PROPOSED MARKETING STRATEGY FOR MSME DIGITAL MARKETING SERVICES (CASE STUDY PT. MAMOSI UTAMA GAHANA)

• Main Author: Firman Adi Bentito, Moh.
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63982
• Institution: Institut Teknologi Bandung

MSMEs are one of the business sectors that positively impact a country, especially in Indonesia. Currently, there are around 65.5 million MSMEs in Indonesia. The Covid-19 pandemic has made MSMEs change to selling online. MUG Digi-M is a business sector of PT Mamosi Utama Gahana that sells digital marketing services for MSME. The sales of MUG Digi-M services fluctuate, sometimes high and sometimes low. Therefore, MUG Digi-M wants to know the behaviour of MSME in carrying out digital marketing, to make MSME feel of need for digital marketing and create a marketing strategy. The first step to answer the case is to interview 24 MSME. Then the data will be analyzed internally using STP Analysis, Marketing Mix Analysis, and VRIO Analysis. Apart from being analyzed internally, the data will also be analyzed externally using customer analysis, digital marketing trends and competitor analysis. Both of these analyses will look for the root cause using Fishbone Diagram and look for Strengths, Weaknesses, Opportunities and Threats using SWOT Analysis. The results of the analysis state that many MSME actors who use digital marketing passively have minimal knowledge and spend a small marketing budget. They need in-depth education to know about the advantages of using digital marketing. So they feel the need when using digital marketing. Therefore, the author plans a Marketing Strategy is used to communicate the importance of digital marketing and introduces the MUG Digi-M to people and the Promotion Strategy, which is helpful to stimulate people to buy digital marketing services for MUG Digi-M.