USULAN RENCANA PEMASARAN INISIATIF UNTUK PT. INOVASI KARYADINAMIKA

• Main Author: Harsyadika 29115012, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23251
• Institution: Institut Teknologi Bandung

PT Inovasi Karyadinamika (IKD) is an private interior contractor company which has been <br /> <br /> <br /> <br /> in the industry since 28 years ago. Despite they are one of market leader in the business, <br /> <br /> <br /> <br /> the company is facing obstacle from internal and external factor such as unorganized <br /> <br /> <br /> <br /> marketing activity and management shifting, which caused a threat in company’s <br /> <br /> <br /> <br /> sustainability. Therefore, this research will offer a plan for IKD to overcome their <br /> <br /> <br /> <br /> problems. <br /> <br /> <br /> <br /> This research uses various analysis tools to analyze IKD’s internal and external <br /> <br /> <br /> <br /> environment. Internal environment is analyzed by using STP and marketing mix (7ps). For <br /> <br /> <br /> <br /> external environment, it will be analyzed using PEST and Porter’s Five Forces. The <br /> <br /> <br /> <br /> research method is conducted by interview with two board of directors, reviewing from <br /> <br /> <br /> <br /> company’s internal documents and literature research to match the problems with theory. <br /> <br /> <br /> <br /> Using SWOT analysis, researcher will analyze the result as a reference to proposed a <br /> <br /> <br /> <br /> marketing plan. <br /> <br /> <br /> <br /> Based on the findings on this research, it is known that the issues are unorganized <br /> <br /> <br /> <br /> marketing activities and management shifting. Their marketing division’s job description <br /> <br /> <br /> <br /> is misunderstood and causing the job to not run properly. It is also caused the unorganzied <br /> <br /> <br /> <br /> marketing activity. Company still rely on traditional marketing tools which run by board <br /> <br /> <br /> <br /> of directors and threatened by new entrants with adapatation in digital marketing. The board <br /> <br /> <br /> <br /> of directors also will be shift to their successors in about 5 years from now. <br /> <br /> <br /> <br /> To overcome the problems, IKD needs to combine their traditional marketing and adapt <br /> <br /> <br /> <br /> with digital marketing. The threat of new entrants makes IKD can not rely on their <br /> <br /> <br /> <br /> traditional marketing only. With this proposed marketing plan, marketing division is <br /> <br /> <br /> <br /> expected to have a clear job description and can run marketing activities without depending <br /> <br /> <br /> <br /> on the board of directors.