ANALYSIS OF THE EFFECTIVENESS OF FS-CURTIS MARKETING ACTIVITIES TO INCREASE BRAND AWARENESS IN THE INDUSTRIAL AIR COMPRESSOR: A STUDY CASE OF PT. FUSHENG COMPRESSOR INDONESIA-JAKARTA

• Main Author: Hariadi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46336
• Institution: Institut Teknologi Bandung

The need for compressed air in the industry continues to increase, along with technological advancements to accelerate the production process. Pressurized air is used by small industries such as workshops to large industries such as the petrochemical industry. The need for an air compressor in Indonesia is around 27,000 units per year, with a transaction value of 800 billion rupiahs per year. The large air compressor market in Indonesia makes many manufacturers with various brands enter Indonesia, from China, America, and Europe. The competition is getting tougher; the loyalty of a brand is weak. PT. Fusheng Compressor Indonesia started the business of marketing air compressors under the Fusheng brand originating from Taiwan in 2015. Over time, in 2017, at the request of Fusheng Industrial Co., Ltd as a shareholder of PT. Fusheng Compressor Indonesia markets the FS-Curtis air compressor, which is an American brand acquired by the Fusheng group. Some marketing activities carried out by PT. Fusheng Compressor Indonesia for FS-Curtis "branding" in Indonesia, in its development, the "branding" process did not go as desired, PT's market share. Fusheng Compressor Indonesia is only 4%, far from the target set by the leader of the Fusheng Group, to become the top three air compressor manufacturers in the world. In other words, the market in Indonesia must increase to 12%. To overcome the issue. The researcher conduct internal, external analysis, and the root cause of low customer knowledge of FS-Curtis are carried out. Internal analysis is carried out with VRIO analysis and Brand Audit, while external analysis is done PESTEL analysis and competitor analysis. Data is taken based on observations, surveys, and interviews conducted with potential customers and existing customers. From the results of the interviews and analysis conducted, the knowledge of the FSCurtis brand is still low due to the marketing strategy system, which is not correct. In the final section, the researcher formulates solutions to overcome the problems of marketing strategies by improving the marketing system in several parts internally. These improvements include; improving the monitoring system, making the authority and responsibility of the employees involved, increasing the seller's ability, renewing the seller's commission scheme, improving the CRM system, and adding to the budget for marketing activities. These solutions can be implemented by companies to increase customer knowledge of the FS-Curtis brand.