PROPOSED BRAND AWARENESS ENHANCEMENT STRATEGY OF PT. LALUASA CIPTA ASIA

• Main Author: Bagja Ferdian, Bayu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81788
• Institution: Institut Teknologi Bandung

This thesis proposes a comprehensive branding improvement strategy for PT Laluasa Cipta Asia, specifically for one of their business units called Gizalab, by focusing on the evaluation of their UIUX design or digital product design service. The primary objective is to evaluate the current service process to identify strengths and weaknesses, understand customer behavior, and analyze the competitive landscape. Through this analysis, the research study aims to develop the best branding and marketing strategy that enhances brand perception and positions the company as a leader in the market in order to boost the company's sustainability. The research methodology involves both internal and external analyses. The internal analysis includes a VRIO (Value, Rarity, Imitability, Organization) framework to assess Gizalab's resources and capabilities. While, external analysis utilizes PESTLE (Political, Economic, Social, Technological, Legal, Environmental) and Porter’s Five Forces Framework to understand market dynamics and competitive pressures. These analyses provide insights into the situational and environmental factors impacting the business. The author also put emphasis on one of the most popular qualitative research methods which is In-depth interviews to discover insights from the customers. A key aspect of the proposed strategy is enhancing the personal branding of company leaders, particularly the CEO, whose visibility and engagement in professional communities can significantly influence brand perception. The strategy also emphasizes the importance of SEO optimization, content creation, and targeted digital marketing campaigns to increase online presence and customer engagement. Utilizing platforms like LinkedIn, YouTube, and Instagram, the company aims to publish relevant and engaging content that highlights its expertise and successful projects. Ultimately, this study seeks to create a branding and marketing strategy that leverages the company's unique strengths and addresses its weaknesses, capitalizes on market opportunities, and mitigates potential threats. By becoming the top-of-mind choice for design services in Indonesia, PT Laluasa Cipta Asia can achieve sustainable business growth and enhanced brand equity.