PROPOSING MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF SAMA SAGA THROUGH DIGITAL MARKETING OPTIMIZATION

• Main Author: Tantawi Swardi, Raynaldo
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70139
• Institution: Institut Teknologi Bandung

SAMA SAGA is a new company engaged in strategy and business consulting. With the conditions of a relative new company which was founded in 2017, customer funnel used is still focused on references. Referrals are a fairly promising method within a company, but due to the impact of the COVID-19 pandemic where there is existing customer who have halted to work together due to the impact of this pandemic, which has caused a decrease in customers and SAMA SAGA still doesn’t have a backup strategy for a customer replacement. So, it is felt that the strategy that solely focuses on referrals is not sustainable in the long-term. The purpose of this research is to help SAMA SAGA in developing their new strategies that could be used to improve company’s brand awareness in online so as to be able to support existing referral programs in SAMA SAGA. By increasing company’s online presences will be able to increase the reach of customers and be able to create new funnels to get new prospect client. In developing a new strategy for the company, researcher first conducted an internal and external analysis of SAMA SAGA. Internal Analysis includes: STP Analysis, Marketing Mix 7P, and VRIO Analysis that is used as foundation of strengths and weaknesses of the company. Then followed by external analysis that includes: PESTEL Analysis, Porter’ 5 Forces Framework, Competitor Analysis, and Customer Analysis in order to achieve the opportunities and threads that exist from external parties. After the two analyzes above to find out existing conditions that faces by company is carried out. These conditions are then summarized into a SWOT analysis strategy to facilitate the research analysis process. The components from the SWOT Analysis then used in the TOWS Matrix. Based on the result of the TOWS matrix, several proposed new strategies can be implemented by SAMA SAGA to improve their company performance. The new proposed strategies that given to SAMA SAGA is in the form of improving company digital marketing strategies which includes Website Development, Instagram Optimization, LinkedIn Optimization and improvement performance of Search Engine Optimization (SEO). It is hoped with this new proposed strategies, SAMA SAGA will be able to increase its online presence so that new funnels are formed to generate new leads, without having to solely rely on referrals.