Marketing Strategy of Cargo Delivery Services in PT. Hasianna Logistics Period 2020-2022
Cynthia, P. Asianna, P. R. Kurnia
Marketing Management, PPM School of Management, Jakarta, Indonesia
esthercynthia.s[at]gmail.com
Marketing Management, PPM School of Management, Jakarta, Indonesia
pritaasianna[at]gmail.com
Marketing Management, PPM School of Management, Jakarta, Indonesia
kurniapepey[at]gmail.com
Abstract
1. Introduction and Research Problem As the core business of PT Hasianna Logistics, sales growth in cargo shipping services is not in line with the growth of the logistics industry. Recorded from 2014-2018 sales figures generated are still likely to fluctuate. The companys performance is also considered far from the companys target. The company also has not carried out any strategy or promotion. Based on interview, PT Hasianna Logistics has problems in several aspects of the marketing mix, such as: price, promotion, people, process and place. Another objective to be achieved is the company want to improve sales performance to achieve the target. Marketing strategies can be an alternative to increase sales and company performance. In addition through the marketing strategy, companies can review the marketing mix on the services offered. 2. Methods This research conducted using a theory marketing strategy from Best (2014). The research begins by analysed the situation which includes current performance, market share, competitive position & value, market demand, competition & industry as well as customer needs. In competition & industry, it is carried out by using Porter 5 Forces analysis. The next step is analysis the portfolio matrix by looking at market attractiveness and competitive positions. The portfolio matrix is a reference in designing a strategic market plan. The strategic market plan will be influenced by SWOT analysis and vision mission of the company. The strategic market plan will describe the strategies that are influenced by the objectives that have been determined. STP design (Segmenting, Targeting, Positioning) and marketing mix (7P Product, Price, Place, Promotion, Process, Physical Environment, People) will be do after choosing strategic market plan and followed by a performance plan. The performance plan will explain the revenue plan, marketing and sales budget, marketing ROI, marketing profit plan and marketing plan budget. 3. Result and Findings The appropriate strategic market plan that will do is offensive strategy. The company chose core strategy I and core strategy II which included invest to grow and improve competitive position. The core strategy I is to increase market share and enter the new segment. The aim is to increase sales volume in accordance with established objectives. In core strategy II, company can increase customer loyalty or retention of purchases, reduce costs and carry out marketing activities. Based on interview with the Director of Operations, the number of corporate customers had reached 200 companies. But so far, purchasing retention tends to be low. In addition to the quality offered tends to be similar, price is a major factor for customers in choosing a cargo provider service company. Emphasis on cost becomes important for companies to be able to continue to compete in the industry. Other strategic activities that can be carried out by companies are to carry out marketing
Keywords: Marketing strategy, strategic market planning, offensive strategy, PT. Hasianna Logistics, cargo delivery services
Topic: Marketing Management