BUSINESS TO BUSINESS (B2B) MARKETING STRATEGY FOR CONSTRUCTION INDUSTRY EQUIPMENT MANUFACTURING COMPANY, CV ZIAULHAQ SOLUTION

• Main Author: Zia Ulhaq, Tsany
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87189
• Institution: Institut Teknologi Bandung

The construction industry in Indonesia is a major driver of economic growth, contributing significantly through large-scale infrastructure projects. These projects have increased demand for reliable testing equipment, especially for material quality assurance. CV. Ziaulhaq Solution, a manufacturing company specializing in industrial equipment products Laboratory Test Sieve, faces challenges in achieving significant market growth. Despite having a robust production capability of up to 1,254 units per month, the company's sales remain dependent on offline distribution channels and competition within the industrial equipment market is intensifying. The industrial equipment market, however, shows an increasing shift toward digital platforms, reflecting changes in buyer behavior influenced by digital technology advancements. This research addresses two key issues including understanding the structure and role of Business Buying Organizations in the Business Buying Decision Process and developing effective marketing strategies targeted at business customers. The study focuses on three key market segments for CV. Ziaulhaq Solution including construction industries, testing material industries, and educational institutions. These segments represent potential business customers with distinct needs and purchasing behaviors that the company must address to remain competitive. The research objectives include analyzing the Business Buying Decision Process within Business Buying Organizations to uncover opportunities for strategic marketing development. This study employs a qualitative research method with a structured approach, using data collected from in-depth interviews with company representatives and potential customers, supported by secondary data industry reports and market trends. Data collection involves triangulation methodology to ensuring the validity and reliability of research by combining in-depth interviews, and document analysis. By utilizing this triangulation method, the research integrates data from different viewpoints to deliver a comprehensive analysis of the business-to-business decision-making process and marketing strategy development. Analytical tools such as PESTEL analysis, Marketing Mix 7P, Marketing capability, STP analysis, SWOT analysis, and the TOWS Matrix analysis were utilized to assess internal strengths, external opportunities, and the competitive positioning of the company. The research findings emphasize the importance of implementing an integrated marketing strategy that combines strengths in offline distribution channel with digital platform. Strategies identified include registering products in the officially nation platform e-katalog to gain access to government procurement projects, enhancing after-sales services to build customer loyalty, and establishing strategic partnerships with educational institutions. Additionally, the company can enhance competitiveness by emphasizing value-based pricing, certifications for national standards compliance, and digital promotion through social media and marketplace. The research contributes to the understanding of how manufacturers in the construction equipment industry can overcome barriers to market expansion. By addressing buyer needs and aligning marketing efforts with decision making processes, CV. Ziaulhaq Solution can strengthen its market position, improve customer trust, and achieve sustainable growth. In conclusion, by integrating offline marketing strategies with digital approaches, CV. Ziaulhaq Solution can enhance its market competitiveness and respond effectively to industry demands. The implementation of innovative and structured strategies provides added value to customers and creates opportunities for long-term business development.