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Proposed Marketing Strategy to Increase Sales of "Nuka Republic"
No full textThe fashion apparel industry has significantly evolved, especially with the introduction of online shopping as the result of rapid development of technology. More and more channels are emerging causing customer change their habits and shopping behavior. Nuka Republic “hereinafter as Nuka” is a clothing brand specializes in Plus Size Women Apparel. The basic of Nuka design is timeless. Nuka currently only producing product for non-premium collections, and plan to produce collections with premium materials. The problem however is that Nuka sales did not increase as Nuka’s plan. This paper aims to find the most feasible marketing strategy for Nuka to increase its sales in this pandemic situation by using TOWS Matrix Analysis. Keyword: swot analysis, tows matrix, nuka republic, marketing strateg
PROPOSED BRAND ACTIVATION STRATEGY FOR A NEW WOMEN’S FASHION BUSINESS CASE STUDY: AUBRE AND LIESSE
No full textSince 2010 many local fashion brands have been established in Indonesia. The great demand and opportunity of fashion products and businesses create a high-level competition. In 2016 there were 1,230,988 fashion companies (BEKRAF, 2017) and the main competition is not with the foreign brands but with fellow local brands. As a new fashion brand, Aubre and Liesse has to formulate a brand activation strategy to enter the market, make the potential target market become aware with the brand and interested with the product and gain a market share. To formulate the brand activation strategy, Aubre and Liesse has to conduct an internal and external analysis. The internal analysis consists of analysis of segmentation, targeting and positioning (STP) and business model canvas. The external analysis consists of consumer behavior, porter's five forces model and competitor analysis. Based on the result analysis, the steps of a brand activation strategy are researching about the need, desire, value and behavior of the target market; determine the core message; determine the communication voice; determine the distribution channel; decide social media advertising; retargeting; and make a cooperation with the key opinion leader. The brand activation process will need to be carried out for 3 months.Keywords: Branding,Brand Activation Strategy, FashionBrand, Fashion Industry, Women’s Fashion
ADOPTION OF SIX SIGMA – DMAIC METHODOLOGY TO OPTIMIZE SERVICE LEVEL at PT. ULTRA PRIMA CORRUGATOR
No full textIn the beginning of 2018, there is a new competitor that is quite strong competitor, it is a subsidiary of Sinarmas Group. PT. Ultra Prima Corrugator has to face this competition with their mission that 100% service level for customer. In this case Service Level is defined as fulfillment of delivery in one day. This company needs give a trust for customer by improving their current service level still reach average 65%There are three departments are involved in affecting in service level : PPIC, Production and Logistic Department. Therefore, the root causes of man power, environmental, methods, material, and machines should be concerned to improve Service Level of company by using six sigma – DMAIC Methodology. Solutions of each department will be implemented according to schedule which is developed. The solutions of PPIC Department based on each root causes are: Making S.O.P for mapping Roll Paper and S.O.P for Incoming Material, Making Schedule for coordination, Knowledge Sharing, Making system for Automatic Data Analyst. The solutions of Production Department are : Conducting Preventive Maintenance, Making S.O.P for Work reference, Making Standard Viscosity and pH. The solutions of Logistic Department are : Making S.O.P for Cubication Box Transport.Keywords : Logistic, PPIC, Production, Service Level, Six Sigma – DMAIC Methodolog
BUDGET AND CONTENT STRATEGY: AN EXPERIMENT ON DAILY SALES ON A SMALL FASHION ONLINE SHOP
No full textSMEs are faced with new business opportunities through online channels, i.e., social media. The online platform offers many advantages, especially for small businesses, to raise awareness, attract broader consumers, and eventually scale up the company. However, this opportunity also comes with a whole different challenge on how to optimize the platform. Many small businesses fail to overcome the new challenges due to their limitations, such as lack of financial and human resources. The purpose of this study is to examine the relationship between budget strategy and content strategy on the daily sales performance of an online fashion retail shop in Indonesia. By.yesya is used as an experimental object and analyzed using a quantitative research method through a lens of multivariate analysis (i.e. OLS regression). Using 1,637 daily sales observations, the result shows that the amount of budget allocation and the application of content strategy in the advertising material significantly increase its sales performance. One main conclusion is that this study provides a glimmer of enlightenment; there should be a reference whereby other businesses are keen to see how online advertising is sufficient to increase sales performance.Keywords: Advertising, Social Media, Budget, Content Strategy, Facebook, SME
PROPOSED STRATEGY OF BIODIESEL FUEL POLICY IN THE COAL MINING INDUSTRY - A CASE STUDY OF PT. BERAU COAL
No full textThe mandatory use of biodiesel began in September 2018 and is already widely implemented. Until now, the level of biodiesel blending has reached a level of 30% (B30). In its application to the business activities of PT. Berau Coal, biodiesel, causes several detrimental impacts up to 7.7 million US $ per year. From the results of the root cause analysis, the impact that occurs cannot be separated from the characteristics of the biodiesel itself, the readiness of the Company's infrastructure (filtration system), and weak administrative controls as a result of differences in fuel quality standards between regulations and industrial needs. In connection with these factors, the recommendation proposed is to make comprehensive improvements involving all parties involved in the fuel supply chain process, namely: the government, suppliers, Berau Coal, and mining contractors. Keywords: Biodiesel, Fuel Filtration System, Supply Chain Improvemen
HR Architecture in Directorate of Production PT. Dirgantara Indonesia
No full textPT. Dirgantara Indonesia (Persero) is a company that established as a part of strategic effort of Indonesia state in air dimension. To support and survive in existing businesses, company needs to have competitive advantages, including those obtained from their human resources. Therefore, we need a model of human resources that is aligned between the business and the strategy implementation. The implementation of human resource management in this research is through the HR Architecture model. With this model, using a matrix of HR characteristics, companies can assess jobs that provide value to the company by paying attention to the described quadrant. Thus, the focus of development, investment and competency improvement is will get more focused. Based on this, in accordance to HR Architecture model for each quadrant, it is expected that the company will be able to adjust the employee relationship model, determine sustainable investment in human resources and focus on work that increases value and becomes a competitive advantage for the company. Keywords: alignment in strategy, competitive advantage, human resource, HR Architecture mode
IMPROVEMENT OF RECRUITMENT PROCESS FOR TRAINEES IN LINGKAR KALAYA NUSWANTARA COOPERATIVE
No full textCooperatives have a general purpose, to improve their member’s welfare. Lingkar Kalaya Nuswantara is one of the cooperatives in Indonesia. The cooperation is established on 2018 but receive their formal recognition from the government in 2019 by acquiring their cooperative id. Lingkar Kalaya Nuswantara is based on Jakarta, Indonesia but they have a training center for their members in Lembang, West Java, Indonesua. They are backed by Indonesian Ministry of Manpower. They worked on services sector. With the improvement of Indonesia and Japan relationship and the declining number of productive workforces in Japan, it become an opportunity for Indonesian workforce to work abroad especially in Japan. For migrant worker Japan has their own policy called SSW (Specialized Skilled Worker). Lingkar Kalaya Nuswantara sees this as an opportunity and because their relationship with one of Japanese Cooperation, they want to be one of the organizations that will send worker to Japan. Their program called “dijepang”. They will give an orientation to their trainee and short course before they work abroad. To acquire the skilled worker of their own, Lingkar Kalaya Nuswantara need to recruit them. A proper recruitment process will help an organization to recruit the candidate that suit them. Also, with a proper recruitment process the organization can filter the candidate and eventually choose the best talent that apply to a position. A best talent will help the organization to gain competitive advantage. Lingkar Kalaya Nuswantara is a new cooperative, and they just launch the “dijepang program”, they already conduct a recruitment process trial, and they recruit ten trainees. But their recruitment process is unsustainable and unreliable if they want to recruit a large number of trainees, so their recruitment process still needs an improvement. This study aims to give the recommendation on the improvement of the recruitment process and also a competency dictionary as a basis of evaluating every candidate. This study uses a qualitative approach by doing an interview to several people that involved in the cooperative especially the program. After gathering the data and doing a theoretical study this study will provides the improvement of the recruitment process and also the core competency dictionary. The recommendation from this study will help the cooperative solve their problem regarding the recruitment process of “dijepang program”.Keywords: Recruitment, Competency, Recruitment Process, Core Competency, Competency Dictionar
PSYCHOSOCIAL FACTORS AT PT E P I 123: SCREENING AND SOLUTIONS
No full textPT. Epi123 receives strategy, it was introduced in 2015. The success of the strategy was felt less significant which is reflected in poor KPIs. Those KPIs were customer share other part and one on one ratio. There were other factors which have increased the turnover employee of 0.6%. There are many factors related to problems and the most important one might be the psychosocial factor.This research aimed to identify the profile of psychosocial factor, determine which one is the most significant related to the problem and to give recommendations to solve the problem. The review was conducted by administering a COPSOQ III survey and methodology with 45 scale dimensions of measurement. The Questionnaire showed acceptable validity and reliability; internal consistency (Cronbach’s ? > 0.5) and total items correlations (r values >0.138). The gap review which showed small mean gaps (0.001 to 1.490) factor was good and three dimensions have significant big gaps (0.150 to 2.850) factors that most related to the problem. Correlation those factors are significant to other dimensions. It means could be a trigger that will affect the employees’ performance and turnover, it is important to improve them with training and the organization change.Keywords: Survey, COPSOQ, Dimension, Psychosocial factor, Mean
DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND TRUST OF CUSTOMER OF ALL TOUR AND TRAVEL
No full textThis research explain about digital marketing strategy of ALL Tour and Travel (ATT) to increase brand awareness and trust from customer. This research uses several analytical tools to examine the internal and external conditions, the analysis tools used are: Digital Marketing, Marketing Mix, STP Analysis for internal analysis. Then to find out external condition, the analytical tools used are: PEST Analysis, Industry Analysis, Consumer Analysis, and Competitor Analysis. Continued using SWOT analysis and Root Cause Analysis diagram. From the results of the research, there are four problem that ATT faced, such as Lack of brand awareness and product knowledge, not optimal use of digital platforms and social media, and lack of content marketing communication. The solution to this research uses TOWS Analysis, to identify problems and formulate strategies to solve the problem. The implementation of strategies to solve these problems are optimizing the digital marketing platform which includes website redesign, optimization of SEO and SEM, social media, and email marketing. Then to increase brand awareness through content marketing, including social media, photos, videos and collect testimonials. Next, to determine the priority of the implementation of the strategy is carried out using the urgency analysis of the Situation Appraisal Kepner-Tregoe Approach.Keywords: Digital Marketing Strategy, Brand Awareness, Customer Trust, Situation Appraisal, Travel Business
Proposed Business Strategy for Online Travel Reservation “TRAVY” PT. ANGKASA PURA II (Persero)
No full textPT Angkasa Pura II (Persero) is a State-Owned Enterpises which is given the authority to manage 16 airports in Indonesia. PT Angkasa Pura II through the Project Business Airport Digital Business has developed e-commerce portfolio by creating an Online Travel Reservation or Online Travel Agent (OTR/OTA) product with the brand name "Travy". In the process of planning, Travy is expected to become the new revenue stream. After undergoing 7 months implementation in the internal and external of PT Angkasa Pura II (Persero), Travy has not reach the target. The achievement of revenue target from Travy approximately 0.02 % of the target. This is a challenge for Project Business Airport Digital Business Unit that need to overcome and find ways to reach the target of revenue. The strategy is optimizing the corporate cooperation with PT Angkasa Pura II (Persero) group and other State owned- Enterprises and optimizing last minute ticket sales to accommodate the needs of passengers at airports. All of these process are carried out online by utilizing the Travy web application.In the process of implementation, Travy is expected to reach maximum revenue and were implemented at all subsidiaries of PT Angkasa Pura II (Persero) and other State- Owned Enterprise. The sales of Last-Minute Ticket will be installed as the default page on free internet service computer and Pop-Up Ads on Wi-Fi at all airports. Digital Lounge and Information Center at each airport will be used as a physical promotion asset for Travy, assisted by Customer service officer of PT Angkasa Pura II (Persero).Keywords: New Revenue Stream, Online Travel Reservation/Online Travel Agent (OTR/OTA), Marketing Strateg