EXPLORING MARKETING STRATEGY OF SUPPLY CHAIN MANAGEMENT CONSULTING BUSINESS IN INDONESIA

• Main Author: Ambara, Ariadita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76649
• Institution: Institut Teknologi Bandung

Demand of supply chain management consulting services in Indonesia can be considered high due to several factors such as the continues development related with SDGs, the impacts of the COVID-19 pandemic were severing supply chain globally, and the inefficiency in supply chain activities in Indonesia compared with benchmark countries. Based on those factors, Indonesian government underscored the strong needs to accelerate supply chain management through collaboration with the third party’s consultant in order to provide systematic approaches to the supply chain challenges. However, despite the high demand for supply chain consulting services in Indonesia, securing projects remain challenging for supply chain consulting companies. This research is aiming to define the factors influencing Indonesia companies’ preference in using supply chain management consulting services, as well as defining marketing strategy of supply chain management consulting to ease obtaining project. Qualitative descriptive design using combination analysis of primary and secondary data was conducted in this research. Primary data analysis was conducted through qualitative approach for conducting customer analysis to gain comprehensive understanding of factors influencing Indonesian companies’ preference in using supply chain management consulting services. Another qualitative approach was used to conduct internal analysis which consists of RBV, Value chain, and VRIO analysis. Secondary data analysis was used to conduct external analysis which consists of PESTEL analysis, Porter 5 forces analysis, and Competitor Analysis. Afterwards, the strategy formulations is conducted by using SWOT analysis and TOWS matrix to define Segmenting, Targeting, Positioning (STP) as well as Marketing mix 7P. As the result, the customer analysis defined that Indonesian companies’ preference in using supply chain consulting services were influenced by several sociocultural aspects related with business views, policy, and company culture. The external analysis defined the conducive macroeconomics despite of the strong competition in the supply chain consulting market. The internal analysis defined the needs to improve several aspects of companies especially which related with branding and building portfolio, improving consultant expertise, and improving the product and services by including the technology implementation to be part of the services.