Strategi Komunikasi Pemasaran Terintegrasi PT XYZ Tbk. Tahun 2023-2026
DOI:
https://doi.org/10.34149/jebmes.v3i1.79Keywords:
Integrated Marketing Communication, Sales Increase, Business to BusinessAbstract
PT XYZ Tbk. is a company that operates in the automotive industry as a company that manufactures fasteners for the B2B market. In recent years, in Indonesia and globally, many phenomena have emerged and been created to increase binder product sales. However, during the last six years, PT XYZ Tbk. has not achieved its sales target even though the automotive sales trend is increasing or stable. Based on interviews, observations, and literature studies that have been conducted, it was found that competitors are more aggressive in communicating their brands and are better known. As a result, the company needs help to intensify sales in global markets and its customer suppliers. This research aims to analyze the role of each integrated marketing communication element for the B2B market and create an integrated marketing communication strategy that has a major impact on achieving sales targets and getting customers. In this study, the analysis uses three perspectives, namely: the company, competitors, and customers. The findings in this study indicate that the integrated marketing communication strategy of PT XYZ Tbk. as a B2B marketer must implement strategies that end with a personal approach to customers and the use of print and digital media to spread wider brand awareness.
References
Aaker, D., Kumar, V., Leone, R. P., & Day, G. S. (2015). Marketing Research (11th ed.). Wiley. https://wileysgp.ipublishcentral.net/reader/1914/&returnUrl%3DaHR0cHM6Ly93aWxleXNncC5pcHVibGlzaGNlbnRyYWwubmV0L215LWxpYnJhcnkvcHJvZHVjdC1kZXRhaWxzLzE5MTQ%3D?productType=ebook
Adhikari, A., & Gill, M. S. (2011). Impact of resources, capabilities and Technology on market orientation of Indian B2B firms. Journal of Services Research, 11(2), pp: 75-98.
Blazheska, D., Ristovska, N., Blazheska, D., Ristovska, N., Klimoska, M., & Assistant, T. (2021). The Impact Of Integrated Marketing Communication On Customer Behavior. Teaching Assistant, University of Tourism and Management in Skopje, North Macedonia. 40. 12(1), 40–50. https://econpapers.repec.org/article/risutmsje/0304.htm
Bondarchuk, N., Minkovska, A., & Kriuchko, L. (2022). Update of Marketing and Kpi Approaches To Improving Staff Motivation in Agricultural Businesses To Insure Financial and Economic Security. Baltic Journal of Economic Studies, 8(1), 21–27. https://doi.org/10.30525/2256-0742/2022-8-1-21-27
Chen, Y. M., Su, Y. F., & Lin, F. J. (2011). Country-of-origin effects and antecedents of industrial brand equity. Journal of Business Research, 64(11), 1234–1238. https://doi.org/10.1016/j.jbusres.2011.06.029
CNN Indonesia. (2021). Target Produksi Mobil dan Motor Listrik 2 Juta Unit pada 2025. https://www.cnnindonesia.com/teknologi/20210223093952-384-609668/target-produksi-mobil-dan-motor-listrik-2-juta-unit-pada-2025
D’Haen, J., & Van Den Poel, D. (2013). Model-supported business-to-business prospect prediction based on an iterative customer acquisition framework. Industrial Marketing Management, 42(4), 544–551. https://doi.org/10.1016/j.indmarman.2013.03.006
Gaikindo. (2021). Industri Otomotif domestik Bangkit dari Pandemi Berkat PPnBM 100% – GAIKINDO. https://www.gaikindo.or.id/industri-otomotif-domestik-bangkit-dari-pandemi-berkat-ppnbm-100/
Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2020). Essentials of marketing research (5th ed.). McGraw-Hill.
Investor.id. (2021). Perpanjangan Diskon PPnBM Dongkrak Penjualan Mobil. https://investor.id/business/263924/perpanjangan-diskon-ppnbm-dongkrak-penjualan-mobil
Katadata. (2020). Kemenperin: PPnBM DTP Dilanjutkan, Kerek Penjualan Mobil dan Produksi Industri Komponen. https://kemenperin.go.id/artikel/23091/PPnBM-DTP-Dilanjutkan,-Kerek-Penjualan-Mobil dan-Produksi-Industri-Komponen
Kotler, P., & Amstrong, G. (2014). Principle of Marketing (15th ed.). Pearson Pretice Hall.
PressRelease.id. (2020). Indonesia Aman dari Pengenaan Tindakan Safeguard Fastener di Afrika Selatan. https://pressrelease.kontan.co.id/release/indonesia-aman-dari-pengenaan-tindakan-safeguard-fastener-di-afrika-selatan?page=all
Rėklaitis, K., & Pilelienė, L. (2019). Principle Differences between B2B and B2C Marketing Communication Processes. Management of Organizations: Systematic Research, 81(1), 73–86. https://doi.org/10.1515/mosr-2019-0005
Sinha, M., & Bhatia, P. (2015). Strategic Corporate Communication and Impact in Indian Service Sector. Corporate Communications: An International Journal, Vol. 21 Iss 1 pp. 120 - 140. https://doi.org/10.1108/CCIJ-02-2015-0009
Suryadilaga, R. M., Musadieq, M. A., & Nurtjahjono. G. E. (2016). Pengaruh Reward dan Punishment Terhadap Kinerja (Studi pada Karyawan PT Telkom Indonesia Witel Jatim Selatan Malang). Jurnal Administrasi Bisnis (JAB), 39(1), 156–163. http://administrasibisnis.studentjournal.ub.ac.id
Tangkuman, K., Tewal, B., & Trang, I. (2015). Penilaian Kinerja, Reward, Dan Punishment Terhadap Kinerja Karyawan Pada Pt. Pertamina (Persero) Cabang Pemasaran Suluttenggo. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2). https://ejournal.unsrat.ac.id/index.php/emba/article/view/9245
Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. https://doi.org/10.1007/s11747-019-00687-1
