In the world of newcomers business, “the differentiation†becomes something that must be possessed in order to enter and defense among the tight competition with many competitors. From a many factors that may be influence, the creative and cultural are one of the unique factors that need to be considered. In this research, those both factors were lifted up as the independent variables to be observed further about the presence-absence or large-small impacts that appeared against the dependent variable, namely: student’s decision, in the context to choosing the desired temporary shelter. By the questionnaire mediator, this research was improved moreover systematically, and the answers of the respondents are the key decider where is these research culminates. Wherein, the multiple linear regression analysis was the chosen method in order to helping solve this problem. Through this method, was obtained a multiple linear regression equation that refers to the important information about the correlation among those three variables, which is explicitly state that the creative and cultural elements turned out have a positive influence. With the results: Fcount (54,182 > 3,091) which means that, “The creative and cultural elements simultaneously influence on student's decision in choosing the desired boarding houseâ€, also tcount (4,233 > 1,984) and (2,601 > 1,984) which means that, “The creative or cultural elements partially influence on student's decision in choosing the desired boarding houseâ€. Based on these final result that given, and then arranged a business model with the addition of creative and cultural elements in it, that appropriate to be able to applied at a newcomer boarding house as the main object, which also is the source problem of this business research, namely: GW Indekost. Wherein, the solutions that are meant above, among others: the waste recycle to be the new useful goods, the routine donation to be distributed to orphanages, the special privilege in phone rations to contact the parents, the adopting of eco-green principal, the alternative invoice by a pulse system, the royal exterior design with Balinese architecture, the ethnic Balinese interior design that is modern, simple and minimalist, the distinctively Balinese ornaments detail, the set of Balinese traditional music instruments, the application of vertical garden as a green area. Keywords: creative, cultural, student’s decision, multiple linear regression analysis, business model
Business Strategy Analyis And Recomendation For Popkeys
No full textAbstract - Popkeys as one of the SMEs that aware of the opportunity that has given by internet, emerge among the Indonesian society to introduce a brand new product for the society which is a keycaps or key cover. Popkeys facing several issues for their business and one of their main issues is the sales that keep declining after the first month of sales. External analysis such as Porter’s Five Forces and Macro-environment analysis also internal analysis such as Value Chain analysis, SWOT analysis, EFAS and IFAS, Marketing mix, and any other tools are conducted. Survey for the awareness of the keycaps product and Popkeys brand are also conducted in this final project. The result of the analysis is that there are three main root causes that will be the main focus on this research: lack of brand and product awareness, not effective marketing strategy, and operational/production process that Popkeys has a very high dependency on China vendor that will affect the sales of their product. To increase the awareness of their keycaps product and their Popkeys brand, Popkeys needs to do the Integrated Marketing Communication program (advertising, endorsement, joining events and bazaars, and any other IMC tools) and also determine a more clearly STP. As for the production/operational side, Popkeys need to loosen or even better release their dependency on China vendor by looking a new local vendor in Indonesia. Action plan and implementation plan are also conducted for Popkeys from November 2014 until November 2015. In the action plan and implementation plan will be discussed a more specific time for each Popkeys action plan.Keywords: keycaps, internet, business strategy, brand awareness, SME, social mediaÂ
Marketing Strategy for Six Nine Footwear in Purpose to Increase Sales
No full textAbstract.The development of internet has grown very rapidly that has become an important part in the of today's modern life. Sixnine as one of the SMEs sees the opportunity of rapid development of technology today, and it makes Sixnine think to start an online business. Sixnine offers products which are specific shoes for men with three models of shoes, i.e boots, casual and semi-formal. Sixnine makes its sales through social media, which causeSixnine has more than one social media, its website, facebook, twitter, and instragram. Sixnine has established for nearly two and a half years, and along with the times Sixnine has faced some kind of issues, i.e the low sales in Bandung, the great number of competitors and it can not handle orders in a timely manner. With those issues, various forms of external and internal analysis are performed such as Porter's Five Forces, SWOT analysis, Marketing Mix, STP, and Customer Perception of Service. In scientific works, some surveys also have been performed which aims to determine the awareness level of Sixnine’s brand and products, satisfaction with the Sixnine’s products and lifestyle of Bandung citizens As results, there are two main issues focused in this study, i.e the low level of public awareness of Sixnine’s brand and products and unstructured work division, these issues affect the lower sales. For solutions, there are several things that must be considered to increase the level of public awareness toward the Sixnine’s products and brand which must be accompanied by well planned marketing strategy, i.e change the Sixnine’s tagline, join exhibitions or fairs, distribute flyers during the bazaar, maintenance of social media and endorsement of local actress. As for handling the unstructured work division, it must perform re-structure the company by adding new employees to handle social media and recap the data of good reservation. Those strategies should be implemented and well planned as it will affect the increase of Sixnine’s product sales Action plan and implementation are formed for Sixnine commencing from November 2014 to April 2015. Action plan and its implementation, will describe more detail about the timing of any action plan that has been set for Sixnine. Keywords: Footwear, internet, marketing strategies, brand awareness, social media Â
Marketing Strategy for Ratna Collection
No full textAbstract - Indonesia is one of the new engines of luxury growth within Asia region. Luxury goods growth in Indonesia is estimate could rise to 40%-60% annually. Indonesia is very attractive country for luxury good brands because number of consumer who can afford luxury goods are increasing. Ratna Collection is providing luxury goods such as bags, watches, glasses, accessories, fragrance, etc. The company objective is to be growing and profitable company. This research focus on marketing issues that consist of decreasing number of visitor, low brand awareness and lack of market research activities. The purpose of this research is to define the target market and get appropriate marketing strategy based on marketing mix. Based on root cause analysis, decreasing number of visitor are caused by unclear target market and not appropriate marketing strategy. Data analysis resulted that Ratna Collection should renewal STP and marketing mix. By conducting clustering, discriminant analysis method and also interview with the owner, the best target market and appropriate marketing strategy for Ratna Collection were decide
Design and Implementation Plan of Process and Team Based Organization in Information Technology Division in Bank Central Asia
No full textAbstract – Bank Central Asia is one of the biggest private bank in Indonesia and is known for the its most innovative information technology service. Future banking competition will definitely require information technology as the main element. Branchless banking, digital channel, mobile banking are all IT related banking service which will be the next trend. In todays business, competitive advantage and technology are easily imitated by the competitors, and change happens very frequent and fast. Bank Central Asia should invest in its organization capabilities instead of gaining competitive advantage in its business model and strategies to adapt the very fast changing business environment. In the future, innovation in IT banking services will not dominantly be totally new products but in the form of process or service innovation. With the high demand of process based IT projects, more demand from business units to deliver variative, parallel, and complex IT related projects, GSIT as the IT division in Bank Central Asia has to adapt itself with the upcoming business needs and business environment. To grow and adapt itself with the process innovation environment, GSIT as an organization has to place itself in the business process level mindset, not the functional or products based organization structure. To absorb abundant IT projects with specific requirements and characteristics and to be self directed with minimal intervention from managements, GSIT needs to adopt team based organization concept with balanced and proper team and job design. The holistic framework of process and team based organization is hoped to accommodate resources management in GSIT which is now growing into a massive IT organization. For the transformation to process and team based organization be successful and effective, strategic and sound implementation plan with short implementation duration and proper evaluation framework is designed along with skilled, competent, and experienced agent of changes such as senior IT managers, senior HCM managers, external OD consultants, business solution unit, and project management unit. The entire transformation process is covered by DICE framework and General Model Of Planned Change which are tools to guide and measure organization intervention process. Keywords: team based organization, process based organization, business process, project management, organization resources management, organization development, process innovation, process based IT project