Digital Marketing Strategy for Asaterra Studio

• Main Author: Sazcharisa 29116496, Cinta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26286
• Institution: Institut Teknologi Bandung

Interior design and construction industry has been growing rapidly from the increase of globalization <br /> <br /> and economic growth especially in growing countries. Unfortunately common design industry have <br /> <br /> not aware with the presence of digital era. In terms of a sustainable Interior Design Service company, <br /> <br /> Asaterra Studio has to catch up with the trends, including digital marketing strategy. Asaterra Studio <br /> <br /> is an integrated interior design consultant, contractor, and furniture maker company in Indonesia. <br /> <br /> Meanwhile as a new comer business, Asaterra Studio have a problem in low brand awareness. That <br /> <br /> problem leads Asaterra Studio to get unstable income and small range of customer. <br /> <br /> The purpose of this research is to find the most suitable digital marketing strategy for Asaterra Studio. <br /> <br /> This research used internal and external analysis to implement digital marketing strategy for Asaterra <br /> <br /> Studio. Internal analysis focuses on Marketing Mix (7Ps) to determine what are the current marketing <br /> <br /> strategy that company has been using, STP Analysis (Segmenting,Targeting, and Positioning), and <br /> <br /> SWOT (SW) Analysis used to determine the problems of the company. External analysis focuses by <br /> <br /> using Porter Five Forces, competitor analysis, and SWOT (OT) Analysis to know the position of the <br /> <br /> company in the industry, also analysis of customer's data. This research used both qualitative and <br /> <br /> quantitative research to help researcher’s understand the current condition and the problem of the <br /> <br /> company. This research used various kind of references such as journals, books, and literatures. In this <br /> <br /> research, data collection divided in two ways, the primary data was collected from questionnaire to <br /> <br /> the respondents which are Asaterra Studio's previous customer and targeted customer who understand <br /> <br /> and interested about interior design service. The other way to collect the customer's data is interview <br /> <br /> to previous customer of Asaterra Studio. This data collection process takes two different way to <br /> <br /> collect different results. The first one is for new customers or potential customers to get the best way <br /> <br /> to implement digital marketing and the second one is to understand previous customer's feedback for <br /> <br /> Asaterra Studio's product development. <br /> <br /> The roots of the problems of Asaterra Studio are product attributes, place and promotions that have <br /> <br /> not boost the awareness of the brand of Asaterra Studio. Based on the existing problems there are six <br /> <br /> alternative solutions are given to solve the problem of the company. Those are social media <br /> <br /> advertisement strategy, search engine marketing, differentiation of product, innovation, utilizing the <br /> <br /> influencer marketing in interior design industry, and social network presence for interior designer. <br /> <br /> The result of this research is a proposed digital marketing strategy by using TOWS Matrix and digital <br /> <br /> marketing Analysis. Considering the lack of awareness and customer engagement, there are four <br /> <br /> option of digital marketing strategy which are the most suitable for Asaterra Studio. Those are social <br /> <br /> media advertisement, search engine marketing, influencer marketing in interior design industry, and <br /> <br /> social network presence for interior designer. Using these alternative solutions are expected to solve <br /> <br /> the problems of the company. The marketing strategy that has been proposed could be implemented <br /> <br /> immediately as shown on the timeline, based on the complexity, time, and budget to prepare.