PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR OPTIMIZING GOVERNMENT ASSETS THROUGH JAKARTA ASSET MANAGEMENT CENTER

• Main Author: Ayu Trianie, Firdha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67941
• Institution: Institut Teknologi Bandung

The Jakarta Asset Management Center is a regional public service agency that was established in 2021 and the JAMC is running under the Regional Asset Management Agency of Jakarta Provincial Government. Jakarta Asset Management Center has the main task to optimize idle assets or assets that have not been utilized optimally. The Jakarta Provincial Government have very large assets with a value up to 470 trillion, which is land reached 350 trillion and buildings 42.9 trillion. However, these assets only generate revenue under 150 billion per year. For the purpose of this final project, the research of this study is intended to help JAMC to develop a marketing strategy in increasing the Regional Original Revenue (PAD) of Jakarta Provincial Government through asset optimization, especially assets in the form of limited land which has the potential to be used as a location to place ATM units. In determining the appropriate marketing strategy for the Jakarta Asset Management Center, the authors analyze external conditions using PESTEL, Porter's Five Forces, and Customer Analysis. While the analysis of internal conditions through the STP approach, Marketing Mix, and VRIO. Qualitative research method through in-depth interviews with several banks, JAMC, and BPAD. The formulated marketing strategy will be built based on the SWOT matrix, Cause and Effect Analysis, and Integrated Marketing Communication to guide the company's development strategy. The proposed marketing strategy for JAMC includes increasing STP (segmentation, targeting and positioning) and Services Marketing Mix (7P).