Digital Marketing Strategy for Imported Ceramic Industry in Indonesia (Case Study: Atlas Concorde in Indonesia)
| Main Authors: | Sundoro, Dionisius; School of Business and Management, Institut Teknologi Bandung, Wandebori, Harimukti; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4364 |
Daftar Isi:
- Construction investment in Indonesia has driven the construction investment, especially in property sector. Atlas Concorde as the one of the ceramic sellers in Indonesia is represented by a key account manager and a collaboration with distributor. Currently, Atlas Concorde experiences the lack of consumer awareness about the brand and low engagement of digital media promotion.In proposing an appropriate strategy for Atlas Concorde there are two analyzes that carried out; External analysis consisting of Resources Analysis and Value Chain Activity Analysis, and Internal analysis consisting of analysis of General Environment, Industry Environment, and Competitor Environment. After doing internal and external analysis, the author then did a root cause analysis to identify the problems faced by Atlas Concorde. For the marketing mix analysis, the author conducted TOWS analysis from the SWOT analysis and defining Targeting. The author then created Marketing Strategy Atlas Concorde where it can in can use its social media to reach potential consumers. All the business strategies and marketing is used to conclude the objectives of the research. The author then made an implementation plan and update the Value Chain Activity. Keywords: Ceramic Industry, Targeting, Sales, Marketing, Social Media, Instagram