INTERNET MARKETING STRATEGY IMPLEMENTATION IN SMALL AND MEDIUM ENTERPRISES (SMEs) AS A SOLUTION TO OVERCOME MARKET LIMITATION CASE STUDY : CV. PURI’S (HUMAIRA)

• Main Author: TRINUGROHO (NIM : 29107077); Pembimbing Akademik : Dwi Larso, Ph.D, ARDHIANTO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14971
• Institution: Institut Teknologi Bandung

Small and Medium Enterprises (SMEs) have been shown to have a big role in saving the Indonesian economy during the global economic crisis. The role is seen in its contribution to Gross Domestic Product (GDP), National, and in providing jobs for the community. But in the midst of such a large role, SMEs often have problems in expanding market access for their business development. <br /> <br /> <br /> Case studies carried out in CV. Puri's, an SME in Bandung, which is engaged in the production, trade and fashion products with trademarks Humaira Muslim. Humaira is one of the SMEs that has a lot of potential that shown in achievement it has reached but has some constraints in their business development. During this time, Humaira marketing strategy depends on the results outlets collaboration with department stores and supermarkets that have a local development area. The higher the level of competition in obtaining such cooperation causes the decreasing number of outlets it has today and led to decreased sales. <br /> <br /> <br /> The solution is given by looking for alternative marketing method in accordance with the condition of the company. Utilization of Internet technology for marketing or internet marketing has become an alternative solution given in this final project. Benefits of a diverse and large number of users with high growth rate becomes a potential for Humaira to be able to utilize the Internet in marketing their products. Internet marketing strategy implementation plan for Humaira divided into three stages: the initial implementation of the strategy, short-term strategy, and long-term strategy. <br /> <br /> <br /> Implementation begins with the initial strategy of making website, and then continued with the method of Search Engine Optimization and Social Media Optimization which does not require a fee. Fee required in this initial strategy was Rp. 880 000, which cater for the <br /> <br /> <br /> manufacture website. Based on fact that 158 000 people every month look for Muslim fashion on Google, projected the implementation of internet marketing strategies that can consistently generate greater sales than its offline sales in third year.