The Indonesian Journal of Business Administration
The Indonesian Journal of Business AdministrationNot a member yet
829 research outputs found
Sort by
PROPOSED MARKETING STRATEGY TO INCREASE THE PERFORMANCE OF LOCAL BRAND SNEAKERS (CASE STUDY: NAH PROJECT)
No full textNAH Project, a local SME that engaged in sneakers industry experienced rapid business development in terms of sales and brand traction. This invites attentions to local customers including the president, Joko Widodo, which then resulted “Jokowi effect” phenomenon. However, the sales resulted inconsistent and fluctuate in high margin. Hence, this research aimed to find the causes.External and internal environmental analysis were assessed in this research to obtain SWOT and root cause analysis, which resulted that the causes are the company still rely on certain products, few channel options given to customers, and lack of marketing effort in terms of promotion.Solution strategies to be proposed are based on TOWS matrix analysis. The solutions are launch classic model sneakers, adding additional value as complimentary for consumers, strengthen customer relation for competitive advantages, adding more online marketplace, more intense promotion on social media, more detail on categorizing product, and make use of public figure endorsement. New STP and marketing mix are also added to solution strategies.The proposed strategies has its detailed actions and timeline to make the most of its implementations by start in second semester of 2019 and will be ended in the end of first semester of 2020.Keywords: footwear, marketing strategy, public figure, sneakers, social medi
Proposed Marketing Strategy of Cookies n Chill Based on New Normal Baked Goods Business Ecosystem
No full textCookies n Chill is a local culinary brand that focuses on American-style cookie, officially launched on January 1st, 2020. Cookies n Chill products are hoped can share the joy to anyone who enjoys it. The company experienced sales decreased in April 2020. Consumer behavior has changed due to the COVID-19 pandemic that began to spread in Indonesia. The purpose of this research is to determine the right business strategy for the current situation and find out how to grow business transactions and the volume of customer interactions to survive at critical times.This study uses internal and external analysis to determine the company's condition and determine the source of the problems. For internal analysis, this study uses Existing Business Model Canvas. For the external analysis, the company uses Customer Analysis to determine further customer wants and needs. After knowing its internal and external conditions, the marketing variable was chosen as the most crucial problem. It expected to help solve other Cookies n Chill problems.With Proposed Marketing Strategy (Marketing Mix 7P), recommendations that can be given in this study are adding a new menu for a niche market; healthy cookie lines. In the future, it is possible to add new variants according to market demand. Social media optimization, such as Instagram and Twitter, is also needed for promotional purposes. Food blogger recommendations and Facebook ads are also Cookies n Chill marketing strategies. Business expansions strategies are consignment partnership with coffee shops and registering as a tenant in food festivals after the COVID-19 pandemic has ended. At the same time, additional employees are needed after business transactions have improved. Keywords: Marketing, Marketing Mix, Baked Goods, Covid-19, Business Ecosyste
Propose Digital Marketing Strategy to Increase Brand Awareness for Fashion Brand Establishment (Case Study in Lune Exterieur)
No full textThe creative industry in Indonesia continues to develop over time, especially in the fashion industry, which continues to grow massively. Seeing these developments, the fashion industry and the apparel industry certainly have considerable potential because fashion has become part of the urban lifestyle trend. Many creative industry businessmen nowadays carry out their business activities by utilizing social media and other online platforms to examine the prospect of the target market's behavior that is more dominant by using online consumption activities. Therefore, they must build an excellent strategic process to survive in the competitive fashion market in Indonesia. Lune Exterieur, founded in April 2019, is one of the creative industries in fashion whose business idea is to offer fashion at the best prices in a sustainable manner. In creating a strong brand, Lune Exterieur has to create and build positive activities related to its brand concept to reach the target market created. This study used qualitative research methods by conducting in-depth interviews with customers, business people, and professions related to digital marketing. It then used a SWOT analysis and determined the root causes of the problem by applying cause-diagram-effect (CED) followed by creating strategy development and making strategy implementation plans. The results of this study used content marketing matrix, social media optimization, AIDA models, and tipping points. The overall results were then distributed digitally through all Lune Exterieur social media by using paid advertising services and placing some of the righthuman resources in maximizing the marketing process. The implementation plan contains the time frame for business implementation and provides solutions to digital marketing budgets in the future.Keywords: Digital marketing strategy, content marketing matrix, AIDA model, tipping points
Proposed Marketing Strategy For N219 Aircraft in Domestic Market
No full textIn the last 5 years, the sales of the military aircraft of PTDI has been stagnant. The dependency of PTDI to the military customers’ budget makes the business more volatile and uncertain since it is strongly influenced by political situation and economy changes.To compensate the demand uncertainty from the military market, PTDI has to start expanding its aircraft business to the commercial market. Therefore the N219 aircraft was initiated and PTDI started its development in 2014 and accepted its Type Certification in December 2020. However, despite all the marketing effort since 2018 and high potential market, N219 has not been able to win any contracts from the potential customers in domestic market.This research is using internal and external analysis approach to understand the situation that has been faced by N219. AHP method is also used to understand the criteria and sub criteria that are prioritized by the airlines potential customers to make a decision on buying a new aircraft. The analysis then formulated into SWOT analysis. From it, the author can identify the root causes of N219 business issue.The current Marketing Strategy, Marketing Tactics and also Man power are the main root causes that was identified from the analysis the author had conducted. Therefore, there are several things in those areas that require major changes and are also very crucial, namely Target Market, Positioning, 4P and People plus the Organization.The target market of N219 has to be adjusted with the capability of N219-100. While the new positioning needs to highlight the N219 benefits aside from its product performance. The Marketing Mix stage has to start from strengthening the man power of N219 marketing and sales department and as the consequences, the organization of PTDI should be changed. For the Product aspect, N219 has to offer other value added package to the potential customers, both airlines and local government, such as benefits non-product, namely excellent after sales service, financing facility, long-term pioneer routes flight contract, operation package, human resource development and multiyear budget package. As for the Price aspect, N219 should offer the competitive number for the launching price, while still giving the value added package to the potential customer. Meanwhile, for the Place aspect, PTDI has to consider the expansion of N219 service facility in several areas in Indonesia to provide faster response for the customers. Other than that N219 has to optimize the Digital Platform to increase its accessibility. Last but not least, the Promotion aspect, with an integrated marketing communication approach that is maximizing every marketing channel including Events and Experience, Public Relation and Publicity, Direct Marketing, Interactive Marketing and Personal Selling.The implementation of the Marketing Mix is the responsibility of all parties involved in the company. However, in order to implement the Marketing Mix optimally, the commitment from the management is the first key activity to start focusing on the N219 business. The implementation plan has to be realized within a year since N219 needs to enter the domestic market before it loses its moment and more competitors enter the market. Keywords: N219, marketing strategy, marketing tactics, benefits non-produc
Evaluation of The Online Learning System at MBA (Case Study: School of Business and Management Bandung Institute of Technology)
No full textThrough developing business, management and entrepreneurship, ITB founded the School of Business and Management of ITB on 30 September 1990. SBM ITB is located in Bandung, Jatinangor and Jakarta. Due to the pandemic, every school activity, including SBM ITB, postponed their face-to-face activity until an unknown time. Despite the number of postgraduate students being raised, the quality output of studies has decreased due to online classes and makes students feel less effective with the online studies, MBA ITB students also felt unmotivated with online learning due to having to manage the school between the home’s atmosphere. The methodology for this research is using a questionnaire process based on DELES’s quality of learning and Bersin’s employee experience transitioned into student experience will be conducted from MBA ITB students. From both quantitative and qualitative processes. The form of the questions is a likert scale, using 5 response points and using regression analysis to find the relationship between student experience and quality of learning.After performing a test using simple linear regression, the independent variables (Student Experience) towards the quality of learning were all found to be significant predictors of student experience from employee experience’s Bersin from Deloitte. Based on the result, the study concluded that the quality of learning survey result is in a good shape, meanwhile some of the student experiences’ dimensions need to be improved. Therefore, this study proposes a solution is conducted in order to improve the quality of learning and student experience in MBA ITB. Keywords: Quality of Learning, Student Experience, Online learnin
PROPOSED IMPROVEMENT FOR DISASTER MANAGEMENT FRAMEWORK IN CONDUCTING EMERGENCY RESPONSE PROJECT IN INDONESIA (CASE STUDY OF WAHANA VISI INDONESIA)
No full textIndonesia is located at the meeting points of three tectonic plates, which leads to higher risk of natural disaster occurrence. Based on data from National Disaster Mitigation Academy (BNPB), the number of natural disasters increased significantly from 2010 until 2020. Natural disaster causes casualties, injured people, damaged infrastructures, and will affect a lot of lives significantly. This is where emergency response takes the most important role to restore and recover the lives of victims. Emergency response is a part of disaster management process, which involves preparation and mitigation phase to make the process effective and efficient. WVI is a non-profit organization, which also perform emergency response in many natural disasters in Indonesia since 1998. WVI’s emergency response for Lombok earthquake in July – August 2018 (Lombok Earthquake Emergency Response project) is selected as subject of this research. WVI performed several programs in LEER project such as distribution of non-food item (NFI) program and water sanitation and hygiene (WASH) program. Based on interview with the first team leader of LEER project, there was delay in procuring and delivering the aid materials in the emergency program. The team leader mentioned that based on his experience, the delay reached until 2 weeks for the procurement for WASH program. After analyzing the root cause using Fish Bone Diagram, the delay was caused by several factors, but mainly due to lack of man competency and lack of procurement system. The lack of man competency was about the staff assigned in disaster area which didn’t have the logistic and warehousing competencies and experience. As for the lack of procurement system, although WVI already has vendor database, but it still hasn’t had the vendor category and area mapping, which enable staff in disaster area to quickly procure the aid material needed. In the case of LEER, WVI had to procure materials from Jakarta and Surabaya due to local vendors evacuated themselves, which finally caused more time and cost to be spent.As the solution for the root causes, the researcher proposed the creation of WVI Emergency Supplier Network (ESN) to address the lack of procurement system, which will enable WVI to have broad coverage of vendor and material alternatives from each province in Indonesia. ESN will help WVI to quickly locate the nearest vendor to the disaster area, and finally help the procurement process to be quicker. For the lack of man competency, the creation of Emergency Response Handbook is proposed as solution, since it has a comprehensive and easy-to-understand guidelines for emergency response, especially the logistic and warehousing function. Both proposed solutions are hoped to strengthen the current preparedness of WVI disaster management, and finally produced better and faster emergency response. Keywords: disaster management, emergency response, preparednes
Corporate Branding In Coal Mining Industry Improving Integrated Corporate Communication Strategy of PT Berau Coal To Increase Social License From The Local Stakeholder
No full textThe coal mining industry is hated but loved. It is stereotyped as an industry that is not environmentally friendly but is also considered a cheap energy source. Berau Coal has a significant role for the Berau in creating jobs and the primary source of revenue for the Berau Local Government. Besides it, every year, Berau Coal contributes 100,000 tons of free coal for electricity in Berau, worth 120 billion annually. And Berau Coal also provide almost 110 billion rupiah every year for CSR program for villages around the mine: scholarship programs, polytechnics, hospitals, and public facilities in villages around the mine such as meetinghouses, posyandu, roads, and docks.However, Berau Coal is still facing several problem issues; social conflicts with stakeholders that disrupt mining operations, the lack of positive viral load in active and voluntary form support from beneficiary stakeholders. Corporate branding has not been widely applied in coal mining companies in Indonesia, applying the framework of Vision, Culture, Image (VCI) corporate branding that Hatch and Schultz (2003) introduced. The VCI framework, which will be adopted, will serve as a guideline in determining corporate communication programs to convince stakeholders to provide a social license to operate coal mines.Keywords: Corporate Branding, Mining Branding, Corporate Communication
Consumer’s Willingness to Pay for Wedding Decoration Analysis during COVID-19
No full textARTYS Wedding Designer is a vendor involved in the wedding business, especially in wedding decoration. But with the lockdown in effect due to COVID-19 pandemic, the wedding industry has been brought down to a halt. Since the start of the lockdown in April, ARTYS has mostly stopped operation, with the assets (decoration, etc) stored in the owner’s storage and the freelance employees out of contracts. However with the assumption that wedding decoration demand will recover after COVID, ARTYS is interested in exploring ways to continue business during COVID and also come out ahead of the competition once the lockdown is lifted and wedding ceremonies become the norm again. The research is conducted using two analyses: qualitative and quantitative analyses. For qualitative methods exploratory research of in-depth interviews methods was used to respondents who got married and are planning to get married during the pandemic. For quantitative analysis, online questionnaires was given to 123 random respondents, the respondents were then filtered it into 30 valid respondents who meet the criteria. Using questionnaire multiple regression analysis and Van Westendorp price sensitivity analysis, the end product is the willingness to pay of the consumer during COVID-19.The findings from this research can be used as recommendations for ARTYS based on the consumer’s willingness to pay during COVID-19. Keywords: Wedding Industry, Marketing Research, Willingness to Pay, Multiple Linear RegressionAnalysis, Van Westendorp Price Sensitivity Analysi
PROPOSED NEW STRATEGY MARKETING BASED ON PRODUCT MIX FOR FASHION BRAND ( CASE STUDY : BLCKROSE )
No full textBlckrose is a local fashion brand from Bandung which focuses on korean style streetwear. streerwear is a type of clothing that tends to be casual and non-formal. From the beginning, Blckrose was established in February 2019. The total sales of Blckrose products had not yet reached the specified target. Although Blckrose has tried marketing strategies using brand ambassadors as the iconic of the brand, but still the sales figures have not reached the specified target.The research is a descriptive qualitative methode and will use several concept which are STP ( Segmenting, Targeting, and Positioning ), Marketing Mix (5P), Product Mix, and SWOT analysis. The problem that Blckrose has low of performance sale. In root cause we can see the cause. The main cause come from product and promotion. Blckrose lack of product variant and lack of consumer engagement. To solve the problem, Blckrose need to focuses on the aspect from 5P that are Product, Price, Place,Promotion, and People, based on product mix. The solution for Blckrose is to adding variant in their product, developing lini product, make a creative visual content, and make fixed schedule for promotion. The business strategy can be implemeted by the help of scheduled strategy. Keyword : Blckrose, Fashion, Marketing Mix, Product Mix, Streetwea
Proposed Resources Provision, Product Feature, and Promotion Mix Developments for New PLN Mobile Application (Case Study at PLN UP3 Bandung Working Area)
No full textThe new PLN Mobile application is a PLN electricity service in the form of an application. This application comes with benefits for PLN and customers where PLN can take advantage of application from the non-core business side, while customers will also get excellent service from using the application. However, the number of adoption rates of the application is still very low. To find out the factors that influence the customer's intention to use new PLN Mobile and what strategic development plan is needed, the authors use qualitative method by conducting a guided interview with five key persons from PLN UID Jawa Barat to do internal analysis and external analysis. Customer analysis is also conducted by using eight open-ended questions with purposive sampling technique to help authors gain insights. From the analysis results obtained 9 variable factors that affect customer intentions. Authors conduct a SWOT analysis which is continued to root cause factors and produces three root cause factors. The results of the root cause analysis are divided into three strategic development plans: (1) proposed resources provision, (2) proposed product feature development, and (3) proposed promotion mix. Keywords: new PLN Mobile, proposed resources provision, proposed product feature development, proposed promotion mi