DETERMINING SERVICE PROCESSES AND MARKETING MIX TO INCREASE SALES FOR PT. BRIKTRU INDONESIA

• Main Author: WASKITOJURITNO (NIM: 29115400), BAYU
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26049
• Institution: Institut Teknologi Bandung

The training and development industry in Indonesia still shows positive growth. Based on research from Barnes, industry growth in Indonesia for 2018 will rise 4.9% from 2017. Related to industry growth, the government continues to facilitate entrepreneurs. One of them is by easing the capital cost for building company as stated on PP No.29/2016. Currently, according to a report from World Bank, Indonesia ranked 72 in term of ease of growing business. This of course also attracts foreign investors to expand its business in Indonesia. <br /> <br /> <br /> <br /> Briktru Indonesia is a startup company offering learning and development services with experiential approach. In its first year Briktru Indonesia has served several companies from various industries. The challenge is the number of sales is still low and impacting company revenues. The first steps to analyze problems is to conduct an external environmental analysis to assess the level of market competition and internal analysis. From this analysis it is found that there are four root causes, they are: 1) Low promotion activity. 2) Marketing staff lack of experiences. 3) Undocumented operational activity while operational cost are part of pricing elements. 4) Capacity of expertise and people. The sequence of problem solving start with the operational process documentation by creating service blueprinting. And then followed by pricing strategy based on operational process document. The next is refine the promotion activity to be based service consumption stage. After that to conduct need assessment analysis to improve marketing staff knowledge. And finally to choose capacity management to overcome the expertise and people capacity. <br /> <br /> <br /> <br /> The first recommendation given to Briktru Indonesia is to document their service process using service blueprinting. The second is choose promotional price strategy as pricing strategy to expand the market share. The third is to run a structured promotional activity following the service consumption flow. The fourth is to recruit and / or provide training in accordance with the work needs of the staff. And finally to make collaboration with more specialized companies.