DIGITAL MARKETING STRATEGY FOR IMPORTED CERAMIC INDUSTRY IN INDONESIA (CASE STUDY: ATLAS CONCORDE IN INDONESIA)

• Main Author: Sundoro, Dionisius
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49367
• Institution: Institut Teknologi Bandung

Construction investment in Indonesia is emerging to be the largest in Asia and stimulating rapid development in all industry sectors as well as increases in domestic demands for public services, has driven the construction investment, especially in property sector. Few businesses benefit from Indonesia's property boom as much as tile makers. However, the demand for ceramics products is currently declining due to low local uptake. Atlas Concorde as the one of the ceramic sellers in Indonesia is represented by a key account manager and a collaboration with distributor. Currently, Atlas Concorde experiences the lack of consumer awareness about the brand and low engagement of digital media promotion. The main business issue of Atlas Concorde is the need to have the right media promotion as one of the main promotions they are doing in this very age. In proposing an appropriate strategy for Atlas Concorde there are two analyzes that carried out; External analysis consisting of Resources Analysis and Value Chain Activity Analysis, and Internal analysis consisting of analysis of General Environment, Industry Environment, and Competitor Environment. After doing internal and external analysis, the author then did a root cause analysis to identify the problems faced by Atlas Concorde. For the marketing mix analysis, the author conducted TOWS analysis from the SWOT analysis and defining Targeting. The author then created Marketing Strategy Atlas Concorde where it can in can use its social media to reach potential consumers in order to decrease the dependence on distributors to promote their products. All the business strategies and marketing is used to conclude the objectives of the research. The author then made an implementation plan and update the Value Chain Activity