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Riawan B Paramarta
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Proposed Business Strategy for Angkasa Pura 2 at Husein Sastranegara International Airport Mapriharto, Reski; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 4, No 1 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract. PT Angkasa Pura 2 (AP2) is operator in airport management and operation services in West Indonesia flight area with PT Angkasa Pura 1 (AP1) manages airport in East Indonesia flight area. In West Java AP 2 manages several airport which Soekarno-Hatta, Halim Perdanakusumah, and Husein Sastranegara. In Husein Sastranegara however AP 2 has limited authority because, Husein Sastranegara International Airport owned by Indonesia Air Force (TNI AU). By 2013, passengers growth in Husein Sastranegara are profitable opportunity that AP 2 should captured. This also capitalized by condition Bandung city as tourist destination and in the near future Indonesia will face ASEAN Open Sky policy, which great opportunity for Husein Sastranegara with its status as international airport. The formulation strategy beginning with analyzing external and internal environment involving several methods such as Political, Legal, Socio-Cultural and Technology (PEST) Analysis, Corporate culture, Corporate structure and Corporate resource that contain Value Chain Analysis. The result of internal and external analysis determined with SWOT Analysis to generate IFAS Analysis and EFAS Analysis, TOWS Matrix, and interpreted to the Grand Strategy Selection Matrix.According to the Grand Strategy Selection Matrix, PT AP2 indicated in growth quadrant which mean high internal (strength and weakness) factors but quite low for the external (opportunity and threat) factors. All in all Husein Sastranegara currently still attractive for business as an airport while has some difficulties, growth airline passenger in Bandung should take into consideration. Keyword: Angkasa Pura 2, passenger growth, Bandung, Husein Sastranegara 
New Marketing Strategy For Tatuis Mukena Fashion Putri, Dwidania Sabarina; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 3, No 7 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Tatuis is a company pioneered the mukena fashion industry in Indonesia. Mukena and sajadah fashion first launched by Tatuis on 2010 brought changes in the national mukena industry. At that time, the mukena on the market generally in plain white color. Variance of mukena design is evolving due to moslem woman’s taste which more fashion sensitive. How is the marketing strategy of Tatuis in maintaining its position as the mukena fashion pioneer in Indonesia? How Tatuis increase their brand awareness in the market? How Tatuis increase their sales number? How Tatuis face the competitor in the future? Research started with the analysis of the current business situation. The research then combine with the relevant theories and completed with market research of mukena customer in Jakarta. Based on the research analysis using relevant theories and market research analysis, the author proposed to do the market penetration strategy. The result of the analysis found that market penetration strategy is the most suitable marketing strategy for Tatuis mukena fashion. The reasons for selecting market penetration strategy is because the business still on growth stage, the market share is great but still can be improved in order to obtain new customer from the existing segment. Author found that the best business strategy for Tatuis is differentiation strategy. The reason for selecting the differentiation strategy based on the character of the industry, where the product is the main factor that will attract the customer to buy their products and the tough competition among the players. The differentiation strategy will focus on the value received by the customer through their elaboration of product features. This strategy will take Tatuis to a position where competitor will not easily match. The condition will make Tatuis position as the leader in mukena fashion industry hardly rivaled by the competitor. Keyword : fashion, mukena, moslem, marketing strategy, business strategy, Marketing Mix, market penetration strategy, differentiation
Managing Growth of Clinic Livia A Skin-Care Clinic Business Nugraha, Giovanni Sakti; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 1, No 1 (2012)
Publisher : The Indonesian Journal of Business Administration

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In Indonesia, demand for skin-care clinic has rose substantially along with the climb of their economic condition and citizen welfare. This happens because economic growth has major effect in increasing numbers of middle-class citizen who plays an important role as the main target of skin-care clinic business. Middle class citizen in Indonesia has grown from just 37.7% of population to 56.5% in 2010.Clinic Livia, a skin-care clinic located in Jakarta has enjoyed substantial growth within the past 5 years. Their sales has reached 2,000 patients per month and with around 100 employees on their rank shows that this business has developed significantly since first established in 1996.However other than benefits, growth can also cause problems that company should anticipate and address properly. Unfortunately, Clinic Livia still have difficulty in managing problems that was caused by their growth. To address this situation, thorough analysis is necessary to find the root-cause and subsequently build the solution.The analysis process found that main problem of Clinic Livia was identified as lack of good strategic planning. Other than that, Clinic Livia also doesn't currently have marketing division who supposed to be responsible in predicting and preparing for growth. For that purpose this paper suggests a strategic plan for Clinic Livia as a strategic foundation and proposal to create a dedicated marketing division.Keywords: marketing, skin-care clinic, small-to-medium enterprise
A Proposal for CRMS Indonesia to enhance the Market Share in Indonesia Salim, Lea Shaula; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 4, No 6 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract - The needs of risk management in Indonesia is increasing since there are a regulation from the Indonesian government to implement risk management Badan Usaha Milik Negara (BUMN), Listed Companies, Banking and Non Banking sectors. To fulfill this needs, CRMS Indonesia as an  risk management training firms has several programs and  product to be offered to the market with ISO 31000 standard.  Even the needs of risk management is big, the market share of CRMS Indonesia is 11.8% in 2014. And the other 88.2% of market potential is still outside. Market share become concern because it shows CRMS Indonesia domination in market. The revenue will automatically increase when the market share increase. Risk management training firms commonly do the same process and marketing mix. The analysis shown that position of CRMS Indonesia compare with the existing competitor is strong enough, because they have two programs that could become the competitive advantage such as international benchmarking and  roundtable disscussion. But the weaker position face by this training firms, because the number of bargaining power of supplier is stronger in here. Furthermore, online learning is one of threats for substitute product.  CRMS Indonesia itself, has a strength in networking with international institutions, experienced faciliator, and recognition as the Risk Management Service Provider of The Year in 2014 from Institution of Risk Management in London. All of those strength can be used to increase the market share. But the root cause found are they lack  number of faciliator, lack number of team and the delivery method need improvement. Those indicates the reason why the market share of CRMS Indonesia is not maximum. The solution for the root cause are the planning for the partnership solution, recruitment solution, customer relationship management solution, and e-learning solution. Those solution are expected to help CRMS Indonesia in enhancing the market share in Indonesia. Keywords : Risk Management, Training Firms, Indonesian Regulations
Marketing Strategis For Hotel Mangkuto, Payakumbuh. Winda, Trimela; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 4, No 6 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract- Currently hospitality business in Indonesia is growing along with the increasing spotlight on tourism. Hotel is a company engaged in the service that provides services to stay, meeting room, food or beverages, and more. All hotels want a high occupancy rate, but this cannot be separated from what is used in strategy for each hotel. The business issues in this final project is occupancy rates are currently only 47% of which have not yet reached the target standard STR Global hotel indonesia is 69.4%.The methodology used is the analysis of the marketing mix 7P, Servqual, brand equity. The analysis was performed through the data obtained from the questionnaire that consists of the data respondent, brand awareness, brand image, perceived quality, promotion, and brand loyalty. All questionnaires filled out by the customer Mangkuto except the brand awareness that filled by the customer Payakumbuh Mangkuto and people around payakumbuh. From the results of the questionnaire, found the problem in terms of service, brand image, and promotion. For this service, the problem in terms of professional employees and the response given to customers still unsatisfactory. For the image of the brand, there are problems such as incomplete facilities and the price is not affordable. For promotion, the hotel is lack of utilization such as media social, advertising, and events.The proposed solution is mangkuto should increase promotion using social media, event sponsorships, and advertising. In addition, repair facilities and provide attractive discounts for hotel customers. Improve service by way of renovating the meeting room, check the cleanliness of the rooms and meeting rooms, providing appropriate equipment in meetings, increasing the number of variety of food, improve service employees. The solutions are applied in the implementation plan. The implementation plan consists of objectives, activities, indicators, targets, resources, responsible, and timeline.Keywords: marketing mix, servqual, brand equity, brand awareness, brand image, perceived quality, promotion, and brand loyalty. 
CV. Freezer Teknik Business Strategy Formulation and Proposed Implementation Raeros, Rangga Tri; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. CV. Freezer Teknik is the company which engages in refrigerant industry. In the beginning, they only provide any refrigerant service, such as refrigerator, air conditioner, etc. CV. Freezer Teknik only have one factory that located in Mamuju City, West Sulawesi. Their factory already running for two and half of years, and the sales tends to stagnant. A proper strategy formulation is needed to help CV. Freezer Teknik to overcome their issues and also to expand their business, due to their stagnation.The strategy formulation is started by analyzing the external and internal environment of CV. Freezer Teknik. The Strength, Weakness, Threat and Opportunities or SWOT analysis used to create Internal Factor Analysis Summary, External Factor Analysis Summary, and TOWS Matrix analysis. According to the forecast demand and capacity planning, so the best location for new ice factory is defined. An action plan to implement this strategy is created. The financial projection needed to calculate the feasibility of this project. Then, the time plan created which is contained every activity, the responsible division, and the time plan. The critical success factor, then used to determine every key factor or objectives that should be achieved by each activity.Keyword: Corporate strategy, Ice Block Factory, Fisheries Industry, Quantitative Strategic Planning Matrix (QSPM)
Proposed Improvement for Service Quality in Obsgyn Outpatient Unit of Klinik Utama Kartini Using Servqual Method and Kano Mode Ullytha, Gittha; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 3, No 1 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract— Indonesia healthcare industry is growing rapidly in recent years, this condition has led to the increase of competition between healthcare providers available on the industry. Nonetheless, with the government plan to implement  the National Health Insurance program (JKN) by January 2014, and the increase of demand from community for higher standard of services, the healthcare providers are required to improve their service quality. Klinik Utama Kartini, which was established in 1979, is a health clinic which specializes in obstetrics and gynecology (obsgyn). From January 2011 up to May 2013, there have been decrease in number of patient visit on obsgyn outpatient. This is partly due to the increased competition in health care industry and also since the quality of services provided by the clinic (particularly in the obsgyn outpatient unit) have not meet its customers expectation.To find the root causes which led to reduction in the number of patient visit in the obsgyn outpatient unit, some analyses were conducted. An internal analysis was conducted by analyzing Segmenting, Targeting, Positioning (STP) and the marketing mix (7P) of the clinic, analysis of business situation was conducted using Porter's Five Forces, and analysis of the quality of services was conducted by using Servqual method and Kano Model. Based on the above analyses, it was found that the root causes of the problem are the absence of SOPs and employee regulations, the lack of management in the field of human resources, lack of management relating to promotion activities, and there is need to renovate some tangible factors on the clinic.This study suggests the existence of seven attributes of Servqual Method which should be put as priorities to be improved and also there is need of improvement on promotion activity in the clinic. Keywords: Klinik Utama Kartini, service quality, Servqual Method, Kano Model
Co-Authors Dwidania Sabarina Putri, Dwidania Sabarina Giovanni Sakti Nugraha Gittha Ullytha, Gittha Lea Shaula Salim, Lea Shaula Rangga Tri Raeros, Rangga Tri Reski Mapriharto, Reski Trimela Winda, Trimela