ABSTRACT PROPOSED INTEGRATED SERVICES MARKETING COMMUNICATIONS STRATEGY FOR A B2B COMPANY (CASE STUDY: PT CITRA KARIMUN MANDIRI)

• Main Author: Atika Inggaris, Tiara
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76926
• Institution: Institut Teknologi Bandung

Being established for almost 20 years, PT CKM is a contractor and a supplier company that provides the procurements of goods and services for companies operating in shipyard industry. With the company's current location in Tanjung Balai Karimun, a neighboring island to Batam, and Batam's significance as a maritime industry hub, PT CKM sees the potential for new business opportunities. Facing stagnant revenue due to limited clients, PT CKM seeks to expand its market presence by targeting the potential opportunities offered by Batam, a prominent maritime industry center located just a short ferry ride away. Thus, this thesis aims to develop a comprehensive marketing communications strategy specifically tailored to PT CKM. The proposed strategy combines the principles of services marketing, services marketing communications, B2B marketing communication mix, and B2B sales funnel to create a tailored approach that aligns with PT CKM's unique characteristics as a B2B services provider. By utilizing this comprehensive approach, PT CKM aims to effectively communicate its value proposition, build brand awareness, generate leads, and convert prospects into loyal clients in the competitive Batam market. Through the strategic alignment of marketing activities and leveraging the company's expertise in construction, repair, shipping, and skilled manpower supply, PT CKM endeavors to overcome its revenue stagnation and establish a strong foothold in the dynamic Batam market. The implementation of this targeted marketing communications strategy holds the potential to unlock new growth opportunities and position PT CKM as a trusted and preferred service provider within the Batam shipyard industry.