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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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Proposed Marketing Strategy for Two Hands Full Café Saputra, Stefen Lili; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 5 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Indonesian local coffee consumption is rising about 7,5% per year. This indicates that Indonesian local people are becoming more familiar with the habit of consuming coffee. The lifestyle of coffee consuming now makes some people pay more attention to the quality of the coffee that they drink. Two Hands full is a specialty coffee shop established in November 2013. The idea is to be specialty coffee shop with specialty on providing mostly coffee based beverages. Two hands full main concept is simply a combination of specialty coffee, all-day breakfast menu, and cool design. The café has been running for five months, and the main issue that needs to be resolved is to reach more customers. This research goal is to formulate marketing strategies for Two Hands Full café based on the current condition of Two Hands Full and the consumer behavior. From the exploration, it is found out that the root cause of the business issue in Two Hands Full is the lack of awareness of consumer responds and needs. The exploration of consumer responses is determined trough questionnaire. The research shows that every element of marketing mix affects the customer in their purchase and post purchase behavior. The research shows customer responses about marketing mix expectation and also behavioral tendencies that can help Two Hands Full in creating more effective marketing strategies. Priority order for marketing mix elements based on customer response is : place, product, promotion, price, process, people, and physical evidence.. Proposed 7P marketing mix strategies for Two Hands Full : promote specialty menu, new menu design, standard menu presentation, psychological pricing strategy, bicycle discount, meal packages, online promotions, word of mouth activation, direct customer seating, regular staff training, making staff SOP, change some chair, make signage. The marketing strategies will be applied in structured implementation plan. The implementation plan will begin in June 2014 until May 2015. The implementation plan describes about the timeline of every marketing strategies.Key words : Coffee, Marketing Strategy, Consumer Behavior, Marketing Mix
Intregrated Marketing Plan of Beauty and Health Center (Case: Voila) Dewi, Riani Saraswati; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Growing trend of beauty trends has made the rise of beauty salons in Bandung. The need of pampering and increase good freshness from hectic activities made the idea of making service facility where consumers can enjoy all in one package. With the combination facilities consisting of a salon and fitness classes, Voila became one-stop beauty and health center. Business issues faced by Voila today are stagnancy growth revenue where revenues do not achieve sales target in the initial business plan. Problem solving was restricted into two goals categories that are increase brand awareness and gaining sales revenue. Root cause was analyzed from Voila internal data and customer perception via questionnaire. The analysis obtained that Voila have no marketing action and the business have no uniqueness with compared to other competitors. To solved the problem, Voila need to do marketing strategies and product modification strategy. Implementation plan was divided into immediate and long-term program. For immediate program, Voila strategies were increasing brand awareness by viral marketing, improved productivity by adding temporary high skilled employee and trained low skilled employee also maintain company flow by created financial structure. Marketing strategy can be done by improving website, update in social media, also active in events related to beauty and health issue. Moreover, productivity in health studio will be improved by adding new variation of fitness class. The synergy between salon and fitness studio can be built by making integrated system for each product.  For long-term program, Voila planned for product modification strategy by creating new service in medical-based beauty treatment and create additional facility such as café. In addition medical-base beauty service, Voila will collaborate with dermatologist to create skin care salon medical based, also making mass product of hair and skin treatment. Keywords: marketing, service, brand awareness, beauty and health
Formulating Growth Strategy for Carissa Beauty Clinic Yuniar, Rieke Fitri; 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. Trend of beauty industry is growing rapidly in Indonesia. Now, the number of beauty clinics business have reached hundred of thousands. Other interesting fact that should be known about beauty clinic business is the majority of their customers are women. Carissa Beauty Clinic, as a new player in the industry of beauty clinic, saw a business opportunity to serve the women that are concerned about their skin and body health.The purpose of this final project is to provide suitable strategies for Carissa Beauty Clinic in corporate, business and functional level of the company in order to achieve their goals grew their business and maintain its existence. In addition to the increasing competition in the beauty clinic business, it indirectly requires any beauty clinics to have strategy that appeals to customers and provide the best service to satisfy customers. Methodology in this final project is by evaluating the external and internal environment in order to get the company’s strength, weakness, opportunity, and threat or SWOT. From the SWOT, corporate strategy can be created using TOWS matrix. The building of the TOWS matrix is supported by IFAS and EFAS table. After conducting analysis of both internal and external to the company, still many obstacles or barriers facing company such as competition is high in the beauty clinic business, replacement products that sold freely on the market, human resource are still weak, incomplete clinical infrastructure, marketing strategies are not effective, and lack of ability of the company to establish a relationship with customers.Strategy recommendation as a solution to Carissa Beauty Clinic is to improve the internal barriers faced by the company such as improve service to customers and maintain the quality of service, creating products and latest innovative treatment program, strengthening the organizational structure of the company, information technology applications for operational activities, using the media for promotional activities and information for costumers, and start making CSR (Corporate Social Responsibility) as establishment of brand image in the community. This strategy should be monitored and assessed as very influential for the condition of the company in the future. For that measurement strategies should be conducted to determine whether the strategy can meet the company's objectives so as to maintain a presence and is able to grow any further.Keywords: competition, beauty clinic business, growth strategy
Improvement Strategy to Ordering Product of Nanggu Footwear Eryandez, Ryan; Larso, Dwi
The Indonesian Journal of Business Administration Vol 4, No 12 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract. The emergence of competition in business world is unavoidable. The competition leads the current business to face various opportunities and threats both from the inside and the outside company. Due to the increasing competition, the company must understand what and how to manage its resources. Competitive advantage can be derived from various activities of the company such as designing, producing, marketing, delivering, and supporting its products.In this paper, will analyze how ordering production strategy of Nanggu Footwear and the internal condition of shoes business which run by the Nanggu Footwear. The issue comes from the craftsmen the team hired, Along with the manufacturing process, there are also some issues regarding the manufacturing time required by the craftsmen. Commonly, there are frequent delays in the manufacturing process and the supply of leather material used for footwear is lacking and relatively expensive. There  are needed improvement strategy to ordering product in effort to solve many obstacles that happen in actual condition. Based on the result of the company activity, the proposed improvement strategy to ordering product includes managing the craftsmen (man), managing supply of raw material, procurement of tools which are needed by craftsmen (machinery), making agreement to craftsmen by contract system in ordering product (method/procedures) and controlling the process of making shoes (measurement).Keyword: improvement strategy to ordering product, shoe making, local brand fashion, footwear, leather shoe 
Proposed Marketing and Its Implementation for RSH Housing in Kecamatan Sematang Borang (Case Study: PT Hanafia Property) Apriadi, Andi Hanafiputra; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract-- RSH (Simple Healthy Home) is a home built using simple building materials and construction but still meet the minimum requirements of health, safety, and comfort. The RSH housing business in South Sumatra is a huge opportunity, so that PT. Hanafia Property (PT. HP), a property company, tries to take this opportunity by building Borang Housing in Kecamatan Sematang Borang, Palembang. The current problem is PT. HP needs to develop marketing strategy for Borang Housing. The conceptual framework is expected to provide a broader view to analyze and to provide solutions for the company's marketing strategy. Situation analysis uses the 5Cs that shows the market in Sematang Borang is attractive. Through STP analysis, the company targets lower middle class through the affordable RSH supported by complete facilities and infrastructure. The strategy formulation starts with choosing business strategy, and PT. HP chooses as follower position (me-too strategy) to avoid direct competition with other companies that has entered the RSH market. Next from Marketing Mix strategy, HP offers units that meet not only physical needs but also (augmented product) emotional benefit. Borang Housing also provides complete residential facilities to be enjoyed by the buyers in the housing complex. The housing offers low prices with ease of payment. HP uses a familiar name and recognizable by consumers for RSH housing, Borang Mandiri Residence. The implementation plan contains the explanation of marketing mix programs to be run, functions in the company which are responsible, and budget needed. The period is three phases totaled in 3 years, and with total budget of around Rp. 770 million. The evaluation of the marketing strategies is done through benchmarking,, number of inquiris, and ratio of inquiry with sales. Key Words: Hanafia Property, Marketing Strategy, Marketing Mix 
Business Strategy of PT Soca Cipta Niaga Risnandar, Mohammad Tedi; Larso, Dwi
The Indonesian Journal of Business Administration Vol 2, No 6 (2013)
Publisher : The Indonesian Journal of Business Administration

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Growth of Muslim population in Indonesia goes rapidly every year, not only in Indonesia but also worldwide. The need for special Muslim socks is very high mainly to support the hajj and umroh which are performed annually. PT Soka Cipta Niaga (PT SCN), one of the manufacturers of Muslim socks, is currently emergig. "SOKA" socks products has received positive feedback from its customers. But problem arises, where consumers who use socks PT SCN do not recognize the trademark used by the company. They just have known as "wudu socks" instead of socks named "SOKA". Promotion medias used by company have no positive impact on consumer brand knowledge. To solve the problem of the company, the researcher has analyzes the customers, company, competitors, collaborators, SWOT and Porter’s Five Forces. This analysis is to find out the company's strategy of “Soka” brand. The strategy used to increase the popularity of PT SCN socks products urges its employees to actively use social media such as Twitter, Facebook and LinkedIn to introduce the company's products. Community outreach through collaboration to hold bazaar, Muslim seminars are also form of corporate promotional activities to enhance brand and product knowledge from PT SCN. In addition, an important activity is to cooperate with the organizers of hajj and umroh to provide for the needs of pilgrims socks Implementation of the strategy is based on a predetermined time. Ramadhan and hajj session is very important because the company sales will increase rapidly. The company also needs to increase the target  to be achieved in each sale periodically at particular time as a measurement of effectiveness strategies.
Marketing Strategy For Grenzelos Nugraha, Adhitya; Larso, Dwi
The Indonesian Journal of Business Administration Vol 4, No 2 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract.Fitness industry in Indonesia is growing and becoming urban lifestyle, but there has not been a clothing designated for fitness activity. Grenzelos, engaged in fashion field, tries to capture this opportunity by offering premium-classed fitness wear products. However, as the new company Grenzelos perform operations using only owner intuition, so it cannot reach the market. This causes Grenzelos need to consider the marketing strategy to be done.Based on the external analysis, the external analysis shows the attractiveness of this new industry with its high demand. Internal analysis shows that the consumer segment for fitness clothing is a body builder. Additionally, Grenzelos has done test marketing in the form of beta testing done in two phases to determine the customers' response and demand levels. In a SWOT analysis found that Greenzelos fitness clothing is a superior product in terms of quality and design, but there is no clear standard price with a limited distribution. In addition, people's lifestyles that lead to a healthy life and good appearance, and the use of technology for shopping activity may be an opportunity that can be exploited by Grenzelos, while the capital strength of the nearest competitor and limited market can be a threat. This led the company still does not have a clear presence in the fitness apparel market that is prone to competitor products.IFAS - EFAS continued SWOT, 3.30 point for IFAS and 2.90 point. From IFAS-EFAS results, it can be seen that Grenzelos is in diversification quadrant. So, it needs a marketing strategy that can reach the market. So, Grenzelos need a marketing strategy that can reach the market. This marketing strategy using marketing mix that starts from the development of product design, sales made through cooperation with existing online stores, lower prices than major competitors and promotion system using the IMC (Integrated Marketing Communication) method.To implement the new strategy for Grenzelos, this final project generate the plan and budgeting for the company. These implementation plan and budgeting covers the proposed marketing mix activities for the period of one year with total cost of Rp 159 million.Keywords: Fitness, Beta Testing, Grenzelos, Marketing Strategy
Strategic Management for An Entrepreneurial Venture (Case Study: Eternitea) Puspita, Indah; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. The competition in the RTD (Ready-To-Drink) milk tea currently in Indonesia is rapidly increasing. Until April 2013 Eternitea, an RTD milk tea company, has been growing, but in May 2013 the sales was decreased and not able to reach its target. The business issues of Eternitea are: (1) how to increase Eternitea sales to reach its target sales, and (2) how to develop Eternitea in order to survive and continue to grow in the long-term. The external and internal analyses, followed by SWOT analysis, are used to analyze the business situation. The roots of problems that are found are: (1) limited production capacity because of no employees and (2) no established strategic management processes. Strategic formulation is used to find and analyze the business solution. From EFAS and IFAS, the most appropriate business strategy to be implemented by Eternitea is a growth strategy, while considering the company’s external and internal strategic factors, the best competitive strategy is differentiation focus. Eternitea should focus to serve middle-to-higher-income potential customers and create differentiation through its product and distribution. There are three alternative growth strategies that will be implemented by Eternitea in order to survive and continue to grow in long-term: (1) product development for short-term, (2) market penetration for medium-term, and (3) market development for long-term. In conclusion, Eternitea should hire employees in the field of marketing and operation. Key words: Eternitea, Ready-To-Drink, Strategic Management
Business Model Design for New Business Development at PTB Dialysis Clinic Chain Fasha, Cokhy Indira; Larso, Dwi
The Indonesian Journal of Business Administration Vol 1, No 7 (2012)
Publisher : The Indonesian Journal of Business Administration

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PTB is subsidiary of B Company, a German health care supplier. Division AV of PTBB focuses on dialysis products and services. As Division AV started direct business in 2009, PTB expects it can be growth driver in 2011-2015. The research aims to recognize and create external opportunity in dialysis service provider, to explore internal resources, and to develop new business model of PTB dialysis center. Corporate entrepreneurship framework is applied to provide solution. The research methodology is qualitative approach by semi-structured interview. The discussion points are put business model framework and synthesized into PTBB dialysis service provider business model.The result shows key issues as external opportunity and internal resources. Kidney failure patient in Indonesia has huge potential because limited specialists and dialysis center capacity, expensive cost of treatment, and limited access to reimbursement scheme. Dialysis service is dominated by hospital-based dialysis unit. However, hospital-based dialysis unit capacity cannot fulfill demand of patients. Stand-alone dialysis clinic development is opportunity. However, it has challenges in complicated permit, higher investment, and lack of support in reimbursement. PTB has several internal resources that can be utilized.The proposed business model solution is standardized and interconnected dialysis clinic chain,. The dialysis clinic chain focus on JAMKESMAS/DA patients and untreated patients. To run this model, important activity is building relationship with coordinator, while important resources are standardized operation procedures and centralized IT. Keywords: Corporate Entrepreneurship, Business Model, Dialysis Center, Healthcare Service 
Business Strategy Development of Ruupa Id (Interior Design – Architecture Company) Putra, Bhayu Tri Dita; Larso, Dwi
The Indonesian Journal of Business Administration Vol 4, No 12 (2015)
Publisher : The Indonesian Journal of Business Administration

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The growth of the property business in Indonesia is growing very rapidly. According to data from Bank Indonesia in 2011 and 2012, the growth of property in Indonesia rose from 15% up to 38%. Besides residential housing property forms such as apartments, office buildings, and the shop is also growing very rapidly until today. Ruupa ID as a consultant and interior architecture workshop has the objective to be one of the leading consultants in Indonesia especially in Jakarta and Bandung. Ruupa ID established in December 2012. Ruupa ID’s first interior project is to design apartment in Jakarta. Ruupa ID has two different services and product department: service in design consulting and built-in furniture product making. Low brand awareness issue is one of problem that Ruupa ID faced today. Low marketing strategy and the customers rarely know about the company are the reason why Ruupa ID has low brand awareness. Business strategic development is a suitable tools for Ruupa ID business strategy. First step is by scanning internal analysis company about design uniqueness, team professionalism, and offering best quality to customers as strength and ineffective marketing campaign, lack of administration and marketing staff as the weaknesses of Ruupa ID. Based on the result of the Ruupa ID’s business plan analysis, the proposed business development strategy is divided into several steps, which are maximize the online and offline marketing campaign like website and social media; make standard operational procedure in every working process; make financial forecasting and hire new employee for financial and marketing department. Key Words: Interior Design, Architecture, Property, Built-in Furniture, Business 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