PROPOSED MARKETING STRATEGY TO IMPROVE MUTUAL FUND ASSET UNDER MANAGEMENT (AUM) GROWTH OF PT. ANARGYA ASET MANAJEMEN

• Main Author: Aldynov Alamsyah, Reggy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76237
• Institution: Institut Teknologi Bandung

People frequently use the asset under management (AUM) of investment management companies as a key indicator when evaluating their investment options. Anargya AUM is not competitive enough, ranking 72 from 95 investment managers in indonesia. Anargya feels the need to prioritise increasing their AUM in order to capture leads so it can be converted into sales. Anargya needs to re- evaluate their marketing strategy to increase brand awareness, in hope to increase their mutual funds AUM. the author first performs both internal and external analysis of Anargya then followed with SWOT/TOWS analysis. The segmentation, target, and position of the research object are then determined by the authors through market selection. The author will then examine the marketing mix (7P) before coming up with a marketing strategy that is appropriate for the research object. Mediocre marketing strategy can hinder the company''s ability to be presence both in physical and digital. The proposed marketing strategy is to identify and analyze the target market—a group of people to whom the company wishes to sell its products—and then create a marketing mix that is suitable for and capable of satisfying the target market of Anargya. Anargya is not prepared enough to communicate its brand message. This investment management company can overcome the challenges and improve their marketing strategy and social media presence, leading to enhanced brand awareness and engagement with their target audience. Subpar on social media platforms can hinder the company''s ability to attract and retain followers and effectively communicate its brand message. By addressing these reasons and implementing the suggested actions, the investment management company can overcome the challenges and improve their marketing strategy and social media presence, leading to enhanced brand awareness and engagement with their target audience.