NEW ENTRANCE MARKET PROPOSED MARKETING STRATEGY FOR BREASTMILK COURIER (CASE STUDY: JESIKA BY JNE)

• Main Author: Syarafina, Tesha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60937
• Institution: Institut Teknologi Bandung

As time goes by, humans are forced to do things quickly. Synergy between aspects of the business is needed in order to achieve the expected goals quickly. One of the businesses that has a role to connect business people to business people and business people to customers is logistics. JNE is one of the largest companies in Indonesia, operating in the logistics sector. JNE has various kinds of delivery services, one of which is a breast milk delivery service called Jemput ASI Basic (Jesika). Currently, Jeiska's operational area is only the Jabodetabek area, but JNE has plans to expand its business to other urban areas. Determining a business strategy to expand operational areas requires external and internal analysis. External analysis uses Pestle, Porter's Five Forces, competitor analysis, and conducts surveys by distributing questionnaires to get input from the customer side. Internal analysis uses segmenting, targeting, dam positioning (STP), resource-based-view analysis along with VRIO , and 7P marketing mix analysis because this is a company that provides services. The results of internal and external analysis were developed into a SWOT analysis and TOWS matrix. As a result, Jesika has done well below the line promotion, but unfortunately has not been able to utilize social media platforms properly, especially Instagram. Based on external and internal analysis, the authors suggest that Jesika can make more use of social media which can not only help marketing to end customers, but also can facilitate other marketing programs that Jesika has run while at the same time reaching more markets.