PROPOSED SOCIAL MEDIA MARKETING STRATEGY TO INCREASE SALES OF SHUTTLE TRAVEL BUSINESS (CASE ON KRAMAT DJATI)

• Main Author: Budi Yanto 29115065, Dani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26361
• Institution: Institut Teknologi Bandung

PROPOSED SOCIAL MEDIA MARKETING STRATEGY <br /> <br /> TO INCREASE SALES OF SHUTTLE TRAVEL BUSINESS <br /> <br /> (CASE ON KRAMAT DJATI) <br /> <br /> Dani Budi Yanto <br /> <br /> NIM: 29115065 <br /> <br /> Date of Passing of Final Test (26/06/2018) <br /> <br /> Date of Graduation Ceremony (19/10/2018) <br /> <br /> Master’s Program, Bandung Institute of Technology, 2018 <br /> <br /> Final Project Counsellor: Dr. Leo Aldianto MBA, MSAE. <br /> <br /> ABSTRACT <br /> <br /> Penetrate new market will lead to a lot of complex problems that arise and must be face by the company. This will force the company to be able to survive in the face of the various challenges posed by the competition. Similarly, the problems face by PT. Kramatdjati Asri Sejati when entering Bandung - Cirebon shuttle travel market. On 4th month Kramat Djati runs the business, it achieve only about 40% sales target which is still far from expected target. Methodologies use in this study are qualitative methods, for root caused analysis The Author use STP and marketing mix to get internal analysis and porter 5 forces and PESTLE are use to get external analysis. Both analysis are compiled in SWOT and to extract the root caused, The Author use fish bone method and found that the root caused are Brand Awareness and competitors. To eliminate the problem the company need marketing strategy to increase Brand Awareness, get rid of competitor and eventually increase sales. Social media marketing strategy is the best option to communicate with targeted segment. The output of this study is proposed solution for the company which are endorsement, give away contest, facebook ads, campus roadshow and partnership. The expected outcome of this study is social media marketing strategy will increase Kramat Djati`s Brand Awareness and sales. <br /> <br /> Key Word: Brand Awareness, Competitor, Social Media Marketing