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Kartajaya, Hermawan
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Decision Sciences, Operations Research & Management

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Proposed business strategy of pt chandra asri petrochemical polyethylene product in indonesia Goenawan, Rowan; Kartajaya, Hermawan
The Indonesian Journal of Business Administration Vol 7, No 2 (2018)
Publisher : The Indonesian Journal of Business Administration

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Abstract - PT CAP Tbk is the largest publicly listed petrochemical company in Indonesia. Polyolefins plant produces Polyethylene (PE) and Polypropylene (PP). As of 2017, Indonesia is still a net importer country for PE. Indonesia can be described as the haven of imported materials simply because of stable domestic demand and insufficient domestic supply. And going forward, the condition is expected to remain in deficit and highly dependent on imports as long as there is no domestic plant expansion in the future. For PE, the domestic producers are only have two producers, which are PT Chandra Asri Petrochemical Tbk and PT Lotte Chemical Titan Nusantara Tbk.. The thesis is consisting of: internal analysis, external analysis, business strategy formulation, and implementation plan. In addition, business strategic recommendation would be provided for PT CAP Tbk. The objectives of this study is to provide the insightful information for the most potential resources from the company to grow the business as well as to formulate the best fitted business strategy for PT CAP Tbk in order to capture market opportunities in domestic PE business. As a result, based on SWOT analysis, the business strategies have been formulated, which consists of: production capacity expansion, geo-expansion, new product diversification, R&D collaboration, operational excellence, cost efficiency and effectiveness, human capital development, channel distribution management. The implementation plan would be divided on two phases, short term plan and long term. On short term, PT CAP Tbk should develop and execute marketing strategy for new product development and diversification. And for the long term, the new capacity expansion is worth to be executed in order to capture all the market opportunities in Indonesia PE business.Keywords: polyethylene, Chandra Asri Petrochemical, business strategy, strategy formulation, strategy implementation
Proposed Marketing Strategy for Inspirator Freak Christian Susanto, Jonathan; Kartajaya, Hermawan
The Indonesian Journal of Business Administration Vol 8, No 2 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract – PT. Berkat Inspirasi Indonesia, also known as InspiratorFreak.com is a digital media company for millennials in Indonesia. However the problem arise when their traffic is not increase significantly or stagnan. This caused low of positioning and value proposition of their product, so the content is not related with their target audience. Morover InspiratorFreak get support from voluntary team, which is not a full time employee and they don’t have digital marketing staff to increase their productivity and their traffic in website and social media. The approach of this resarch is to analyze secondary data which is the internal and external factor which set by the company for the marketing division, and to compare with the web traffic of InspiratorFreak in 2018. External factor analysis was conducted using PESTEL Analysis, Porter’s Five Forces, and Competitor Analysis with 4Ps. Internal factor analysis conducted using Business Model Analysis, Value Proposition Analysis, STP Analysis and Marketing Mix Analysis. From that analysis, it has been founded that InspiratorFreak  has strength in reputation and networking but weakness in positioning and value proposition. InspiratorFreak still has a big opportunity to improve their business due to increase of internet users in Indonesia. However, threats from external factor still need to be aware. Research result show that InspiratorFreak need to improve their segmentation, targeting and especially their positioning and value proposition. The recommended strategic plan for InspiratorFreak in digital marketing strategy with E-Integrated Marketing Communication (E-IMC) approach and also Content Marketing Strategy to increase their quality of their content. Keywords: Marketing, Digital Marketing, Digital Media, Millennials, StartupABSTRAK
Strategic Marketing Plan for OY! Indonesia Mashayu, Intan; Kartajaya, Hermawan
The Indonesian Journal of Business Administration Vol 8, No 2 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract. In this digital era, smartphone and mobile application are inseparable parts of human life. With the wider internet accessibility and large population, Indonesia provides the mobile application industry with a very big market. Embracing this opportunity, Jesayas and Jan established OY! in 2016. OY! name is derived from the way Indonesians greet and call others. As a new player, OY! Indonesia is aiming to increase its users’ base and total payment transaction. It offers differentiation for its users by providing payment feature in its chatting room. However, as the players in the industry are significantly increasing, the competition is also getting tougher. Thus, this research is aiming to establish marketing strategy to achieve the goals. The first step is understanding OY!’s current marketing strategies—which consist of segmentation, targeting, positioning, and marketing mix; current customer path; and expected customer path. The following part will gain understanding about external and internal factors affecting OY!’s business. The last part will elaborate proposed marketing strategy and the implementation plan to achieve the expected customer path. The research done has resulted in the strategies to improve OY!’s customer path. The initiatives, which are grouped according to its marketing mix, are already mapped out in the Gantt chart. The implementation of the suggested initiatives will involve all OY!’s employees. This way, OY! is hoped to continuously develop its people, improve internal processes that affect users’ experience and satisfaction, increase performance in every customer touch point, and eventually increase its users’ base and total payment transaction. Keywords: BAR, brand awareness, customer path, marketing metrics, mobile application, PAR, strategic marketing plan
Co-Authors Christian Susanto, Jonathan Goenawan, Rowan Mashayu, Intan