PROPOSED MARKETING STRATEGY TO ENTER B2C MARKET FOR GENERAL SUPPLIER & CONTRACTOR COMPANY (STUDY CASE: PT ELINCOM SUKSES ABADI)

• Main Author: Farizki Putri, Delia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67276
• Institution: Institut Teknologi Bandung

Procurement of Goods and Services is a procurement activity in acquiring goods and services whose process begins with planning needs and ends with completing all operations to obtain goods or services. In the manufacturing industry, Suppliers or vendors play a significant role by providing and selling resources in the form of raw materials, semi-finished materials, and finished materials to other parties that will be processed into specific goods or services. PT Elincom Sukses Abadi is a company engaged in procuring goods and services (supplier) and contractors since 2006. During 16 years of development, PT Elincom Sukses Abadi has focused on the B2B market. However, COVID-19 has hampered business activities at PT Elincom Sukses Abadi due to restrictions on distribution to customer companies and because manufacturing companies in Indonesia suspended some of their operations and reduced their procurement needs. The company's cash flow was disrupted because the sales process was not smooth. The CEO of PT Elincom Sukses Abadi realizes that there has been an increase in the use of digital markets and changes in consumer behaviour since the pandemic, where people prefer to purchase online. The CEO wants to take this opportunity by developing a new policy for PT Elincom Sukses to expand and enter the B2C market to maintain the company's sustainability and to reduce goods stored in warehouses and streamline the company's cash flow. So that the author aims to provide a proposed marketing strategy to the company to help launch the company's policy to enter the B2C market. The research method used is a qualitative case study method with data collection techniques using interview techniques and company data analysis. The marketing strategy is developed through the results of the company's external and internal analysis. The results show that there is a huge opportunity for companies to enter the B2C market, but companies still have to increase their digital presence to reach new consumers and require resources that are able to process digital marketing well. Then, the two analyses are developed into TOWS Matrix as an alternative strategy combining company strengths, weaknesses, opportunities, and threats. In addition, the author also proposed an appropriate marketing mix for the B2C market and proposed a new business model canvas for PT Elincom Sukses Abadi when competing in the B2B and B2C markets. The strategy that the author proposed to PT Elincom Sukses Abadi is to leveraging digital platforms such as social media to promote the company, build an effective website and take advantage of SEO, develop online stores in several marketplaces and hire skilled employees to take full advantage of the digital market opportunities.