ONLINE MARKETING AND BUSINESS GROWTH STRATEGY OF THREE FEATURED MSMES IN KABUPATEN SUBANG

• Main Author: Mugia Utomo, Aldiansyar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57823
• Institution: Institut Teknologi Bandung

According to Budi Hanoto, Executive Director and Head of Bank Indonesia's Department of Micro, MSME Development and Consumer Protection, via tempo.co (2020) stated that the Covid-19 pandemic affected up to 72 percent of MSMEs actors. Those MSME which are affected experienced a decline in sales and distribution of capital. Same situation in Kabupaten Subang where Covid-19 has an effect on up to 75% of the 24 thousand MSME entity in Kabupaten Subang. No exception, Subang's featured MSMEs are also affected by this pandemic. Three of them are Dapoer Bu Aas, Alamsari, and Keripik Akrab. Dapoer Bu Aas focusing on shredded parrotfish and another parrotfish foods, Alamsari focusing on pineapplebased foods, and Keripik Akrab focusing on chips, especially cassava chips. Nowadays because of Covid-19 outbreak, their sales declined dramatically up to 70%, and low market coverage also become another problems for them. To get better understanding about the problems, author conducted several analysis and continues formulating marketing strategies for those MSMEs. The analysis is using internal and external analysis. Internal analysis consists of Resource Based View analysis and Porter’s Value chain, while external analysis consists of PESTEL Analysis, Porter’s Five Force and Competitor Analysis. The purpose of the analysis is to find out the situation occurs inside and outside the MSMEs. The next step is interviewing each owners of three MSMEs to gain a deep understanding on their business activity and the problems in terms of marketing aspects. The results explained that their business were very affected because of pandemic outbreak in terms of declining sales and product distribution because of PSBB regulations. Most of them also have a trouble to promote and sell their product using online platform. Based on the authors study, the root of the problem is the owners of those MSMEs have lack knowledge of using social media or online platform, so that their online selling were less effective compared to direct or offline selling. Authors formulated online marketing strategies for each of them to resolve the trouble of using social media and formulated the growth business strategy based on Ansoff Matrix Approach to generated more sales besides their current product’s distribution. Then, the suggestions for online marketing strategies and growth business strategy were planned and implemented at the end of the research.