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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business JAM : Jurnal Aplikasi Manajemen Journal of Innovation, Business and Entrepreneurship Altasia : Jurnal Pariwisata Indonesia
Dwi Larso
School of Business and Management, Institut Teknologi Bandung, Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Marketing Strategy for New Venture in Information Technology Education (Online Tutorial – TUTON) Lubis, Esty Hutami Dewi; Larso, Dwi
The Indonesian Journal of Business Administration Vol 2, No 19 (2013)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Indonesia has a rapid development in Information Technology (IT) as well as the public interest to learn it. However, to find qualified employee in IT is difficult, they often lacks proper education in IT background. IT education is not only need quality, but also follow current trends. Some negative opinions always appear in description of online education. First, Indonesian online tutorial customer had always assumed that what is available on the internet is free. Second, it is hard to get customer interest without quality customer expected. Third, the customers who will be interested of online education are university students that lack of fund. Further analysis needed in order to find the root cause of these problems.The root cause analysis used SWOT analysis that employ PEST Factor Analysis, Porter’s 5 Forces Analysis and Concept Testing result..The root cause analysis concludes that the TUTON product as online education is not strong enough to face the market. It needs new research and analysis of marketing mix.The objectives of TUTON based on the root causes are developing competitive products and promoting paid tutorial. Marketing strategies are needed to achieve these objectives. The strategies are explained with 4Ps Marketing Mix and Porter’s Generic Competitive Strategies. TUTON main marketing strategies points are make tutorial with video media (Product), focus on tutorial making (Product), consider a new distribution place (Place, Pricing), the website hosting size will be reduced (Place, Pricing), and use YouTube as promotion media (Promotion) and the differentiation strategy is use video as tutorial media.Reduced website hosting size strategy had been implemented to TUTON. Other strategies implementation will be done in this year from May 2013 to January 2014. If all the marketing strategies implemented are going well within budget and time allocation, TUTON will achieve the objectives.
Developtment of Expansion Strategy, Case Study :Priere Footwear Perdana Kesuma, Renaldi; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Priere Footwear is a leather shoes company built in 2013, it offers wide ranges of men’s leather shoes with classic design and high quality materials & constructions with extraordinary presentations. Their vision is to be the most reliable shoe brand and producers in South East Asia and their mission is to give best price/quality ratio products. In 2015 Priere Footwear face the latest problem of its business and it literally stop the business activities of Priere Footwear caused by suppliers problem which is the shoe manufacturers. The suppliers don’t follow the production schedule and quality standard causing trouble in production flow which impacts financially to the company. On the other hand Priere Footwear’s sales performance when the stock level is stable is excellent but it cannot maximized the opportunity. The methodologies for data gathering in this research is through observation, informal interviews with competitors, questionnaire that surveys random sample of 111 respondents.Writer also use literature research to add supporting datas related with Priere Footwear’s business such as middle class in Indonesia and the use of e-commerce in Indonesia. Data analysis is done with strategic management tools such SWOT analysis that shows result one of Priere Footwear’s strength is that they have good visual presentation and communication, and its weaknesses which are narrow revenue stream and overdependent on suppliers, while it also shows e-commerce trend as an opportunity and hyper competition as threats., Porter’s Five Forces Analysis that identifies suppliers as the strongest pressure in the industry, the other tools used are Business Model Analysis, Benchmarking of the competitors business model & TOWS Matrix that identifies the potential strategies relating the result of SWOT analysis and the last tools are STP & Marketing Mix Analysis to complete the analysis It was found out that the main problem of Priere Footwear that stop them to grow is its own business model causing the instability of the business and unable them to catch the opportunity in the industry. Results from analysis propose three expansion strategies to overcome the business issue of Priere Footwear which are Digital Marketing Strategy, E-Commerce Strategy and Vertical Integration Strategy which creates a modification in current Priere Footwear’s business model. The strategy implemented periodically from the third months of 2016 and finished in the tenth month of 2017 with the total budget needed of IDR 231 million. Keywords:Leather Shoes Business, Expansion Strategy, Business Model, SME
Proposed Operation Strategy For A Better Service Capacity and Quality at Urban Laundry and Dry Cleaning, Bandung Gandwinatan, Jefry; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Urban Laundry & Dry Cleaning is a company engaged in the field of kilos and item laundry services in Bandung that has two major problems in its operation system, it is the target of completion of orders that are often not achieved and the swapped case between customer's clothes. Based on the analysis of the effective capacity and actual demand that occurred during May 2015 until September 2015, it is found two important points to be the root of existing problems. The first is the company's dependency on interpretation on two important processes in production systems/services, namely the recording process and Checking. Interpretation on Characteristic Writing Method caused interruptions and misunderstanding during the process. The second is the high impact of daily demand fluctuations during the month. Interpretation itself can be eliminated by using Write & Tag Method instead of the old method. Urban L&DC can improve the service capacity of up to 21.0% in Kilos laundry service. To mitigate the effects of fluctuations in demand, companies are encouraged to add new workers by adopt the system of part-time labor. The application of these two steps simultaneously increase the target completion of the order of 28.6% to 94.3% and the rate of service quality of critical condition (94.7%) to the optimum conditions (72.9%). In order to Write & Tag Method be able to run consistently, the company is obliged to make a Standard Operating Procedure (SOP) that is easily understood by the entire workforce. To recruit a part-time labor, Urban L&DC can publish the information through online media, newspaper, or through the recommendation of fellow workers. Keywords : operation strategy, service quality, capacity, laundry, Write & Tag Method
Business Strategy of New Culinary Business in Balikpapan: A Case Study of Kedai Kadeen Restaurant Sandi Augusta, Radar; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. The culinary industry in Indonesia is one of the largest attractions towards the tourism sector in which it has contributed to 32.5% of GDP or close to 209 trillion Rupiahs. Kedai Kadeen is one of the many businesses that are present in Balikpapan’s culinary scene to delight local citizens and tourists alike with their region’s appetizing specialty dishes. However, as a newcomer in the city’s culinary sector, Kedai Kadeen faces several challenges to its establishment. Intense competition, low brand awareness, inconvenient business place, low service quality and unstable costs of raw materials, are the current business issues. A business research is conducted to address the problems that are currently being faced by Kedai Kadeen.  A quantitative method approach and literature review is used to explore probable solutions to the business issue. From the internal scanning using the 4P analysis, it was found that the business’s main strengths are in its location, products and promotional activities. The positioning for Kedai Kadeen is also in the right track as seen using STP analysis. Meanwhile, the main weaknesses of the restaurant are the limited space of business and facilities in the restaurant. The lack of employee control system, as seen using the Value Chain analysis, proved to be another liability towards the business process. Scanning of the external environment resulted in the discovery of several threats that can potentially slow down the business, especially threats from competitors as have been analyzed in the competitor analysis. However, using PEST and Porter’s Five Forces, it was found that there are still ample opportunities for growth in Balikpapan because of the market. Result of the analysis and SWOT mentioned above shows that Kedai Kadeen has only been able to obtain low level of revenue due to its non-optimal business strategy and lack of control systems. Thus the needs for strategic solution are required in order for Kedai Kadeen to grow and generate more revenue. Several business solution alternatives are proposed to overcome the business issues: Porter’s cost-leadership competitive and a 7P marketing mix. An implementation plan of these strategies and the needed resources are described. Key words: culinary management; entrepreneurship; business strategy; Balikpapan.
Development of Business Strategies of PT Aquanest Archipelago (Seawater Ornamental Fish & Coral Reff Trading Company) Adamapramudita Gilrandy, Vicky; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract - PT.  Aquanest is an ornamental fish and coral reefs export trading company in Indonesia.  Since its establishment in 2012 until now, PT.  Aquanest has been successfully exporting the 3000 pieces ornamental fishes and 4500 pieces coral reefs to 10 countries in the world such as the United States, Brazil, Germany, England, Austria, Brazil, Greece, Iran, Malaysia and Singapore.  In the process, the company find significant sales gap trend each year. There are high season sales between november to april and low season sales between May to September.  Company analyzed, the caused of this matter it is influenced by the condition of the season in the country, where the biggest market is the United States and European countries. Therefore, PT.  Aquanest tries to make solution for low season sales by expanding in domestic market which  is not affected by the conditions of the season.  It means that companies must be provide the consumer basic needs in this business.  The company decided to create a retail division that sells four main products which is livestocks, equipments, maintenance supply and ready-system aquarium. On Six month after store launching, the sales did not have significant growth and tend to be low. The worst is ready-system aquarium product which is not sales at all.To fix this problem, company needs determine the best business strategy to increase the ready-systems aquarium products sales. After analyzing Company’s external and internal environment, differentiation strategies are the fittest way to achieve business performance. With using TOWS matriks, company generated several recommendation strategies. Creating aquarium project department to provide comprehensive custom aquarium from consultancy to the on-going maintenance for the clients are the main strategy to improve sales performance. This strategy will be delivered with the new business canvas model and new marketing mix. With the new value proposition “bring the spectacular beauty to your place”, PT. Aquanest will be helped to achieve revenues target by the end of the year. To ensure the strategies is on track, business timeline is applied. Keywords: the ornamental fishery and coral reefs Business, business strategy, Business, Retail, Differentiation strategies, Aquanest
DEVELOPING NEW BUSINESS MODEL FOR BOOK PUBLISHING COMPANY IN THE DIGITAL AGE: A CASE STUDY OF DUTA MEDIA TAMA Sucipta, Dimas; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Creative economy is a growing industry but publishing industry as a part of creative economy faces more problems. Current data based on Indonesia book retailer company shows that total sales growth only 2% per year in 2015, that is lower than several years ago. At this time, company faces new business environment that is a digital era. The issues that company face are how to survive and growth in this digital era.  The purpose of this research is to develop new business model for company which more relevant with digital age. For do that, it is necessary to has deeper understanding about the business situation which company face. The research method and framework is used in this research there are PEST Method, Porterâ??s Five Force, Market Research for customers analysis, internal analysis, and SWOT analysis. The survey method is used in market research with questionnaires to targeted market segment specifically who life in Bandung.  The research result shows that in macro environment factors, the political and economy factor are tend to be positive for company future growth, but several changing external factors have an impact to company that are the growing of digital technology which influence customers behavior and trend of new culture. In microenvironment the force which has an impact to lowering company growth is substitute product that is free information or content in the internet while the digital book does not influence. In customers analysis shows that many customers have high reading interest to physical book, but their purchasing power is low, therefore they tend to choose internet for search free information although internet information still has a lot of weakness such as credibility of information and too much information. From that several analysis, the root cause of company slow growth is because of threat factor from internet free information that cause customers choose internet than physical books. The new business model is developed to face that new business environment, while the method is used business model generation. The result are seven business model ideas for this issue which after evaluating each others, the Digital Novel business model is a best business model solution for company. It is because from the research it is known that many customers like reading a physical book than digital book, fiction/novel book is the best selling and most favorite category, and customers always depend to digital technology as a modern lifestyle. Key words: business model, digital age, book publishing 
Integrated Business Solution as a New Enterprise in The Tight Market of Interior Design Service Industries and Digital Media Competition Prakasha, Reza; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. The objective of this paper is to develop integration strategy in term of Business Strategy, Marketing and Product Development. The Business Strategy focused on Business Model, The Marketing exposed about Marketing Strategy and Plan, while Product Development is planning about Digital Services Innovation. PT. Presisi Tata Kreasi itself created on July 14th 2014. It is run the Commercial or Corporate Interior segmentation of Architecture Services which parts of Creative Industries. Base on the tight competition and the declining economic situation nowadays, several industries cut their marketing budget and impact to the income or revenue of the mostly creative industries, especially the niche commercial interior segment. The company in this segment must take several action survive in very tight competition, including PT. Presisi Tata Kreasi. Otherwise the company will be eliminate too soon by the economic situation. This study of PT. Presisi Tata Kreasi business is used interview and questionnaire for consideration and guidance making decision. The result is; environment: direct competitor aggressiveness and tight competition in the industries. Management: The supply chain of PT. Presisi Tata Kreasi are not having strong agreement with the suppliers, cause to the cash flow of the company. Measurement: there are wide gap between the consumer perception and satisfaction of product/service quality. Marketplace: consumer segmentation that PT. Presisi Tata Kreasi targeting are not match with its value proposition. Method: the method that PT. Presisi Tata Kreasi use are very conventional.The business solution; first is short term solution which is Business Model Improvement that trying to solve the management problem. Second is mid-term Solution which is Marketing Strategy are trying to solve marketplace and method problems. And third is Long term Solution which is New Product/service innovation are trying to solve environment and measurement problems. Keywords: interior industries, root cause analysis, marketing strategy, services innovation, business model
Development of Business Strategy For Doping Studio Harimurti, Krisna; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. In Indonesia, children play an important role in product purchasing and preference of a family which consist of 70% of total family expenditure be spent for children needs and wants. This clearly indicates the potential and uniqueness of children market where their purchasing power comes from their parents. Therefore, children party planner business in Indonesia is a promising opportunities business that aims to help parents, which are time and fund constraint, in organizing memorable and emotionally attached moments with their children. Kiddy-O is a start-up company that position itself as Personalized Party Planner for Children which existed by specifically targeting niche market that includes events, party, and gathering where its main target customer object is children below 12 years old. Every start-up business faced high challenges in competing for success especially those in preliminary stages. This issue is also faced by Kiddy-O. This study therefore aim to find out the appropriate STP strategy and the targeted market audience needs in party planner of children service for the prospect of Kiddy-O business. Kiddy-O have to understand their target market rigorously and understanding the demands in order to provide product and services that are able to fulfil the demand of the market. It is essential for Kiddy-O to overcome this issue since it will help Kiddy-O during early stages and prevent from insolvency. Moreover, by understanding their target market well, Kiddy-O will be able to compete and survive in this business industry. To complete the analysis of the internal and external terms, the method of analysis used questionnaires to determine the views of consumers need of party planner for kids. Questionnaire addressed to 40 female respondents who live or work in Bandung City and have children age under 12 years old. After that, the survey result use to create strategy formulation, the author try to match Segmenting, Targeting and Positioning analysis based on author assumption and survey result of questionnaire. Kiddy-O’s consumers segment are female with range of below 25 – 45 years old above. Their last educational level are high school, diploma, bachelor and master. Segmentation by occupation is employees, entrepreneur and housewife. With average income between Rp 2,500,000 – Rp 7,500,000 above per month. And the geographic aspect divided into Bandung, West Java, Indonesia. Consumers social class are from upper class and consumers life style are divided into conspicuous consumers and survivor. Segmentation market is educated well. And the attitude are hardworking, acquisitive and competitive, concerned with position and show. Kiddy-O target market are female with range of 25 until 35 years old, have children age under 12 years old, bachelor degree, work as employees with the average income Rp 5,000,100 – Rp 7,500,000 live in Bandung. Positioning, the concept that were offered by Kiddy-O is to become a personalized private party planner that provide an interactive thematic events. To re-enacted traditional fun games and songs as well to promote Indonesian culture with fresh new ideas and concept by integrating an interactive activity games and challenges. Based on the research, there are many demand in this service. They think that using Party Planner service is important. Many of them will use this service for arrange birthday party events, despite will use the service for celebrate circumcision is becomes potential market too. Consumers satisfaction becomes the main objective. If the events not as good as expected, Kiddy-O will give compensasion to minimize complaints from consumers. We will do preventive action and make sure it does not happen again. Because the quality control and customer satisfaction are the important indicators that can make survive in business.Key Words: Party Planner, Children, Segmenting, Targeting, Positioning
New Product Development and New Business Model Canvas for Geulis Travel Hudapitra, Muhammad; Larso, Dwi
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Everyone needs transportation because it enables trading or socialization between persons, which is essential for the development of civilization.. Jatinangor is a city of education because there are many universities, so there are 50.000 college student associated with those universities. Based on this opportunity, Trans Geulis Indonesia Company was founded to serve the need. Trans Geulis Indonesia is Transportation Company who provides shuttle service Bandung Jatinangor and Rent car. Currently this company faces several issues: failure to penetrate in rented car market, failure to make quick decision, financial failure, unpredicted fuel price and political instability, and holiday season for college students in Jatinangor. The main issue is the holiday season, because in that time, many students who are the biggest customers are not using Trans Geulis Indonesia shuttle services. Based on those issues, Trans Geulis Indonesia’s objective is increasing the revenue and creating a new business model canvas to develop the business.. The data of internal assessment are analyzed through Business Model Canvas analysis, and the external assessment is analyzed through use PESTEL analysis and Porter 5 force. In order to solve the root cause, Trans Geulis Indonesia needs to implement solution by developing new business model. This business development analyze through renew the old business model canvas in customer segment, value proposition, channel ,cost structure, and revenue stream. There is also a new business in developing the product, it is rent Elf and bus service.  Keywords : transportation,car,  business model
Marketing Strategy of Alteregos Custom Made T-Shirt Created Upon Customer Characters Hadiwijaya, Nugraha; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 9 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract.Nowadays, a product is not always valued from its function, but has expanded to intrinsic value which nowadays it is about uniqueness. ALTEREGOS offers its product; manually painted T-Shirt, that each painted design are customer characters, so that a customer will receive one design. According to a survey to 75 respondent, author gained an information that product which offered by ALTEREGOS has not exist yet, or the respondent has never heard before.The problem comes from the customer`s awareness to the product that offered by ALTEREGOS. To the purpose of gaining awareness from customers, ALTEREGOS maximizes the power of marketing to social media, especially Facebook and Instagram, as the medium of low-cost marketing. These two social media are compatible to commit marketing activities, as these two are excellent visually, and for they who have narcissistic side, these two social media are promising self-actualization visually. Furthermore, in every year we will hold annual exhibition which displaying ALTEREGOS product, in order to increase brand awareness. Solutions are found by using qualitative method, through analysis and comparative case study by porter five forces and PEST. An appropriate marketing strategy is an important starting point to increase brand awareness so the product life span will long lasting and become a sustainable business.Key Words: Creative Industry, Clothing, Marketing Strategy. 
Co-Authors Adamapramudita Gilrandy, Vicky Adhitya Nugraha Akhmad Mukhamad Arifin, Akhmad Mukhamad Alfin Samir Amin, Grace Andi Hanafiputra Apriadi, Andi Hanafiputra Astri Ghina Bayu Purnama Alam, Bayu Purnama Beno Supriyadi Bhayu Tri Dita Putra, Bhayu Tri Dita Cokhy Indira Fasha Dimas Sucipta Elfitra Mercredi Augustin Erik Ariyanto, Erik Esty Hutami Dewi Lubis Evo S Hariandja Fauzan Aziz Filda Rahmiati Friza Yuniva Rachman Gabriella Wibowo Gandwinatan, Jefry Hamim, Muhammad Gilang Perdana Hudapitra, Muhammad Indah Puspita, Indah Krisna Harimurti, Krisna Mohammad Tedi Risnandar Mutiara Cahya Aghnia Nugraha Hadiwijaya, Nugraha Othman, Norfaridatul Perdana Kesuma, Renaldi Prakasha, Reza Reza A. Nasution Rezandra Priambodo, Rezandra Riani Saraswati Dewi, Riani Saraswati Rieke Fitri Yuniar, Rieke Fitri Rosita Rosita Ryan Eryandez, Ryan Sandi Augusta, Radar Simatupang, Togar Stefen Lili Saputra, Stefen Lili Togar M Simatupang Wedo Gupito Yudie Mohamad Manan Yunita Ismail, Yunita