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Krisnati Desiana
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Decision Sciences, Operations Research & Management

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Proposed Marketing Strategy for Sharks Junior Martin, Evan; Desiana, Krisnati
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Fashion is one of the basic important necessities in our daily life. Nowadays children fashion form an important segment in the fashion retail industry and keep growing over the years. Sharks Junior was established in the middle of 2014 to answer the demand in the market for quality, affordable, street wear for kids, especially boys, aged 6-15 years old. Parents plays an important role in making decision for kids fashion because kids do not  have the information and the purchasing power to purchase their own clothes. To attract these parents and boost sales, companies incorporate attractive promotions into their marketing strategies by using "High-Low" strategy. They will in the beginning, raise the original price of the products and offer high promotions in the same time, such as 50% discounts, discount up to 70% and Buy One Get One. Based on the condition above, author try to formulate the most suitable and effective marketing tools to build customer loyalty to Sharks Junior and increase sales without using "High-Low" strategy. Author conducted some surveys to collect objective data from consumers. The questionnaires were spread to parents in the department store and via online in attempt to get consumers perspectives about the brand, market, and products. Keywords: Sharks Junior, fashion, kids, sales, strategy, marketing
Marketing Strategy Formulation And Implementation At The Garuda Wisnu Kencana Cultural Park To Create Word Of Mouth Marketing Putra, Raden Muhamad Mersa Satyawardana; Desiana, Krisnati
The Indonesian Journal of Business Administration Vol 2, No 4 (2013)
Publisher : The Indonesian Journal of Business Administration

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Krisnati DesianaLocated in Jimbaran, Bali, the Garuda Wisnu Kencana Cultural Park or better known by the locals as GWK with its gigantic Garuda Wisnu statue will serve as Bali's tourism landmark. In this paper the objective of this research is to formulate a Word Of Mouth marketing strategy that will make GWK become larger and better known not just in Indonesia but also around the world.The whole concept is to be a symbol of art and culture. It is projected that GWK Cultural theme Park could become a symbol of international tourism in Indonesia. It will become a tourist destination. The methodology that will be used in this research is Qualitative Research. Qualitative research uses a direct approach that clearly sets forth the purposes of research so the question is simple and straight to the point of the problem, in this case I used the In Depth Interview, ideal for travelers as the target of my respondents. Results that can be achieved will be used as guidelines for the GWK management to be better. Before doing what was described above, it is better for the leadership of the Garuda Wisnu Kencana Cultural Park to conduct internal management primarily about being more modern. It is better to do the research of HR systems as well. Need to do more market research about consumer behavior in the visiting tourist spots.Publication is an important media that needs to be maintained with consistency and content delivery that is direct perception
Brand Audit and Improvement Brand Artika Agatari, Juwita; Desiana, Krisnati
The Indonesian Journal of Business Administration Vol 4, No 11 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract; the raising of modern people awareness toward healthcare in all aspect including sexual healthcare made the condom industry into a promising industry. PT. Mitra Rajawali Banjaran is the only one Indonesia local condom producer. With its Brand Artika which stands for Arti Kasih Sayang PT. MRB at first selling its product to fulfill government market through National Family Planning Coordinating Board (BKKBN). But on other side Artika Condom only grab 1% market share in commercial market nevertheless this brand is already produced and distributed in Indonesia for almost 30 years. Turned out that Artika faced business issue poor brand in the consumer mind and its awareness that PT. MRB believe that is the cause of it low purchasing by consumer in commercial market. To solve the business issue faced by this brand first is by analyzing internal and external factor from the company and especially from the brand Artika itself. In searching and solving the problem the brand audit method will be the tool for examines the health of the brand PT. MRB knows which problems that need to be fixed the most to entering commercial market. Either needs new brand or just simply improving the Artika brand. And the brand Audit in conjunction with market survey resulting that Artika is rarely know by consumer, having no special distinctive compared with other brand, having weak marketing program, poor packaging appearance, confusing association of brand name, known as worthless product and have poor distributing channel. And this kind of situation will need company to have new brand that more suitable for commercial market Keyword: marketing, brand audit, , brand improvement, condom industry
Proposed Marketing Strategy for TELKOM FLEXI to Compete with GSM Operators Mardiansyah, Marshal; Desiana, Krisnati; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 2, No 1 (2013)
Publisher : The Indonesian Journal of Business Administration

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In Indonesian telecommunication industry, market penetration of FWA (Fixed Wireless Access) based is still about 12% of the total population size. But the market penetration of GSM (Global System for Mobile Communications) based in cellular telecommunication industry has reach 82%. Therefore when the FWA operators in Indonesia want to expand their market, they will have to compete with GSM operators. As market leader of FWA license in Indonesia, it is time for Flexi for extending their network and also targeting new market that were not their target market so far, GSM users. Flexi is a voice and data telecommunications service based on wireless CDMA (Code Division Multiple Access) 2000-1x technology. This is a limited mobility service, meaning that, unlike cellular subscribers, Flexi customers can only use the service within a particular area code. Charges are based on residential telephone (PSTN TELKOM) tariffs. Flexi offers three basic services: voice, SMS and high speed data. This study explores the problem of Flexi In competing with GSM operators using several analyses. The relevant external environment factor that may influence telecommunication industry and Flexi's business is analyzed with Porter’s Five Forces model. The company’s resources, capabilities and core competencies are determined to identify what company can and cannot do. Then the segmentation, targeting and positioning of Flexi will be analyzed. The perception, motivation, and buying decision of customer is also explored to get insight about why the customers want or don't want to use CDMA Flexi. Finally, the existing marketing strategy (marketing mix) of Flexi is examined to describe the symptoms and errors within it, in order to formulate the root causes. No firm positioning statement, doesn’t actively provide handset for its target market, ineffective promotional activities, and low of product knowledge are the root causes of Flexi's low acceptance in the market. Therefore, to overcome those root causes, then formulate a more firm positioning statement and tagline to be more suitable with Flexi's target market, improving product weaknesses, and use a community as marketing campaign media are what Flexi have to do to have a more effective marketing effort. The management should develop promotion strategy which is composed of six elements: advertising, personal selling, sales promotion, direct marketing, internet marketing, and public relations.  Keyword: Marketing Strategy, Marketing Mix, CDMA, GSM 
Proposed Marketing Strategy Smart Home Service PT Telekomunikasi Indonesia Winanti, Winda; Desiana, Krisnati
The Indonesian Journal of Business Administration Vol 3, No 3 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract— PT Telekomunikasi Indonesia has stated 4 area growth of New Revenue Stream to support it’s TIMES (Telecommunication, IT Services, Media, Edutainment and Services) business portfolio, that is Mobile Broadband, Cloud Computing, Home Digital Environment, and Machine-to-Machine. PT Telekomunikasi Indonesia require product innovation within those four areas. One of the innovations is the Smart Home product that has two key words in the technology: Smart Home and Broadband. In terms of technology, Telkom has access network infrastructure, servers, platform technology, methodology, and technology development experience in product development and information technology-based services to customers nationwide. Telkom also has the experience and competence to establish cooperation with manufacturer partners to develop the Smart Home. On the other side, in terms of business, based on ON World Research 2011, Smart Home applications will increase up to 103% in the period 2010-2015 and the global demand for services will reach $ 6 billion by 2015. The objective of this final project is to provide suitable marketing strategies for PT Telekomunikasi Indonesia in order to support successful launch for Smart Home service. To provide a comprehensive evaluation, the assessments include macro analysis, industry analysis, competitor analysis, investment feasibility analysis, SWOT analysis, business model analysis, and market analysis.The root cause analysis has resulted in three areas of improvement: (1) Market knowledge of the Smart Home services remains low, that will becomes a problem that must be addressed by PT Telekomunikasi Indonesia to achieve the success of launching the Smart Home service; (2) Smart Home service has a fairly high needs from the market, but it is not followed by high interest as well, which can lead to failure of the marketing strategies implementation of Smart Home service; and (3) The concept of service offerings in the form of starter packs is considered less attractive to the market, therefore PT Telekomunikasi Indonesia should implement another concept of offering the service to achieve successful launch of Smart Home service.The recommendation on marketing strategy includes the application of bundling system that could divide the cost of purchasing the device in pricing strategy, cooperate with housing developers to be the distributor, and using office buildings and high class schools as facilities in distribution strategy. With the implementation of business solutions, PT Telekomunikasi Indonesia is expected to solve existing business problems. Key  Words: smart home, marketing strategy, market awareness, Integrated Marketing Communication.
Marketing Strategy Telkom Internet Protocol Televison (IPTV) To Increase Subscribers Number for Area Operation Bandung Alby, Pradipta Wismaya; Purwanegara, Mustika Sufiati; Desiana, Krisnati
The Indonesian Journal of Business Administration Vol 1, No 4 (2012)
Publisher : The Indonesian Journal of Business Administration

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Business transformation transfigured fromvoice communication to multimedia (Voice, Data andVideo) is not inevitable in the current telecommunicationsindustry. Telkom develops IPTV (Internet ProtocolTelevision) as an effort to revitalize the Fixed Wirelinebusiness in the middle of the changing landscape of thetelecommunications industry. This IPTV service utilizesthe existing network of fixed wire telephone network(Fixed Wireline). On this technology, one cable can be usedfor various data transmission services, including voice,data and video. Since the commercialization on the early2012, sales performance has decline 37% on the fistquarter and continue to decline in the next month.Referring to the business issue and challenges of the futuretelecommunications business competition, Telkom seeks todevelop a New Wave Telkom Business through IPTVService in an effort to make it as a new revenue generatorreplacing the Fixed Wireline business that has entered thestage of maturity.Business issue exploration aim to identify strengths,weaknesses, opportunities and challenges that occur inTelkom IPTV services in Bandung city, so that the root ofthe problem can be identified. The steps taken in theprocess are collecting secondary data analysis, analyzingbusiness issue exploratory, market research to potentialcustomers, proposing marketing strategy communicationand implementation of IPTV services by Telkom. Based onthe analysis from root of the problem, Telkom IPTVservice marketing activities which are conducted isconsidered incomprehensive and is not on target, thereforeit is necessary to design a marketing strategy that cananswer the root of the problems which are occurred.Proposed business solution includes the application of theMarketing Mix which emphizes on Integrated MarketingCommunication. With the implementation of businesssolutions, such as increasing awareness to target market,marketing communication emphasize on servicedifferentiation, Utilization of Existing Customer Base andSales Bundling Concept can solve existing businessproblems.Keywords: IPTV, Market Penetration, Integrated MarketingCommunication.
Co-Authors Juwita Agatari, Juwita Marshal Mardiansyah Martin, Evan Mustika Sufiati Purwanegara Pradipta Wismaya Alby Raden Muhamad Mersa Satyawardana Putra Reza Ashari Nasution Winda Winanti, Winda