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Aditya Wibowo, Satya
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Decision Sciences, Operations Research & Management

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Proposed marketing initiatives with new wave marketing approch for elevenia Aditama Setiawan, Dani; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 7, No 3 (2018)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Competition in e-commerce industry, especially in Indonesia, is getting tighter. Every e-commerce players are competing to attract the customers with various attractive campaign promotions. Today, Elevenia is in a very challenging position where the company must survive the competition among other e-commerce players who dare to "burn money" in order to offer lower to grab more customers. Since Salim Group took over Elevenia in 2017, Elevenia’s goal is more focus on long-term business growth & sustainability. In order to achieve its goals, Elevenia needs to minimize a high-cost marketing campaigns in order to generate positive net profits to build a strong business foundation in the long haul. Elevenia needs to find an effective way to develop a cost-efficient with high- impact marketing initiatives that can attract not only its website traffic, but also improving its purchase transaction number through its platform. Both internal and external factors that affect the business are analyzed to identify current business condition. The New Wave Marketing approach combines online and offline interaction between company and customer. This approach is used to generate an effective marketing initiatives which expected to help Elevenia to improve its business performance by increase its brand awareness and winning customer’s advocacy to grab more market share and accomplish its business goal. Keywords: Customer Advocacy, E-Commerce, Elevenia, Marketing Initiatives, New Wave Marketing
Proposed marketing strategy of presidents university in education industry in indonesia Kurniadi, Stevanus; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 7, No 2 (2018)
Publisher : The Indonesian Journal of Business Administration

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Abstract – President University as one of the university that exist in Indonesia offer the international curriculum and standard. Established in 2002, President University offer undergraduate program and graduate program to students in Indonesia which result in creating the leaders that can compete in Asean Economic Community. Having many competitors, President University has a problem in increasing the intake number each year. By that, this paper aims to propose new marketing strategy by that the number of intake student will be increased. The objectives that need to be achieved is to increase the profit of the university by that the expenses will be bigger and the development can happen in order to chase the late improvement compare to other university which already exist many years before President University did. Using some analysis and method, the new marketing strategy can be formulated, more over the weaknesses and threads can be identified for President University in order to take the precaution actions. Many aspects need to be changed from the analysis especially in price aspect. Therefore, President University can target the accurate segment and do the marketing activities effectively and efficiently. 
Strategy of PT.MARKTEL to Increasing Market Share Hazazi, Rizka; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 5, No 1 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Nowadays almost every countries including Indonesia have the problem with the poor traffic condition. The impact of bad conditions will lead to amount of problems, ecen increasing the number of accidents. To resolve this problem, improving the quality and quantitiy of the availability public transportation is become one of the solutions. Not only that, the application of the Intelligent Transportation System also become the solution that until know believed could improve the traffic condition, so many countries including Indoneisa currently many developed the system become the ITS.  The need of ITS in Indonesia has prompted PT. MARKTEL as one of manufacture traffic light product company to developed their product in order to supported the intergration system accordance to the condition and psychology ot he traffic Indonesia condition. Before PT. MARKTEL existed, Indonesia is the one of the big consumen of traffic light product system from Australia, SCATS. Almos every city in Indonesia apply this system, so SCATS has a larger market shared than PT. MARKTEL. PT. MARKTEL has a vision to become the best company in this industry. However, there are some problems that become a barriers for this company to achieve their goal. Base on internal and externam also SWOT analysis was found several problems that become a barrier for PT. MARKTEL to achieves their goal. These problem indirectly affected the marketing mix element of PT. MARKTEL. To response these problems, based on analysis conducted PT. MARKTEL need to improving their marketing strategy and reorganize internal condition. Keywords : Marketing strategy, ITS (Intelligent Transportation System), Traffic light, Marketing Mix
Proposed business strategy for “travorama for business” in business to business market Adhitia, Rama; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 7, No 1 (2018)
Publisher : The Indonesian Journal of Business Administration

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Abstract - PT Travel Madezy Internasional, which subsequently will be mentioned as TMI in this document, is a relatively new company, established on July 2014. TMI operates in travel e-commerce business using the brand of Travorama (http://www.travorama.com), offering online flight, hotels and travel activities reservation. In the second part of 2016, TMI started the development of new product which was named Travorama for Business. Different from Travorama.com which focuses to sell hotel rooms and flight tickets to retail customer, Travorama for Business is meant to sell hotel rooms and flight tickets to corporate customer. Travorama for Business offer corporate travel management application. This application consists of desktop website, mobile website and mobile app which enables employees to buy flight tickets and hotel rooms online by themselves. This feature improves the productivity of business travel arrangement because employee can make travel arrangements without going through back and forth contact with company administration staff. The purpose of this research is to develop the strategy for Travorama for Business in order to achieve the target market and sustaining the competitive advantage. The research methodology used in this final project is using the qualitative method through the internal interview with the management of Travorama for Business also with potential. The conceptual framework used in this final project arranged by the external analysis and internal analysis of the company. In external analysis using the PESTLE analysis, Porter’s 5 Forces analysis, and competitor analysis. In the other hand, the internal analysis using STP analysis, marketing mix analysis, and the business model canvas analysis. The result of these analysis show several business issues which are lack of brand awareness, the novelty of online travel management concept, a need to expand hotel coverage and flight choice, and finally the high rivalry competition in the industry. The solution offered in this final project is for Travorama for Business to adopt differentiation generic strategy without significantly adding cost.  The strategy formulation starts with doing TOWS matrix analysis. The strategies then are elaborated and expanded further during formulation of the strategy diamond, improvement to 7P marketing mix, and improvement to business model canvas.Keywords:  Corporate Travel, Business Strategy, Marketing Strategy.TOWS Matrix, Strategy Diamond, Business Model Canvas, Marketing Mix
Marketing Strategy to Improve Sales Growth in Imah Nini Bogor Anshari, Anisah; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 6, No 1 (2017)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Imah Nini is a company that specialized on selling Bogor’s steamed sponge form of tubers. Started his business by selling cakes at home, Imah Nini at this time has expanded its business by opening a new pastry shop in the business district in the city center of Jl. Pajajaran No. 1 V-Point office block qz. The company set sales goal every month by selling at least 100 boxes per day in hope that they can return back their capital in time. Although Imah Nini sales did increase every month, for the owner the sales increase really slow and barely reach they sales target every month. The purpose of this study is to provide effective business solutions to existing problems. Methods of research conducted by the author divided into internal and external analysis where the author conducted with the owner Imah writer Nini Ny. Arie Latifah SH and the staff in each division, the author is also distributing questionnaires to the respondents around the store Imah Nini to complete the data analysis by the author. Internal analysis is done by using STP and Marketing Mix to know the basic business activities Imah Nini today. External analysis done by using PESTEL, Porter's Five Forces, and Competitor Analysis to find out how Imah Nini facing any external forces and also to learn more about the customer point of view towards the brand. For the business solution the author will draw a conclusion of marketing strength and weakness from internal analysis, and also marketing thread and opportunity from external analysis. The result from this study shows that Imah Nini current marketing condition is their STP need to be re-positioned again and the best effective strategy for the business right now is by organizing marketing program and advertising based on factor marketing mix 7p with corresponding market STP that has been proposed as a solution by the author. Keywords: Imah Nini, Marketing Mix, PESTEL, STP, SWOT
Proposed business strategy for it industry company (case study of mii) Nathaniel Hartono, Christian; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 5, No 1 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract - IT industry has been changing dynamically. The necessity of the customer has been shift from buying assets to renting and outsourcing to 3rd party vendor. The needs to reduce capital expenses is one of the reason. Minimize the risk for IT project is the second reason. The rapid pace of technological change demand for IT division proactively identify potential substitute as well as identify newly emerging technologies in which firm could sustain competitive advantage. The business environment which are influencing the company performance are political and economic factor in Indonesia. Recent presidential election also play a major disadvantage for the growth of the company. IT industry regulator is mainly from MENKOMINFO in which put into effective several ITE regulations that also embrace every company to use licensed software and hardware. IT investment become expensive and demand for maintenance cost to be consider. 3rd party IT vendor should be able to capture the requirement and shift the business focus to service industry. Based on the analysis using fishbone diagram several root cause has been analyzed thoroughly. The unreliable delivery of Service Level Agreement, Lacks of excellence service to the customer, issue of human Resource inside the Managed Service Business Unit (MSBU) that causing high turnover, and field engineers lack of basic soft skills. Moreover no dedicated service and quality division is one of the reason why MII hardly improve the selling of managed service. Proposed solution is to create differentiation that will enhance MII sustainable value. According to strategy diamond model, firm should maintain its premium price with a distinct service quality. Implementation plan will be 6 month period. Established new Service and Quality division will be the starting point for the firm. Management review should be the controller for each implementation staging. Preventive action should be prepared in case there are resistance from couple of employees and also corrective action in order to redo the needed staging. Key Words: IT, root cause, corporate strategy, strategy diamond model, implementation plan
Proposed Business Strategy for JRC in Indonesia Coffee Industry Andrani, Renitta; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 6, No 2 (2017)
Publisher : The Indonesian Journal of Business Administration

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Abstract – Coffee is an important beverage for most of society around the world. Not only for consumers’ delight of drinking it, but also for its economic value for the coffee beans producing and exporting countries, such as Indonesia. However, local consumption of coffee beans in Indonesia is still low, compared to another coffee importers countries. Another issue of Indonesia is illegal logging, which related on preservations of its rainforests. JRC is a coffee specialty producer and roaster in Jakarta, which try to convince and stop illegal logging in the fragile eco-systems yet still generate income for local people by introducing intercropping method, on growing coffee in the forests. The increasing growth of Indonesian middle class society resulted of lifestyle changes in the society, and cause the increasing of coffee consumption by local consumers. Based on these opportunities, JRC trying to increase its target sales, but the changed in the number of sales are not significant. The purpose of this final project is to create business strategy in order to increase target sales of JRC in Jakarta area. Research methodology of this final project using both quantitative and qualitative approach. For quantitative method, approach is taken by handing questionnaire to the respondents. Meanwhile, qualitative data is done through interview with credible subject matter experts from the company. Conceptual framework of the final project using both internal and external analysis. In internal analysis, will be conducted using STP analysis (Segmentation, Targeting, and Positioning), Marketing Mix using 4P’s (Product, Place, Pricing, and Promotion), Value Chain analysis and analyzing primary data from interview. While external analysis use PESTEL analysis (Political, Economic, Social, Technological, Legal and Environmental), Porter’s 5 Forces, analyzing primary data from questionnaire distribution and analyzing competitor. The results of both external and internal analysis will be used to evaluate in SWOT Analysis (Strength, Weakness, Opportunity and Threat). Strategy formulating for business solution will be conducted using TOWS matrix that related to all factors in SWOT analysis. The purpose of strategy formulation is to find business solution that can be generate and implement in marketing strategy and to propose recommendation to JRC. Keywords: Coffee Industry, Business Strategy, Marketing Strategy
Proposed business strategy for “travorama for business” in business to business market Angga Putra, Raymond; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 7, No 1 (2018)
Publisher : The Indonesian Journal of Business Administration

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Abstract - As a service company, Applus Velosi introduces a new method for the inspection of offshore platform by using (Unmanned Aerial Vehicle) UAV. The company need to conduct financial feasibility study to determine the rate for the service. The research uses both qualitative and quantitative method. Qualitative data obtained through interview of staff and top management of the company, while quantitative data through company’s financial data and historical data. The objective of this research is to evaluate the financial feasibility of the project of aerial inspection facility for offshore platform in Indonesia. The research will be anaylzed based on PESTEL Analysis, Business Model Canvas, CVP analysis and financial feasibility analysis which includes break-even analysis, payback period, ROI, NPV, IRR, PI, and WACC. The project’s tolerance will be analyzed by using sensitivity analysis. This research limitation is only focused on offshore platform of oil and gas industry in Indonesia. The research finding shows that the project of aerial inspection facility for offshore platform in Indonesia is financially feasible using $800 as base service rate. The project has positive NPV and IRR is higher than WACC, profitability index is greater than 1, and payback period is around 1 year. Keywords: CVP Analysis, Financial Feasibility Study, Offshore Platform, Sensitivity Analysis, UAV
Propose business strategy to increase seragam harapan adek sales Aulia Harmaylin, Novelina; Aditya Wibowo, Satya
The Indonesian Journal of Business Administration Vol 8, No 1 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract School participation growth in Indonesia always in high number and also followed by number of student. Growth of number of student followed by needs that must be met, one of them is school’s uniform. It shows that school’s uniform business is a great opportunity for SME. Seragam Harapan Adek is a brand that provide not only school’s uniform, but also school’s accessories, and other thing that student needs. However, Seragam Harapan Adek faces some problem, one of them is the inconsistent sales. Besides, Seragam Harapan Adek also need to figure out how to growth, aim new market, and survive in school’s uniform market competition. Conceptual framework used in this study to analyze Seragam Harapan Adek’s market conditions both external and internal. For external analysis, author use PEST analysis, porter five forces, and competitor analysis. For internal analysis, author use STP, marketing mix, VRIO analysis, and business model canvas. External and internal factor than used to determine the new marketing strategy for Seragam Harapan Adek to increase their sales. External and internal factors than used to formulate SWOT.  From SWOT’s result fund, author determine new marketing strategy. New strategy that will recommended for Seragam Harapan Adek are new STP, new marketing mix, and new business model canvas.Keywords: Business strategy, school’s uniform, SWOT, marketing mix, business model canvas
Co-Authors Adhitia, Rama Aditama Setiawan, Dani Andrani, Renitta Angga Putra, Raymond Anshari, Anisah Aulia Harmaylin, Novelina Kurniadi, Stevanus Nathaniel Hartono, Christian Rizka Hazazi