PROPOSED ONLINE MARKETING STRATEGY FOR TANIMAN HYDROPONICS

• Main Author: Rizqa Anzila, Deira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53083
• Institution: Institut Teknologi Bandung

Indonesia is a main international key manufacturer of a wide kind of agricultural tropical products with its vast and considerable fertile soils, it still provides profits for the majority of Indonesian households today. Taniman is one of Vegetables e-commerce in Indonesia, started as a hobby from the family of the CEO. Taniman is a business unit that functions to cut the distribution channel of farmers with middlemen, by receiving sales of farmers' products and sold directly to markets / supermarkets and also restaurants. However, when compared to its competitors, customer awareness of Taniman is very low, based on their Instagram followers, Taniman has the fewest Instagram followers than all of its competitors. Also, Taniman’s engagement to their Instagram followers is low. In fact, the competitors of Taniman have the exact same concept and purpose as Taniman, which is providing fresh vegetables needs directly to customers by shortening the supply chain path (by eliminating middlemen). The research aims to examine the internal and external business condition, also the consumer behavior of Taniman, identify the root cause of the brand awareness. Furthermore, it is also conducted to identify the action plan that are needed to be implemented. The results of the internal analysis show that the company resources are valuable but common, making the competition in the marketplace more challenging, but it is something that not impossible to develop it. The external analysis show that their same day deliver services as their strengths and their tight competitions between competitors as the threats. The result of both internal and external analysis used to formulate the most suitable proposed solutions using SWOT Analysis and TOWS Matrix. There are six solutions proposed by the author which are, promotion through Instagram social media, direct marketing and sales promotion, use and sign up for Gojek and Grab, use and sign up for Marketplace, adding more variations of vegetables and the last is signing up for the legal certification for organic certification.