PERANCANGAN STRATEGI PEMASARAN SELAMAT PAGI GROUP BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI

• Main Author: Gambetta M Ghifari, Zavier
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80146
• Institution: Institut Teknologi Bandung

This research focuses on Selamat Pagi Group, a small and medium enterprise (SME) in the Indonesian music industry, facing challenges in developing an effective marketing strategy aligned with the company's growth stages. Particularly in strengthening market presence and promoting the brand through social media, Selamat Pagi Group demonstrates the need for an adaptive and dynamic marketing strategy. The primary aim of this research is to identify and implement strategies that not only maintain but also enhance Selamat Pagi Group's competitive position in the highly competitive industry. The initial phase of the research involved collecting data from 98 SMEs across various industries through a questionnaire to examine the characteristics of business and marketing strategies. The goal was to understand how different marketing strategies are applied by SMEs according to their growth stages. The second phase focused on applying the theories and insights from the first phase to develop specific and effective marketing strategies for Selamat Pagi Group. This involved using SWOT analysis and gap analysis, as well as literature study, to tailor the strategy to the specific conditions and needs of Selamat Pagi Group, particularly in optimizing their marketing strategy according to the organization's growth phase. The results of this research revealed some differences between the previously recognized characteristics of business and marketing strategies and the new findings obtained. It was also found that the marketing strategy of Selamat Pagi Group was not fully aligned with their growth stage. This was particularly evident from the suboptimal utilization of social media and the implementation of the brand introduction strategy by Selamat Pagi Group. To address this, the research recommended the development of a tailored marketing strategy, focusing primarily on the use of social media, especially TikTok. This strategy was designed based on four main factors identified through literature study: posting time, hashtag usage, audience interaction, and sound usage in content. The implementation of this designed marketing strategy successfully increased engagement on TikTok significantly, with an increase of up to 2228%. This highlights the importance of a customized marketing strategy that aligns with the company's growth phase to achieve success in a competitive and dynamic market.