OPTIMIZING MARKETING STRATEGY FOR AJAG STUDIO INDONESIA

• Main Author: Abdurrahman Azizi, Ismail
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87092
• Institution: Institut Teknologi Bandung

Ajag Studio Indonesia, a full-service advertising agency based in Bandung, faces significant challenges in increasing its penetration of the competitive business-toGovernment (B2G) market. This research aims to develop an effective marketing strategy through the analysis of the Organizational Purchasing Stages integrated with Marketing Mix (7P). This research method uses a qualitative approach with in-depth interviews with stakeholders, including potential clients from the government sector, and is supported by secondary data from relevant sources. The results of the study show that the Stage of Problem Introduction and Supplier Selection is a critical phase in the decision-making process of government organizations. At this stage, the Promotion and People element in the Marketing Mix has an important role in attracting attention, building trust, and fostering longterm relationships with government agencies. Government institutions tend to choose service providers that have high credibility, are innovative, and are transparent in their operations. The study also emphasizes the importance of diversifying the client base to reduce dependence on large clients. In addition, the strengthening of Physical Evidence elements, such as creative portfolios, case studies, and client testimonials, has proven to be a key factor in increasing client confidence in the quality of services offered by Ajag Studio. In addition, the efficiency of the process in drafting proposals, meeting tender requirements, and timeliness of project completion are critical components that support success in the B2G market. This research further emphasizes the need for Ajag Studio to tailor the services offered to the specific needs of government agencies. Focusing on creative solutions relevant to public service objectives, such as branding campaigns, digital communications, and public policy dissemination, allows Ajag Studio to position itself as a trusted strategic partner in the government sector. With a data-driven approach and deep understanding of the dynamics of government procurement, Ajag Studio can present significant added value compared to its competitors. The contribution of this research is divided into two main aspects. First, this research provides strategic steps that Ajag Studio can implement to strengthen its position in the B2G market through a data-driven and value-added marketing approach. Second, the results of this research can be a frame of reference for other creative agencies who want to understand and navigate the complexity of the procurement process in the government sector. The framework emphasizes the importance of understanding an organization's purchasing behavior, building an appropriate Marketing Mix strategy, and fostering long-term partnerships with government agencies. By integrating the Organizational Purchasing Stages and Marketing Mix (7P) elements, this research presents a concrete solution to overcome the marketing challenges faced by Ajag Studio. The recommendations, such as portfolio diversification, operational process optimization, and strengthening client relationships, are strategic steps to achieve sustainable growth in the B2G market. The research confirms that a combination of creativity, operational excellence, and deep market insights is key to success in an increasingly competitive B2G environment.