PROPOSE MARKETING STRATEGY FOR RUMAH KEMAS BERAU CREATIVE TO INCREASE SALES

• Main Author: Andriana, Indra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77028
• Institution: Institut Teknologi Bandung

One of the CSR priority programs in the economic cluster is real income by developing MSMEs and local business units. Berau Creative Container House (RKBC) is one of the community empowerment programs in economic development that was born from PT Berau Coal to help the sustainability of community development programs in Berau Regency in all business sectors, both directly and indirectly assisted. After the program has been running for about three years, there are signs of a decline in sales. In addition, there is no implementation of a strategy to overcome these problems. Symptoms of declining sales are analyzed by looking at external and internal factors which produce a root cause analysis. Externally used PEST analysis, Porter's 5 forces and Competitor analysis, while internal analysis used STP, Marketing Mix and customer preferences. The results of the study show that based on the RKBC segment, there are problems with Cashflow that has not been digitized/recorded properly. Brand awareness and customer engagement that still need to be improved Promotion is still not intense (it was just mentioned in BC), Social media has not reached many potential customers, Places are not strategic. Therefore, the results of the analysis provide several strategies to improve sales performance by making Standard Operating Procedures (SOP) for RKBC activities and digitizing records. In addition, Expansion of Cooperation and Enhancement of Partnerships with MSMEs, utilization of information technology as a means of promotion with special applications for PT Berau Coal's internal circles and partners as well as Optimizing the Use of Social Media and ECommerce. The proposed relocation of shops and the proposed addition of outlets in the airport area and Optimization of Internal Applications for Marketing Communication are expected to increase sales and expand the RKBC market.