PROPOSED MARKETING STRATEGY TO INCREASE SALES FOR PT KERTAS JAYA ABADI

• Main Author: Martin, Ben
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61296
• Institution: Institut Teknologi Bandung

Pulp and paper industry has always been a significant contributor for Indonesia’s GDP, in addition, pulp and paper industry also absorbs 260.000 direct labours and providing jobs for 1.1 million indirect workers. Although a lot of people are being quite sceptical about the future of pulp and paper industry since the world is in the middle of digitalization era, and more eco-friendly products are encouraged strongly, the industry still shows a constant growth where it grew 1,1% (yoy), and predicted to grow into 5% in the upcoming year. This constant growth for paper is supported by an always increasing demand coming from both global and domestic market where in 2019, the demand increased 2% (yoy). PT Kertas Jaya Abadi is a company that moves in the paper industry as a retailer since 1984. Even though they are an old player and the industry is showing growth, the company is having a hard time to grow and starting to lose its market share, it can be seen from the declining of sales every year, especially in 2020 due to the pandemic effect. One of the reasons of this phenomenon is that the company is still running traditionally, relying heavily on walk-in customers, and not growing along with the digitalization era. To increase the sales, PT Kertas Jaya Abadi should find solutions and development in sales strategies for the company itself. Marketing strategy is developed based on the internal and external analysis of the company. External analysis is conducted by using PESTEL Framework, Porter’s Five Forces, Competitor Analysis, and Consumer Analysis. Internal analysis is done by using STP, Marketing Mix 4Ps, Porter’s Value Chain, and VRIO Analysis. From these two analyses, the writer developed SWOT Matrix that are used as basis to develop strategies which combines the Strength, Weakness, Opportunity, and Threat of the company. Also, the writer developed strategy for Integrated Marketing Communication by using six Cs criteria (Coverage, Contribution, Commonality, Complementarity, Conformability, dan Cost) as basis to formulate the strategy. One of the proposed strategy from the writer is that the company should develop its presence in the digital world, and they can do it by opening stores in in online market places such as Tokopedia, Shoppee, Blibli, etc. They also can use social media to promote and market themselves actively. Based on the proposed ideas, the company should allocate a budget with the amount of Rp173.000.000,00 for the first six months to ensure the project takes off smoothly.