THE IMPLEMENTATION OF DIGITAL MARKETING STRATEGY THROUGH SOCIAL MEDIA TO INCREASE BRAND AWARENESS IN SMALL MEDIUM-SIZED ENTERPRISES: A STUDY CASE OF TWASH CAR WASH
Car wash is a promising business based on the high number of vehicle ownership, mobility and business, where if you have to wash your own transportation it will take a lot of time, effort, and water. The case study was conducted at TWash Car Wash located in Cipayung, East Jakarta. The main focus in...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/70614 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Car wash is a promising business based on the high number of vehicle ownership, mobility and business, where if you have to wash your own transportation it will take a lot of time, effort, and water. The case study was conducted at TWash Car Wash located in Cipayung, East Jakarta. The main focus in this research lies in the process of making and formulating a marketing plan for car wash services.
The research method used in the marketing plan formulation process is in-depth interviews. In-depth interviews will be conducted involving TWash Car Wash owners, employees and customers. This method is carried out with the aim of obtaining primary data regarding the services offered, competitive conditions, marketing strategies that have been carried out, as well as various other data needed during the implementation of the research. The main qualitative research method in this research is in-depth interviews both face-to-face and online using semi-structured review interview techniques.
These business solutions are divided into short-term and long-term action plans as guidelines for SMEs in implementing marketing plans. External and internal environmental conditions affect TWash Car Wash business activities. While the analysis of the internal environment is carried out using Segmenting, Targeting, and Positioning (STP) and 7P's Marketing Mix. The results of the analysis of the strengths and weaknesses of TWash Car Wash showed that the weakness factor became more dominant than the strength.
An analysis of opportunities and threats shows that the business opportunities for the car wash service industry are greater than the threats. Therefore, it can be said that although the weaknesses of TWash Car Wash are more dominant than strengths, there is an opportunity to become a player in the market.
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