PROPOSE DIGITAL MARKETING STRATEGY FOR B2B COMPANY (CASE STUDY: PT COGINDO DAYABERSAMA)

• Main Author: Rizky Alfathan, Irfan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61637
• Institution: Institut Teknologi Bandung

PT Cogindo DayaBersama is an energy sector company engaged in electricity, specifically managing power plants to provide Operation & Maintenance (O&M) services based in South Jakarta. During the COVID-19 pandemic, weakening demand stemmed from falling prices and pressure from the weakening value of the domestic currency against foreign currencies. The purpose of this research is to increase brand awareness among the wider community—by using data collection techniques such as interview techniques and data analysis from PT Cogindo DayaBersama. The results show that the digital marketing offered is Effective Web, Content Marketing and Search Engine Optimization. Effective web is the company's official website as the main lobby of the company that is informative and educative regarding any products offered by the company. SEO, Search Engines, so that they can appear on the start page of search engines and become easier for the audience to find. And this will really help brands in finding their customers, because B2B consumers are more difficult to reach through digital advertising. Content Marketing, this strategy allows B2B companies to provide detailed information about their products or services to potential customers and make brands able to educate. In this study, the frameworks used for external analysis are PESTEL, Porter's Five Forces Model Analysis, and Customer Analysis. While for internal analysis, the frameworks are VRIO, STP, Porter's Value Chain, and Marketing Mix 7P. Formulated using SWOT and then in its development design through analysis of the TOWS Matrix.